The PATH TO PURCHASE is Not a Straight Line
Online business is like a 3-dimensional puzzle. Every move you make impacts your next decision.
In our case, a sale can come in from any number of sources and touch-points.
Did you know it takes an average of 10 touch-points to get a purchase?
Our job is to find our ideal customer, and nurture them along that Path to Purchase.
A CRO audit finds those points of friction along that path and uses the best available strategies to minimize them.
This matters because a confused mind doesn’t buy.
Let’s remove the confusion to bring in more sales and satisfied customers.
In this post I want to illustrate how this Path to Purchase works with a real-life example.
In my job as an e-commerce coach, one of the biggest misunderstandings I see how the customer's PATH TO PURCHASE goes from a Facebook Ad to an actual order in your Shopify dashboard.
In this mini case study, I break down how to design a quality Facebook video ad, and how to understand and evaluate the customer path the purchase.
Remember the PATH TO PURCHASE is not a straight line !
When creating ads our 1st job is to stop the scroll!
I just came across this super simple video ad in my facebook feed and it did just that, stopped my scroll.
Here Are the 4 REASONS why I think it works so well:
1. Image headline made me curious
2. Copy was short and engaging
3. Visual was striking, colorful and unexpected
4. Audio transported me to the beach
Now I want this product!
Here are the questions I ask myself about what happens next for this 1 person (me) that is now in the audience of this brand:
Was I in the market for nail polish? No
Do I know this brand? No
Did I click the ad to learn more? Yes
Did I check out the site? Yes
Did I engage (like, comment) No
Did I make a purchase? No
Did I sign up for the email list? No
Realistically In 5 minutes or less, I will forget all about this ad and product.
The job of this brand is now to retarget me with more ads and try to get me on their email list.
FACT:
It takes 7+ touchpoints with a brand before someone decides to purchase.
If I see this ad or other versions of the exact same product a few more times I would likely take the following actions:
Follow them on Instagram
Signup to their list
Look for a discount code
Check shipping cost
Search google for customer reviews
Ask friends their opinion
Receive and read a few emails from the brand, welcome, min campaign, abandon cart
See a retargeting ad on Google
On my Path to PURCHASE:
1- 14 days later
I will take one of the actions:
Make an impulse purchase on the next touch-point
Make a purchase after more touch-points
Buy a competitor product that is served to me by ads or found in my research
On my Path to PURCHASE:
14+ days later
I will take no action or be a valuable customer:
Do nothing, I don't really need or want this product, it was just a cool ad I saw on a Saturday morning.
or
🛍 I am a loyal customer and buy this brand exclusively, I write reviews, create User Generated Content (UGC) and share it with everyone who asks about my awesome nails!
What you would add to this customer journey?
Interested in working with Tina 1:1 for help with your e-commerce store and customer path to purchase?
