In today’s digital landscape, a successful marketing campaign relies on capturing the attention and interest of potential customers online. One powerful landing page tool that marketers and small businesses use is ActiveCampaign landing pages. These custom landing pages are designed with specific goals in mind, such as lead generation, email list building, customer relationship management, conversion rate optimization, product sales, and promotion, or event registration. Active Campaign offers a robust solution that caters to the diverse needs of marketers in capturing, promoting, and engaging with their potential leads.
Landing pages play a crucial role in any successful digital marketing campaign. They serve as the gateway to your website, allowing you to capture leads, promote products or services, and drive desired actions from your visitors. A well-designed landing page has the power to engage your audience, deliver a clear message, and encourage them to take the desired action, whether it’s making a purchase, signing up for a newsletter, or downloading a resource.
Table of Contents
Introduction to ActiveCampaign
If you’re combing through the best landing page builders, and you’re not sure which one to pick for your business or case use, the ActiveCampaign platform is one of the top marketing automation tools out there that offer robust automation features, and advanced segmentation. It’s an email marketing and customer experience automation platform that offers a complete suite of tools to intrigue, capture emails, convert leads, engage, and retain customers. It includes email marketing to nurture and connect with subscribers, CRM tools for cultivating relationships, automation workflows to save time, and e-commerce tools to generate revenue.
Creating a form in ActiveCampaign is easy. Its form editor allows you to choose dimensions, layouts, colors, fonts, and animations. You can also include a thank-you prompt and link it to an automation workflow. You can also customize your form with a custom domain and create a mobile version to be used on mobile devices.
With its dynamic content feature, ActiveCampaign can deliver personalized and unique messages to your audience. This is a welcome alternative to generic email blasts that are more likely to be ignored by your audience. Moreover, you can also use email segmentation to target your messages to specific audiences and improve email delivery and open rates. You can also compare email variants and conduct helpful split tests to improve your campaigns. This makes your emails feel more individualized to your audience and builds trust.
Understanding ActiveCampaign Landing Pages
What are ActiveCampaign Landing Pages? ActiveCampaign Landing Pages is a feature within the ActiveCampaign marketing automation platform. They enable marketers to create customized web pages without the need for coding or technical expertise. By leveraging Active Campaign’s intuitive landing page templates, users can build landing pages that align with their marketing goals and brand identity.
Key Features and Benefits
Increased Conversion Rates
In today’s fast-paced world, capturing a visitor’s attention within seconds is crucial. ActiveCampaign Landing Pages provide an opportunity to create compelling content that resonates with your target audience. By crafting engaging headlines, persuasive copy, and captivating visuals, you can significantly increase your conversion rates and drive more sales.
Drag-and-Drop Landing Page Builder:
The platform offers a user-friendly interface that allows marketers to design landing pages by simply dragging and dropping elements onto the canvas. This eliminates the need for complex coding and streamlines the creation process.
Customization Options: With ActiveCampaign Landing Pages, marketers have full control over the design and layout of their web pages. They can choose from various templates, fonts, colors, and images to create a visually appealing and cohesive brand experience.
Integration with Active Campaign: Being part of the Active Campaign ecosystem, landing pages seamlessly integrate with other features such as email marketing, automation workflows, and CRM. This integration allows for a holistic approach to lead nurturing and conversion optimization.
A/B Testing Capabilities
To optimize your marketing campaigns, it’s essential to test different variations and identify what resonates best with your audience. ActiveCampaign Landing Pages come equipped with A/B testing capabilities, allowing you to experiment with different headlines, calls-to-action, and visuals. By analyzing the results, you can refine your landing pages and maximize their effectiveness.
In an era dominated by smartphones and tablets, mobile responsiveness is no longer an option but a necessity. ActiveCampaign Landing Pages are designed to adapt seamlessly to various screen sizes, ensuring that your landing pages look stunning and function flawlessly across all devices. This responsiveness enhances the user experience and increases the likelihood of conversions.
Analytics and Insights
Tracking the performance of your landing pages is crucial for assessing the success of your marketing campaigns. ActiveCampaign Landing Pages provide detailed analytics and insights, enabling you to monitor key metrics such as page views, conversion rates, and bounce rates. Armed with this information, you can make data-driven decisions and optimize your landing pages for better results.
