@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