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Google’s New Online Benchmarking Tool “The Customer Journey to Online Purchase”

The Customer Journey to Online Purchase, an interactive tool that lets you explore typical online buying behavior and see how different marketing interactions affect business success launches today.

“The tool draws on Ecommerce and Multi-Channel Funnels data from over 36,000 Google Analytics clients that authorized sharing, including millions of purchases across 11 industries in 7 countries,” Google explains.

Purchase paths in this tool are each based on interactions with a single ecommerce advertiser.

Google Customer Journey to Online Purchase Tool

Channel Roles in the Customer Journey data shows that every industry is different — the path to purchase for hotel rooms in Japan is not necessarily the same as the path as for an online supermarket in Canada.

Channel Roles in the Customer Journey to Online Purchase

Purchase values and the length of the journey. “While the majority of purchases take place within a single day or a single step (i.e., a single interaction with one marketing channel), longer paths tend to correlate with higher average order values,” Google said.

For marketers, it’s always a crucial challenge to design campaigns that deliver the right message at the right moment in a customer’s journey to purchase. In particular, take a look at the final infographic, the “Benchmarks Dashboard,” to get a quick overview of your industry.

Then, when you view your own data in the Multi-Channel Funnels reports in Google Analytics, “you’ll gain a better understanding of where different channels impact your conversions and what your typical path looks like, so you can adjust your budgeting and marketing programs accordingly,” Google added.

The tool offer benchmark data for:

  • “how different marketing channels (such as display, search, email, and your own website) help move users towards purchases. For example, some marketing channels play an “assist” role during the earlier stages of the marketing funnel, whereas some play a “last interaction” role just before a sale.
  • how long it takes for customers to make a purchase online (from the first time they interact with your marketing to the moment they actually buy something), and how the length of this journey affects average order values,” explains Google.

To try out Customer Journey to Online Purchase today, visit Google’s new Think Insights website.

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