skimlinks and 7thingsmedia present 3 ways to hack the purchase funnel
DESCRIPTION
-How Merchants and Publishers can be most effective at every stage of the purchase funnel, and how the stages aren’t necessarily exclusive. Channels cross various stages of the funnel now so it’s important to recognize their value for each stage.TRANSCRIPT
3 ways to hack the purchase funnel
@Skimlinks@7thingsmedia #PMINYC
Why are we talking about purchase funnels?
Is there really a funnel?
0%0%0%0%0%0%0%
42%
6%20%
13%
6%2%
11%
0%0%0%0%0%0%0%
40%
12%
18%
11%
5%
10%
4%
0%0%0%0%0%0%0%
36%
32%
14%
10%
4%3% 1%
DTU
Skimlinks
SEO Other
PPC Brand
Other
Display Retargeting/Tactical
Affiliate
What’s the last thing you bought?
How were you influenced?
43% of last click conversions were Search
Sample: Skimlinks publisher network Source: Skimlinks data, Jul-Oct 2012
Purchase intent
Forms Matures
The lines are blurring
Advertisers are missing the opportunity to create & rapidly cultivate purchase intent
3
Product/service discovery is evolving
Generators
Devices
Sources
+
Up to 95% of traffic from publisher content
to merchants does NOT convert into a sale
Sample: Skimlinks publisher network Source: Skimlinks data, Oct 2012
Showcase offers and recommend other products
Come back!
Capture that sale
Source: Internet Retailer, Apr 2012
Use of coupons on publisher websites increases
conversions on average by 12%
Sample: Skimlinks publisher network Source: Skimlinks data, Oct 2012
42% of consumers are more likely to try and purchase from a completely new brand after seeing an offer on
an affiliate site
Source: Forrester, Linkshare Online consumer research, Dec 2011
It’s not all about the coupon
Mobile visitors on publisher websites take 19% fewer clicks before arriving at merchant (and
purchasing)
Sample: Skimlinks publisher network Source: Skimlinks data, Oct 2012
Seasonality and beyond
How do you react?
THANK YOU! Questions?