How to Create Effective ActiveCampaign Landing Pages
Creating effective landing pages with Active Campaign involves a strategic approach that aligns with your marketing objectives.
Define Your Goal and Target Audience
Before diving into the design and content creation process, clearly define the goal of your landing page. Are you aiming to generate leads, promote a specific product or service, or encourage event registrations? Understanding your goal will help shape the overall structure and messaging of your landing page. Additionally, identify your target audience. Who are you trying to reach with this landing page? What are their demographics, interests, and pain points? By knowing your audience, you can tailor your content and design elements to resonate with them effectively.
Craft Compelling Headlines and Subheadings
The headline of your landing page plays a crucial role in capturing the attention of your visitors. It should be concise, clear, and enticing, clearly conveying the value proposition of your offering. Use compelling language and consider incorporating strong action verbs to encourage engagement. Subheadings are equally important as they break down the content into easily digestible sections. Use subheadings to highlight key benefits, address pain points, and guide visitors through the information on the page. Each subheading should provide a clear and concise summary of the section that follows.
Here are some tips for crafting compelling headlines:
Use strong action verbs: Start your headline with powerful action verbs that convey a sense of urgency or excitement. For example, “Discover,” “Unlock,” or “Transform.”
Address pain points: Identify the main pain points your audience is experiencing and address them in your headline. This will immediately capture their attention and make them want to learn more.
Keep it concise: Aim for a headline that is concise and to the point. Avoid using jargon or complex language that may confuse your visitors.
Create Engaging Content and Persuasive Copy
Compelling copy is the backbone of an effective landing page. Once you’ve captured your audience’s attention with a compelling headline, it’s crucial to deliver engaging content and persuasive copy that keeps them interested and motivates them to take action. Here’s how you can achieve that:
Clearly state the value proposition: Within the first few sentences, clearly communicate the unique value your product or service offers. Explain how it can solve your audience’s problems or fulfill their needs.
Use persuasive language: Craft your copy in a way that persuades your audience to take action. Use strong, persuasive language that evokes emotions and creates a sense of urgency.
Highlight benefits: Focus on the benefits your audience will receive by taking the desired action. Emphasize how your offering can improve their lives or solve their pain points.
Incorporate social proof: Include testimonials, case studies, or customer success stories to build trust and credibility. Social proof can significantly influence your visitors’ decision-making process.
Design Engaging and User-Friendly Landing Page Layouts
The visual appeal and user-friendly design of your landing page are crucial factors that can impact its performance. Use a clean and organized design that directs the visitor’s attention to the most important elements. Utilize whitespace effectively to create a sense of balance and enhance readability. Consider the flow of information on the page. Place the most critical content and call-to-action (CTA) above the fold, where visitors don’t need to scroll to see it. This ensures that your primary message is immediately visible and increases the likelihood of conversions.
Clear and uncluttered layout: Keep your landing page design clean and organized. Use ample white space to improve readability and highlight key elements.
Strong visual hierarchy: Guide your visitors’ attention through a strong visual hierarchy. Use larger fonts, bold text, and color contrast to emphasize important information and calls to action.
Mobile responsiveness: With the increasing use of mobile devices, it’s essential to ensure your landing page is optimized for mobile viewing. Test your page on various devices to guarantee a seamless experience for all users.
Incorporate compelling visuals: Use high-quality images, videos, or graphics that are relevant to your offering. Visual content can enhance engagement and make your landing page more memorable.
Use Captivating Visuals and Media
Visual elements are powerful tools for capturing attention and conveying information quickly. Incorporate high-quality images, videos, and graphics that align with your brand and support your message. Use visuals strategically to showcase your product or service, illustrate benefits, or create an emotional connection with your audience. However, be cautious not to overwhelm the page with excessive media. Strike a balance between engaging visuals and maintaining fast page load times. Optimized images and videos will ensure a smooth browsing experience for your visitors.
Implement Clear Call-to-Actions (CTAs)
Your landing page should have a clear and prominent call-to-action (CTA) that compels visitors to take the desired action. Whether it’s signing up for a newsletter, requesting a demo, or making a purchase, the CTA should stand out and be easily clickable. Use action-oriented words that convey urgency or exclusivity to encourage immediate engagement. Incorporate persuasive elements, such as limited-time offers or free trials, to further entice your visitors to take action. Test different variations of your CTA to optimize its effectiveness and drive conversions.
