The home services industry has seen significant changes in consumer behavior over the last year, and understanding these shifts can help businesses refine their marketing strategies. A recent study conducted by Google offers valuable insights into how customers are making decisions, interacting with brands, and ultimately converting to paying clients.
1. Speed to Purchase
One of the most striking findings from Google’s study is the speed at which customers are moving from inquiry to purchase. Of those who filled out a lead form, 30% made a purchase the same day. Another 29% completed a purchase within 2-7 days, and 19% made their decision within 30 days. This suggests that once a customer shows interest, businesses need to act quickly and efficiently to convert the lead into a sale. A fast response, combined with seamless follow-up, is critical to capitalizing on this window of opportunity.
2. An Evolving Customer Journey
The customer journey in home services is becoming more complex. Google’s study revealed that the number of brands considered by consumers has increased by 28.6% in the past year. This means that customers are doing more research and weighing more options before making a decision. Home service companies must ensure they are competitive, not only in terms of pricing but also in how they present themselves online. Staying visible and offering compelling value propositions throughout the decision-making process is key to standing out in a crowded market.
3. Familiarity Drives Conversions
Brand recognition plays a significant role in lead conversion. Customers are 34% more likely to fill out a lead form for a brand they are familiar with. This reinforces the importance of staying top of mind with potential customers. Businesses that consistently engage with their audience through multiple channels—whether through social media, email marketing, or remarketing ads—are more likely to convert those interactions into leads.
4. The Power of Video
Video content is becoming a powerful tool in the customer journey. According to Google, a lead who first sees a video on YouTube is 2.1 times (110%) more likely to fill out a lead form. Moreover, after filling out a lead form, the customer is also 2.1 times (114%) more likely to research the brand on YouTube. This highlights the dual role of video: not only does it inspire action, but it also serves as a resource for customers to learn more about a company before making a purchase. Home service businesses should prioritize creating engaging and informative video content, ensuring it’s optimized for platforms like YouTube.
5. Multi-Touchpoint Journeys
The study also found that customers who fill out a lead form typically engage with 4.7 different touchpoints during their journey, with 3.1 of them being digital. This shows that modern customer journeys are no longer linear; they involve multiple interactions across various channels. It’s crucial for businesses to have a consistent presence across these touchpoints, from paid search and social media to display ads and video content. The more touchpoints a business can effectively engage with, the higher the likelihood of converting that customer.
Conclusion: Adapting to a Changing Landscape
The findings from Google’s study underscore the importance of speed, familiarity, video content, and multi-channel engagement in the home services space. By acting quickly on leads, staying top of mind through brand familiarity, leveraging the power of video, and ensuring visibility across multiple touchpoints, home service businesses can better navigate the evolving customer journey and boost their conversion rates.
These insights are invaluable for shaping future marketing strategies and ensuring that your business remains competitive in an increasingly digital world.
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Whether you’re looking to increase your online visibility, drive more traffic to your website, or boost your conversion rates, our team of experts is here to help. Ready to explore CAMP Digital’s comprehensive solutions for your home service business? Connect with an expert today!
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