April Garvey

Remember to differentiate these metrics between desktop and mobile experiences. As we’re all aware, the conversion rates and user journeys significantly vary between desktop and mobile. This distinction is crucial for understanding and optimizing the unique pathways customers take across different devices. Look at the data for each, as if it’s 2+ separate websites you’re dealing with.

1. Add to Cart Rate: This measures the frequency at which visitors add products to their shopping carts. It’s a crucial indicator of how effectively your product pages and overall site experience are engaging customers and encouraging them to take the first step towards making a purchase. 2. Cart to Order Rate: Also known as the cart conversion rate, this metric tracks the percentage of shopping carts that turn into completed purchases. It’s essential for understanding how well your checkout process is optimized and can reveal barriers in the purchasing journey, like complicated navigation, coupon and/or payment issues.

Retargeting via SMO involves engaging users who previously interacted with your brand but didn’t convert. Key steps include: 1. Pixel Tracking: Track user activities with website pixels. 2. Custom Audiences: Form audiences from site interactions. 3. Personalized Ads: Launch behavior-tailored ads. 4. Dynamic Ads: Display products users showed interest in. 5. Sequential Targeting: Align ads with user journey stages. 6. Engagement Focus: Target users who interacted with social content. 7. Content Variation: Rotate ad content to maintain interest. 8. Performance Analysis: Analyze and refine strategies for better ROI. This method maintains brand visibility for interested users, boosting conversions chances.

Another example here is the Decoy Effect: This is used in pricing strategies where a third option is introduced to make one of the other two options more attractive. For example, offering three subscription plans where the most expensive one makes the mid-priced one look more valuable.

Another way to use framing and anchoring is with Lead Source and Intent Signals. For example, a campaign for software targets leads from various sources like organic search and social media, each indicating different customer intents. Organic Search Leads often search for specific solutions, showing high intent; marketing content here should focus on solving these specific issues. In contrast, Social Media Leads, interacting with general posts, display more exploratory intent, necessitating content that introduces and educates about the software's value. This approach of aligning content with the lead source and intent enhances engagement and conversion potential.