Follow the Online Shopping Journey to Convert Leads2 min read
By collecting data on website visitors, a company can map consumer behavior to spot trends and close deals. “If you’re paying attention, consumer profiles read like a book,” says Joey Gunn, Vice President of Knight Furniture, a home furnishings retailer in Texas. “Follow that consumer journey and see what led them to where they are now.”
To highlight the common steps online shoppers take before making a big buying decision, we recently examined a half dozen consumer profiles pulled from client website data and followed their online shopping journey. Here’s what their story told us.
Multiple Visits Correlates with Lead Conversions
Our data shows the likelihood of an online lead converting into a sale or lease directly correlates with the number of experiences a person interacts with on a company’s website, as well as the overall time spent browsing on the website. When online visitors return to a website on multiple occasions to re-engage with a website’s interactive features, they almost always end up a paying customer.
“It demonstrates a high level of intent,” says Dave Weiss, marketing manager at Sherman’s home furnishings stores in Illinois. “We know the more time spent on the site, the more engaged the guest is and the more likely they are to convert.”
Tracking Online Visitors Across Digital Platforms
Consumers we tracked often logged in from multiple devices, which many analytics programs count as unique users. Working in conjunction with Google Analytics, our software ties those leads back to the same person so clients get the full picture of customers’ shopping behaviors. We can also trace a lead back to GA data to identify an online shopper who made a purchase or signed a lease after interacting with the website.
“If they’ve engaged with us online, we have the storybook on them, and they won’t have to start all over if they set up an appointment or walk into the store,” Gunn says.
Companies gain a competitive edge by gathering a wealth of pertinent information on leads through the various online experiences. “Having all of the responses dramatically improves our salesperson’s chance of finding suitable solutions to meet their needs,” Weiss says. “It allows us to start from a place of being helpful as opposed to questioning and selling.”
Every consumer journey we followed for this analysis converted into a sale after interacting with a client’s website. Don’t you just love a tale with a happy ending?