Customer Journey on your website plays a very important role in representing how users on your site are reacting to the content available online. It is a very important method of driving business growth, whether it is a small scale business or large scale business. Customers are the ones who are the actual king, making sure a business stands out in the market.
Companies that take care of their customer make them feel special and valuable turn out to be more profitable with better turnover when compared to companies that don’t treat their customers well. Here, we will learn how to drive growth from the customer journey.
What Is Customer Journey?
Customer Journey is the overall experience a user has with an organisation. It includes the experience before and after enrolling, signing up, or purchasing a product or service. The customer experience includes every little interaction they undergo from start to end, such as scrolling, filling a form, signing up, purchasing, and more.
For example, suppose you want to purchase a shoes online and you found a website, it is faster, easily adds products to the cart, scrolls flawlessly through multiple options, moves to checkout for payment, experiences faster loading, smooth touchpoints, instant confirmation, and more. This seamless experience is very helpful in winning users’ trust and long term relationships.
Read More: Top 20 Customer Pain Points With Examples and Solutions, Types & How to Identify Pain Points
How Customer Journey Drives Growth?
A better customer experience can grow your conversion rate by 80% or more, where customers can even pay a price premium for products and services of a company. The customer journey consists of two major stages within a business.
- The customer journey is how they are interacting at each stage in the customer lifecycle
- Customer experience is all about how users feel about the overall lifecycle.
- Mapping the customer journey and improving customer experience can be a plus factor in growing a brand.
It is very important to understand the customer touchpoints and gaps between the existing methods and the expectations of the users. It is important to think like your users and understand what your users need and their expectations. Customers give more preference to the products or services that give them a better experience, despite something that doesn’t. There are a variety of ways you can use to improve your customer experience.
Top Ways of Improving Customer Journey In Businesses
Let us check some of the major ways of improving customer experience throughout the overall journey. Check below.
1. Record the Complete Customer Journey [Mapping]
Many platforms and tools are available, which you can use to get proper insights into the overall customer journey. These data metrics are important as they give a visual mapping of all major touchpoints of users, including social media, website, email, sales, calls, customer support, and more.
- Use data tools like analytics, logs, social media feedback, and more to understand the customer movements
- Try walking through the path your users are taking to understand the flow, frictions, blockers, and more.
- You can easily increase your customer interactions and engagement by 20 to 30% just by monitoring the overall customer journey insights.
This will help you identify the sections where users are facing problems, dropping off, and take steps to improve the overall journey. You can use tools like Miro, Sample, UXPressia, Lucidchart, Heap, Spreadsheets, FigJam, and more to get proper insights into your users’ journey.
2. Address Your Customer’s Pain Points
When you address your customers’ pain points and needs, you improve their experience on your webpage i,e. Products and services of your brand. Website layout must be simple and properly structured to avoid sending your users into a state of confusion.
In case of recurring problems, backlogs, and slow speed, interaction might lead to blockage in sales growth and worsen user experience. It is important to listen to what your users or target audience want using surveys, reviews, social feedback, customer surveys, and more.
- Make sure website interaction is smooth and user-friendly
- Ensure seamless payment interaction on the platform
- Ensure your website interface is clean, well-structured, flexible, and supports secure payment options.
- It is important to ensure that your payment options are secure and accessible for everyone who wants your brand or products.
3. Convert New Visitors Into Repeat Audience
When customers visit your website or product page for the first time, it’s their initial stage. You have to ensure they have access to all relevant information, products, and services. When your audience has a positive experience with the site, products, or services, then the chances of getting repeat customers increase, pushing the chances of getting possible conversions and important leads.
- When you are selling to an existing customer, the chances of a successful conversion are in the range of 60-70% when compared with new visitors.
- Recognise your users by making them feel special using thank-you notes, birthday wishes,
- Offer your students course offers, early offers, exclusive previews, personalized offers, and more.
Read More: What is a Customer Journey Map? Types, Examples, Benefits & Tips
4. Value In the Right Phase
The most important and confusing phase in the entire customer journey is finally making the purchase. It is here that customers experience a high emotional weight and confusion about whether to make a payment or not.
This is an opportunity where you can prevent your audience from getting stuck in between. You can give them resources like transparency, value guarantees, real time tracking, return assurance, replacement assistance, and more. These silent phases are the moments when you can push conversions from your potential users without any manual efforts, all just by providing value.
How to Make the Best of Customer Journey?
There are certain things you can keep in mind to make your customer journey better and improve customer experience.
- Map all major metrics from customer journey that includes all major touchpoint of users i,e. Buying methods, actions, emotions, behavior, pain points, solutions, and more.
- When you will map your customer journey you will have enough insights to understand their interests and what engage them with your brand.
- Try to analyse all major touchpoints of users throughout the journey i,e. Website, social media, search engines, paid advertising, email marketing. Pick and refine the medium which gives best interaction result for your target audience.
- You have to measure how customers interact with your brand on different channels i,e. Either they fill form, view a web page, click a hyperlink, purchase a product, add carts, and more.
- Always keep your marketing strategies in check to understand which practice hits the desired goal. Regular update and monitoring can led to better conversion performance.
- You can use funnels report to understand when your visitors are falling or leaving. You can make improvements to improve the interaction.
- You can always implement A/B testing to improve the customer journey.
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Customer Journey FAQs
Q1. For how long should I prepare a digital marketing plan?
Ans: A digital marketing plan should cover around the next 6 to 12 months of your business. You can break your plans on a quarterly or half-yearly basis.
Q2. Is it necessary to include all the marketing channels in my plan?
Ans: No, not at all. You must choose the channels which are appropriate according to your goals and audience. There is no need to include all of the channels in just one plan. You can use any two to three channels, like social media marketing, content marketing, SEO, etc.
Q3. How to allocate the budget for plans?
Ans: You can reserve 10-20% of your total budget for experiments and distribute the rest for different channels that you will be using for digital marketing. This will allow you to test new ideas without worrying about a low budget.
Q4. What can I do if my plans aren’t giving results?
Ans: Even if your plans aren’t working, don’t panic. You can revisit and refine your plans according to the latest trends. Check what's not working and change your approach and strategies if required.
Remember to consider your failure a feedback not a setback.
