Track B - What to Look at in the Customer Buying Path

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– How can you upsell by better understanding your customers’ buying patterns? – How do you put in better voucher codes? Peter Dickenson, Founder & MD, Understand Digital

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What To Look At In The Customer Buying Path
Affiliate Summit Europe 18

Who Am I?
• 2002/3 – Teaching Recruitment
Website
• 2003-11 – Ran An Affiliate Network
• Now A Tracking Geek
• ImpactTag
• Campaigns
• Attribution
• Affiliates
• Consultancy
ImpactTag 2018 – An Understand Digital Company

Today
ImpactTag 2018 – An Understand Digital Company
1. Analytics & Attribution
2. The Real Buying Path
3. Why Do We Care
4. What To Look At
5. Incentive & Voucher Codes

Analytics & Attribution
ImpactTag 2018 – An Understand Digital Company

Real Customer Buying Paths
ImpactTag 2018 – An Understand Digital Company

Why Do We Care?
ImpactTag 2018 – An Understand Digital Company
• Last Click Wins
• Consumers Are Not
Stupid
• Networks rely on 15 affiliates
• Loosing affiliates
• Traffic is more
expensive
• Forced into
CPC/CPL/CPP/Tenancy
• Damaging other marketing
channels

Why Do We Care?
ImpactTag 2018 – An Understand Digital Company
2016
2017

What We Need To Look At
ImpactTag 2018 – An Understand Digital Company
Pre-Sell
• New Customers
• Different from 1st click
• Landing Pages (deeplinks)
• Are the affiliates pre-selling well?
• Bounce Rate
• Where customers abandon
• Multiple Products
• Multiple Visits
Conversion
• Products Added To Basket
• Basket Abandonment Rates
• Code Usage
Traffic That Doesn’t Convert?

Any Questions?
Pete@understand.digital
ImpactTag 2018 – An Understand Digital Company

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1. What To Look At In The Customer Buying Path Affiliate Summit Europe 18

2. Who Am I? • 2002/3 – Teaching Recruitment Website • 2003-11 – Ran An Affiliate Network • Now A Tracking Geek • ImpactTag • Campaigns • Attribution • Affiliates • Consultancy ImpactTag 2018 – An Understand Digital Company

3. Today ImpactTag 2018 – An Understand Digital Company 1. Analytics & Attribution 2. The Real Buying Path 3. Why Do We Care 4. What To Look At 5. Incentive & Voucher Codes

4. Analytics & Attribution ImpactTag 2018 – An Understand Digital Company

5. Real Customer Buying Paths ImpactTag 2018 – An Understand Digital Company

6. Why Do We Care? ImpactTag 2018 – An Understand Digital Company • Last Click Wins • Consumers Are Not Stupid • Networks rely on 15 affiliates • Loosing affiliates • Traffic is more expensive • Forced into CPC/CPL/CPP/Tenancy • Damaging other marketing channels

7. Why Do We Care? ImpactTag 2018 – An Understand Digital Company 2016 2017

8. What We Need To Look At ImpactTag 2018 – An Understand Digital Company Pre-Sell • New Customers • Different from 1st click • Landing Pages (deeplinks) • Are the affiliates pre-selling well? • Bounce Rate • Where customers abandon • Multiple Products • Multiple Visits Conversion • Products Added To Basket • Basket Abandonment Rates • Code Usage Traffic That Doesn’t Convert?

9. Voucher Codes & Cashback Affiliates ImpactTag 2018 – An Understand Digital Company • 90%+ of voucher code and incentive sales occur with a visitor that has already been on your site • Customers will delete browser cookies • Returning customers • Search • Brand + Voucher Code • Direct • Favourite cashback site • Favourite voucher site • Discount Hunters • No Code • Generic Code • Exclusive Code

10. Voucher Codes & Cashback Affiliates ImpactTag 2018 – An Understand Digital Company • Speed up conversion • Save other budgets • Increase baskets • Move inventory • Hijack competitor sales • The Amazon effect • Brand discounting rules • I’ll get fired 1. Test & Track 2. Know Your Benchmarks 3. Your Paying For Advertising – Attribute Payments

11. Any Questions? Pete@understand.digital ImpactTag 2018 – An Understand Digital Company

Track B - What to Look at in the Customer Buying Path

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