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Where do all the visits go?

Looking for growth -- turn to the shopper journey

Where did it all go?

It plays on repeat every time my monthly bank statement lands. Mortgage, Groceries, Car Insurance, Amazon (oof - those $20 purchases add up), bougie coffee and chocolate bars, and on and on.

And like saving $ requires an understanding of where you are spending, saving visits from a premature exit? Same.

The anatomy of your shopper journey is at least a bit of context of the shape of the corpus of visits. In aggregate, it is directional.

When made relevant across segments (source, recency, frequency) - this is a treasure map that points towards more positive outcomes (Conversion! Carts!). This is the prescription you’ve been looking for.

The shopper journey is one of the best diagnostics to run. It is a basic process improvement exercise working from the end. Like any framework, there are flaws - namely that the linear approach ( conversion ← cart ← pdp ← browse ← bounce ← visit) can’t be assumed with a flatter funnel.

But… there’s opportunity to deconstruct the moments along the journey and see where you are leaking shoppers.

And the math can be overwhelmingly encouraging. In this aggregate view, a 10% improvement in carts requires advancing just 2.64% more of your (non-bouncing) browsers.

--> Want more conversion? Encourage your abandoners (and not just in those decades-old abandoned messages)

--> Want more carts? How’s your PDP? How about collection pages?

--> Want more browsers? Reduce bounces.

At a time when cost per visit is soaring (up 12.4% YoY per Contentsquare), you better get good at finding organic improvements with the visits you have. 

Get to know your anatomy.

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