Guest blog: 10 questions to ask when optimizing for a longer buying journey

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Delivering relevant digital experiences to different customer segments is critical when you’re selling products and services with long purchase considerations. As customers engage with your brand across multiple days, weeks or months, the customer experience should meet their needs and be tailored to the correct stage of their buying journey. To do this effectively, it’s important to evaluate who your main customer segments are, what the path to purchase typically looks like, and make sure that you get the experience right—not only on the first site visit, but on each successive visit as a customer moves through the funnel from problem recognition to purchase decision.

Analyzing your customer data is the first step in creating exceptional experiences for all of your customers, no matter where they are in their buying journey. Here are 10 thought starters that can help you transform your digital strategy:

  1. What does your customer’s path to purchase look like, and what is the average number of sessions before converting? Try whiteboarding different purchase path scenarios, focusing optimizations on customers near the tipping point.

  2. Do customers return multiple times to compare products, prices, or other attributes? Leverage product recommendations to help them explore their options.

  3. Do customers have to discuss a purchase with others before pulling the trigger? Maybe you can offer them the ability to share their cart, looping in other decision makers.

  4. How can you keep a customer engaged before they finally convert? Try encouraging other forms of engagement, like a “save for later” option. You can remarket to users based on their saved products or cart contents.

  5. Do customers frequently call or write in with questions? Consider adding a customer service chat feature to help them along the way.

  6. Where is drop-off happening? If users are dropping off on the product pages and are not adding items to their carts, try testing page layouts and repositioning configurable options.

  7. Are there on-site actions that demonstrate intent? Perhaps users who interact with quickview tend to add more products to their carts. Think about how you can help make the decision easier for customers who fall into a segment that indicates they are close to converting.

  8. Do customers engage with you across multiple touchpoints? Maybe they tend to revisit from an email and convert on that session. Personalize the site based on the email content of their last visit, and prioritize email marketing.

  9. Do you have a cohort of customers that is especially active on social? Consider targeting them on social media with your promotions, loyalty programs or incentives to share.

  10. What feedback do your customers have during the buying process? Implement a Voice of Customer solution and survey visitors about their experience. Use these responses to inspire testing ideas or personalization concepts you can target toward relevant segments.

To effectively manage experiences across the different stages of your customer’s buying journey, you’ll need the right platform. Qubit is great for products and businesses with longer buyer journeys because it allows marketers to gather and take action on customer data. Built into the platform is a data layer that collects a wide range of behavioral data on your visitors that will help you understand your customer segments and the stages of the buying journey. The platform also ensures that your segments grow and shrink in real time as customers move through the buying stages you’ve defined. Finally, Qubit leverages these segments to deliver intelligent, personalized digital experiences in one integrated workflow.

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