SIEMENS: Improving the Product-to-Retailer Journey
A high-consideration appliance journey that answered product-selection questions and measured onward movement to a retailer.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
High-value appliance buyers compare features, dimensions, functions and installation requirements. Quality traffic still failed when product pages did not support the decision.
Solution
- Structured search campaigns by model and use case.
- Rebuilt product content around specifications, model differences, dimensions, installation and seller availability.
- Used page behavior to find models with high interest but low retailer-click rates.
- Made retailer selection the measured next step of the consideration funnel.
Results
- 86,000 modeled product-page visits
- 11,200 modeled retailer referrals
- KZT 804 modeled cost per retailer referral
Key insight
For a brand without direct ecommerce, partner referral can measure progress while final sales require retailer data.