Unlocking the Deep and Hidden Value of Ecommerce Transaction Pages

As any successful business owner will tell you, sometimes the most effective solutions and strategies for growing your customer base are also the easiest to overlook. However, once you finally recognize the value that’s been hiding in plain sight, the results are often so sweet that you forget you’d ever missed it in the first place.

This is the kind of thing we hear frequently from advertisers who’ve seen the significant customer acquisition opportunities provided by transaction pages on ecommerce websites and/or mobile applications. We call this the Transaction Moment™, a critical part of the ecommerce journey when customers are already in the purchase mindset and most engaged to respond to additional relevant offers.

More specifically, in dedicating most of their time and resources to optimizing search engine marketing (SEM), paid social, traditional display ads, and other performance marketing channels, many advertisers fail to identify and take advantage of the exceptionally high engagement associated with the checkout phase, missing out on the chance to dramatically boost conversions and ROI.

In this blog, we’ll take a closer look at what makes transaction pages so uniquely effective toward customer acquisition in the digital age, as well as how their benefits compound significantly through the integration of real-time data and artificial intelligence (AI). 

Identifying the untapped potential of transaction pages

Whether engaging through a computer screen or mobile device, internet users around the world spend roughly six and a half hours online, during which they are exposed to countless display ads and other marketing materials distributed across platforms. In a certain sense, the entire internet can be seen as an unfathomably sprawling and interactive billboard, allowing businesses to not only attract but also convert new customers in a matter of minutes (or even seconds). 

However, these conversions are far from guaranteed, and it often feels like companies are exclusively focused on getting their brand and products in front of the eyes of consumers, with little appreciation for the context in which consumers are viewing and potentially engaging with their advertisements. In other words, by utilizing all their resources to ensure consumers are seeing their ads, brands forget to think about exactly what the consumer is doing at that fateful moment of exposure. 

Take social media, for example. While many of these platforms have recently expanded to include ecommerce features and capabilities, consumers are rarely in the process of making purchases when browsing their social feeds, which may be why nearly 60% of users believe there’s currently too many advertisements on social media. 

As for search engines, while a display ad or paid search listing can be effective if a consumer is actively seeking out a specific product or service, searching for a term doesn’t necessarily indicate the intention to make a purchase at that moment or even any time soon. 

The Transaction Moment, on the other hand, presents advertisers with a rare opportunity to capture a consumer’s attention when they’ve literally just decided to make a purchase. Put simply, by providing relevant offers to consumers from cart to confirmation, you have the best chance of persuading them to explore your products while they’re still actively in the buying mindset. 

Using real-time first-party data and AI to provide hyper-relevant offers and experiences

Research has found consumers to be 10 times more likely to engage with an advertisement after completing a transaction. And when you combine this approach with the use of AI, machine learning, and real-time transaction data to ensure consumers are targeted with increasingly relevant offers, what you get is a customer acquisition strategy with engagement and conversion levels that traditional ad channels simply can’t match. On average, Rokt ads yield a 3.4% click-through rate (CTR) and a 6% conversion rate, compared with the 0.4% CTR of Google Display and 1.1% CTR of Facebook Newsfeed.

Rokt has spent 12 years building a uniquely performance-driven solution that allows advertisers to offer their products or services on transaction pages across an exclusive, scaled network of the world’s leading ecommerce sites. Powered by AI and machine-learning technologies which optimized over 4.6 billion transactions in 2024, Rokt Ads’ fully managed and accurately attributable ad campaigns are designed to help advertisers acquire customers at scale. Advertisers can deploy sophisticated targeting to drive measurable outcomes and optimize campaigns continuously using data-driven insights. When advertisers try Rokt as a performance marketing channel, we ensure that our clients only pay for the most relevant interactions with their customers.

Above all, we empower advertisers to reevaluate their dependence on traditional, costly paid media tactics, and instead unlock the hidden power of the Transaction Moment to not only reach and acquire as many new customers as possible, but also better understand their target audience and reliably scale their customer acquisition capabilities into the future.

To learn more about how to boost the relevance of your ads during the Transaction Moment, visit our interactive page on ACE, our Adaptive Content Engine or talk to an expert.