Most consumers have made up their minds on a purchase long before they hit the final confirmation button or carry the product up to the register.
They’ve seen the marketing materials for it, they’ve (at minimum) checked reviews of it or have asked someone they trust what they think. They’ve begun telling themselves a story about it.
Our job as marketers is to follow the bread crumbs as far back as possible to understand what the story is, how it started, how it go to that confirmation button or register.
That’s where there insights are. Not where the last click was.
Stay Positive & Are You Tracking?
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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