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@fernandomacia
Customer journey analysis and search scenariosFERNANDO MACIÁ DOMENE
#theinbounder Presentación en inglés – Póngase los
Fernando Maciá Domene @fernandomacia CEO Human Level Communications
@fernandomacia @humanlevel
#theinbounder
@theinbounder
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
a little bit of storytelling ;)
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
On the Internet there are no salesmen
On the Internet there are no salesmen
@fernandomacia @humanlevel
From the conversion funnel to the customer journey
@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...
@fernandomacia @humanlevel
Impulsive vs. reflexive purchase
Time
Cost
Risk
Impulsive purchase
Reflexive purchase
@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.
@fernandomacia @humanlevel
The purchase decision process looks more like this…
awareness
research
consideration
action
advocacy
@fernandomacia @humanlevel
A funnel or a sieve?
@fernandomacia @humanlevel
With SEO, we have focused on positioning our web pages for our clients' most popular searches
@fernandomacia @humanlevel
LANDING PAGE
We optimize web pages for certain keywords
@fernandomacia @humanlevel
LANDING
Search intent
KWSearcher persona
Need
Product/Service
SERPs
A very linear process. Most conversions are not so direct
@fernandomacia @humanlevel
The "perfectly optimized" Web page
https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
@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”...
@fernandomacia @humanlevel
Less SERP real-estate for organic results
Up to 4 AdWords results
+ site links, call extensions...
@fernandomacia @humanlevel
Organic results may not even show in the above-the-fold
Local results
Google Flights results
@fernandomacia @humanlevel
… or appear so low in the page that the CTR decreases dramatically…
First organic result
Knowledge graph
Wikipedia
Google Shopping
@fernandomacia @humanlevel
To make things worse, local, mobile and personalized results push organic results to even lower positions
Local results
Google AdWords
@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/
@fernandomacia @humanlevel
Can we keep on competing on SEO?
@fernandomacia @humanlevel
Keywords any moreSEO is not aboutjust
@fernandomacia @humanlevel@fernandomacia @humanlevel
We focus on positioning for the most competitive and obvious keyword…
@fernandomacia @humanlevel@theinbounder
PrescriptionActionConsiderationResearchAwarenessAudiencedisneyland hotel
offers
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
ideas to travel with
children
disneyland hotel offers
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
Ideas to travel with
children
disneyland hotels prices
disneyland hotel offers
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
Ideas to travel with
children
disneyland hotels prices
visit disneyland
paris
disneyland hotel offers
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
Ideas to travel with
children
disneyland hotels prices
visit disneyland
paris
disneyland deferred payment
disneyland hotel offers
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
Ideas to travel with
children
disneyland hotels prices
visit disneyland
paris
disneyland deferred payment
french air traffic
controllers on strike
disneyland hotel offers
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
PrescriptionActionConsiderationResearchAwarenessAudience
Customer journey analysis: travel to Disneyland Paris
@fernandomacia @humanlevel@theinbounder
ObjectionsMotivations
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
@fernandomacia @humanlevel
doubts
information
offers
low prices
objectionsfear
prestige
capacity
privacy
safety
novelties
exclusivity
etc.
What is he searching for?
@fernandomacia @humanlevel
UNIQUE EXCELLENT
INTERESTING FUNNY
TOUCHING TRUE
REALLY INCREDIBLE
CONTENTIS KING
@fernandomacia @humanlevel
IS KING
THE RIGHT CONTENT
@fernandomacia @humanlevel#innobi16
What are the customer motivations?
@fernandomacia @humanlevel#innobi16
What is she worried about?
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
Best time to replace a car
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
Best time to replace a car
Hybrid cars users opinions
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
Best time to replace a car
Hybrid cars users opinions
what is the life of a battery in
a hybrid car
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
PrescriptionActionConsiderationResearchAwarenessAudience
@fernandomacia @humanlevel
Customer journey analysis: buy a new car
MotivationsObjections
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
priusfuel efficiency
comparison prius vs. peugeot 308
@fernandomacia @humanlevel
… better identifying the user motivations, objections and information needs for his
purchase decision…
!@fernandomacia @humanlevel
Searcher Persona
BIO
DEMOGRAPHIC PROFILE
PSYCHOLOGICAL PROFILE
MOTIVATIONS
OBJECTIONS
INFORMATION REQUESTED
@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
@fernandomacia @humanlevel
Search scenario for eye surgery
clinic for eye surgerydoes it hurt?
what are the risks?
who is the best doctor?
