<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1252d57a020d2d97b270_651d3d5cb7d7fac8115ebc97_6426ebefc2b49b1474738c9a_A%252520Smoother%252520Sale%252520-%252520Creating%252520Seamless%252520Paths%252520to%252520Purchase%252520for%252520Higher-Value%252520Products%252520(1)%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Round-up: The Foundations of a Strong Path to Purchase for Higher-Value Products</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>3 April 2023</span> <span class="pip"></span> <span>6 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">The modern buyer's journey has shifted<strong> </strong>in the last year with greater emphasis on the <strong>use of social media</strong> <strong>during the consideration stage</strong> and an ever-rising preference of <strong>online purchases</strong> across industries.</p> <p class="gn-reveal">In our latest workshop, 'A Smoother Sale – Creating Seamless Paths to Purchase for Higher-Value Products, our experts discuss the change in buyer journeys, <strong>particularly in the context of high-value offerings and non-physical services</strong>, the building blocks, and <strong>common challenges</strong>, of a strong path to purchase, including key elements for a successful buying journey across <strong>UX, audience nurture, retargeting, and customer communication</strong>.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <p class="gn-reveal"> <a href="https://www.linkedin.com/in/felixzootbillson/" target="_blank"><strong>Felix Billson</strong></a><strong>, Chief Marketing Officer, </strong><a href="https://www.moot.tech/" target="_blank"><strong>Moot</strong></a><br> <a href="https://www.linkedin.com/in/oshrice/" target="_blank"><strong>Osh Rice</strong></a><strong>, Managing Director, </strong><a href="https://daydot.agency/" target="_blank"><strong>Daydot</strong></a><br> <a href="https://www.linkedin.com/in/sean-giles-webbox/" target="_blank"><strong>Sean Giles</strong></a><strong>, Growth Director, </strong><a href="https://www.webbox.digital/" target="_blank"><strong>WebBox</strong></a><br> <a href="https://www.linkedin.com/in/amy-naughton/" target="_blank"><strong>Amy Naughton</strong></a><strong>, Director of Client Services, </strong><a href="https://www.jaywing.com/" target="_blank"><strong>Jaywing</strong></a> </p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>View our upcoming events calendar</em></strong></a></p> <p class="gn-reveal"><strong>In this Article:</strong></p> <p class="gn-reveal"> <strong>The change in buyer journeys – and how it's impacted various industries</strong><br> <strong>The foundations of a strong path to purchase for higher-value products</strong><br> <strong>Key considerations for boosting your buyer's journey</strong> </p> <p class="gn-reveal"><strong>READ OUR KEY LEARNINGS FROM THE SESSION BELOW, OR WATCH THE FULL WORKSHOP </strong><a href="https://www.thegonetwork.com/resources/playback-a-smoother-sale-creating-seamless-paths-to-purchase-for-higher-value-products" target="_blank"><strong>HERE</strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">01</span>The Change in Buyer Journeys – and How it's Impacted Various Industries</h2> <p class="gn-reveal">Due to the advancement in technology and the rise of digital channels, the <strong>buyer's journey</strong> has witnessed a major shift over the past few years, including <strong>customers having more control</strong> over purchasing experiences, an <strong>increased use of social media</strong> during the consideration stage, and a <strong>growing number of touchpoints</strong> before a purchase is made.</p> <p class="gn-reveal">While these changes are evident, <strong>the impact they have across business sectors are differed</strong> as <strong>Felix Billson</strong>, Chief Marketing Officer at Moot explains below:</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <figure class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.33802816901409%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.33802816901409%" data-rt-dimensions="426:240" data-page-url="https://vimeo.com/813704934"><div><iframe src="https://player.vimeo.com/video/813704934" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> <figcaption>Felix Billson, Chief Marketing Officer at Moot, on the change in buyer journeys across industries.</figcaption> </figure> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resources/playback-a-smoother-sale-creating-seamless-paths-to-purchase-for-higher-value-products" target="_blank"><strong>WATCH THE FULL WORKSHOP PLAYBACK</strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">02</span>The Foundations of a Strong Path to Purchase for Higher-Value Products</h2> <p class="gn-reveal">In today's digital age, marketers must integrate their channel strategy at every stage of the buyer's journey to <strong>pique your customers' interest and drive stronger lead to conversions.