“Has this consumer been actively researching this purchase before visiting my site?”
Taking a departure from the past few months, where we were focused on purchased, third party leads, when looking at a consumer’s in-market signals, we are specifically focused on when a consumer is on a brand’s owned and operated sites. Understanding the consumer’s entire journey before they arrived on your site helps give context beyond just what actions they take while on your site.
Is this consumer in an active purchase mode? Are they shopping around? Have they requested quotes from competitors?
Most of us are familiar with the research that says today’s consumer is 70% of the way through their buying journey before they reach out to you. If you have insight into the actions consumers take before they visit your site, you gain a much more complete picture of where those consumers’ are in their buying journeys. You can then leverage that intelligence to make sharper decisions regarding how to treat those consumers.
How to Improve Your Organization’s Treatment of In-Market Consumers
- Prioritize the initial outreach and follow up with any consumers that are identified to be in-market
- Route those leads that are determined to be in-market to your best agents
- Tailor any follow up messaging specifically to that segment
Jornaya Client Example
Within the home services industry, the data shows that consumers who complete a lead on a brand’s owned and operated sites are usually much higher performing than purchased leads.This insight shouldn’t come as much of a surprise to any marketer.
However, even those first party leads are quite varied in regards to their likelihood to buy. That’s why it’s important to have a view into all of the pieces of the puzzle that make up the consumer’s purchasing journey.
What we’ve found is that consumers we witness shopping for home services on sites within our network before visiting a brand site are actually three times more likely to buy than those who only visited the brand’s site. By prioritizing follow up with these consumers who are actively shopping, our client saw an 18% increase in their appointment setting rate with no changes to their sales or marketing spend.