Post by Angela Arnfelt, Media Director, and Brent Kruschke, Account Director
A Performics client had a goal to sell a product with a large order value. Realizing this product is significantly researched by the consumer prior to purchasing, Performics sought to find a way to properly show the value of multiple touchpoints on a user’s path to conversion.
While it is convenient to attribute credit to the digital touchpoint prior to a conversion (in the below example, a brand search click), there are often valuable insights gained by examining the entire consumer journey.
How long do customers take to convert?
The following table compares the number of days from the time of a user’s first digital interaction to the time that person converts.
How many touch points are hit prior to conversion?
Over 37% of users that purchased had 12 or more digital interactions or touchpoints.
What does this mean?
- Many touchpoints along a consumer’s path to conversion ultimately contribute to that conversion.
- Over 30% of users that converted on the large-scale purchase were interacting with paid search and/or display ads for a period of over 30 days before submitting their lead.
- Over 37% of users that purchased had 12 or more digital interactions or touchpoints.
To summarize, our findings show that users are thoroughly researching before converting for a large-scale purchase. A significant portion of users who convert, research for a 30+ day period, and interact with 12 or more digital touchpoints along the way.