1.
@fernandomacia
Customer journey analysis
and search scenarios
FERNANDO MACIÁ DOMENE
#theinbounder
Presentación en inglés – Póngase los

2.
Fernando Maciá Domene
@fernandomacia
CEO Human Level Communications
@fernandomacia @humanlevel
#theinbounder
@theinbounder

3.
alittlebitof
storytelling;)

4.
a little bit of storytelling ;)

5.
a little bit of storytelling ;)

6.
a little bit of storytelling ;)

7.
a little bit of storytelling ;)

8.
a little bit of storytelling ;)

9.
a little bit of storytelling ;)

10.
a little bit of storytelling ;)

11.
a little bit of storytelling ;)

12.
a little bit of storytelling ;)

13.
a little bit of storytelling ;)

14.
a little bit of storytelling ;)

15.
a little bit of storytelling ;)

16.
a little bit of storytelling ;)

17.
a little bit of storytelling ;)

18.
a little bit of storytelling ;)

19.
a little bit of storytelling ;)

20.
a little bit of storytelling ;)

21.
a little bit of storytelling ;)

22.
a little bit of storytelling ;)

23.
a little bit of storytelling ;)

24.
This story proves a few things…
Customers’ ways are often inscrutable
A savvy salesman will stand by his customer and stay alert for
motivations and objections
Customers’ purchase decisions are driven by users’ motivations
Customers’ purchase decisions are often stopped or delayed by
potential objections
There is a certain level of information that customers require
before they feel confident enough to make their purchase
decisions
To get to the final conversion, sometimes we have to follow a step-
by-step approach

25.
On the Internet there are no salesmen

26.
On the Internet there are no salesmen

27.
@fernandomacia @humanlevel
From the conversion funnel
to the customer journey

28.
@fernandomacia @humanlevel
Search-behaviour along the purchase decision process
awareness
research
consideration
conversion
advocacy
blogs, forums, articles, offline information,
social media, anticipative and necessity-
connected searches
generic searches, vertical search engines,
product reviews, social prescriptions....
semi-generic searches, product listing
pages, comparisons, users comments...
long tail searches, product pages,
motivations...
users opinions, mentions on social media
sites, product evaluation, satisfaction
surveys...

29.
@fernandomacia @humanlevel
Impulsive vs. reflexive purchase
Time
Cost
Risk
Impulsive purchase
Reflexive purchase

30.
@fernandomacia @humanlevel
Search behaviour along the purchase decision process
awareness
research
consideration
conversion
advocacy
YouTube: “mountain bike videos”
Google: “resistant cameras”, “sport
cameras”, “action cameras”
Mountain bike forums, Facebook groups,
Twitter contacts, opinions on Amazon
Google: “GoPro Hero 3 offer”,Amazon:
“GoPro Hero 3”
Google: “GoPro Hero 3 opinions”, “GoPro
Hero 3 user comments”, etc.

31.
@fernandomacia @humanlevel
The purchase decision process looks more like this…
awareness
research
consideration
action
advocacy

32.
@fernandomacia @humanlevel
A funnel or a sieve?

33.
@fernandomacia @humanlevel
With SEO, we have focused on positioning our
web pages for our clients' most popular searches

34.
@fernandomacia @humanlevel
LANDING PAGE
We optimize web pages for certain keywords

35.
@fernandomacia @humanlevel
LANDING
Search
intent
KWSearcher
persona
Need
Product/
Service
SERPs
A very linear process. Most conversions are not so direct

36.
@fernandomacia @humanlevel
The "perfectly optimized" Web page
https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

37.
@fernandomacia @humanlevel
Hundreds or even thousands of Web pages compete for the
most popular and next-to-conversion keywords
“cheap hotel benidorm”
“buy women shoes”
“galaxy note offer”
“cheap flights to majorca”
“penthouse in madrid”...

38.
@fernandomacia @humanlevel
Less SERP real-estate for organic results
Up to 4 AdWords results
+ site links, call
extensions...

39.
@fernandomacia @humanlevel
Organic results may not even show in the above-the-fold
Local results
Google Flights
results

40.
@fernandomacia @humanlevel
… or appear so low in the page that the CTR decreases
dramatically…
First organic
result
Knowledge
graph
Wikipedia
Google Shopping

41.
@fernandomacia @humanlevel
To make things worse, local, mobile and personalized results
push organic results to even lower positions
Local results
Google AdWords

42.
@fernandomacia @humanlevel
And a few domains with high authority monopolize most SERPs
https://www.sistrix.es/blog/indexwatch-2015-los-dominios-ganadores-en-
google-durante-el-2015/

43.
@fernandomacia @humanlevel
Can we keep
on competing
on SEO?

