Here at Success Path, we strongly believe brands should start at the purchase stage and work backwards. Too often brands will race to paid advertising, at the expense of fully understanding and optimising ‘owned’ channels closer to the point of purchase. There are often loads of low-cost changes closer to home, that can have a huge impact on business success.
Don’t get us wrong, paid channels are crucial in driving traffic to your website. But what good is all that traffic if, when people get there, not that many of them buy?
Throwing even more money at the ads is simply throwing even more money away. But by making improvements to your ‘owned’ channels (e.g., web pages) you can remove any friction for customers, and better nudge them along their path to purchase, making it more likely they will buy your product. And so yep, you’re able to turn even more of those paid-for visitors into valuable customers, in a much more cost-effective way.
It’s why it’s so important when thinking about your customer’s purchase journey to make sure your own channels are fully optimised to get the most from your paid advertising.
Where to start?
Jump into the below table and look at the items within ‘owned media’ – get these up to speed and optimised and all the ‘earned’ and ‘paid’ media, as we’ve already mentioned, will deliver even greater returns for you.
We’re here to help you with this. Not only through our AI-powered conversion testing software (link), but with the valuable content that we’ll be creating for you here, in two main ways:
- Providing you with actionable marketing advice on how to optimise owned channels.
- Covering important topics and trends to help keep you updated on everything you need to know about a consumer’s path to purchase.
Time now then for you to jump into that table…