It’s important that your landing page delivers on the promise of your ad or email. Otherwise, users will bounce. For example, if you advertise free webinar courses, your landing page should have that same title and content. Otherwise, your user will be confused and might believe that you didn’t deliver on your promises.
It’s also important to keep in mind that modern internet users are very guarded with their time and privacy. Too much text can be a big turnoff for these users, so it’s best to break up your content into easily scannable sections and to avoid asking for unnecessary information like their cell phone number or age. This will help increase your conversion rates. In addition, using dynamic keyword insertion or smart image placement can further enhance your page’s effectiveness.
Best Practices for Optimizing ActiveCampaign Landing Pages
While creating landing pages with Active Campaign, it’s essential to follow best practices for optimal performance and conversion rates. Here are some key considerations:
Mobile Responsiveness and Load Time
With the increasing use of mobile devices, it’s crucial to ensure that your landing pages are mobile-responsive. Test your pages across different devices and screen sizes to ensure a seamless experience for all users. Additionally, optimize the page load time by minimizing file sizes, compressing images, and utilizing caching techniques.
A/B Testing and Conversion Tracking
A/B testing involves creating multiple variations of your landing page and testing them against each other to determine which version performs better. This allows you to make data-driven decisions and continuously optimize your landing page for higher conversions. Monitor key metrics such as click-through rates, conversion rates, and bounce rates to track the effectiveness of your landing page.
Integration with Email Marketing
ActiveCampaign pages seamlessly integrate with Active Campaign’s email marketing features. This integration enables you to create a cohesive marketing strategy by capturing leads from your landing pages and nurturing them through personalized email campaigns. Integrate your landing pages with relevant email lists and automation workflows to streamline your lead nurturing process.
SEO Optimization and Keyword Targeting
To drive organic traffic to your landing pages, optimize them for search engines. Perform keyword research to identify relevant keywords and incorporate them naturally into your landing page content. Optimize meta tags, headings, and image alt tags to improve your page’s visibility in search engine results. Pay attention to on-page factors such as URL structure, page load speed, and mobile-friendliness to enhance your landing page’s SEO performance.
Common Mistakes to Avoid when Creating ActiveCampaign Landing Pages
Cluttered Design and Poor NavigationOne common mistake are overcrowding the landing page with excessive content and design elements. This can confuse and overwhelm visitors, causing them to abandon the page. Ensure a clean and organized layout with a clear visual hierarchy and intuitive navigation to guide visitors smoothly through the page.
Lack of Clear Value Proposition
If your landing page fails to clearly communicate the value and benefits of your offering, visitors may lose interest and leave. Clearly state the unique selling points of your product or service and highlight how it solves their pain points. Use compelling language and visuals to capture their attention and persuade them to take action.
Ineffective Use of Forms and Opt-ins
Forms are often used on landing pages to capture visitor information. However, if the form is too lengthy or intrusive, it can discourage conversions. Keep your forms simple and ask for only essential information. Provide clear privacy statements to build trust and reassure visitors that their information will be handled securely.
Insufficient Testing and Data Analysis
Not testing and analyzing the performance of your landing pages can hinder your optimization efforts. Continuously test different variations of your landing page elements, such as headlines, visuals, and CTAs, to identify what resonates best with your audience. Analyze data and metrics to gain insights into visitor behavior and make informed decisions for improving your landing page’s performance.
Pricing: Choosing the Right ActiveCampaign Plan for Your Business
When considering ActiveCampaign as your email marketing and automation platform, it’s essential to understand the pricing structure and choose a plan that aligns with your business needs. ActiveCampaign offers a range of pricing tiers, each with its own set of features and capabilities. Let’s explore the pricing options to help you make an informed decision.
ActiveCampaign Pricing Tiers Overview
Here’s a table summarizing the key features and pricing details of each ActiveCampaign pricing tier:
|Plan||Price per Month||
|Lite||$15||Email marketing, unlimited sending, marketing automation|
|Plus||$70||CRM, SMS marketing, lead scoring, deep data integrations|
|Professional||$159||Site messaging, attribution, predictive sending, reporting|
|Enterprise||Custom Pricing||Custom solutions, dedicated account representative|
ActiveCampaign Pricing Tiers
- Lite Plan: The Lite plan is the entry-level option, designed for small businesses and startups. It starts at $15 per month and offers essential features such as email marketing, unlimited sending, marketing automation, and chat and email support. While it’s the most basic plan, it provides a solid foundation for businesses looking to establish their email marketing campaigns.
