If you own or manage a business, you know that it can be challenging for your business to understand the minds of your customers. You may be wondering why your customer is spending so much time browsing your offer, or why they spend time adding products to their cart, only to close the tab and not buy.
Whatever your concerns, the root cause is that you most likely don’t have a clear idea of the journey your customers take with your company.
The customer journey is the process by which a customer interacts with a company to achieve a goal.
Here are 6 steps that show you how you can use the data to map the journey your customers take when they visit your website.
1. Set clear objectives for the map
Before you start creating your map, ask yourself why you are making one in the first place. What goals is this map targeting? Who is it specifically about? What experience is it based on?
Based on your findings, you may want to create a buyer persona. This is a fictional customer with all your demographic and psychographic data representing your average customer.
2. Outline your characters and define their goals
With your buyer persona in hand, the next step is research. You can gather a lot of valuable information about how your customers think and feel by asking for their feedback, using questionnaires and surveys. The important thing to remember is that you only ask current or potential customers who are interested in purchasing your goods and services.
Some insightful questions to ask include:
How did they find out about your company?
What first attracted them to your website?
What problems are they trying to solve?
Have they ever interacted with your website with the intention of making a purchase but decided not to? If so, what led you to make this decision?
On a scale of 1 to 10, how easy is it for them to navigate your website?
3. List all points of contact.
Touchpoints are all the places on your website where your customers can interact with you. This step is essential to creating an accurate customer journey map, for the simple reason that it gives you insight into the actions your customers are taking.
List all the actions your customers take throughout their interaction on your website. This can include a Google search for your keywords or clicking on an email from you.
5. Emotions and motivations
The emotional motivator behind each of your client’s actions is usually caused by a pain point or problem that they want to solve. Knowing what your issues are will help you provide the right content at the right time.
6. make the necessary changes
When all is said and done, the data you collect and analyze should give you a clear picture of what your customers are looking for and, more importantly, how responsive your website needs to be to those needs. Knowing this, you can make the appropriate changes that will accomplish these goals.