</strong> However, the modern buyer's journey isn't always a direct path to purchase but one full of detours, loops and dead ends. Our experts share <strong>the foundations of a strong path to purchase</strong> – particularly in the context of higher-value products.</p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/news/how-to-improve-your-customer-decision-journey-for-better-conversion" target="_blank"><strong><em>Learn How to Improve your Customer Journeys for Better Conversion</em></strong></a></p> <h3 class="gn-reveal">Getting the right data infrastructure in place</h3> <blockquote class="gn-blockquote gn-reveal">"Utilise your current data and think about <strong>how you can start to track data at various touchpoints</strong> in the buyer's journey, because without this infrastructure in place, you're just working on a hunch without any real evidence to your strategy. Therefore, when you're not seeing conversions, to solve this you begin tweaking around the edges of those touchpoints, as <strong>you haven't got the data to get you to the root of the problem</strong>."<cite>Amy Naughton · Director of Client Services, Jaywing</cite></blockquote> <p class="gn-reveal"><em>View our Round-up: </em><a href="https://www.thegonetwork.com/news/round-up-5-ways-to-get-more-from-your-marketing-data" target="_blank"><strong><em>5 Ways to Get More from your Marketing Data</em></strong></a></p> <h3 class="gn-reveal">Creating targeted landing pages</h3> <blockquote class="gn-blockquote gn-reveal">"According to <a href="https://blog.hubspot.com/blog/tabid/6307/bid/15424/the-key-to-more-leads-create-more-targeted-conversion-opportunities-data.aspx" target="_blank"><strong>research by HubSpot</strong></a>, businesses that have 31 to 40 landing pages generate <strong>7 times more leads</strong> than websites with 1 to 5 landing pages. This shows how vital landing pages are when it comes to <strong>targeting audiences searching for a specific product</strong>, particularly in terms of that high value proposition. Landing pages encompass all the good practice elements of showing why this is the product they should have, thus <strong>making it easy for customers to make that purchase</strong>."<cite>Sean Giles · Growth Director, WebBox</cite></blockquote> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">7<em>×</em></span><span class="gn-stat__label">More leads generated by businesses with 31–40 landing pages vs. 1–5 landing pages.</span></div> <div class="gn-stat"><span class="gn-stat__num">2<em>s</em></span><span class="gn-stat__label">Target page load time, at or below two seconds, to avoid users abandoning pages.</span></div> </div> <p class="gn-reveal"><em>Read our Web Development 101 article: </em><a href="https://www.thegonetwork.com/news/web-development-101-optimising-your-website-for-a-successful-2023" target="_blank"><strong><em>Optimising your Website for a Successful 2023</em></strong></a></p> <h3 class="gn-reveal">Addressing frictional points in a measurable way</h3> <blockquote class="gn-blockquote gn-reveal">"As marketers you should have <strong>deeper understanding of frictional points</strong> that we have put in place and have a clear approach on how to address those. For example, looking at things like <strong>anxiety, motivation or value proposition trust</strong> and tweaking your strategy to overcome these barriers – this could be through copy, layout, or the way we frame products."<cite>Osh Rice · Managing Director, Daydot</cite></blockquote> <aside class="gn-quote gn-reveal"><q>Have an experimentation mindset of how we test something, what have you learned from that and how do we move forward to begin building those customer insights.</q><cite>Osh Rice · Managing Director, Daydot</cite></aside> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Amy Naughton, Director of Client Services at Jaywing on the foundations of a strong path to purchase" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1251d57a020d2d97b252_642aaf0a972b9e81b1e8a568_Amy.png" width="auto" height="auto" loading="auto"></div> <figcaption>Amy Naughton, Director of Client Services at Jaywing, on the foundations of a strong path to purchase.</figcaption> </figure> <h3 class="gn-reveal">Reconstructing your design for a better buying experience</h3> <p class="gn-reveal"><a href="https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/?ref=blog.close.com" target="_blank"><strong>More than half</strong></a> of all web traffic worldwide comes from mobile devices – a number that will only increase in the years to come with the use of smartphones.</p> <p class="gn-reveal">For businesses and marketers, this means if you're not designing your website and <strong>buyer journey for web and mobile users</strong>, you're going to lose a lot of customers.</p> <blockquote class="gn-blockquote gn-reveal">"It's great to have product imagery, but if it's impacting your mobile design, which we know everyone is buying on, or they're buying now natively through social platforms like Instagram, Meta, or buying apps, <strong>people still need to be able to enjoy their buying experience</strong> on these, particularly around the higher value purchases."