Having a customer journey mapped out for your website makes your marketing process much lighter with more control. The context of your website matters whether you’re selling to the best tech guru or the average person that does not know much about web hosting. The journey to explain your products or services should be mapped out clearly with wording that anyone can understand. Your business could be missing potential revenue if the website map isn’t clearly placed out.
In a sense, this is contributive towards user experience where you can collect data based on the interactions of your visitors on your site. With the data collected, you can create a framework around to help you during the process.
The charting process for your website
Before mapping out your journey, it’s best to do some market research first on what the personas of your visitors may look like. They could be of middle age, with children and that has business within the home rental industry. Based on this short piece of information, one can map out what product or service they may be interested in.
Let’s say that the visitor mentioned above appears on your site and your business sells home ware. You could promote certain products that are up their alley. For example, if they are in the property market, you could promote paint or house repair equipment to them since they’re in that particular business. You could even form a partnership with them so that when they have a client, they could refer your business to the client. New home-owners would be ideal prospects in this scenario.
Let’s get into it
Creating a framework for your website
For this scenario, we’re going to use a business owner that owns cakes. The visitor that comes onto your website is engaged and has interests in the events industry.
The first step is to map out a few concepts to draft your framework around. Here are a few concepts that can help out which are realization, consideration, conversion, service and customer loyalty.
a) Realization:
The very first concept is based around a realization that your customer did not just click on your website out of sheer boredom. There had to something that compelled the visitor to land on your website. They could’ve typed in ‘cakes’ in their search bar and your website appeared. They are obviously interested in a cake and your website drew them in. Finding out how they found your site is an important metric to consider. It could’ve been a search term of a post on social media.
b) Consideration:
A pop up of a wedding cake appears on the visitor’s screen and they click on it. They’re clearly interested in it due to the data gathered which states they’re engaged. Your cake should include as much details about as possible. The price, dimensions and flavours would be important factors to consider in this example. The more information provided, the better.
c) Conversion:
The tricky part comes when your visitors have something in their cart. Statistics state that visitors abandon 77% of the items that’s in their cart. Lowering this statistic or actually letting them proceed to the checkout page can be a challenge. Here are some suggestions
– Try to steer away from any hidden payment that gets presented on another page when they checkout.
– Be transparent as possible with everything.
– Don’t force visitors to create an account with you.
– Include as many payment options first with the most frequently used methods first.
d) Service delivery and retention:
Once the visitor check out and receives their product, the way you maintain the relationship afterwards is where the work stands. Your customer service needs to be up to scratch with various incentives for your long standing clients. You could offer them discounts or exclusive material to value their worth for sticking with you.
e) Brand loyalty:
Having loyal customers means that you need to provide consistent value to them throughout. Consistency in terms of customer service and products that are of value and relevance to them. Remember that word of mouth travels and is considered one of the most effective ways of advertising.
Your data that’s concluded from your visitor’s behavior is of crucial importance. You should keep track of your data on a regular basis in order to make informed decisions. A really effective platform to generate data from is Google Analytics which is used widely across the digital globe.
