Customer Journey Mapping For Better Website Performance

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The Journey Phases

This implies the different stages in the customer’s journey. They may vary as per particular scenarios. Each company can use data to analyze what these phases are as per the corresponding situation. Here are some examples:

  • For a big (or luxury) purchase (like test driving and buying a car), the stages can be engagement, education, research, evaluation, justification.
  • For an ecommerce scenario (like buying Bluetooth speakers), the stages can be — discovery, try, buy, use, seek support.

1. Set clear objectives

Before you can dive into creating your map, you need to ask yourself why you are making one in the first place. What goals are you directing this map towards? Who is it specifically about? What experience is it based upon? You can start by writing down the objectives on sticky notes or use a customer journey template.

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  • Interacting with a customer support agent
  • Visiting your store or your ecommerce site
  • Using your product at home or work
  • Interacting with sales during the process of becoming a customer

2. Profile your personas and define their goals

Next, you should conduct research. Some great ways to get valuable customer feedback is through questionnaires and user testing. The important thing is to only reach out to actual customers or prospects.

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3. Monitor how your customers move on your site

It’s important to understand how users move through your website. For example, if you’re offering a discount code to all first-time visitors, then why is the sales low? The offer (or, ability) might be great, but consumers still lack the motivation to buy. In this case, it doesn’t matter how much products are discounted.

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Google Analytics: Behavior Flow

4. List out all the touchpoints

Touchpoints are all the places on your website that your customers can interact with you. Based on your research on Google Analytics or basic research on your CMS dashboard, you should list out all the touchpoints your customers and prospects are currently using, as well as the ones you believe they should be used if there is no overlap.

  • Paid ads
  • Email marketing
  • Third-party review sites or mentions
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5. Map the pain points

Go back over the map and jot down pain points on sticky notes. Place them underneath the corresponding touchpoints on the journey.

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6. Improvement Ideas

Start by prioritizing which touchpoints or pages to address first. You can rank pages by cost-effectiveness and or how easy they are to change. Improvement ideas are usually integrations, services, or features that we can enable.

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Conclusion:

Once you have a better understanding of the customer journey, you can use that knowledge to improve your site by honing your messaging to match customer needs, smoothing out frustration points, eliminating extra steps, and even creating content.

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Technology Insights, Design Trends and Industry Updates. https://www.galaxyweblinks.com

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