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Consider the Source
Not all traffic is considered equal. Knowing your shopper requires knowing their source.
Cliche alert: The shopper journey doesn’t start on site. Every shopper arrives with - or without - baggage. Some click their way in from search, others tap over from social or email.
And, as the world of digital looks for growth - and cost efficiency – marketers are testing new traffic mixes, leaning into this channel, and away from that one. For some, this is jarring - an upheaval that paints chaos on comps and dashboards.
With a different balance of channels, come different expected shopper journeys, and baseline KPIs. Here’s a brief look at how the different channels perform on site.
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