You know you have a great product. You’ve got the best SEO specialists and in no time, your page is ranking first page for every keyword you want (the dream, right?). Although people are finding your website, you’re confused about why most of them don’t become loyal customers. Maybe it’s time to put yourself in the shoes of your customers and start user journey mapping.
What is a user journey map and how can it help convert customers?
It's the simple idea of using customer research to figure out how users engage with your company. It's a way to understand your customers’ needs, concerns and hesitations. But ultimately, it's about discovering why they buy from you instead of a competitor. What makes you different?
You should create a user journey map from data, not gut feel. Too many individuals make changes based on their own assumptions. Talk to your customers and the users who fall through the cracks. Ask them why they bought or what made them change their mind.
Now, it's time to start user journey mapping.
1. Think of your potential customers
Imagine you run a graphic design agency. Who could be a potential customer? Someone starting a business who needs a new company logo? Someone who wants a custom shirt design? Someone who needs a business card designed?
Identifying who it is you want to sell to is crucial. Once you have someone in mind, it's a lot easier to figure out the rest. What motivates these customers? How are they going to find out about the services you offer? Why would they need your company in the first place? What are their goals, needs and wants?
2. Identify your touchpoints
A touchpoint is anytime a user interacts with your business. This could be before, during, or after a sale. Segmenting your touchpoints allows you to adapt your sales approach accordingly.
With the increase of content production, social media use and paid advertising, to say there are a lot of touchpoints is an understatement. It's best to organise the steps into three sections: before, during, and after.
Before: How did they find your website or company? Facebook ads? Google search? A recommendation from a client?
During: So, they found your website. What are your most popular pages? Where do users lose interest and drop off? How can they interact with you? Is the sale journey clear?
After: Do you have a lot of happy, returning clients? Do you contact them after completion? How do they contact you if they have issues with your design?
3. Map emotions
Even though we don’t admit it, emotions drive most of our human behaviour. If you want somebody to invest in your service, you need to make them feel something.
What emotions do your customers experience when they interact with your company? Excitement? Apprehension? Frustration?
Most importantly, what do you want your customers to feel?
4. Improve your user experience
After identifying the touchpoints and emotions, the next consideration is user experience.
Were customers satisfied at every stage? Was there any touchpoint that left them feeling confused or frustrated? Were there instances when a customer spent more time on a touchpoint than expected?
You need to look at these moments in detail, because improving your user experience could be an easy win. Understanding what irritates your current customers will improve the journey for future customers.
5. Check who's involved
We’ve concentrated on the user's experience, but have you thought about who they interact with? The people at your company could make or break a sale.
Every step of the way, map out the people and processes involved. Consider how they affect the entire customer journey.
Building a user journey map is anything but simple. It's complicated and demands a lot of initial research. But when done right, you can create a great user journey that will make customers come back again and again.