Map customer journeys to design the right digital experiences

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Ask any business leader and they’ll agree that delivering a personalized, engaging and consistent digital experience is key to distinguishing their brand and building sustained growth. Not surprisingly, delivering an enhanced customer experience is one of the top five priorities for businesses. From a business perspective, they have been largely successful, with 87% of businesses believing they provide an excellent customer experience.

And yet, only 11% of consumers agree that companies excel at creating tailored experiences that invoke loyalty.

To close this gap, businesses must invest time and effort in creating relevant and memorable experiences for their prospects and customers. But to make sure you’re designing and optimizing the digital experience in an impactful way for your customers, you need to start by understanding what they want at every stage of their discovery and purchase journey.

The effort pays off: After a positive customer experience, customers are 3.5 times more likely to buy from a business and 5.1 times more likely to recommend a business to a friend.

Get the digital experience right is an ongoing process because customer journeys are fluid, individual-specific, and must evolve with the changing expectations of your customers.

First steps: step into the shoes of your customers

73% of consumers expect businesses to understand their needs and expectations. Consumers leave behind many clues as to their interests and preferences – and can be impatient with brands that don’t pick up on them.

Developing personas is one way for marketers to make sure they don’t overlook the breadcrumb trail of the customer. personas help you segment customers by a variety of factors, including buying habits, demographics, psychodemographics, age, location, marital status and more. Creating personas allows your brand to step into your customers’ shoes, meet their needs at scale, and identify the factors that shape their journey.

By mapping the personas that represent your target audience’s needs, issues, and goals, you can begin to identify the characteristics and factors that drive their decision-making and leverage them to design better ways to support them. A consistent analysis of how consumers interact with your brand across all channels over time will help you craft the right approach and message to move them along the path to conversion.

Creating relevant personas starts with qualitative data. What do you think you know about your customers? Qualitative data can be assumptions you have about the makeup of your customers, their reasons for interacting with your business, and how you could improve their CX. .

Next, you will validate your assumptions using quantitative data. Review Google Analytics, marketing analytics, user interviews, surveys, past purchase data – anything you have to show demographics, recent activity, sentiment and other patterns.

Actionable website behavior may include pages visited, content downloaded, search and shopping cart activity, devices used, abandonment activity, and any preferences they submitted. Email behaviors can include opens, clicks, conversion rates, newsletter sign-ups, time spent engaging, and email content themes.

For example, do you see patterns of website abandonment or bounce rates that could reveal issues or unclear messages? What are the most successful buying journeys? What commonalities do you see in your most loyal and active customers? How does this compare to your least active activity?

These details combine to give you a nuanced view of your visitors and their interactions with your brand. This insight allows you to create relevant personas and tailor messages or offers to their interests.

For example, a home goods retailer may want to showcase its decorative trays to consumers in an “artist” persona, but promote home organization products to consumers who have recently moved to a new city. . By adapting the offer to the type of customer, the retailer creates a more personal and relevant experience, while increasing the likelihood that the person will be satisfied and convert.

With your personas defined, it’s time to determine the overall customer journey and ways to consistently target customers with the right information and messages, based on who they are and how ready to buy.

Next step: map customer journeys and personalize your content

A customer journey is a visualization of all the interactions customers have with your brand, which in today’s world is both multi-channel and non-linear.

A customer may see your ad on Instagram, visit your website, interact with your social media post, and ultimately convert through a marketing email you send. That’s why all touchpoints should be on-brand, consistent and complementary – for the consumer, it’s just one brand experience.

By analyzing the typical sales cycle and based on what you know about your customers, you can match the different goals of your customer base and provide content, messages or offers to guide them to the next stage of their journey. . To map each persona’s journey, look at the data and ask: How do these consumers go from awareness to interest, purchase, and post-purchase?

For example, our home goods retailer can target customers in the awareness phase with social media videos showcasing their product lines and outlining their value proposition. When a customer changes interest, as indicated by browsing the website or placing items in their shopping cart, they can offer a 20% off coupon to new customers to entice that person to purchase and move on. next step in his journey.

Keep in mind that today’s journeys are multi-channel, so make sure relevant messages and experiences are applied consistently across all your touchpoints, including your website, mobile app, social media and anywhere a customer interacts with your brand.

Continuously improve

Achieving a good customer experience is not a one-time activity. Clients change as they age, change careers, get married, buy a house, become parents. Building a lifelong relationship means constantly testing, measuring and optimizing how you engage with them. Having an up-to-date customer journey map is key to ensuring your digital experiences are truly customer-centric.


VP of Customer Success and Marketing for Digital Agency To know, Randi Mohr ensures that clients’ digital services meet intended business objectives. Mohr also oversees Whereoware brand messaging and marketing efforts to accelerate sales growth.

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