Consumers search many times

1
(No Transcript)
2
Consumers search many times
Consumers find your website by using different
search terms over a period of time. We call this
the click journey. Each and every additional time
they find your site the likelihood of a sale is
increased ultimately when the decision to buy
is made they know enough about your products and
services to go directly to your site and buy. A
typical search journey from a consumer looking
for a villa in Spain may look something like
this Click to start and progress through the
presentation.
Search One Holiday Villa
Search Two Villa Spain
Search Three Villa Barcelona
Search Four Your Company Name
Ultimately the search will result in a sale
SALE
3
Most systems work like this
The majority of tracking systems will report a
successful sale by simply allocating all the
benefit to the word or term that produced the
sale in this case Your Company Name Click to
start.
Search One Holiday Villa
Search Two Villa Spain
Search Three Villa Barcelona
Search Four Your Company Name
SALE
4
A few systems work like this
Some other tracking systems go a little further
and will report a successful sale by allocating
the benefit to the first word or term in the
whole click journey and the last word or term.
Click to start.
Search One Holiday Villa
Search Two Villa Spain
Search Three Villa Barcelona
Search Four BRAND
SALE
5
Optimisation of the account
The result of these methods of tracking is that
the consumers second and third searches which
were critical in the process of eventually
achieving a sale are regarded as having no
value. Usually such terms are disregarded in
future campaigns and investment is made in those
terms that appear to have generated the sale.
Click to start.
Search One Holiday Villa
Search Two Villa Spain
Search Three Villa Barcelona
Search Four BRAND
6
Breaking the click journey
The problem with disregarding keywords is that
the click journey is broken, your site or brand
wont appear and the sale will be lost. Click to
start.
Search One Holiday Villa
Search Two Villa Spain
Search Three Villa Barcelona
Search Four BRAND
SALE
7
So why is the report so important?
If we know how consumers search for your product
we can dramatically increase sales results. The
Artavia Allocation Report enables you to know ALL
the terms that are contributing to the sale and
(as importantly) those that are not. Simple
really!
8
Lets talk about it
Words and pictures tell only part of the story.
Wed welcome the opportunity to discuss how we
can apply our expertise and the allocation report
to your business. Call Simon Gear on 01271
323333 or talk to your Artavia Account Manager to
find out more about allocation reporting.
Please click your back button to return to
Artavias website.