Most marketers these days are aware of the classic purchase funnel concept. It starts with building awareness for users unfamiliar with a brand, and it gradually moves an ever-decreasing number of them toward a conversion or brand sale. In the old days, this could involve imprecise “carpet bombing” techniques like mass media advertising with little in the way of measurable results.
In today’s digital era—where we see the convenience of online sales via e-commerce solidly instantiated—it’s helpful to think of this funnel as more of a journey through which the consumer moves.
Consumers enter this brand journey, triggered either by self-initiated search or serendipitous discovery to assess the brand offering and hopefully make a purchase. Through good user experience and nurturing by the brand, these happy consumers can influence others to move through the purchase journey in a virtuous cycle with expanded conversions.
Channels? What Channels?
There are also many channels by which the consumer enters this digital journey; CRM/email, SMS, owned web properties, third party websites, organic/paid search, earned PR strategies, and mobile apps all play a part. Increasingly, native smartphone apps have a unique ability to capture a brand’s “best” users and maintain continued contact through a symbiotic relationship based on value that the brand app provides them.
For example, a free smartphone app like My Lawn by ScottsMiracle-Gro offers lawn care schedules and product application reminders for maintaining a curated lawn. In return for these free, value-added tools, Scotts maintains a close relationship with engaged users and can make product recommendations directly to these consumers. Products can be purchased from within the app for convenience and efficiency. Everybody wins.
Keeping this digital journey streamlined requires making sure all these consumer channels are running smoothly. Your CRM and content calendars need to be non-duplicative and relevant in your consumer’s life. Your search spend and organic search optimizations need to be informed by solid analytical data, and your web and native app properties need constant care for the smoothest user experiences and the least clicks-to-conversion possible. It is a lot of work but can truly make a difference.
With regard to that last item, experienced Product Managers will recognize that native apps are not items to check off of a tactical list; they are dynamic, never reaching an “end state” and are more akin to living, breathing entities in a constant state of adjustment and improvement.
For that reason, a top user experience is critical for maintaining their channel relevance within user conversion journeys. Check out Embrace.io’s suite of tools for making apps faster and more reliable for every user and every session. Schedule a demo today.