Multichannel Analysis

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Multichannel Analysis: PPC, SEO and Direct Traffic push Conversions

In a comprehensive analysis intelliAd has investigated the User Journey phenomenon by examining a total of 300,000 conversions. The process observed the path of the user through several marketing channels including PPC, SEO, and Direct Traffic to evaluate how often a potential user clicks before he buys and if there is a correlation between the value of a conversion and the "length of the chain" (The number of clicks that occur before a conversion).

A User Clicks Approximately 2.8 Times Before He Buys

The analysis showed most of the conversions (over 50 percent) come off after one or two clicks. The chain has an approximate length of 2.8 clicks and a duration of 6.5 days and the longer the chain, the shorter is the duration between last click and conversion. If the chain is 10 clicks long the user should buy in between five or six hours after the last click. In case of a chain length of only one click, it takes nearly two days until the purchase happens. In these two days, one should invite the customer to perform a conversion with marketing campaigns like Retargeting. For Online Shops, it is recommended to address new visitors that come to the page at the beginning of the chain in a different way than returning users.

Multichannel-Analyse Diagramm 1
The longer the conversion chain, the shorter is the distance betweetn last click and conversion.

The Longer the Click Chain, the Higher the Value of the Product

Another result of the study is that as the click chain gets longer the value of the purchased product is. Products with long click chains are for example furniture, computers or traveling. Due to the high shopping cart value, it is important to analyze the click chains carefully and assess the corresponding channels and keywords regarding their importance for the purchase. Adjusting a longer cookie runtime is also recommended in this context.

Multichannel-Analyse Diagramm 2
The higher the conversion's value the longer the click chain.

SEA: Important for Getting New Customers, Direct Traffic and SEO for the Conversion

Click chains run through different types of advertising channels, the most important ones are PPC, Direct Traffic and SEO Traffic. The customer is presented with approximately two types of advertising media before they decide to buy.

The analysis showed that the click chain starts with a click on the PPC Ad in 44 percent of the examined conversions and approximately every third ends there. Towards the middle of the click chain, direct traffic (via Bookmarks or typing in the URL directly) gets more important (48 percent) and closes the click chain in 45 percent of all cases. Organic listing is also an important channel where conversions happen and it's and its importance grows throughout the click chain.

The intelliAd analysis has shown that PPC is crucial for the purchasing decision of new customers. Other “conversion pushers” involve strengthening the brand and improving the organic ranking. All in all it can be noted that the three channels PPC, direct traffic and SEO are essential factors for the online purchase.

Multichannel-Analyse Diagramm 3