Marketers often get caught up in the fancy marketing terms of CRM, SEO and ROI but many forget the basis of the customer journey. Conversions.
What are conversions you ask?
Well simply a conversion is the point where you get someone to respond to your call to action.
What that action is will be determined by what you are asking of the customer. You see conversions don’t just mean customers purchasing your products. It can also involve customers filling out a contact form, clicking on a link in an email, phoning your business or even downloading a PDF form on your website. All of these actions could be considered conversions.
While conversions will mean different things depending on the business, the path to that conversion will similarly be different from business to business.
Understanding the Customer Journey
For example a clothing company may find a potential customer browsing their website. From there the company may choose to target that person through paid advertising on facebook or instagram. Only after multiple steps may the customer decide to purchase a piece from that company.
While in contrast a customer who is locked out of their house is google searching emergency locksmiths and chooses the first one that services their area. This is a quick conversion that does not involve as many steps due to it being an emergency situation with no prior research or re-marketing needed.
Understanding what steps your customers engage with before completing a conversion is key to gaining as many leads possible as only then can a company really track, target and nurture their leads successfully.
It is also important to note that once a customer completes one conversion it does not mean the customer journey is over. Re-marketing and nurturing those customers will allow a business to continue the customers journey for many more years in the future.