Don’t Be Ruled by the Click
By Franni Segal
Aligning with the path to purchase
There are better metrics than optimizing against clicks. Since the ultimate goal is sales, we need to think about the path to purchase. A holistic approach allows you to think about the entire customer journey, ultimately providing you with the keys
- Audience. Focus on prospects, which will have other leading indicators. Building a model based on key pages on your site versus just clicks on a display ad will provide you with a better picture of your customer and allow for more complex customer segmentation within that purchasing audience.
- Engagement. A de-emphasis on clicks allows you to measure display ads to outcomes you care about. Are these users engaging with your site more deeply? An engaged user is a long-term customer.
- Growth. It all comes back to an increasing and loyal customer base, and clicks are a misstep on this path. Focusing only on quick, low funnel action means you aren’t feeding your funnel.