Guest post: Mastering path-to-purchase by Bob Moree

At Freespee, we’ve always been looking for ways to empower our customers. Whether it’s by giving them the right set of data that they need to make better ad placement and optimisation decisions, or helping them understand what their reports say, our aim has been to support them and work with them to polish Freespee, so it serves their business even better. That’s why it’s amazing to see our customers perform exceptionally well and, most importantly, become thought leaders. We are very proud to introduce our first guest blog post by one of those customers, Bob Moree. Bob is the Marketing Manager over at Propeller Internet Marketing, a Dutch IM agency, based in Schiedam. Propeller is a little boutique agency that happens to be behind the success of one of our clients, Leobellen

Bob is, without any doubt, a marketer of the future: he’s on top of the Mad Men vs. Math Men game, knowing both the essence of traditional marketing, and the importance of granular data. He’s written an article on his blog about the benefits of Freespee with regards to understanding the complete customer path-to-purchase, that we would really like to share with you.
Read the full text below, and please, do let us know your thoughts

Should we make inbound phone calls part of the path-to-purchase data when making decisions about our ad spend and placements?
Have you heard that before?
If you have, chances are that you’ve also asked yourself if you’re only credited for half of the work and value you create.
A whopping 76 % of all online visitors choose to complete their purchase over the phone, but because most advertisers have no way to collect this data and associate it with the online Ads, they have no idea what their marketing spend is generating in terms of value. They can just guess.
If we don’t take call data into account, it is extremely difficult to assess which marketing efforts are worth our time. A keyword may not have had a single conversion online, but what if it generated five calls? I guess you will regret pausing it if you’ve already done that. There are probably several efforts that you’re making to optimise your website that are not generating the value you’d expect they would.
Complete data sets when looking into Conversion Optimisation
Apart from measuring the effectiveness of different keywords, messages and reallocating resources, having the full set of data also helps you optimise your overall conversion rate, and much quicker if you are using A/B testing tools or similar. The tool has much more data to act on.
Perhaps an example will help to explain this:

Imagine you have a page that you are A/B testing. Test A gets 50% of the visitors, and Test B, the other half.
MarketingSherpa, one of the largest research programs in marketing, has recently posted a study with the following results: After a company started taking into account phone calls made to the business, they found out that the marketing cost per acquisition was significantly lower than expected. Half lower than expected. This allowed them to refocus on keywords and ads that seemed rather unprofitable. The result? After one year there were nearly two times as many highly valuable sales opportunies for the business (98 % increase!).
So are you …? Tired of the eternal debate over ‘ free visitors ‘ via SEO versus paid visitors with AdWords? – Make sure you posses the full set of data. Eager to show your boss that your marketing efforts are really working? Make sure you posses the full set of data. Need to save money on AdWords ? Make sure you posses the full set of data by including phone call data into your customers online path-to-purchase!
No, we’re not crazy. We’re just trying to help you make more informed decisions.