44.
@fernandomacia @humanlevel
Keywords any moreSEO is not aboutjust

45.
@fernandomacia @humanlevel@fernandomacia @humanlevel

46.
We focus on positioning for the most competitive and obvious
keyword…
@fernandomacia @humanlevel@theinbounder
PrescriptionActionConsiderationResearchAwarenessAudience
disneyland hotel
offers

47.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
ideas to
travel with
children
disneyland hotel
offers

48.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
disneyland hotel
offers

49.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland hotel
offers

50.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
disneyland hotel
offers

51.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
disneyland hotel
offers

52.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
disneyland hotel
offers

53.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
disneyland hotel
offers

54.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
disneyland hotel
offers

55.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
disneyland hotel
offers

56.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
disneyland hotel
offers

57.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
paris hotel
offers
disneyland hotel
offers

58.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
paris hotel
offers
disneyland hotel
offers

59.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
paris hotel
offers
disneyland hotel
offers
cheap flight
madrid-paris

60.
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
Objections
Motivations
Ideas to
travel with
children
disneyland
hotels prices
visit
disneyland
paris
disneyland
deferred
payment
french
air traffic
controllers on
strike
trip
cancellation
insurance
best rides at
disneyland
weather
forecast paris
june
port
aventura kids
free of charge
offer
rides at
disneyland for
small kids
paris hotel
offers
disneyland hotel
offers
cheap flight
madrid-paris
disneyland
paris
comments

61.
@fernandomacia @humanlevel
doubts
information
offers
low prices
objections
fear
prestige
capacity
privacy
safety
novelties
exclusivity
etc.
What is he
searching for?

62.
@fernandomacia @humanlevel
UNIQUE
EXCELLENT
INTERESTING
FUNNY
TOUCHING
TRUE
REALLYINCREDIBLE
CONTENT
IS KING

63.
@fernandomacia @humanlevel
IS KING
THE RIGHT
CONTENT

64.
@fernandomacia @humanlevel#innobi16
What are the
customer
motivations?

65.
@fernandomacia @humanlevel#innobi16
What is she
worried about?

66.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections

67.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car

68.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions

69.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car

70.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car

71.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car
fuel efficiency
comparison prius vs.
peugeot 308

72.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car toyota prius
insurance rates
fuel efficiency
comparison prius vs.
peugeot 308

73.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car toyota prius
insurance rates
toyota prius
users comments
fuel efficiency
comparison prius vs.
peugeot 308

74.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car toyota prius
insurance rates
toyota prius
users comments
toyota prius offer
alicante dealers
fuel efficiency
comparison prius vs.
peugeot 308

75.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car toyota prius
insurance rates
toyota prius
users comments
toyota prius offer
alicante dealers
alicante toyota
dealer users
comments
fuel efficiency
comparison prius vs.
peugeot 308

76.
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
Motivations
Objections
Best time to
replace a car
Hybrid cars
users opinions
what is the
life of a battery in
a hybrid car
buying vs.
leasing a car toyota prius
insurance rates
toyota prius
users comments
toyota prius offer
alicante dealers
opiniones sobre
concesionario
toyota alicante
happy with
my new toyota
prius
fuel efficiency
comparison prius vs.
peugeot 308

77.
@fernandomacia @humanlevel
… better identifying the user motivations,
objections and information needs for his
purchase decision…

78.
! @fernandomacia @humanlevel
Searcher Persona
BIO
DEMOGRAPHICPROFILE
PSYCHOLOGICALPROFILE
MOTIVATIONS
OBJECTIONS
INFORMATIONREQUESTED

79.
@fernandomacia @humanlevel
Search scenario for a professional purchase
professional purchase
volume rebates
discount for professionals
delayed payment
OBJECTIONS
INFORMATION
MOTIVATIONS
COSTS
delivery time
lack of experience
past experience with similar supliers
certifications
regulatory compliance
specifications
technical advice
attractive prices
product range
reliable supplier
proximity

80.
@fernandomacia @humanlevel
Search scenario for eye surgery
clinic for eye surgery
does it hurt?
what are the risks?
who is the best doctor?
OBJECTIONS
RISKS
MOTIVATIONS
COSTS
does the NSS pay for it?
how much does it cost?
is it included in my private insurance?
will I have to use glasses after the surgery?
how long to recover from eye surgery?
what if I can’t see any better? no more glasses
comfort
long term savings

81.
@fernandomacia @humanlevel
Search scenario for a restaurant
italian restaurant
users comments
italian restaurants
valencia
open times
reservations
is the price high
do they serve gluten-free food
positive votes
restaurants near me
home-made dishes
do they accept credit card
how to get there
italian restaurants
(from mobile)
LOCATION
INFORMATION
MOTIVATION
RISKS

82.
@fernandomacia @humanlevel
Search scenario for electronic gadgets
home cinema set
INSPIRATION
MOTIVATIONS
INFORMATION
RISKS
known brand
reduced size
nice design
competitive price
limited offer
when will I receive it
is it safe to pay online here
is this web site reliable?
can I return it
do you offer guarantee
sound quality
compatibility with actual components
opinions
other options
functionalitieshome cinema comparisons
how to choose the right home cinema
how to watch video games better
what is surround sound
5.1 vs 7.1 systems

83.
@fernandomacia @humanlevel
…adapting our content, page structure and
information architecture to our customers’
journey

