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  • 5 steps to optimising conversion rates with customer journey timelines

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    Over the last few months, as consumer behaviour naturally changed and evolved throughout lockdown and beyond, like many of our customers, you may have seen a massive rise in the volume of visits to your website.

    In order to help you convert more opportunities and capitalise on increased traffic, Go Inspire Group have created our 5-step guide to getting more conversions. 

    Step 1: Cluster all interactions into Customer Journey Timelines

    Disparate visits from thousands of users should be clustered into customer journey timelines that group all interactions a known, or unknown individual makes with your website, across all channels, in one place.

    This displays something more closely related to the customer’s actual purchase journey behaviour, as well as highlighting how different channels and campaigns are working together to drive traffic to your website. 

    Step 2: Identify Individuals

    Identifying whether an individual is a known customer, unknown repeat visitor or phantom visitor can inform your decision whether to deliver personalised messages through CRM activity, to invest in targeted acquisition remarketing and paid search, or to suppress your marketing from individuals unlikely to convert. 

    Step 3: Segment your visitors based on engagement

    Segmenting visitors to your website based on engagement, value bands and channel preference empowers you to develop bespoke marketing campaigns for Retention and Acquisition.

    Overlaying your existing customer segmentation from Single Customer View and CRM data can allow you to build a rich picture of your customers and join the dots between your online and offline worlds. 

    Step 4: Filter out the noise

    Picture yourself walking past a store of any kind with motion sensors on their entrance doors. If you trigger the doors but do not enter the store – should you be classed as a meaningful visit? 

    No, you are what we consider to be a ‘phantom’.

    The reality is, around 98% of visitors to your website are probably phantom visitors – who land, bounce and then never return. 

    Removing phantoms delivers significant benefits across your digital marketing for example:

    • improve quality scores by removing those who will never convert from your remarketing selections
    • get an accurate read of how acquisition campaigns are performing by only including meaningful visits
    • supress existing customers from acquisition campaigns to avoid wasted spend

    By first removing the phantoms to ‘filter out the noise’, only then you can begin to understand your website’s true performance.

    Step 5: Optimise marketing spend

    By completing steps 1-4, you can begin to truly understand the true cost and profitability of all journeys, to know which channels are working well and which need further optimisation.

    You can now focus on retaining the right customers by creating a marketing strategy that moves customers into the most profitable bands, applying your understanding of customer engagement, channel preference and stage in journey to tailor messages to an individual customer’s need.

    What results can you expect to see from this approach?

    This approach to optimisation typically delivers the following results:

    • 13%-16% saving on digital marketing spend
    • 14% increase in conversion from Abandoned Baskets remarketing 
    • Saving of 1-2p per click on social and paid search with improved quality scores
    • 2-5% more emails landed in inboxes with improved sender reputation
    • Save 10% on social, dm and display ad by selecting most engaged customers for campaigns

    How can you achieve all the above?

    Simply email info@goinspire.co.uk discover how Digital Playback can solve your attribution headache and optimise your conversion rates.

    Digital Playback is our unique attribution platform, that enables you to optimise your conversion rates and marketing spend by clustering every interaction an individual makes, across all channels and devices, in one journey.

    Check out our webinar

    Nick Greatrex, Digital Director at Go Inspire Insight, shares his thoughts on improving conversion by solving the digital marketing attribution headache, check out the webinar here [17min to view].


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