- Plus Plan: The Plus plan is a popular choice for growing businesses that require more advanced automation and segmentation capabilities. Priced at $70 per month, it includes features like CRM with sales automation, SMS marketing, lead scoring, and deep data integrations. With the Plus plan, you can create more targeted and personalized campaigns to engage your audience effectively.
- Professional Plan: The Professional plan is designed for businesses that require comprehensive marketing automation and CRM functionality. Priced at $159 per month, it offers features such as site messaging, attribution, predictive sending, and advanced reporting. This plan is suitable for businesses that want to leverage sophisticated automation strategies and gain deep insights into their marketing performance.
- Enterprise Plan: The Enterprise plan is the highest tier offered by ActiveCampaign and provides advanced features for large-scale businesses and organizations. The pricing for the Enterprise plan is available upon request, as it offers highly customizable solutions tailored to specific business requirements. It includes features such as a dedicated account representative, custom reporting, and an uptime SLA (Service Level Agreement).
Please note that the pricing mentioned here is subject to change, and it’s always recommended to visit the ActiveCampaign website for the most up-to-date pricing information.
Choosing the Right Plan for Your Business
When selecting an ActiveCampaign plan, consider the following factors:
- Business Size and Growth: Assess the size and growth potential of your business. If you’re a small business or just starting, the Lite or Plus plan might be a suitable choice. For larger businesses with more complex needs, the Professional or Enterprise plan may be a better fit.
- Required Features: Determine the features and capabilities you need to achieve your marketing goals. Evaluate the features offered in each plan and identify the ones that align with your requirements. Consider aspects such as automation, CRM, SMS marketing, and reporting tools.
- Budget: Consider your budgetary constraints and choose a plan that provides the necessary features within your financial limits. Remember that as your business grows, you can upgrade to a higher plan to access additional features and functionalities.
- Support and Resources: Evaluate the level of support and resources provided by each plan. ActiveCampaign offers different support channels and resources, such as live chat, email support, knowledge base, and community forums. Ensure that the plan you choose offers the level of support you require.
Choosing the right ActiveCampaign pricing tier for your business is an important decision that can impact your marketing efforts and budget. By carefully assessing your business needs, growth potential, required features, and available resources, you can make an informed choice that maximizes the value and effectiveness of ActiveCampaign for your organization.
It’s worth noting that ActiveCampaign offers a 14-day free trial, allowing you to explore the platform and its features before committing to a specific plan. This trial period gives you an opportunity to test the functionalities, experiment with automation workflows, and evaluate the user interface, ensuring that ActiveCampaign is the right fit for your business.
Additionally, ActiveCampaign provides scalable solutions, meaning you can easily upgrade or downgrade your plan as your business evolves. This flexibility allows you to adjust your subscription to accommodate changes in your marketing strategies, audience size, or budget constraints.
ActiveCampaign vs. Mailchimp
ActiveCampaign and Mailchimp are both popular email marketing platforms that offer a range of features to help businesses engage with their audience effectively. While both platforms serve a similar purpose, there are key differences that can impact your choice. Let’s compare ActiveCampaign and Mailchimp to help you determine which platform is better suited for your needs.
ActiveCampaign: Powerful Automation and Personalization
ActiveCampaign is known for its robust automation capabilities, making it an excellent choice for businesses that prioritize personalized and targeted communication. With ActiveCampaign, you can create complex automation workflows based on user behavior, segmentation, and triggers. This allows you to deliver highly relevant and timely messages to your subscribers, increasing engagement and conversions.
ActiveCampaign also offers advanced features such as lead scoring, site tracking, and deep data integrations, enabling you to gain valuable insights into your audience’s preferences and behavior. These insights help you tailor your marketing campaigns and nurture leads effectively throughout their customer journey.
Mailchimp: User-Friendly Interface and All-in-One Solution
Mailchimp, on the other hand, is well-known for its user-friendly interface and intuitive design. It offers a range of features suitable for businesses of all sizes, making it a popular choice for beginners and small businesses. Mailchimp provides a comprehensive set of tools for email marketing, audience management, and basic automation workflows.
