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The right customer journey can help you with conversions

While your company website has many purposes to fulfil, there’s no doubt that generating sales is the main goal. For the vast majority of modern business, this means getting online conversion. However, even those that sell items offline can use their online domains to turn visitors into clients. In order to gain those conversions, though, it’s imperative that you take the customer journey into account.

Here’s all you need to know about the customer journey, including how to maximise your success for increased profits.

What Is The Customer Journey?

As the name suggests, it is a concept that describes the journey that a customer will encounter before completing a transaction. Their interactions with the company will include several stages, which could include actions on social media, the company’s website, and other platforms such as email.

While every customer experiences a unique journey, the reality is that most will follow a very similar pathway. As a business owner or marketing expert, it’s important that you aim to find the most suitable route that’s geared towards success. In other words, the one that generates sales.

Why Is The Customer Journey So Important?

Research from Episerver shows that up to 92% of all website users complete their initial visit to the site for reasons other than making a purchase. So, if you are unable to keep them on the right pathway (i.e. the customer journey that eventually leads to transactions), you instantly cut your potential sales down to just 8%. This immediately makes your commercial challenges infinitely tougher.

Moreover, customers are constantly aware that other options are available. Poor interactions with the online business, particularly before they’ve completed their first transaction, will considerably reduce the likelihood of them buying. Therefore, building a cohesive and efficient customer journey is essential.

It is suggested by Salesforce.com that 6 to 8 interactions are required to convert the average user into a customer, although some will require even more. These figures do fall once you start aiming for repeat business but, nonetheless, it’s imperative that every step of the journey continues to build a positive impression of the business and its products. Because once you’ve lost a prospective client, winning them back is almost impossible.

Customer Journey Mapping

Building the right customer journey doesn’t occur through chance. You need to plan every step of the journey and continue to analyse it for long-term success and improvements. The best way to achieve this is through customer journey mapping, which essentially involves producing flowcharts and diagrams of where prospective clients will find themselves at any stage of the journey. Furthermore, analytics can be used to track the situation for the long haul.

Customer journey mapping brings many benefits to the company, including:

Quicker sales cycles

With the right journey in place, each interaction guides visitors to the next CTA (call-to-action) and gives you the opportunity to deliver personalised and meaningful interactions that establish the necessary levels of trust far sooner. This ultimately streamlines the process, leading to faster sales. By taking this approach, you give them fewer chances to back out of the purchase too.

Increased ROIs

ROI (return on investment) is one of the most important metrics of all as you need to think about profits rather than revenue alone. The insight gained from mapping and customer journey analysis allows you to focus on the positives and make the necessary amendments in areas where you could be doing better. Furthermore, the positive interactions will usually encourage users to spread the word.

Comprehensive marketing

Without monitoring the customer journey, it can be very easy to overlook simple errors. However, if prospective customers are turning away at the same interaction, you are clearly missing out on something important. This ensures that you will ultimately find a way to target your audience with all the necessary tools and techniques needed to generate sales, which will bring long-term success.

Why Do Clients Lose Interest Or Trust During The Customer Journey?

Not everybody that shows interest in your products is going to buy them, but that shouldn’t detract from the fact that there are several stumbling blocks that could cost you dearly. First of all, if people aren’t aware of the business, they can’t even start that journey.

It’s important to follow a pathway that feels smooth but actually pushes them to make a decision. One example is to use social media posts that lead them to sign up for a newsletter, and then use an efficient email marketing flow to engage them (offering free information and advice is a great option as it generates that value) in a winning way before promoting the goods further down the line. When you do try to sell an item, using timed deals helps them make a decision.

In truth, though, there are many different ways to handle the customer journey. One of the most important steps, however, is to avoid basic mistakes. Over 93% of customers are frustrated by errors in information, and it can encourage them to go elsewhere. Other issues to avoid include;

  • Poor customer care or a lack of company contact information.
  • Poor interactions via mobile or browser (many customers will use both during the journey)
  • Slow load times or 404 messages
  • Ambiguity either in the content or the focus. Stick to your niche.

In addition to the journey that you want customers to take, they will almost always look for reviews from previous customers. According to Brightlocal the average business boasts at least 39 testimonials, which is why surpassing this figure (with positive reviews) could influence the customer journey. In fact, it can often encourage them to bypass other stages.

The Final Word

In truth, most businesses naturally think about the customer journey in some sense. However, using the right tools, techniques, and analytics is essential for giving your key demographic the information that they crave.

The bottom line is that, when the journey is professional and productive, conversions will soar. If that doesn’t encourage you to take it more seriously, nothing will.