Why measuring new-to-brand touchpoints is essential for eCommerce

New-to-brand touchpoints play a vital role in ecommerce by shaping how potential customers perceive a brand during their first interactions.

These touchpoints can significantly influence whether someone chooses to engage with your business, making them critical for attracting new customers and building long-term loyalty.

First impressions matter

The initial interaction someone has with your brand - whether it’s through an ad, social media post, or website - sets the tone for future engagements. A strong first impression increases the likelihood that they will explore your offerings further.

Building awareness and driving customer acquisition

New-to-brand touchpoints introduce potential customers to your products or services, building brand awareness and creating opportunities for customer acquisition. Engaging with new audiences at these stages increases the chances of converting them into paying customers.

The importance of targeted messaging

Understanding where new customers come from helps businesses tailor their messaging. By aligning content with a customer’s specific needs or interests, ecommerce companies can create more meaningful connections, driving trust and engagement.

Mapping the customer journey

Analyzing these touchpoints helps businesses understand the full customer journey.

This process reveals pain points and opportunities for improving the experience, ensuring a smoother path from discovery to purchase.

Examples of new-to-brand touchpoints

Common touchpoints include:

• Social Media Ads: Targeted campaigns on platforms like Facebook, Instagram, or TikTok.
• Influencer Marketing: Partnerships with influencers who promote products to their followers.
• SEO: Ranking high in search results for relevant keywords.
• Content Marketing: Blog posts, videos, or infographics that drive traffic to your site.
• Email Marketing Campaigns: Targeted emails to new subscribers.

Optimizing new-to-brand touchpoints

To maximize the potential of these touchpoints, ecommerce businesses should:

• Communicate a Clear Value Proposition: Highlight product or service benefits to attract new customers.
• Provide a Personalized Experience: Tailor content to individual customer needs.
• Ensure a Seamless User Experience: Offer smooth transitions from ads or posts to landing pages.
• Include Clear Calls-To-Action: Guide customers toward specific actions, like subscribing or purchasing.

Prioritizing new-to-brand touchpoints is crucial for ecommerce businesses aiming to expand their customer base. By optimizing these initial interactions, companies can attract new audiences, build trust, and encourage repeat business, ultimately driving long-term growth and brand loyalty.

Why brand touchpoints matter

Mastering brand touchpoints is essential for crafting a strong customer journey. Each interaction provides a chance to build trust, address concerns, and move customers closer to making a purchase.

According to the rule of 7, people typically need seven encounters with a brand before they decide to buy. The quality of these touchpoints directly impacts conversion rates and loyalty.

Customer experience is now a top business priority, with 73% of consumers stating that a great experience significantly influences their loyalty. Positive touchpoints help brands differentiate themselves, attract referrals, and justify premium pricing.