OBJECTIONS
RISKS
MOTIVATIONS
COSTSdoes 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
@fernandomacia @humanlevel
Search scenario for a restaurant
italian restaurant
users commentsitalian restaurants valencia
open times
reservations
is the price high
do they serve gluten-free food
positive votes
restaurants near mehome-made dishes
do they accept credit card
how to get there
italian restaurants (from mobile)
LOCATION
INFORMATION
MOTIVATION
RISKS
@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
@fernandomacia @humanlevel
…adapting our content, page structure and information architecture to our customers’
journey
@fernandomacia @humanlevel
Adapting our site IA to the most popular keywords
@fernandomacia @humanlevel
Adapting our site IA to the most popular keywords
@fernandomacia @humanlevel
Adapting our site IA to the most popular keywords
flowersdeliveryonline
Bunches of
rosestulipswhite roses
arrangements
red roses
wreathsof flowers
floralcenters
@fernandomacia @humanlevel
Building our IA from top to the bottom the traditional way
flowersdeliveryonline
Bunches of
rosestulipswhite rosesred roses
bouquetswreaths
of flowers
floralarangements
Buy flowers online
Bunches of flowers
Bridal flowers
Bunches of roses
Bunches of tulips
Bunches of gardenias
Centers of flowers
Wreaths of flowers
Arrangements of flowers
@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
Bunches de tulips
Bunches de gardenias
original bridal
bouquets
Cheap bridal
bouquets
Bridal bouquets
Arrangements of flowers
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Toyota Prius offer Alicante
SEO
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Pay up front or finance
Hybrid vs.
dieselInsurance cost new
car
Best time to replace
a car
insurance cost new car
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Pay up front or finance
Hybrid vs.
dieselInsurance cost new
car
Best time to replace
a car
Hybrid vs. diesel
Building our IA from bottom to the top: search orientedHybrid vs. diesel
@fernandomacia @humanlevel
Conversion
Hybrid vs.
dieselPay up front or finance
Insurance cost new
car
Best time to replace
a car
plug in benefits
Building our IA from bottom to the top: search orientedkeyword research from customer
journey analysis
@fernandomacia @humanlevel
Conversion
Hybrid vs.
dieselPay up front or finance
Insurance cost new
car
Best time to replace
a car
cost and lifespan
of batteries
plug in benefits
leasing vs.
renting
toyota vs. lexus insurance
rates
most reliable
cars
best time to
buy new car
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identify the optimal search intent and optimize to:
position in top places at SERPs for the target keyword get high CTR at the SERPs get maximum conversion include USP connected to customer motivations Include arguments to fight back his generic objections
KEYWORD
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identify all the possible traffic sources
@fernandomacia @humanlevel
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Identify all the possible exit paths.
Why are they leaving?
What additional information do they need at this point? Take the context into account
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
… and design the right content to drive those visits back into the conversion path
@fernandomacia @humanlevel
Building our IA from bottom to the top: search oriented
Conversion
Hybrid vs.
dieselPay up front or finance
Insurance cost new
car
Best time to replace
a car
cost and lifespan
of batteries
plug in benefits
leasing vs.
renting
toyota vs. lexus insurance
rates
most reliable
cars
best time to
buy new car
prius users
comments
toyota lexus
comparison
prius videos
mazda 3 vs. prius reviews
toyota renting
plan
keyword research from customer
journey analysis
@fernandomacia @humanlevel
Documenting the purchase decision
Technical specifications Benefits and problems Comparisons Certifications Analysis Information, data…
@fernandomacia @humanlevel
Justify their purchase decision
Influencers supporting the decision Positive comparisons Testimonials Positive users opinions Positive reviews and comments from experts
@fernandomacia @humanlevel
Confirm their purchase decision
Social contacts reaffirming their decision Support to the decision from forum users Discover critical opinions about other options
@fernandomacia @humanlevel
Share their purchase decision
Social media Redes sociales Web 2.0 (comments, votes, opinions, users help) Recommending and guiding other users
@fernandomacia @humanlevel
Measuring the benefits from this strategy
Identify all the possible exit paths
@fernandomacia @humanlevel
Measuring the benefits from this strategy: analyzing exit paths
Check where the visits at a certain page go next
@fernandomacia @humanlevel
Measuring the benefits from this strategy: analyzing exit paths
Identify all the possible exit paths
@fernandomacia @humanlevel
Measuring the benefits from this strategy: internal search
@fernandomacia @humanlevel
Measuring the benefits from this strategy: internal search
Check that you are receiving organic traffic through more pages
GRACIAS THANK YOU
#theinbounder
@fernandomacia
FERNANDO MACIÁ DOMENE
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