Content tool, 14 best options for your website in 2021. Content marketing is one of…
Map, how can a customer journey support the conversion rate? When opening a traditional or online store, you’re unable to predict.
What will be the reaction and behavior of your potential customers? How to get to know them better? Keep reading this blog post for more info!
When choosing a location for a traditional store you probably analyze the traffic. Or think about places where people hang out.
You look for effective ways of encouraging them to check out your store.
Billboards, information about special offers in your display windows. Once people enter the shop, you expose the most important products. You place them on top shelves and with your friendly smile you invite visitors to buy.
Map: setting up an online store
What does this scenario look like in the online world? What are the beginnings of an online store? How to improve your conversion rate and encourage customers to shop online?
How can the customer journey map help you understand the needs and purchase path of users?
Online store: statistics
The market and competition are pretty sizable. However, it turns out that only ⅓ of all the businesses survive more than 8 years. What can you do to guarantee the high effectiveness of your business?
First of all, ensure the proper customer experience.
Customer experience: what is it?
CX (customer experience) indicates:
- all users’ emotional and physical experiences;
- touchpoints related to your products or services.
Marketers and salespersons have been paying special attention to CX for years. It greatly affects customer loyalty. Moreover it is a factor deciding whether people are going to visit a given store again.
In today’s e-commerce industry, conscious and thoughtful Customer Experience Management that focuses mainly on the user is a standard.
Customer experience: what to start with?
As in the case of every marketing activity, start defining and clarifying your target group and user persona. The more thorough and precise information you gather for your analysis, the better:
- social media data concerning your followers (Facebook Audience Insights);
- professional analytical tools (Google Analytics and Google Search Console);
- company reviews (Google My Business or Facebook profile);
- competitor analysis;
- industry reports and surveys;
- your own observations and interviews.
Goals, problems, needs, and desires. That’s everything you need to determine your user persona. Ready? Let’s get down to the customer experience map.
Customer journey map: what is it?
The customer journey map is a tool also known as a customer experience map or a user journey map. The map is supposed to use a timeline or a table. Visualize all offline/online interactions of a selected user persona and their entire purchase process.
From the very moment they entered your website to the moment they received the product. The experience map is a recipe for astonishing your customers. Make sure that all your employees understand the “magic” ingredients of this simple recipe.
User journey map for employees
After all the brainstorming and visualization of the purchase path, share everything with your employees. After all, each of them can help make everything go smoothly and according to the plan.
Shared goals and standards presented on the experience map can motivate your whole team. A customer journey map for everyone? Yes, please!
How to add customer experience and customer journey activities to a customer journey map:
- gather a team of internal experts from different departments. Brainstorming and different perspectives are worth their weight in gold;
- start with desk research meaning data analysis. How does it work at this point? Identify a starting point to determine where you’re going as a company. Map out what the ideal customer journey map would look like;
- together with the team, analyze your customers’ journey and first touchpoints that lead them to your store;
- specify all the points of contact between the customer and the brand. Name them, determine what emotions and experiences are associated with them;
- for all points of contact with the brand, plan appropriate, individual content marketing and remarketing;
- determine the thoughts and actions of the customer related to a particular touchpoint. Think about increasing the impact of your brand at each point;
- imagine the moment when users abandon your shopping cart. Why would they do that? Can you encourage people to stay on your website or visit it in the future and finalize the transaction;
- describe the service blueprint in detail. Indicate specific people responsible for the customer experience at each stage;
- plan tasks and assign them to specific employees in the company. Monitor implemented changes and progress related to improving customer satisfaction and experience;
- come back to your customer journey map. Benefit from subsequent brainstorming sessions or workshops to update it every few months. Revise previous incorrect assumptions by replacing them with ones that should work better.
The customer journey map vs e-Commerce sales
Customer experience analysis can definitely make you more mindful and aware. The customer journey map can help you notice numerous elements and problems of your online store. All of these need to be solved or improved.
This solution can significantly improve your customer satisfaction level. In this case, you’ll be able to develop your business. If you are looking for an SEO audit don’t hesitate to contact us!
Why do I need a customer journey map?
- you’ll be able to collect all the:
- customer data;
- information concerning users’ needs;
- forms of interaction;
- points of contact with your brand from various departments.
- look at your store and product range from a different perspective. Are you sure that everything works fine;
- identify key problems. Improve the UX/UI of your website search;
- improve ROI for your e-commerce;
- explain the whole sales process to your employees. With the use of proper incentives you can gather valuable feedback and loads of ideas.