One of Mailchimp’s strengths is its wide range of pre-designed templates and drag-and-drop editor, allowing users to create visually appealing email campaigns without any coding knowledge. It also offers features like A/B testing, basic reporting, and social media integration, enabling businesses to reach their audience across multiple channels.
ActiveCampaign vs. Mailchimp: Which is Better?
Determining whether ActiveCampaign or Mailchimp is better for your business depends on your specific needs and priorities. Here are some factors to consider:
Automation and Personalization: If your business relies heavily on automation and personalized communication, ActiveCampaign offers advanced features and flexibility to create intricate workflows. Mailchimp, while offering basic automation, may not provide the same level of customization and complexity.
Ease of Use: Mailchimp’s user-friendly interface and straightforward setup make it a great option for beginners and those who prefer simplicity. ActiveCampaign, while powerful, may have a steeper learning curve due to its advanced features and customization options.
Scalability and Advanced Features: ActiveCampaign is designed to scale with businesses of all sizes, offering advanced features such as CRM integration, lead scoring, and advanced reporting. If you anticipate significant growth and require sophisticated marketing automation, ActiveCampaign may be the better choice.
Budget: Both platforms offer different pricing tiers, so consider your budget and the features you require. ActiveCampaign’s higher-tier plans can provide more advanced functionalities, but they come at a higher cost compared to Mailchimp’s plans.
Ultimately, the better platform depends on your unique business requirements. If you value extensive automation, personalization, and scalability, ActiveCampaign may be the preferred choice. If ease of use, simplicity, and a user-friendly interface are your top priorities, Mailchimp could be a better fit.
Remember to evaluate your specific needs, consider the features, pricing, and scalability of each platform, and take advantage of any free trials or demos offered to make an informed decision.
Is ActiveCampaign Better than Mailchimp?
Whether ActiveCampaign is better than Mailchimp depends on your specific needs and preferences. ActiveCampaign excels in automation, personalization, and advanced features, making it a suitable choice for businesses focused on targeted communication and scalability. Mailchimp, with its user-friendly interface and all-in-one solution, is often favored by beginners and small businesses looking for simplicity and ease of use.
Ultimately, the choice between ActiveCampaign and Mailchimp boils down to what matters most to your business. Consider the following factors when deciding which platform is better suited for your needs:
Marketing Goals: Determine your marketing goals and assess which platform aligns better with achieving them. If personalized automation and in-depth audience insights are crucial for your campaigns, ActiveCampaign may be the better option. If you prioritize simplicity and ease of use, Mailchimp might be the preferred choice.
Automation Complexity: Consider the complexity of your automation workflows. ActiveCampaign offers more advanced and customizable automation options, allowing you to create intricate sequences based on specific triggers and conditions. Mailchimp provides basic automation features, making it suitable for simpler campaigns.
Scalability and Growth: Evaluate your long-term growth plans. ActiveCampaign’s scalability and robust features make it a solid choice for businesses that anticipate expansion and require advanced marketing functionalities. Mailchimp is a popular option for smaller businesses and those with less complex needs.
Integration and Ecosystem: Review the integrations and ecosystem offered by each platform. ActiveCampaign integrates with a wide range of third-party tools and platforms, allowing you to connect your marketing stack seamlessly. Mailchimp also offers integrations but may have a more limited selection compared to ActiveCampaign.
Budget and Pricing: Consider your budgetary constraints and compare the pricing structures of both platforms. While Mailchimp offers a free plan for basic email marketing needs, ActiveCampaign’s pricing tiers are tailored to businesses requiring more advanced features and scalability. Assess which features are essential for your business and choose a plan that provides the best value.
It’s important to note that both ActiveCampaign and Mailchimp have their strengths and weaknesses. ActiveCampaign excels in automation, personalization, and advanced features, while Mailchimp offers a user-friendly interface and simplicity. Carefully evaluate your business requirements and prioritize the features and capabilities that align with your marketing goals.
In today’s competitive digital landscape, having a strong online presence is crucial for the success of any business. ActiveCampaign Landing Pages offer a powerful solution to enhance your marketing campaigns and drive meaningful results. By leveraging the benefits of increased conversion rates, seamless integration, ease of use, customization options, opt-in forms, A/B testing capabilities, mobile responsiveness, and analytics insights, you can take your marketing game to the next level.
