Post Click Experience technology is the solution for e-merchants who invest in Google Shopping and wish to optimize their acquisition budgets.
The new shopping habits generated have favored the rise of digital advertising in France, with a 24% increase in 2021, a market which should reach 9 billion euros in 2022. However, e-merchants are losing a lot money in invested campaigns with a non-optimized return on investment. With a bounce rate of up to 80%, the majority of potential buyers do not go beyond the first page, their purchase intention is not taken into account and online advertising space purchases become less effective. What if the post-click experience solution was the expected performance booster?
Brands have taken advantage of the boom in online shopping to increase their share of advertising budget invested in online advertising. As a result, the online advertising market, which has not experienced the crisis since the pandemic, recorded a 24% increase in France in 2021, with 9 billion euros expected in 2022. Google Shopping, but also all the levers of online marketing (display, social, ads, SEA, etc.) represent the major part of advertising investments in paid acquisition. Google Shopping alone accounts for 50% of advertising investment for some advertisers, including 80% of the SEA budget.
The powerful e-commerce market relies on two major activities, which however do not advance at the same speed: on the one hand, the world of digital advertising, very algorithmic, which allows advertisements to be personalized on the fly ; and on the other hand, the world of commercial internet sites, which is not following the same pace, much longer in its development. The problem is clear: whatever the profile of the potential buyer, the experience remains relatively similar, whatever his intention to buy or the marketing channel through which the Internet user arrived on the site. However, in the world of traditional (or physical) commerce, a salesperson must be reactive, he tends to personalize his approach, whether it is a privileged customer, a newcomer… the same recipe that made his evidence should apply online and yet this is still not the case to date. Online product pages tend to display too long a loading time (4 seconds is enough to lose a buyer), do not offer an adequate product alternative, do not offer any personalization to the customer… The customer leaves, and c This is the whole point of post-click experience technology, which offers concrete solutions to keep the prospect’s attention and convert them.
Online sales brands in all sectors (fashion, retail, household appliances, telephony, luxury, etc.), but also partners (media agencies, digital consulting firms, etc.) are all concerned. Everyone legitimately seeks to optimize their online investments through effective and profitable marketing campaigns. To convert the potential buyer on the one hand (and therefore increase the ROI), but also to improve the user experience on the site, thanks to a simple and quick solution to implement which offers as a bonus an environment entirely designed to be in compliance with the famous GDPR regulations. Focus on the Post-click Experience technology, which meets these challenges.
Post-Click Experience technology: 4 major benefits
- Increase the ROI of digital campaigns
The post-click experience technology optimizes the performance of digital campaigns by 15%, by boosting the conversion of acquisition levers as well as the average basket. For those in the know, it is in fact the ROAS (or Return On Ad Spend) which is positively impacted.
Integrating the post-click experience into your digital marketing strategy first involves an evaluation and audit stage on the expenses attributed to these activities, the CPC to date, the bounce rate, the amount of the average basket… This allows to assess potential achievable margins. Financially, the increased ROI generated by this solution allows brands to make their marketing campaigns profitable.
2. Improve the UX of product pages on merchant sites
In the same way that an in-store customer experience must be flawless to convert newcomers into buyers and retain regulars, e-merchants must offer a user experience that is thought out upstream and constantly improved. This involves addressing the potential buyer with more relevance by offering him a range of products that might interest him, by offering him a pleasant and easy-to-use interface, which will lead him to make his purchase a reality. A well-thought-out, adapted and constantly updated UX for the benefit of the visitor is a guarantee of success for the seller but also the guarantee of a positive brand perception. The post-click experience technology offers an improved and optimal UX for the typology of the brand, whether it is a florist, retailer, a luxury brand etc.
The post-click experience battles against the site’s loss of audience by offering better configured pages that take into account the variation in product prices, upwards or downwards, the typology of e-commerce, its type of clientele depending on its sector of activity… The on-site experience and UX are thus enhanced, and allow for more effective remarketing. The publisher’s proprietary post-click experience technology plugs into a source closest to the activation channel. Following the example of Google Shopping, data recovery is carried out on Google Merchant Center. The essential information collected will make it possible to compile the pages, centralize them and unify them thereafter. Other data sources, such as contextual, internal or customer data will help improve the user experience. Also, thanks to geolocation data, the solution recreates contextual data and offers products and stores near the Internet user. The user thus benefits from an experience that is more conducive to confirming his purchase.
3. Simplicity and speed, the keys to an implementation suitable for all e-merchants
The speed of implementation as well as customization at scale deployed in just four weeks, without the intervention of the internal IT team, are the promises of a post-click experience technology that is intended to be easy, non-intrusive and quickly available for the merchant. The UX design deploys very quickly and is entirely managed by the supplier without the e-commerce needing to call on its internal IT resources. Clearly, the technology uses the platforms API to synchronize with the updated product list. She manages from A to Z the UX/UI Landing page, Product Page design. Landing pages are created and published automatically. The management of consents and analytics integration follows and the product pages created are directly implemented on the merchant site. Note that the deployment can be done in several countries at the same time.
4. A secure environment that respects the GDPR
In a world where speed of execution is important, brands are somewhat dependent on the speed at which GAFA bring new formats. You have to be able to react quickly to advertising if you want to offer content that is always adapted. The post-click experience technology engages in a continuous optimization process, adopting an agile, secure method and aims to be GDPR compliant. Born in an environment without cookies, the solution is entirely designed without personal data, and therefore perfectly adapted to current standards without the e-merchant having to worry about the management of data which poses a real problem today. The growing use of a number of personal data now places their confidentiality at the forefront of risks for companies. Optimizing cybersecurity and better controlling the management of personal data is now part of a responsible approach. Complying with the regulations in place (GDPR, CCPA, HIPAA, etc.) is one of the priorities of post-click experience technology. A peace of mind that is added to the comfort of an extremely simple implementation entirely managed by experts (media scientists) for positive results on the expected ROI as soon as possible.