When creating a customer journey your main focus should be to understand your audience, what they do on your website, and what you can do to improve the experience and encourage them to revisit.
If you want to create a customer journey, you need to understand the preferences of your current customers. This data is useful in creating a template that shows the projected behaviour of customers once they visit your website. Customer journeys are easy to create and can significantly improve your marketing strategy.
Technology and consumer behaviours are continually evolving, and customer journeys provide an excellent way of anticipating the actions that your customers will take while interacting with your business.
Benefits of Creating a Website Customer Journey
The primary objective of a customer journey map is to help marketers to know how customers interact with a website until they purchase an item, and the experience they feel during that period.
Here are the benefits of having a website customer journey map.
- It allows marketers to focus on customers and every action they take as they go through the sales funnel.
- It simplifies the buying cycle for potential customers.
By focusing on customers, you make them happy and boost sales and revenues as a result.
A Guide to Creating a Comprehensive Customer Journey
Before anything, you need to research and understand the perspective that customers have on your business. There are two types of research you should conduct;
- Analytical research – this involves using analytics software to know the location of your customers, how often they visit your site, how much they spend on it, and other related metrics.
- Anecdotal research – this deals with gauging the experience and emotions that customers have towards your business. You can do this research using surveys or looking at their comments on social platforms.
Once you are through with the research, follow these steps to create a comprehensive customer journey map.
- Prioritise the customers’ preferences
- Identify customer touchpoints
- Create a graphic
- Update and improve
Prioritise the Customers’ Preferences
You should always create a journey from the customers’ point of view. Remember, the customer is the most critical component of your marketing funnel in Singapore.
Many marketers usually make the mistake of focusing on other areas such as digital marketing, branding, and web development. Although these are also important in growing your business, your priority should be offering a seamless experience to your customers.
If your customers are satisfied with your website, they are more likely to purchase your items. Increased loyalty also means that they can promote your brand through word-of-mouth advertising.
Identify Customer Touch Points
You have a chance of boosting your sales every time an existing or potential customer interacts with your business. The most common customer touchpoints in the sales funnel are your ad listing, your website, the reviews and comments they leave on the site, and so on.
Make sure that every touchpoint has the right optimisation to maximise its effectiveness. For example, your ad listing should be clear and compelling, and it should be consistent with the design and copy of the landing page. Your website should be easy to use. Also, you should always reply to customer comments and reviews, especially the negative ones.
When optimising the touchpoints, keep in mind that the ultimate goal is to push the customers down the sales funnel and move them a step closer towards converting.
Create a Graphic
Your customer journey graphic should display the findings of the anecdotal and analytical researches. The graph will show you the impact of the customer journey, including the changing opinions of consumers about your business. With this information, you can always adjust your strategies to ensure that productivity is continuous.
The only shortcoming of these graphs is that you cannot anticipate all actions that a user may take. That said, you must identify the blips in your chart.
Update and Improve
Once you have a customer journey map, you should not leave it on autopilot. The needs of your customers are ever-changing, you should continually update the journey map.
It is advisable to test, update and improve your website customer journey at least twice every year. You should also make the necessary adjustments every time you add new products to your business.
A Checklist for Creating the Right Customer Journey for Your Website
As a marketer, you always look to get more leads, increase conversions and boost the revenue earned by your business. A customer journey focuses on providing optimal user experience at every touchpoint, which is the first step to achieving the goals mentioned above.
The following is a list of the areas you should focus on when creating a customer journey map to get more people to your marketing funnel in Singapore.
- Your homepage should be attractive such that it encourages users to explore other pages on your website. The best way of creating an excellent first impression is by using a simple design with quality images.
- Your website should be easy to navigate. If a user is looking for something, they should find it quickly. Ensure that the navigation bar is visible. Also, integrate a search button with filters.
- All of your content should have a clear and compelling call-to-action. You should plainly state what action the user should take to go further down the sales funnel.
- Make sure that your content is relevant and valuable to your audience. It should also be engaging and easy to understand.
- Your website should have a low bounce rate. When a person stays for longer on your site, they are more likely to purchase your products.
- Your webpages should have a reasonable dwell time. If people are leaving too quickly, your site might be non-responsive, slow or hard to navigate.
What You Should Focus on When Analysing Customer journey Map
When you are analysing the phases your customers go through in the buying cycle, keep the focus on the following aspects.
- Actions – always look at what the customer is doing at each touchpoint. You should also pay attention to their response.
- Motivations – always monitor what is encouraging your customers to proceed to the next stage in the journey. Similarly, you should also identify what is deterring them from moving forward.
- Questions – if your customers are experiencing challenges, provide a channel where they can ask questions, and you respond to them. Failure to address such issues might lead to a loss of customers to rival companies.
- Obstacles – you should know what challenges your customers experience at each stage of the journey. Once you have the information, look for ways of handling the issues immediately.
A customer journey map shifts focus to the perspective of the client, ensuring that you get a better understanding of their preferences and provide a satisfying experience to them.
Although they offer no guarantees, these maps are useful in improving engagement with customers, increasing conversions, and improving the ROI. If your business is yet to create a customer journey map, you are missing out on massive opportunities.
If you do not where to start, here is a summary on how to create a customer journey map.
- Focus on the preferences of your customers.
- Identify the critical client touchpoints and optimise them for maximum satisfaction.
- Create a graphic to help you track the progress of the customer journey.
- Update and improve to correspond to the evolving needs of your customers.
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