Smartblinds | Understanding a complex customer journey with multiple touchpoints

How can we ensure that we get more returns from our campaigns and how do we gain more insight into the customer journey? In addition, Smartblinds aims to provide an optimal customer experience for visitors on advertising platforms and the website.

We always start with an analysis of the current situation. Once we understand where the customer stands, we craft a marketing growth strategy tailored to Smartblinds; this is always customized. The strategy in a nutshell? Data x Touchpoints x Automation.

We began by analyzing the customer journey. The customer journey for electric window decoration is complex and involves a longer lead-to-sale time. The original customer journey included a fabric sample request, advisory conversation, and a transaction. We chose to introduce a soft conversion as the first touchpoint, opting for a brochure request. The brochure request was utilized in both SEA and Social campaigns. Using Zapier, we built a webhook that forwards leads to Smartblinds’ Email Service Provider (ESP). Within the ESP, we set up automations to ensure that people receive the brochure and guide them through the customer journey: from brochure request to fabric sample request, potentially an advisory conversation, and finally, a transactional email. By adding this touchpoint to the customer journey, we exponentially expanded Smartblinds’ email database.

In addition to adding a touchpoint in the customer journey, there’s also a desire to gain more insight into the customer journey. We achieved this by working with OCT (Offline Conversion Tracking) alongside standard e-commerce tracking. This involved capturing Google and Meta click IDs. Subsequently, we send transactions from the backend using the click IDs (when available) back to the advertising platforms to link transactions to touchpoints in the customer journey. This approach provides insights into the profitability of campaigns and allows us to see drop-off percentages per touchpoint using the click IDs. This information is valuable for Smartblinds and for us as marketers. It enables us to precisely calculate the allowable cost per lead for specific touchpoints.