Customer Journeys
The silent killer

At a time when we all need to make sure every penny brings in the greatest value, I wanted to shine the digital spotlight on something every company, from the global giants to the local flower shop, should be doing to gain the most potential from the assets they already have. Fixing your customer journey.

“60% of demand into our call centres is driven by failure from the broken journey”

With the increase of your potential customers searching online, your customer user journey has the potential to make you a winner or loser in the current climate. You need to see it as the foundations of your house, a good customer journey shouldn’t be noticeable, but allow you to build any experience that gets your customers to where you want them to go, quickly and easily. A bad user journey, well, those experiences fall apart pretty quickly and you lose the customer, possibly forever.

The problem is if you don’t know what you are looking for you can end up making incorrect decisions about other areas of your marketing or product.

  • Maybe the marketing didn’t connect with our product.
  • Maybe the wrong target market was driven to our website.
  • Or even worse, maybe our product isn’t what people want.

When in reality it’s that your customers find it difficult to buy what you are selling.

How do you know if you have a bad user journey?

There are many ways to track your customer’s actions and the easiest place to start is with your Google Analytics on your website. It gives you a wealth of information about your user’s actions from the general health of your site to individual page performance. You can see where your customers have arrived from and also set up goals that track user journeys to your desired outcome, helping identify the problem pages. But this isn’t an in-depth Google Analytics tutorial or a vast summary of user journey tracking techniques, more to discuss the basics of where to start.

The first thing you are looking for is the place where users stop on their journey to purchase your product or take the action you want them to. This is called a Drop off point. Imagine it as a big hole in the road to buying your product or service, just not so easy to spot.

You can look at some simple data in your Google Analytics to help track where the drop off rates are across your online customer journey and help fix those holes in the road. Below there are three simple tracking terms to look out for.

Bounce Rates

These show how many users are coming to this page from outside of your site but not clicking on anything on the page, just leaving. Hence bouncing. The higher the bounce rate the fewer users are finding relevant content on your page.

Avg. time on Page

This is how long users are staying on your page. Again this can be a good indication if the content on the page is relevant to your users.

Exit rate

This shows you the pages that people leave your site without clicking anything. It’s the end of their journey with you. Bad! if this is the page before your purchasing page.

Setting up some data analytics research, you can target exactly where your customers are dropping off. Don’t just look at one piece of data though as this will not give you the big picture. Instead, look at this data across your site and the journeys you want your customers to make before taking any action.

When you have eventually determined where your customer drop off is happening, you have to figure out what is the cause. It’s not always easy to see what the root cause is though, as it’s not always just a broken link issue.

It could be:

  • Too many clicks in the purchase journey
  • A visual inconsistency that makes people feel like they are on the wrong page
  • The language used to explain the product is confusing
  • Product benefits missing or too far down a page
  • The action button isn’t visible enough
  • Or a multitude of other reasons

Discuss with your team some of the reasons you think make be the cause and once you have identified some possible reasons for the drop off you can start to test out some changes. If your website developers have the set up to do A/B testing or multi-variable testing then great, you can go into some quite in-depth testing. If not, don’t fear, you can still test your changes and track the rise in conversion rates in your Google Analytics.

Don’t try and build Rome in a day

Don’t go changing too many things in one go, otherwise you will not know which change has actually contributed to your change in conversion.
Remember the changes don’t have to be huge to make an impact, even a small change can significantly improve your customer flow. For instance, a simple colour change on your ‘Buy Now’ button can help improve conversions.

Job Done?

No. Once you have improved this part of your customer journey you shouldn’t just forget about it. Keep going back and reviewing the data and making small changes to the page to see if it keeps helping your users experience. You may also find that once you have filled in one hole you find another further on down the road. It just wasn’t visible until the first hole was filled.

No matter how big or small your marketing activities are if you don’t have your basics right in your customer journeys you will be losing a lot of money and a lot of potential customers.

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If you need help with anything mentioned in this article or for a deeper customer journey analysis contact Alistair on al@summerdaymedia.com
We’d be happy to help you with any of your marketing activities or advice on your potential campaigns, just drop us a line.

Summer Day Media has just won ‘The Most Innovative Digital Marketing Agency 2020 in Surrey’ by Corporate Vision
Read the article here: https://www.cv-magazine.com/issues/media-innovator-awards-2020/46/

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