Additionally, it has a number of useful integrations with other third-party software such as Google Analytics, and offers an open API. It also has a drag-and-drop builder which is a nice feature to have. ActiveCampaign has a very robust email automation tool that allows you to create highly targeted drip campaigns. You can choose to trigger an automation based on a wide variety of actions including subscribing to a list, unsubscribing from a list, adding a tag, and more. The tool is also capable of triggering multiple automation with different conditions for each action.
Another unique feature of the tool is its ability to use machine learning for both email and CRM. Its predictive content feature works much like multivariate testing but is smarter and more effective. It will analyze each contact and determine when the best time to send them an email. This is the best way to improve your email marketing efforts and reduce your overall email costs.
Remember to continuously test, analyze, and optimize your landing pages to maximize their effectiveness in your marketing campaigns.
What is the purpose of Active CampaignLanding Pages?
ActiveCampaign Landing Pages serve as a dedicated platform to capture email addresses, engage visitors, and drive conversions. They provide businesses with an opportunity to showcase their products or services and generate valuable leads.
How do ActiveCampaign Landing Pages boost conversion rates?
By leveraging persuasive copy, captivating visuals, and strategic calls to action, ActiveCampaign Landing Pages create an immersive experience for visitors. This heightened engagement significantly increases the likelihood of conversions.
How can A/B testing benefit my landing pages?
A / B testing allows you to experiment with different variations of your landing pages, such as headlines, calls-to-action, and visuals. By comparing the performance of these variations, you can identify what resonates best with your audience and make data-driven decisions to optimize your landing pages for better results.
Are ActiveCampaign Landing Pages mobile-friendly?
Absolutely! ActiveCampaign Landing Pages are designed to be mobile-responsive, ensuring that your landing pages look great and function seamlessly on smartphones, tablets, and other mobile devices. This mobile-friendly approach enhances the user experience and increases the likelihood of conversions.
How can I track the performance of my landing pages?
ActiveCampaign Landing Pages provide detailed analytics and insights that allow you to monitor key metrics such as page views, conversion rates, and bounce rates. These analytics give you valuable information about the effectiveness of your landing pages and help you make informed decisions to improve their performance.
Can I use ActiveCampaign Landing Pages with other email marketing platforms?
Yes, Active Campaign Landing Pages can be used in conjunction with other email marketing platforms. While Active Campaign provides seamless integration within its own ecosystem, you can also integrate landing pages created with Active Campaign with external email marketing tools. This allows you to leverage the advanced features of Active Campaign Landing Pages while still utilizing your preferred email marketing platform.
How can I track the performance of my ActiveCampaign Landing Pages?
Active Campaign provides built-in analytics and tracking capabilities to monitor the performance of your landing pages. You can track metrics such as the number of visitors, conversion rates, bounce rates, and engagement data. Additionally, you can set up conversion tracking to measure specific actions taken by visitors on your landing pages, such as form submissions or button clicks. This data helps you assess the effectiveness of your landing pages and make data-driven optimizations.
Are there any specific design templates available for ActiveCampaign Landing Pages?
Yes, Active Campaign offers a wide range of design templates for landing pages. These templates are professionally designed and can be customized to match your brand’s visual identity. Whether you’re looking for a sleek and modern design or a more vibrant and creative layout, you’ll find templates that suit your needs. Customizing these templates is simple using the intuitive drag-and-drop editor provided by Active Campaign.
Can I integrate ActiveCampaign Landing Pages with my website?
Yes, you can integrate Active Campaign Landing Pages with your website. Active Campaign provides options to embed landing pages directly onto your website, ensuring a seamless user experience. This integration allows you to drive traffic to your landing pages from various sources, such as Facebook ads or Google ads campaigns, while still maintaining a cohesive brand presence across your website and landing pages.
Are ActiveCampaign Landing Pages Suitable for e-commerce businesses?
Absolutely! ActiveCampaign Landing Pages are well-suited for e-commerce businesses. You can create a dedicated product landing page for product launches, seasonal promotions, or sales events. By incorporating persuasive copy, compelling visuals, and seamless integration with your e-commerce platform, you can create landing pages that effectively showcase your products and drive conversions. Active Campaign’s automation capabilities also enable you to nurture leads and engage with customers throughout their buying journey.