The rapid advancement in technology throughout the digital age has given rise to the increased unpredictability of purchasing decisions. The days of someone going from A to B are long gone, replaced with a buying journey that takes place across multiple platforms and devices – making them much harder to track without the highly specified and purpose-built tools.
Buying Journeys are undoubtedly more scatter-shot and arbitrary compared to previous decades, and businesses are required to invest more in order to keep up with the latest analytic trends.
With that in mind, we’re fortunate enough to live in a world driven by creative innovation and whenever a problem arises, a solution isn’t far behind. Let’s take a look at how businesses might track their customers’ buying journeys and engage them at each touchpoint.
Helpful Tools to Get Started
Oribi’s features include:
- 100% automatic site tracking
- Define, pin and track specific events aligned with your business goals
- Ability to follow single visitors across multiple sessions and domains
- No maintenance or coding experience required
Sounds great, right? Oribi is at the forefront of site tracking technology and will provide you with actionable results as opposed to bundles of unreadable data.
2. Heatmap Tools
If you’re a sports fan, you’ll know all about heatmaps and how effective they can be in relation to performance.
They work exactly the same way as they do in professional sport: simply replace the individual player with the mouse cursor and voila! You’d even be forgiven for mistaking one for the other…
Heatmaps can provide you with a range of data regarding on-page interactions; from mouse movements to clicks and scrolls. This will give you a fairly in-depth understanding of what does or doesn’t grab the attention of the visitor.
3. TouchPoint Dashboard
Touchpoint Dashboard features include:
- Drag and drop touchpoints onto a journey map which can be shared with whoever you wish
- Enable editing access on the map to provide notes and feedback from anyone – including customers
- Filter and review touchpoints in charts and other manageable categories
- Create campaign tasks and deadlines
- Create shareable and presentable reports
Touchpoint Dashboard allows you to evaluate customer experience at various touchpoints with the help of images, video & audio, data and real-time feedback.
Engaging Your Customers at Every Stage of Your Sales Funnel
1. Top: Optimize Your Copy
Engaging, well-written copy is good for the following:
- Improves organic visibility and ranking potential
- Attracts and keeps visitors on the page
- Maintains visitor interest and moves them through the funnel
- Written CTAs as a supplementary guide to assist them with the next move
An experienced writer will know how to properly leverage keywords and pain points into each of their posts. There are also online tools available such as Text Optimizer that will help with identifying additional concepts related to your target query to include throughout the content.
2. Middle: Engage the Visitor
There’s a time and place for aggressive sales tactics, and choosing to implement them at this stage of the funnel is likely to backfire. Site visitors who are still in the research phase of their buying journey won’t appreciate this opportunistic style of in-your-face engagement.
A better course of action would be to use content suggestions, rather than your primary conversation CTA. This way, your visitors will be led deeper into your site, allowing them to completely interact with what you have on offer. Your site visitors will now be interested and informed enough to make a purchasing decision, which is when you’ll present them with your primary CTA.
3. Bottom: Implement Cart Reminders
Your site visitor has finally arrived at the bottom of your sales funnel, also known as: The End Game. This is arguably the most crucial part of the entire process as the hard work has now been done and all that remains is collecting the cash.
Easier said than done, right? Studies have shown that up to 70% of individuals will leave the shopping cart without actually making a purchase! This can be down to forgetfulness, hesitancy, unwillingness to spend or simply because they were just window-shopping in the first place.
There is technology available such as exit-intent chatbots that will identify when a user is about to leave and engage them with cart reminders to gently nudge them towards a successful conversion.
4. Post: Remarketing Strategy
Getting scores of visitors onto your site and ultimately allowing them to leave and forget about your existence is a huge waste of time, effort and resources.
This is where remarking comes in. Major platforms and search engines Facebook, Instagram and Google all offer remarketing tools to target those who left without making a purchase.
There will, unfortunately, be many who slip through the net; but now that they’re familiar with your brand, remarketing is a great way to keep your business in the active conversation.
Tracking and engaging your customers is undoubtedly getting more difficult as we venture deeper and deeper into the digital age. Fortunately, we’re an inquisitive bunch with an all-encompassing drive for perfection, and as we’ve noted above, digital solutions are already popping up with increasing prevalence and accuracy.