DTC Dive #3:Optimizing long customer journeys with Jonas Gritzmann, Heimplanet

For savvy marketers and DTC owners, optimizing long sales cycles and intricate customer journeys is crucial. A comprehensive understanding of your target audience, paired with a clear strategy and consistent messaging, can significantly improve conversion rates over extended sales periods.

Watch the video below to explore insights on how to optimize long customer journeys for high-value products. 

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DTC Dive explore all DTC related topics, ranging form scaling logistics to going viral on social media platforms. The aim of the DTC Dive series is to help DTC and e-commerce entrepreneurs discover meaningful insights and information to scale their operations and grow their business. Discover more insights on how to scale a DTC brand form 7 to 8 figures or read about the success story of Oatsome and how to organize your own inhouse marketing team. 

With longer decision-making processes and higher stakes in customer satisfaction, fine-tuning each touchpoint becomes a critical endeavor. In this blog post, we'll delve into the intricacies of optimizing long customer journeys, offering insights and strategies tailored specifically for DTC brands that offer premium products. Whether you're an established DTC brand or just getting started, this guide aims to elevate your customer experience and conversion rates. 

Optimizing Long Sales Cycles: An interview with Jonas Griztmann from Heimplanet

In the heart of Hamburg, Heimplanet stands as a beacon of innovation in the outdoor sector. From their pioneering inflatable tents to high-performance gear for both extreme adventures and daily urban commutes, their offerings span a wide spectrum. I had the chance to discuss with Jonas, a driving force behind Heimplanet, about the brand's journey, its grasp on customer interactions, and the synergy between its brick-and-mortar store and online presence. Here's what Jonas had to share.

Markus Repetschnig, Admetrics’ CEO:  I'm here in beautiful Hamburg with Jonas from Heimplanet. Hello Jonas, it's great that you're here. Can you tell us a bit about Heimplanet and what you do? 

Jonas Gritzmann, Marketing Manager Heimplanet:  Yes, we are an outdoor company based in Hamburg. We primarily operate in the high-performance sector, especially in the automotive segment. We began with tents, specifically inflatable tents. This was somewhat our unique selling proposition. We were the first ones in the market with this idea, and based on that, we have built our brand. Gradually, we expanded into bags, backpacks, and now also clothing. Over time, we've built a strong fan base. I've tried some of your products, and they leave a solid impression.

Markus: Can you share more about your target audience? 

Jonas: Certainly. We sell globally, with the USA and Germany being our largest markets. In terms of our clientele, it's varied. We have customers who are into high-performance camping. Many of our tents are used in Arctic expeditions. But we also cater to families with children who desire a stylish tent for their camping holidays. When it comes to our bags, we have a range catering to urban users. For instance, we have a commuter pack designed for daily work commutes or short trips. 

Markus: What about the average order values? Where do they stand for you? 

Jonas: Our average order value is approximately €230. As mentioned, we are in the premium high-performance automotive sector. Hence, our products tend to be of higher quality and priced higher. Especially our tents, which often have four-figure prices. 

Markus: Given the high product value, you probably encounter long customer journeys. 

Jonas: Yes, indeed. For our tents, the journey can range from 7 to 14 days, but sometimes even longer. A person might click on an ad, find us interesting, subscribe to our newsletter, but take a while before making the purchase decision. It's a challenge to track these long customer journeys.  

Markus: Can you outline a typical customer journey? 

Jonas: It's not straightforward. We don't have a set funnel where customers start and end at specific points. It's more like a web of touchpoints. However, we do notice certain touchpoints occurring earlier in the journey. Understanding this is crucial for us, as a customer might eventually buy through organic search after visiting our site multiple times. 

Markus: You have this beautiful store here in Hamburg. How would you describe the touchpoints here? 

Jonas: We're located in the HafenCity, which doesn't have much foot traffic. The customers that visit are purpose-driven. It's similar to our online shop where we have strong organic traffic. Customers often say, "I've seen you somewhere, noticed you're in Hamburg, and decided to visit." We offer them a drink, cater to their needs, and provide them with product options. Just like online, they might not decide immediately. But we offer flexibility and encourage them to think about their choice. 

Markus: Which tools do you use to better understand the customer journey?  

Jonas: We heavily rely on Admetrics for mapping customer journeys. It helps us identify touchpoints and understand where potential drop-offs happen. 

Markus: Which attribution model and window do you use for optimization? 

Jonas: We use the maximum available window, which is currently 120 days. It makes sense for us to capture as much of the customer journey as possible. For us, patience is essential when managing long sales cycles. It's not always direct, and one can't just focus on a single KPI for a specific channel. Instead, it's vital to view all actions collectively. Focusing too much on one KPI for a channel can lead to misunderstandings about success or conversion rates.It's more about looking at a network of touchpoints. Recognizing where a customer is in their journey and providing relevant information at each stage is crucial. 

When driving initial touchpoints, impressions are key. It's also necessary to understand the competition in the advertising segment. For instance, on platforms like Amazon, competing with massive brands might not always be beneficial. We aim for specificity in our targeting. Click-through rate (CTR) is another significant metric. Testing different formats, such as video vs. image or showcasing a product outdoors vs. in a studio, provides insights. Another factor we consider is the 'thumbstop rate' to determine if our content is engaging enough. In conclusion, the most critical metrics for us are impressions, CTR, and the thumbstop rate.

Markus: Thanks, Jonas, for this insightful conversation.

Jonas: You're welcome. Always happy to discuss. 

What is Customer Journey Optimization?

Customer journey optimization refers to the process of analyzing and enhancing the series of interactions and experiences a customer goes through from their initial awareness of a brand to the post-purchase stage. The goal is to ensure that each touchpoint is streamlined, meaningful, and tailored to the needs and preferences of the customer, ultimately leading to increased satisfaction, loyalty, and sales.

In a digital context, this involves optimizing experiences across various channels such as websites, apps, social media, and email to create a seamless and effective customer journey. By understanding and improving this journey, DTCs aim to reduce friction, address pain points, and provide value at every step, fostering a deeper connection between the brand and its customers.

Customer Journey Mapping is an insightful technique that allows companies to visualize every touchpoint a customer interacts with, from discovery to purchase and beyond. With CJM, companies can:

• Deepen Their Understanding: It offers a bird's eye view of the customer's entire journey, shedding light on their emotions, needs, and potential pain points at each step.
• Gain Crucial Insights: One of the significant advantages of CJM is its ability to reveal what's going on in the customer's mind at different stages. Whether it's moments of delight or dissatisfaction, businesses can then make informed decisions to enhance positive interactions and mitigate negative ones.
• Personalize the Experience: In our era where customization is king, CJM can be a game-changer. By segmenting their audience based on varied personas, companies can cater to the unique journey of each segment. This segmentation translates to tailored marketing campaigns, product recommendations, and customer service, fostering deeper connections.