5 pillars for optimizing the buying journey

Using marketing automation to optimize the buying journey saves time, money, and increases your conversion rate. Still, to make this buying process a success, you must respect these 5 pillars…

define your goals

Before implementing your marketing campaign, always try and set your goals. For example, they might include narrowing the sales cycle, getting more customers or prospects, increasing traffic to your site, or increasing your business, for example. By defining achievable and measurable objectives (SMART objectives) in advance, you will be able to integrate it into your marketing automation strategy to optimize the purchase route.

Track Key Performance Indicators

Key performance indicators or KPIs make it possible to determine the effectiveness of the work done. Although conversion rate is essential to consider, other indicators are important to assess the progress you have made to improve your strategy later:

  • income generated by leads;
  • click rate;
  • cost per lead;
  • opening rate;
  • King ;
  • unsubscribe rate, etc.

provide relevant content

In fact, present your content at the right time for your goal for your strategy to be effective.

There are various content to choose from depending on the offers you are making, the stage of the customer journey and your goals, most common blog posts, landing pages, web pages, webinars. Perform regular content analysis to determine what is working.

Do A/B Testing

A/B testing involves comparing the two types of scenarios you create. From the performance indicators, you will know which of them are working and can determine why you could not achieve your objectives in case of failure.

If one of your scenarios was successful, proceed in the same way, that is, by determining the steps taken and the reasons for achieving the objectives. By taking the time to analyze your strategies, you will be able to implement new actions to strengthen your customer relationship and achieve your long-term goals.

figure out how to buy

Optimizing the buying journey through marketing automation requires a prior understanding of this process. Apart from promoting better targeting, it allows you to find the right way for successful conversions.

Often confused with the customer journey, the shopping journey ends after the act of shopping. As for the customer journey, it includes the path of shopping along with the various experiences that the customer has before, during and after receiving the chosen product or service. The route of purchase is the process through which a customer goes to find, buy and use a well-defined service or product. This stage starts when the need arises till the moment of actual purchase. This is important for any company that conducts its analysis to improve customer experience and marketing actions.

Some companies sometimes use marketing automation to deliver messages in industrial quantities. However, being overwhelmed by the many information and advertisements it receives, the Internet user needs to be seduced and convinced to buy your service or product.

In the face of tough competition, you need to be able to make your messages relevant and personal. Whether you address your target by e-mail or on your website, always answer their needs.

However, although the material is necessary to convince him, don’t forget these three determining steps in the buying journey.

awareness of the problem or need

also called Awareness, this step determines when the prospect becomes aware of his need, his problem or his pain point. At this point, he may still be wondering whether he has the ability to move on with this pain or whether he can resolve it. Once he decides to answer his need, he determines exactly what he’s looking for and gets an idea of ​​his budget. In some cases, the challenge the prospect wants to take is related to improving personal, financial or operational performance.

However, your brand can also contribute to the birth of the need. In fact, prospects may be attracted to the services or products placed on your website, in a store, showroom or concept store. In this case, the need does not come from him, but is provoked.

No matter how the need takes shape, your brand should be able to detect it and provide the appropriate response.

Consider or Compare Solutions

idea or think thought is the phase during which the prospect will look for various solutions to implement in order to provide the answer to their need. By evaluating each product, he compares brands to know which one is capable of providing him complete satisfaction.

To identify the ideal brand in the market, he/she will take into account its ease of access, presentation of the brand and its crush. To seduce and convince him, he must provide fluid and easily accessible information.


during this decision phase or decision, the prospect has selected the option which he considers best suited for his needs. Before buying the desired service or product, he will try to validate his choice by the brand.

Although it comes at the end of the process, this stage is the most delicate in the process. In fact, it is above all desire and intuition that drives the consumer to take his final decision to buy a given service or product. To keep them from getting discouraged and leaving your basket, make sure the verification step of their purchase is simple.

So, make sure that he at least provides information that pertains to him so as not to discourage him. To make the buying phase short and smooth, be transparent. Prices should be specifically visible on your site.

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