Unique Paths to Purchase based on Buyer Persona

We frequently talk about Customer Journeys, and how to mass-personalize content to speak to a specific prospect about solutions to their specific needs, along their path to purchase.

Google’s latest content on the topic demonstrates how the path to purchase varies based on a wide array of factors.

Most notable stats:

84% of Americans are shopping for something in any given 48-hour period.
63% of shopping occasions begin online.

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A new Google ranking factor: Page Experience

A couple of weeks ago, Google announced Web Vitals — a new set of metrics to measure the speed and user experience of websites. Last week, Google announced that these metrics will make its way into a core algorithm update as new ways of judging and ranking sites based on the page experience they offer.

A Healthy Perspective on Google PageSpeed Insights

There are several tools available to test how Google (and other search engines) view your site, but each of these tests look at different areas and score things differently. While a higher score is better, and while these tests typically score websites out of 100 potential points, getting 100 actual points is pretty near impossible, even for the best of development teams, and continuing to pursue 100 points would require some trade offs.