Understanding the Customer Journey to Online Purchase

The modern customer journey is complex. Before your customers decide to step into your business, they engage with your brand or business through a variety of online channels over several days and, for high value items, maybe longer. A purchase is a commitment to most customers and they are going to pick a business and brand they trust. There are so many moments a customer has when researching a product or service such as: which is best, is it right for me, can I afford it, where should I buy it and am I getting a deal moments. Many marketing channels influence the customer at different points on the path to purchase through website, email, social media, banner ads, search ads and video, to name a few. Thanks to our mobile devices, we are programmed to get the answer we want within seconds because all we have to do is go to a search engine and we can almost immediately find the answer we are looking for.

According to Think with Google, 3 in 4 customers who find local information in search results helpful are more likely to visit that business. It’s important to focus on the key moments that can help inspire people prior to buying your product or service (content marketing, social media, developing personas, data and reputation management).

Google analyzes millions of consumer interactions through Google Analytics to show how different marketing channels affect online purchase decisions. What are the most important moments along the journey for your consumers? In the upcoming webinar on August 17, 2017, CEO of Team SI, Tim Whitley, will go through a detailed checklist and explain what your potential customers are doing before they even step into your storefront. Data is the currency of the Internet and it has all the answers when used correctly. Are you there for your consumers when they need you most?