Why Mapping a Customer Journey is Important for Your Website?
In today’s era, digital presence is desired by every single business, so that the business can interact with their customers from the comfort of their desktop, mobile and tablet. Your business website is that one online asset that you have complete control over, and a well-designed website is the key to taking the reins on guiding the customer journey.
What is Customer Journey?
A customer journey map or wireframe is a visual representation of the path your customer takes through your website from when they first enter the site till when they leave it, showing all the ways they interact with the website as they move toward their desired goal.
Your targeted customers can discover your brands through all sorts of channels, and it’s entirely possible that your website is not the first place they’ll encounter you. It might be through a local listing service like Yelp, Bing or on social media, or maybe through your direct marketing campaigns. But every other channel where you are present should include your website’s URL so that it’s easy for your prospective customer to come onto your website and learn more about what you have to offer.
The well designed customer journey helps you tell the story of your customers’ experiences with your brand across all touchpoints (ways how your customer is interacting with your business website). Whether your customers interact with you via social media, email, livechat or other channels, mapping the customer journey out visually helps ensure no customer slips through cracks.This process also helps B2B business leaders gain insights into common customer pain points which in turn will allow them to better optimise and personalise the customer experience.
Keys Steps for a Successful Customer Conversion
So how do you create a solid customer journey map? Well, no matter what kind of business you’re in, it’s important to include these essential step by step layout.
1. Be relevant to customers
2. Make the page visually appealing
3. Undertake the Keyword Research
4. Build Trust Using Authentic Testimonials
5. Make the Buying Process Easy
6. Improve Your Customer Retention Rate
Let's look at each of these in detail.
1. Be Relevant to Customers
Once prospects land on your website, you want to greet them with messaging and design that helps them come to further know and like your brand. Your homepage should include a promise to visitors, front and centre. The promise should demonstrate that you understand their pain points and know how to solve them. Follow that up with a call to action button; something that drives them to take a logical next step with your brand.
You have to keep in mind your website is the only point for your customers to know your brand so provide all relevant information about your business products and services and how they can help your customers solve their problems.
2. Make the Page Visually Appealing
Visuals can help you grab your customers attention. Statistics show that web pages with great images on them can get up to 94 percent more views than those with no images, or dull and boring ones. Having the right visuals to start with will mean that more people come to your site.
Through pictures and other visual elements, you can convey feelings such as delight, sadness, or even pity. Visual appeal can awaken memories and emotions like trust, comfort, hope, or self-confidence. Having an easy to understand website displaying elaborative business offerings helps generate more traffic to your website.
3. Undertake the Keyword Research
There are steps you can take to give your website the best shot at being the first point of contact with your brand. Undertaking keyword research allows you to see the real terms that searchers use when looking for the solution your business offers. Once you know that information, you can optimise your website so that it ranks for those terms. Couple keyword research with some effective, descriptive metadata, and you’ll be well on your way to generating more website traffic through organic search results.
4. Build Trust Using Authentic Testimonials
Once your customer knows what your business has to offer, your website can help to strengthen their trust in you, until they finally decide to give you a try. There are many trust-building elements that you can and should include in your website. Testimonials and case studies are a great way to demonstrate the value you’ve brought to other customers. They help to build an emotional connection with the prospect, who can see themselves reflected in the needs and struggles of your existing customer.
Once those trust elements have won over your audience and they’re ready to give you a try, you want to greet them with an appropriate call to action (CTA) that guides them to the next phase of the customer journey. Include relevant CTAs on your trust-building pages.
6. Improve Your Customer Retention Rate
A well-designed sitemap can help to encourage repeat purchases. When you’re building your website, think about the best way to showcase related product and services. Driving customers who have already made a purchase to another area of your website that covers a complementary offering is a smart way to drive up-sells and repeat business.
Proventus Multiscreen editor
helps you keep a record of your past purchases so that you can use email marketing to send related offerings and new services to interested customers straight to their inboxes and generate more leads.
Your website is the heart of your online presence. It needs to be ready to work for you and your customers at any stage along their journey. Whether they’ve just discovered you via a new search or are coming back to make their purchase again, your website should make it easy for them to find all of the information and support they need.
Book your Free Digitisation Consultation with Proventus Digital (Awarded Most Innovative Digital Marketing Agency 2019) or start building your business website with easy to adapt Multiscreen Platform, Proventus Digital is here to help to take your business into the digital age!
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