By analyzing your customer’s interactions with your website, you can optimize your customer journey and understand their motivations and needs in order to improve their experience.
What is customer journey optimization?
Customer journey optimization consists of mapping out and analyzing your current user experience and interactions in order to direct or influence their behavior. If you improve your customer journey, you can increase your sales and brand loyalty. In today’s digitally-focused world, you’re going to want to ensure you’re creating a seamless experience across multiple channels, including social media, apps, and your website.
How can you optimize your customer journey?
When looking to optimize your customer journey, you need to make a plan. Optimization takes work, and it’s critical to ensuring you stay competitive as a business. Plus, your customers will be happier for it. Follow these steps to optimize Customer journey.
1. Review and improve your existing customer journey
The first step in optimizing your customer journey is by assessing your existing assets. When using your website or app, what are the steps customers normally take? Doing this research allows you to find patterns and identify what you could be doing more effectively and efficiently, or perhaps see what opportunities you may be missing.
2. Segment your target and define your buyer persona
In order to successfully market your product, you need to consider the needs and preferences of your customer. Who are you trying to sell to? Who is just out of your reach? Think of your ideal customer, and decide what you’re going to take into account, such as age, race, gender, hobbies, interests, behavior, etc.
By creating a profile of your customers, you can figure out the different ways that different types of people interact with your business. For instance, if your business is popular with young people, they might interact mostly with e-commerce — older people might be partial to more brick and mortar stores.
3. Ask feedback to your customer
Before you decide to implement a new strategy, you need to consider what your customers are already thinking. You don’t want to change or remove a process that they enjoy, or expand on something they don’t. It’s a good idea to have your customers take a survey or submit input on your website.
4. Implement an efficient SEO strategy, to increase your brand awareness.
People are more likely to spend their money on brands they know and trust. So, how do you get your brand to the forefront of your customers’ minds? One way is by implementing an SEO strategy. By improving your brand’s visibility in search engines, customers will start to remember your name — even if they don’t purchase something from you immediately.
Learn more about the key CX/UX design principles in our UX & Design Thinking Course.