Are you over complicating your customer journey?
Darryn Hall
Chris Sheen
Chief Revenue Officer
Head of Marketing
You can
keep it simple and still
win BIG
Today’s Mission
What is winning BIG?
Big Wins • • • • • •
Purchases Bookings Donations Bets Placed Applications etc.
Big Wins • • • • • •
Purchases Bookings Donations Bets Placed Applications etc.
Also known as
Macro Conversions
“The modern customer journey is complex. So it’s important to focus on the key moments that help inspire people to buy your product or service.”
SEO
Per 100 Visitors
to your website
Direct Mail Television Affiliate Billboard PPC Radio Lead Gen Display
100
Show Interest
10
Show Intent
2
Convert (Big Win)
SEO
Per 100 Visitors
to your website
Direct Mail Television Affiliate Billboard PPC Radio Lead Gen Display
90
Show Interest
8
Show Intent
2
Convert (Big Win)
Simple Formula
Interest into Intent
Intent into Purchase
Purchase into Loyalty (Repeat Interest)
Introducing‌
little wins
Introducing‌
little Conversions wins Also known as
Micro
Interest
Intent
Email Sign-Ups Get the relationship started
ON AVERAGE AN
EMAIL ADDRESS IS worth
£84.50 (little win)
Interest into Intent
Buying Signals Keep visitors on your site
28.6% OF consumers leave to do
PRICE COMPARISON (little win)
Interest into Intent
Drive Urgency Nudge people through funnel
Popularity +
Scarcity =
UrgencY (little win)
Interest into Intent
Intent
Purchase
Checkout UX
Focus on good experiences
ü Progress Bar ü Guest Checkout ü Payment Opts (little win)
Intent into intoPurchase Purchase Intent
Booking Reminders Make it easy to come back
21% OF consumers NEED TO
CHECK With OTHER TRAVELLERS (little win)
Intent into Purchase
Cart Recovery
Reconnect with abandoners
9 in10 consumers Would consider
Returning to Their purchase (little win)
Intent into Purchase
Purchase
Loyalty
User Generated Content Use the power of the people
Writing a REVIEW RESULTS IN AN
18% Increase in Loyalty (little win)
Purchase into Loyalty
Referral Programs Not a pyramid scheme…
87% oF CONSUMERS SAY THEY
TRUST A FRIEND
Over an expert critic (little win)
Purchase into Loyalty
Cross-Sell Emails Show what you know!
PERSONALIZED
POST-PURCHASE EMAILS GET AN
EMAIL OPEN RATE OF
61% (little win)
Purchase into Loyalty
Takeaways 1) Keep it simple 2) Focus on the little wins 3) Get comfortable with not getting complex *
Any Questions?
Thank You for Listening Get in touch and let’s talk journeys!
Darryn Hall @Darryn_Hall darryn.hall@salecycle.com
Chris Sheen @MrChrisSheen chris.sheen@salecycle.com
Are you over complicating your customer journey?