84.
@fernandomacia @humanlevel
Adapting our site IA to the most popular keywords

85.
@fernandomacia @humanlevel
Adapting our site IA to the most popular keywords

86.
@fernandomacia @humanlevel
Adapting our site IA to the most popular keywords
flowers
delivery
online
Bunches of
roses
tulips
white roses
arrangements
red roses
wreaths
of flowers
floral
centers

87.
@fernandomacia @humanlevel
Building our IA from top to the bottom the traditional way
flowers
delivery
online
Bunches of
roses
tulips
white roses
red roses
bouquets
wreaths
of flowers
floral
arangements
Buy
flowers
online
Bunches
of flowers
Bridal
flowers
Bunches
of roses
Bunchesof
tulips
Bunchesof
gardenias
Centers
of flowers
Wreaths
of flowers
Arrangements
of flowers

88.
@fernandomacia @humanlevel
Building our IA from top to the bottom the traditional way
Buy
flowers
online
Centers
of flowers
Bunches
of flowers
Wreaths
of flowers
Bridal
bouquets
Bunches
of roses
Bunchesde
tulips
Bunchesde
gardenias
original
bridal
bouquets
Cheap
bridal
bouquets
Bridal
bouquets
Arrangements
of flowers

89.
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
ToyotaPrius
offerAlicante
SEO

90.
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Payup
frontor
finance
Hybrid
vs.
diesel
Insurance
costnew
car
Best
timeto
replace
acar
insurancecost
newcar

91.
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Payup
frontor
finance
Hybrid
vs.
diesel
Insurance
costnew
car
Best
timeto
replace
acar
Hybridvs.diesel

92.
Building our IA from bottom to the top: search oriented
Hybridvs.diesel
@fernandomacia @humanlevel
Conversion
Hybrid
vs.
diesel
Payup
frontor
finance
Insurance
costnew
car
Best
timeto
replace
acar
plugin
benefits

93.
Building our IA from bottom to the top: search orientedkeyword
researchfromcustomer
journeyanalysis
@fernandomacia @humanlevel
Conversion
Hybrid
vs.
diesel
Payup
frontor
finance
Insurance
costnew
car
Best
timeto
replace
acar
costand
lifespan
of
batteries
plugin
benefits
leasing
vs.
renting
toyota
vs.lexus
insurance
rates
most
reliable
cars
best
timeto
buynew
car

94.
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identifytheoptimalsearchintentand
optimizeto:
positionintopplacesatSERPs
forthetargetkeyword
gethighCTRattheSERPs
getmaximumconversion
includeUSPconnectedto
customermotivations
Includeargumentstofightback
hisgenericobjections
KEYWORD

95.
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identifyallthe
possibletraffic
sources

96.
@fernandomacia @humanlevel

97.
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identifyallthe
possibleexitpaths.
Whyarethey
leaving?
Whatadditional
informationdothey
needatthispoint?
Takethecontext
intoaccount

98.
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
…anddesignthe
rightcontentto
drivethosevisits
backintothe
conversionpath

99.
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Hybrid
vs.
diesel
Payup
frontor
finance
Insurance
costnew
car
Best
timeto
replace
acar
costand
lifespan
of
batteries
plugin
benefits
leasing
vs.
renting
toyota
vs.lexus
insurance
rates
most
reliable
cars
best
timeto
buynew
car
prius
users
comments
toyota
lexus
compari
son
prius
videos
mazda3
vs.prius
reviews
toyota
renting
plan
keyword
researchfromcustomer
journeyanalysis

100.
@fernandomacia @humanlevel
Documenting the purchase
decision
Technical specifications
Benefits and problems
Comparisons
Certifications
Analysis
Information, data…

101.
@fernandomacia @humanlevel
Justify their purchase decision
Influencers supporting the
decision
Positive comparisons
Testimonials
Positive users opinions
Positive reviews and comments
from experts

102.
@fernandomacia @humanlevel
Confirm their purchase decision
Social contacts reaffirming
their decision
Support to the decision from
forum users
Discover critical opinions
about other options

103.
@fernandomacia @humanlevel
Share their purchase decision
Social media
Redes sociales
Web 2.0 (comments, votes,
opinions, users help)
Recommending and guiding
other users

104.
@fernandomacia @humanlevel
Measuring the benefits from this strategy
Identifyallthe
possibleexitpaths

105.
@fernandomacia @humanlevel
Measuring the benefits from this strategy: analyzing exit paths
Checkwherethevisitsata
certainpagegonext

106.
@fernandomacia @humanlevel
Measuring the benefits from this strategy: analyzing exit paths
Identifyallthe
possibleexitpaths

107.
@fernandomacia @humanlevel
Measuring the benefits from this strategy: internal search

108.
@fernandomacia @humanlevel
Measuring the benefits from this strategy: internal search
Checkthatyouarereceiving
organictrafficthroughmorepages

109.
GRACIAS
THANK YOU
#theinbounder
@fernandomacia
FERNANDO MACIÁ DOMENE