It’s important to understand how people engage with your client websites. By mapping out their consumers’ journey you can understand important touch points and optimize their site performance.
What is the customer journey?
The customer journey is the path a consumer takes from the moment they interact with a brand until they complete a purchase.
To keep track of your client’s customer journey, start by developing journey maps, so you can help your clients deliver a streamlined experience across all channels. Hopefully, you’ll improve their customer loyalty and convert more leads.
Here are 6 ways to create better consumer journeys on your client websites.
1. Start with the right foundation
2. Build personas from actionable insights
3. Use touchpoints to group like behaviors
4. Connect with customers where they are
5. Automate consumer interactions
6. Focus on the outcome
1. Start with the right foundation
The inherent challenge is making each consumer journey seamless across multiple channels, on search engines, social platforms, their website and over the phone. When all customer touch points and even the micro-moments of decision-making are fragmented, the customer experience is inconsistent and revenue opportunities are lost. By using a website structure based on omnichannel capabilities, you integrate all digital channels and voice into a single record and view of each customer, making it easier to engage with customers in real-time. Your clients can capture context, history and intent and use this to develop more personalized experiences and more targeted marketing campaigns.
2. Build personas from actionable insights
The amount of data captured from all customer touch points can feel chaotic and overwhelming. Yet this data is gold. It’s your primary source of insight and visibility into what customers want and need. From this data, you can build journey maps that give you a holistic look at the customer experience from their point of view. These maps help customers get to their destinations in a faster and more effective way.
3. Use touch points to group like behaviors
Grouping customers into various buyer segments simplifies the process of mapping journeys. For example, you can group customers based on similar touch points, such as those looking for new offers, technical support or payment queries. This grouping enables you to create personas and understand the “why” behind their choices or behavior. From here, create journey maps for each persona. The maps reveal not only how customers interact with a website, they identify points of friction and how customers react to those hurdles, such as abandoning carts. With this insight, you can build experiences around the journey maps that support client goals.
4. Connect with customers where they are
While most website visitors prefer self-service customer support, they also want it to be a fast and efficient process. Today, chatbots excel at handling most common queries and transactions. Juniper Research forecasts that by 2022, chatbots will save businesses more than $8 billion per year. Plus, bots are getting much easier for non-technical business users to build and manage. Using a website platform like Wix, you can add a live chat to your client’s website, so they can answer questions on demand. In other words, customers can start a conversation when it’s most convenient for them.
5. Automate consumer interactions
You can automate your client websites, so they work independently. Triggered automations like a welcome lightbox, subscription form or sale, help to engage visitors right away. While, automated emails after a purchase or first-time visit help bring customers back. Using a website builder like Wix, you can set up automations that engage site members, keep customers in the loop, build customer relationships and boost store sales.
6. Focus on the outcome
Consumer journeys aren’t linear; they cross many touchpoints and multiple channels. And customers expect the same quality of service on whichever channel they choose to engage. An all-in-one platform ties together all these customer touch points into a single view, revealing valuable insights. Once you understand why customers are visiting and how they navigate through each website, you can optimize their journeys and deliver highly personalized experiences.