<cite>Felix Billson · Chief Marketing Officer, Moot</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/news/5-tangible-ways-to-build-customer-experience-into-your-strategy" target="_blank"><strong><em>Discover 5 Tangible Ways to Build Customer Experience into your Strategy</em></strong></a></p> <h3 class="gn-reveal">Having a holistic view</h3> <blockquote class="gn-blockquote gn-reveal">"When we're looking at elements around those higher values and services, it's about being able to <strong>give that more holistic view</strong>. Let's take a sofa for example, it's great being able to buy a sofa in isolation and see them against other sofas, but if you're on that product landing page, customers want to see other products in your range that are <strong>similar or complementary to the item they're looking at</strong>. Even with your email marketing, it's far more about social proof and being part of that collective, as in what are people buying or looking at – here are some other complementary items, this really gives that sense of <strong>value to the customer</strong> and could lead to higher level of conversions."<cite>Felix Billson · Chief Marketing Officer, Moot</cite></blockquote> <p class="gn-reveal"><em>Read our Email Marketing 101 article: </em><a href="https://www.thegonetwork.com/news/email-marketing-101-tips-for-driving-a-stronger-email-marketing-strategy-in-2023" target="_blank"><strong><em>Tips for Driving a Stronger Email Marketing Strategy in 2023</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">03</span>Key Considerations for Boosting your Buyer's Journey</h2> <h3 class="gn-reveal">Understand your analytics to get actionable insights</h3> <blockquote class="gn-blockquote gn-reveal">"Tools like hot jar can give you an indication of <strong>what users are doing</strong>, you can see session recordings, you can see heat maps, you can even do some pop-up surveys, to give you <strong>real insights into your customers</strong> that you just don't get from your existing customer data. It's about finding actionable insights that are going to make a difference to both your customers experience, but also making performative measurable difference to your bottom line effectively."<cite>Osh Rice · Managing Director, Daydot</cite></blockquote> <h3 class="gn-reveal">Improve your site speed</h3> <blockquote class="gn-blockquote gn-reveal">"Make sure that you're either at or <strong>below two seconds for page load</strong>, or if you're using the Google PageSpeed insights test, you have a <strong>score of 80 or above</strong>. Because <strong>people just abandon pages if it takes too long to load</strong>, and with increased competition they will just go and find somebody else that they'll have a better website experience with."<cite>Sean Giles · Growth Director, WebBox</cite></blockquote> <p class="gn-reveal"><em>Read our SEO 101 article: </em><a href="https://www.thegonetwork.com/news/seo-101-practical-tips-to-improve-your-seo-strategy-with-limited-resource" target="_blank"><strong><em>10 Quick Fixes to Improve your SEO Strategy with Limited Resource</em></strong></a></p> <h3 class="gn-reveal">Audit your content</h3> <p class="gn-reveal">Amy says, "what I would suggest as an immediate action is to <strong>pull apart two or three pieces of content</strong>, don't take your two best performing pieces of content or your two worst, take two or three bits that are kind of in the middle, and then start to answer audit specific questions:"</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Content audit questions to ask, from Amy Naughton, Director of Client Services at Jaywing.</h4> <ul> <li><strong>Was that content building the right trust signals for your brand?</strong></li> <li><strong>Were you using social proofing to prove a point in that content?</strong></li> <li><strong>Is the density of that content efficient?</strong></li> <li><strong>Is there too much cognitive overload?</strong></li> <li><strong>Is imagery used effectively?</strong></li> </ul> </aside> <p class="gn-reveal">Using tools to either do that or sentiment analysis to really break those questions down.</p> <p class="gn-reveal"><em>If you're investing in your conversion strategy this year, make sure you're getting the most from your time. The GO Network offer cost-free agency recommendations, pitch management, and more,</em><a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em> get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/a-smoother-sale-creating-seamless-paths-to-purchase-for-higher-value-products" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">A Smoother Sale - Creating Seamless Paths to Purchase for Higher-Value Products</span> <span class="gn-related__excerpt">Buyer journeys are more complex than ever. 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