How to Optimize the Customer Journey

By: on June 21, 2019 Categories: Digital Marketing, e-Commerce

Customer Journey Optimization

The customer journey is one of the most important parts of the sales process. Understanding and optimizing the customer journey will help you keep clients around throughout the entire journey.

Take a look at the entire process of how visitors interact with your company in order to achieve a goal.

Here are 4 key steps to focus on, that will help you provide a better experience for your customers and will boost conversion rate:

1. Map the customer journey

A customer journey map will help you visualize your customer’s experience. It’s like stepping in your visitor’s shoes and see things from their perspective.

To create an efficient customer journey map, you have to identify and structure the touch points and define the stages of the journey. Include metrics to quantify the experience for each step.

Look over your backend analytics and see from where users are coming, what section is the most visited and analyze where they are abandoning, looping, get stuck or take action.

Also analyze the search data, as it provides valuable info about what users are looking for and you find out if your existing website is providing the right information.

2. Segment your audience

Segmentation is grouping your customers according to their identifiable characteristics, such as behavior and demographic characteristics (age, geography, gender).

In order to deliver the right message you have to know your audience well enough to engage in personalized strategies.

A good audience segmentation will bring multiple benefits. You will be able to create tailor-made marketing campaigns and your products or services will match better with your customer’s needs.

3. Remove unnecessary steps required to perform an action

For creating a better customer experience, reduce the effort that your customers need to take in order to complete an action.

You can start with allowing your customer to create a digital account and log in through their social media accounts. This way you eliminate the step where they need to fill in an email address and a password.

4. Gather customer feedback

Collecting and analyzing customer feedback is the easiest method to implement in your customer journey optimization process.

The most common methods to get customer feedback are: help tickets, surveys, reviews and through social media platforms.

Asking the right questions at the right moment is the perfect way to obtain valuable information you need for optimizing touch points.

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