We as customers have very high expectations for relevant and customized content from businesses. Google is always trying to improve and understand the user’s journeys and find new ways to deliver us that data.
According to Google, almost 90% of marketing executives say that understanding user journeys across channels and devices is critical to marketing success.
Ever wonder why the conversion data in your Analytics account is different from AdWords? That is because of attribution modeling. An attribution model is a rule or multiple rules that are assigned to different touchpoints in a conversion path. Consumers may interact with multiple touchpoints during their purchasing journey. Attribution models help marketers develop a better understanding of how to optimize their website and online advertising to facilitate a consumer’s conversion path. There are 6 Attribution Models: Last Click, First Click, Linear, Time Decay, and Position-Based.
Last Click Model
The last click model gives all credit of the conversion to the last ad and the corresponding keyword. This model is best suited for when your advertising goal is to attract people at the moment of purchase, or your sales cycle does not include a consideration phase. This is the default model in AdWords.
In the automotive purchasing journey, car shoppers experience many touchpoints before they commit to a purchase. According to Google, a consumer can have over 900 digital interactions over a 3-month period. By only tracking with the last click model, we are missing out on the hundreds of interactions before the final conversion.
First Click Model
The first click model gives all credit of the conversion to the first clicked ad and keyword. This model is helpful when tracking initial brand awareness. If you are trying to build your brand, this model will help track when your customers are first exposed to your brand.
The linear model gives credit of the conversion across all of the touchpoints in the path. For example, your Paid, Organic, and Social channels will all equally contribute to the conversion. You will use this model if you want to maintain a presence with the customer throughout the entire purchasing journey. All of your campaigns are equally important during the buying process.
Time Decay Model
This model gives more credit to clicks that happen closer to the time of the conversion. If a customer clicked on your Facebook ad a week ago and never converted, but converted an hour after clicking your paid search ad, your paid search ad will be given more credit to the conversion than the Facebook ad. Advertisers who run short promotions will find this model most useful to give more credit to interactions that happened during the days of the promotion.
Position-based model gives 40% of the credit to the first and last clicked ads, and spreads the remaining 20% across all other touchpoints. Advertisers who use this model value the first interaction that introduced the costumer to the brand, and the last interaction that lead to a sale.
Fractional conversion credits are available to accounts that follow an attribution model that attribute fractional credit for each conversion across multiple clicks. The fractions are represented as a decimal such as 0.33 or 0.5 to give an accurate representation of the credit of the keyword or ad.
At Strathcom Media, our advertising experts have the skills and the tools to track all of the necessary touchpoints to understand your consumer purchasing journey. Interested in making the most of your online advertising with attribution modeling? Contact our sales team today to get started on a smarter way to advertise online!
Strathcom Media was very lucky to be able to attend the Call to Action Conference hosted by Unbounce in Vancouver, B.C. With over 400 attendees from around the globe, this conference brings 20+ online marketing experts who shared important information and advice about successful conversion, testing, content, and more. We got tons of useful tidbits and techniques that we can’t wait to start implementing into our sites, and we’ve summarized those key takeaways for you below. We hope you find them as helpful and insightful as we did!
Avoid Landing Page Overload
Don’t overload landing pages with useless information, images, or links. Everything that you include on your landing pages should have a good reason for being there, so don’t get caught up in creating an attractive design and forgetting about the most important parts of a page. If you’re not sure what, if anything, needs to be removed, then start testing! It’s the best way to determine how positive the user’s experience is.
Another simple, yet important aspect of an effective landing page (and website) is to ensure everything loads quickly. As one of the speakers noted, when websites loaded just one second slower, there was a 7% reduction in conversion rates. Who knew one second could make such a huge difference? To create a quick and efficient landing page optimized for conversion, you should make sure you have good hosting, use fewer images that aren’t too big in size along with caching and compression, and remove any unnecessary elements that could be slowing things down.
Don’t forget that unnecessary elements can also include links. A recent Unbounce survey of almost 8,000 companies found that those companies could increase their conversion rate by 50% just by doing one astonishingly simple thing: removing three links from their landing pages.
Test & Research
Testing is so important, yet over 60% of companies test their content and statistics less than five times a month. Testing helps you understand your customers, measure your success, and improve your strategies by not only allowing you to determine what techniques have been successful, but also by giving you priceless information about your failures so you can pinpoint what didn’t work and improve it for next time.
Don’t confuse testing with research, though. While testing helps you determine what’s working and what isn’t, researching helps you understand why something was a success or failure. Research can also help you anticipate and remove any potential issues or give you the knowledge to resolve them as they arise. After all, how can you resolve an issue if you don’t first understand it?
Focus on the Feelings
Effective marketing touches people’s emotions. People are subconsciously moved to purchase products when you show them how good it’ll make them feel or how it’ll improve their lives, not just by telling the customers about a product’s features. Appealing to the emotions of your customers becomes easier when you remember that you’re a customer too. If something doesn’t work for you, chances are good that it’s not going to appeal to other customers either.
Other Important Takeaways
Personalize emails beyond just adding a customer’s name by addressing their behaviour (e.g. signing up for a newsletter vs. an expiring subscription).
Don’t be fooled into ignoring email in favour of social media. Social media helps spread the word, but email is better at keeping a customer’s attention, while offering faster conversion rates and more revenue.
Mobile devices are being used now more than ever, so you should create a dedicated mobile site.
Continually work to identify customer friction points on your landing pages.
Overall success is achieved when the customer’s experience is a positive one.
Thank you to the Call to Action organizers, speakers, and attendees! It was a great conference and we can’t wait to attend CTACONF 2016!