All marketers like to know stuff about their customers; and Google is no different. Which is why they commissioned an extensive study into how your customers are researching your products before purchasing online.
All marketers like to know stuff about their customers; and Google is no different.
Which is why they commissioned an extensive study into how your customers are researching your products before purchasing online.
The study analysed the behaviour of 15,000 shoppers over six months within a range UK consumer markets. And the results have changed the way online marketers think about their customers forever.
Did you know that on average:
- 33% of sales happen 30 days after the customer began their research
- 70% of customers use search engines
- Buyers who search generic keywords are 19% more likely to buy online
- The average customer visits 4.5 websites a total of 9.9 times before purchasing (2.2 to yours, 7.7 to your competitors)
- Focusing on all customer touch points and not just the last click is the key to best success
In a world where marketing budgets are increasingly spent online, understanding how your customers are researching your products is paramount to getting the most for your advertising spend and optimising conversions.
How long is your average sales cycle?
With all the creative data capture techniques available today and CANDDi visitor analytics to identify every customer touch point, it is now possible to see exactly how long your average sales cycle is, from first prospect search to purchase.
And knowing this will enable you to innovate your entire marketing strategy forever.
Understanding the most likely position of your warmest prospects and identifying their most likely needs is extremely powerful for building customer rapport and getting you ahead of the competition for when the customer is ready to buy.
Is your Keyword selection correct?
With 70% of customers using search engines and generic search terms leading to more online sales, CANDDi visitor analytics will show you exactly which keywords are leading to paying customers.
And because CANDDi will track customers through every visit they make, you can analyse your keyword performance right back from whenever that customer first searched it.
What’s your average Customer Touch Point/Sale Ratio?
Do you know how many times a typical customer visits your website before purchasing?
CANDDi will show you how many times each customer has hit your website and their entire visitor journey.
Once you understand you typical buyer model, you can begin to gauge where each prospect sits within it.
Why is this important? Because in addition to visiting your website, your prospects will also typically visit 3.5 of your competitors websites too. And of course, this is part of their natural decision making process.
So being able to know the most likely places your prospects are in their buying process and what they’re most likely to want at that stage puts the power right back in your hands.
The reason CANDDi is now the most popular visitor analytics solution in the UK is because it gives leading marketers exactly what they need; unprecedented insight into how to turn more customers into customers.
And with CANDDi, more and more businesses are enjoying the benefits of this powerful intelligence at their finger-tips every day.
If you have any questions about CANDDi, get in touch and our team will be pleased to help. For further details of the Google Study see Beyond last click: Understanding your consumers’ online path to purchase
Paul Clarke CANDDi