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Ever wondered how many clicks it takes for someone to finally make a purchase? Most of us assume it’s just one. They see an ad, click, and buy. But data tells a different story.
Our analysis of 100 e-commerce stores found that it takes an average of 2.9 touchpoints to convert a shopper into a customer. Let’s break down why that matters and how you can use this data to make smarter marketing decisions.
What Are Touchpoints?
A touchpoint is any interaction between your brand and a potential customer. This includes:
- Clicking an ad
- Searching for your product
- Visiting your website through organic social media
- Email marketing campaigns
- And more
Each of these interactions, such as clicks, searches, and shares, adds up. Understanding the average number of touchpoints can help you tailor your campaigns to the full customer journey.
Why 2.9 Matters
The average of 2.9 touchpoints highlights that most shoppers don’t buy on the first click. They need a little time and a few reminders before they’re ready to purchase. Here’s why that matters for your business:
- Reinforce Your Message: Make sure your brand is visible across multiple channels, not just in ads.
- Track Multi-Touch Journeys: Look beyond the “last click” to see how different channels contribute to conversions.
- Optimize Retargeting: Retargeting ads can be crucial for reaching those 2nd and 3rd touchpoints.
- Improve Customer Experience: By knowing how long it takes for someone to buy, you can better align your messaging with what they need to hear.
How to Measure Your Touchpoints
If you’re curious about your own data, tools like ThoughtMetric can help. They show you exactly how many touchpoints it takes for your customers to convert and what channels are driving those conversions.
Final Thoughts
The average number of touchpoints to order isn’t just a data point. It’s a window into how your customers behave. It shows that successful marketing is about consistent, engaging touchpoints that build trust over time.
Q: What is a touchpoint in e-commerce?
A touchpoint is any interaction (like ads, search, or social media) that moves a customer closer to buying.
Q: What is a touchpoint in e-commerce?
A touchpoint is any interaction (like ads, search, or social media) that moves a customer closer to buying.
Q: How many touchpoints does it take to convert a customer?
According to data from 100 e-commerce stores, it takes an average of 2.9 touchpoints.
According to data from 100 e-commerce stores, it takes an average of 2.9 touchpoints.
Q: Why is understanding touchpoints important?
Because knowing how many clicks it takes to convert helps you refine your marketing strategy for better ROI.
Because knowing how many clicks it takes to convert helps you refine your marketing strategy for better ROI.
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