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Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'

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Ponencia de Fernando Macià durante The Inbounder (19 de mayo de 2016).

Published in: Marketing
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Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra y de escenarios de búsqueda'

  1. 1. @fernandomacia Customer journey analysis and search scenarios FERNANDO MACIÁ DOMENE #theinbounder Presentación en inglés – Póngase los
  2. 2. Fernando Maciá Domene @fernandomacia CEO Human Level Communications @fernandomacia @humanlevel #theinbounder @theinbounder
  3. 3. alittlebitof storytelling;)
  4. 4. a little bit of storytelling ;)
  5. 5. a little bit of storytelling ;)
  6. 6. a little bit of storytelling ;)
  7. 7. a little bit of storytelling ;)
  8. 8. a little bit of storytelling ;)
  9. 9. a little bit of storytelling ;)
  10. 10. a little bit of storytelling ;)
  11. 11. a little bit of storytelling ;)
  12. 12. a little bit of storytelling ;)
  13. 13. a little bit of storytelling ;)
  14. 14. a little bit of storytelling ;)
  15. 15. a little bit of storytelling ;)
  16. 16. a little bit of storytelling ;)
  17. 17. a little bit of storytelling ;)
  18. 18. a little bit of storytelling ;)
  19. 19. a little bit of storytelling ;)
  20. 20. a little bit of storytelling ;)
  21. 21. a little bit of storytelling ;)
  22. 22. a little bit of storytelling ;)
  23. 23. a little bit of storytelling ;)
  24. 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. 25. On the Internet there are no salesmen
  26. 26. On the Internet there are no salesmen
  27. 27. @fernandomacia @humanlevel From the conversion funnel to the customer journey
  28. 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. 29. @fernandomacia @humanlevel Impulsive vs. reflexive purchase Time Cost Risk Impulsive purchase Reflexive purchase
  30. 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. 31. @fernandomacia @humanlevel The purchase decision process looks more like this… awareness research consideration action advocacy
  32. 32. @fernandomacia @humanlevel A funnel or a sieve?
  33. 33. @fernandomacia @humanlevel With SEO, we have focused on positioning our web pages for our clients' most popular searches
  34. 34. @fernandomacia @humanlevel LANDING PAGE We optimize web pages for certain keywords
  35. 35. @fernandomacia @humanlevel LANDING Search intent KWSearcher persona Need Product/ Service SERPs A very linear process. Most conversions are not so direct
  36. 36. @fernandomacia @humanlevel The "perfectly optimized" Web page https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  37. 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. 38. @fernandomacia @humanlevel Less SERP real-estate for organic results Up to 4 AdWords results + site links, call extensions...
  39. 39. @fernandomacia @humanlevel Organic results may not even show in the above-the-fold Local results Google Flights results
  40. 40. @fernandomacia @humanlevel … or appear so low in the page that the CTR decreases dramatically… First organic result Knowledge graph Wikipedia Google Shopping
  41. 41. @fernandomacia @humanlevel To make things worse, local, mobile and personalized results push organic results to even lower positions Local results Google AdWords
  42. 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. 43. @fernandomacia @humanlevel Can we keep on competing on SEO?
  44. 44. @fernandomacia @humanlevel Keywords any moreSEO is not aboutjust
  45. 45. @fernandomacia @humanlevel@fernandomacia @humanlevel
  46. 46. We focus on positioning for the most competitive and obvious keyword… @fernandomacia @humanlevel@theinbounder PrescriptionActionConsiderationResearchAwarenessAudience disneyland hotel offers
  47. 47. PrescriptionActionConsiderationResearchAwarenessAudience Customer journey analysis: travel to Disneyland Paris @fernandomacia @humanlevel@theinbounder Objections Motivations ideas to travel with children disneyland hotel offers
  48. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 61. @fernandomacia @humanlevel doubts information offers low prices objections fear prestige capacity privacy safety novelties exclusivity etc. What is he searching for?
  62. 62. @fernandomacia @humanlevel UNIQUE EXCELLENT INTERESTING FUNNY TOUCHING TRUE REALLYINCREDIBLE CONTENT IS KING
  63. 63. @fernandomacia @humanlevel IS KING THE RIGHT CONTENT
  64. 64. @fernandomacia @humanlevel#innobi16 What are the customer motivations?
  65. 65. @fernandomacia @humanlevel#innobi16 What is she worried about?
  66. 66. PrescriptionActionConsiderationResearchAwarenessAudience @fernandomacia @humanlevel Customer journey analysis: buy a new car Motivations Objections
  67. 67. PrescriptionActionConsiderationResearchAwarenessAudience @fernandomacia @humanlevel Customer journey analysis: buy a new car Motivations Objections Best time to replace a car
  68. 68. PrescriptionActionConsiderationResearchAwarenessAudience @fernandomacia @humanlevel Customer journey analysis: buy a new car Motivations Objections Best time to replace a car Hybrid cars users opinions
  69. 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. 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. 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. 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. 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. 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. 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. 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. 77. @fernandomacia @humanlevel … better identifying the user motivations, objections and information needs for his purchase decision…
  78. 78. ! @fernandomacia @humanlevel Searcher Persona BIO DEMOGRAPHICPROFILE PSYCHOLOGICALPROFILE MOTIVATIONS OBJECTIONS INFORMATIONREQUESTED
  79. 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. 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. 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. 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. 83. @fernandomacia @humanlevel …adapting our content, page structure and information architecture to our customers’ journey
  84. 84. @fernandomacia @humanlevel Adapting our site IA to the most popular keywords
  85. 85. @fernandomacia @humanlevel Adapting our site IA to the most popular keywords
  86. 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. 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. 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. 89. @fernandomacia @humanlevel Building our IA from bottom to the top: search oriented Conversion ToyotaPrius offerAlicante SEO
  90. 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. 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. 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. 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. 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. 95. @fernandomacia @humanlevel Building our IA from bottom to the top: search oriented Identifyallthe possibletraffic sources
  96. 96. @fernandomacia @humanlevel
  97. 97. @fernandomacia @humanlevel Building our IA from bottom to the top: search oriented Identifyallthe possibleexitpaths. Whyarethey leaving? Whatadditional informationdothey needatthispoint? Takethecontext intoaccount
  98. 98. @fernandomacia @humanlevel Building our IA from bottom to the top: search oriented …anddesignthe rightcontentto drivethosevisits backintothe conversionpath
  99. 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. 100. @fernandomacia @humanlevel Documenting the purchase decision Technical specifications Benefits and problems Comparisons Certifications Analysis Information, data…
  101. 101. @fernandomacia @humanlevel Justify their purchase decision Influencers supporting the decision Positive comparisons Testimonials Positive users opinions Positive reviews and comments from experts
  102. 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. 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. 104. @fernandomacia @humanlevel Measuring the benefits from this strategy Identifyallthe possibleexitpaths
  105. 105. @fernandomacia @humanlevel Measuring the benefits from this strategy: analyzing exit paths Checkwherethevisitsata certainpagegonext
  106. 106. @fernandomacia @humanlevel Measuring the benefits from this strategy: analyzing exit paths Identifyallthe possibleexitpaths
  107. 107. @fernandomacia @humanlevel Measuring the benefits from this strategy: internal search
  108. 108. @fernandomacia @humanlevel Measuring the benefits from this strategy: internal search Checkthatyouarereceiving organictrafficthroughmorepages
  109. 109. GRACIAS
 THANK YOU #theinbounder @fernandomacia FERNANDO MACIÁ DOMENE

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