Month: May 2014

How Longer Journeys To Sale Are Driving Up Marketing Costs

Posted on by Jen Mottram

Maze

In response to an emerging trend amongst our clients we have done some in-depth research into changes in buyer behaviour over the last 12 months. This identified a significant increase in the volume of site visits customers are making before their eventual purchase, and this has major repercussions on marketing costs and strategy.

The key findings were that 80% of clients are seeing an increase in the length of the path to purchase, with journeys of 12 visits or more seeing the biggest growth at 85%.

This potentially leads to increased marketing costs, as you could be paying more times to get the same visitor back to your site in order to convert them. Businesses need to respond by developing a considered strategy for both reducing traffic costs for returning visitors and removing as many reasons as possible for users to leave your site before committing to purchase.

Head over to Econsultancy to read the full article on our research and recommendations for how clients should be responding to this little discussed trend.

 

Updated stats from Q4 2015

We revisited this analysis to see how things have changed in the last 18 months, and the results are quite surprising.

Only 40% of clients showed an increase in path to purchase between Q4 2014 and Q4 2015, with journeys of 12 visits or more up just 16%.

So have increases in journey length slowed?

It’s difficult to say, as we looking at increasingly disjointed data. Over the entire period from Q1 2013 to Q4 2015 desktop traffic dropped from an average of 70% of total traffic across the clients analysed to just 40%. So with cross-device measurement still not nailed in Google Analytics we are effectively looking at 3 silos of traffic across desktop, tablet and mobile. How many visits are really going on behind each of these segments?

With device fragmentation increasing but journey to conversion relatively static according to the data it certainly appears that journeys must be getting longer in the real world. One thing is certainly clear – the need for reliable cross-device tracking has never been greater.

The Royal Bank of Scotland Group appoints Fusion Unlimited

Posted on by Katie Harling

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Following a competitive pitch process, we have been appointed to handle the digital marketing requirements for NatWest and The Royal Bank of Scotland Business and Commercial Banking.

We are working closely with the client to roll out a strategy dedicated to performance targets; delivered through effective management of Pay Per Click search (PPC), Affiliate marketing, Aggregators, Display advertising and Search Engine Optimisation (SEO).

John Mackenzie, Digital Marketing Strategy Manager said: “We were looking for an agency to take our digital marketing to the next level – a team with proven skills and experience who understood our business objectives and were willing to put their money where their mouth is when it comes to performance-based campaigns. 

We are confident that we’ve found that in Fusion Unlimited and are already seeing great results, a proactive value-adding approach, as well as superior client management and reporting. They’re also a fun bunch of guys to do business with.”

We are delighted to have the opportunity to work with NatWest and The Royal Bank of Scotland. Delivering performance-based digital strategies is at the heart of everything we do, so we are confident it will be a very successful and long standing client relationship.