3 ways to hack the purchase funnel
@Skimlinks@7thingsmedia #PMINYC
Why are we talking about purchase funnels?
Is there really a funnel?
0%0%0%0%0%0%0%
42%
6%20%
13%
6%2%
11%
0%0%0%0%0%0%0%
40%
12%
18%
11%
5%
10%
4%
0%0%0%0%0%0%0%
36%
32%
14%
10%
4%3% 1%
DTU
Skimlinks
SEO Other
PPC Brand
Other
Display Retargeting/Tactical
Affiliate
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
Product/service discovery is evolving
Generators
Devices
Sources
+
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
Come back!
Capture that sale
Source: Internet Retailer, Apr 2012
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 visitors on publisher websites take 19% fewer clicks before arriving at merchant (and
purchasing)
Sample: Skimlinks publisher network Source: Skimlinks data, Oct 2012
Seasonality and beyond
How do you react?
THANK YOU! Questions?
