A typical customer journey entails several stages from the awareness where the customer is only getting to know the brand to the final stage where they become a true advocate of the brand. Having the right implementation of Adobe Experience Cloud products gives the ability to analyze each stage of the customer journey quite granularly.
In this phase, the prospect has a need and is aware of the brands product/service which can fulfill this need. They are exposed to marketing messages across different channels, like Paid Search, Display etc. These channels help drive traffic to the brands website or mobile app.
The data within Adobe Experience Cloud can be used to analyze individual marketing channel performances in driving quality traffic to the website. If cost related information is available, brands can get a close approximation of the return on investment broken by channel and find areas in which marketing spends can be optimized to yield greater profits. It can also give a view to specific landing pages that work well for channels which can then be optimized for greater yield.
The important starting point is to ask the right business questions associated with the awareness phase. Using data to get these answers can enhance the acquisition strategy through channel analysis & landing page optimization.
- What proportion of traffic is coming from paid channels vs non-paid channels?
- What proportion of traffic is coming from each paid channel [e.g.: Display Ads vs Paid Search]?
- Which specific marketing campaign has particularly performed well the last month?
- Are there specific landing pages that work for a particular campaign?
- Do certain campaigns perform better if directed to lower funnel pages rather than top funnel pages?
- How effective is each channel in driving site engagement or conversion?
- What is the return on investment made on each paid channel?
- Is the right attribution model being used for various digital channels?
- Why is the average order value (AOV) of one digital channel significantly different from the AOV of another channel? What products can this difference be attributed to?
This phase transitions from the awareness phase. The prospect begins to browse the brand’s website, mobile app or other digital properties and absorbs the content. The more they engage with digital properties, higher are the chances of buying from the brand.
User engagement can be a host of different things. It can include scrolling and reading content, viewing multiple pages in a single visit session, downloading whitepapers or eBooks, and viewing videos. Each of these interactions/events can be used to generate a score for a user based on the conversion efficacy. Aggregating these scores for all users helps the brand calculate a score for the website. The engagement scores can then be used to measure engagement performance.
Below are the questions that should be asked at the Engagement Phase. The data from these can help drive engagement strategy by analyzing conversion driver performance, evaluating content, and Video & Imagery efficacy.
- What percentage of customers are interested in hosted white papers?
- Which questions in the FAQ section of the website are most read?
- Are the videos viewed completely?
- Of those visitors that buy a particular product how many viewed the product specific video?
- What is the average time spent on site by visitors?
- What does web site engagement score look like?
- Is there a strong co-relation between certain kinds of customers and different content types?
At this stage, the prospect is a qualified user and could be a lead. Brands begin to nurture the prospect by offering free trials of their products, website widgets, personalized demonstrations, or product tours to entice a transaction.
For example, Retail bankers can target a strong lead interested in home loans by sending an email suggesting an in-person meeting to avail the loan. On the other hand, software companies could provide a free trial to experience the software first hand.
Questions that associate well at the nurture phase are listed below. The data derived from these questions can help optimize your nurturing strategy by measuring offer effectiveness
- What proportion of my leads return to the website?
- How long does it take for a lead to convert post signing up for a trial?
- What product features do they most leverage?
- How effective are product tours? What proportion of prospects viewed them completely?
At this stage, the leads are convinced that the brand can solve their problem and move quickly from the browse layer of the website, through the ecommerce funnel, and finally purchase the product or service.
The lead moves from being a prospect to an actual customer of the brand. Brands now need to offer a frictionless experience so that all customers at this stage make the purchase without hesitation. The data within Adobe Experience Cloud helps conduct an analysis at each step within the cart & checkout layer to uncover areas that might be preventing prospects to make a purchase.
Below are a couple of business questions that help you improve your transaction strategy by identifying barriers to conversion
- What are the drop out percentages at every step of the funnel?
- Is there a scope for improvement when comparing funnel performance across similar products or product categories?
- Are the lower funnel pages [Order confirmation etc.] receiving near 100% follow through? If not, is there a reason for the drop?
Customer success and advocacy
These two stages can be looked at together as they are strongly complementary. This is the moment of truth for customers as they begin experiencing the product or service and start assessing how close the product marketing messages are to reality.
To ensure customers are successful in unlocking the value of the purchase, brands need to ensure top notch delivery of after-sales support across all post purchase channels, including online chat, call centers, self-serve site sections, training videos etc. If the product meets expectations, customers become loyal advocates which positively influences other customer journeys through word of mouth.
These questions help you improve your post sales strategy by analyzing customer satisfaction impediments
- What percentage of customers interact with the enablement material?
- Is there a co-relation between product adoption and specific content types on the website?
- What percentage of reviews are positive vs negative?
- What does the NPS score look like?
- What do renewal percentages look like?
- What is the current advocacy score and has it increased month over month?
Answering questions with data across the customer journey helps assess the performance of the strategy and optimize the strategy to drive top line growth.