Digital touchpoints are any places your potential customers may interact with your business in the online space. The research shows that it can take anywhere from 5 to 20 digital touchpoints before one of your prospects becomes a sale. The problem is that with so many different touchpoints - from email to social media and paid ads - prospective customers can take an almost infinite amount of different paths. This makes it very hard to measure and optimize their journey. So what can you do about it?
Identify your touchpoints
First thing’s first, you need to figure out what your digital touchpoints are.
As mentioned, these can range from anything from your outbound email marketing, to your social media feeds. For help understanding your digital touchpoints, check out this blog post where we discuss it in length.
The key here is to get a grasp of what stage of the buying journey prospects will be in when they hit certain touchpoints. For example, cold email campaigns will require much more educational content than nurturing email campaigns which can push much harder for a conversion.
Analyze the journey
Next up, you’ll want to take a look at the journey people are taking through your website.
Google Analytics is great for this, offering a helpful chart called Behaviour Flow which shows aggregate numbers of the visitors progressing through your site. But most important of all, it shows where your visitors are dropping off.
Go through your touchpoints one-by-one, and look for pages with a high drop-off. This is a pretty good indication that these pages either need some work, or your existing touchpoints simply direct prospects to them before they’re ready.
Connect the dots
Here’s the issue with touchpoints: it’s really difficult to understand the full story.
Behaviour Flow in Google Analytics is great, but it can only show you the journey your visitors take in a single session. That means you won’t be able to connect the dots when the same visitor reaches your site on different occasions, using different digital touchpoints.
And let’s be honest, with digital marketing getting more complex by the year, that’s likely to happen a lot.
The only way to solve this visibility problem is to use a website tracking tool that can identify individuals and recognize them across multiple visits. And luckily for you, we just so happen to have such a tool.
CANDDi tracks every single visitor, across multiple visits to your website. Even if your prospect takes their laptop home and visits from an entirely different IP address, we’ll know it’s the same person.
Crucially, CANDDi is also able to display the marketing source (or digital touchpoint) of every visit. That means even if your prospect converts YEARS after that initial visit, you’ll still be able to trace back which marketing campaign first brought them there.
If you’re interested in a one-month free trial of CANDDi, you can register here or simply get in touch via our live chat!