3 ways to hack the purchase funnel

@Skimlinks@7thingsmedia #PMINYC

Why are we talking about purchase funnels?

Is there really a funnel?

42%

6%20%

13%

6%2%

11%

40%

12%

18%

11%

5%

10%

4%

36%

32%

14%

10%

4%3% 1%

DTUSkimlinksSEO OtherPPC BrandOtherDisplay Retargeting/TacticalAffiliate

What’s the last thing you bought?

How were you influenced?

43% of last click conversions were Search

Sample: Skimlinks publisher network Source: Skimlinks data, Jul-Oct 2012

Purchase intent

Forms Matures

The lines are blurring

Advertisers are missing the opportunity to create & rapidly cultivate purchase intent

3

Leverage sources and spark intent

The social halo effect

Product/service discovery is evolving

Generators

Devices

Sources

+

Social media drives intent

Discovery features55% of users who started their journey on a content site were new users

Fulfil your own demand

Up to 95% of traffic from publisher content to merchants does NOT convert into a sale

Sample: Skimlinks publisher network Source: Skimlinks data, Oct 2012

Showcase offers and recommend other products

Blur the line between publisher & merchant

Come back!

Capture that sale

Source: Internet Retailer, Apr 2012

52% of consumers who watch product videos say those videos make them more confident about purchases.

Seize the impulse buy

Use incentives & scarcity

Use of coupons on publisher websites increases conversions on average by 12%

Sample: Skimlinks publisher network Source: Skimlinks data, Oct 2012

42% of consumers are more likely to try and purchase from a completely new brand after seeing

an offer on an affiliate site

Source: Forrester, Linkshare Online consumer research, Dec 2011

It’s not all about the coupon

Mobile = impulse = shorter funnel

Mobile visitors on publisher websites take

19% fewer clicks before arriving at merchant (and purchasing)

Sample: Skimlinks publisher network Source: Skimlinks data, Oct 2012

Bonus hack

Seasonality and beyond

How do you react?

THANK YOU! Questions?