Every commercial website’s success depends on a few things, and the customer experience is one of the most critical factors in this equation. Once you understand what your customers want and need, you will customize the experience and make sure that you meet their expectations.
Customer journey maps can help a lot. They help visualize the customer experience from the beginning to the end. The diagrams and illustrations you get can help you identify where your customers interact with your brand. By understanding their moves, you can help guide them through the funnel until they make a purchase.
The need to understand how customers think and what they expect from a website has been growing in importance since the early 2000s. The traditional linear customer funnel wasn’t enough, so marketers turned to other, more advanced customer mapping techniques.
Understanding what steps a customer took to make a purchase is crucial to improving sales and generating revenue. Today, customers and prospects interact directly with businesses every time they visit a website. That’s why it’s essential to understand what they want and what needs to be done to improve the customer experience.
Why is Customer Mapping So Important?
Generally speaking, the user experience has changed a lot in the past 20 years. Today, most customers prefer brands that remember who they are, what they want, and where they left off. Brands that treat every individual customer with the same respect are the most successful.
Creating a customer journey map template will allow you to get a better understanding of your customer’s expectations. The insight will help you create custom plans to build trust and promote empathy with every customer interaction.
Once you understand what your customers expect, you can apply the insight into future ad campaigns to increase conversions and build strong relationships with every customer.
Steps to Creating a Detailed Customer Journey Map
Before we get into the details, it’s important to know that every customer has unique expectations. Also, the type of product or service also determines the practices that have the most success. You will have to spend time gathering information until you get a better feel for what the majority of your customers want. Follow these simple steps to create the best customer journey map possible.
Step 1 – Understand Your Customers
Understanding your customers is the first step of every customer journey mapping process. You have to understand your buyers’ personas to be able to create appropriate campaigns. However, one buyer persona won’t be enough.
There are many different people with different buying habits. They will interact with your business differently, so you must segment your customers into a few different categories. Some of them will focus on browsing your offers, and others will be ready to make a purchase right away. You can use a quiz maker to find out where your customers originate from quickly.
Step 2 – Understand Buyer’s Goals
Once you have a better idea of who your customers are, the next thing you should focus on is what they want to achieve during the customer journey. Define clear customer goals in every phase of the customer journey to get the best results. You can do that by:
- Looking at what your competitors are offering
- Making sure that your customers pay a fair price
- Asking customers directly if they have the information they need to make a purchase
You can start by pinpointing the paths each customer took to get to your website. For example, if a customer is a member of your site, the first thing they’ll do is to log in. Most customers will visit your websites after doing a specific product search, comparing prices, random browsing, and so on.
Once you create a detailed breakdown of these activities, you will be able to segment your website’s visitors and identify the details that made them visit your website in the first place. The guys at ProProfs can help you create a quiz and understand your audience better with expert advice and plenty of examples.
Step 3 – Define Customer Touch Points
A ‘touch point’ allows you to identify the exact moment a customer came in contact with your brand. That includes all marketing forms such as commercial ads, phone calls, and even instances where customers heard about your offer directly from other people. Once you understand where your customer comes from, you’ll know what to focus on to improve their experience.
Put yourself in your customer’s shoes and imagine that you’re looking at your product for the first time. Ask yourself how your product or services help solve your problem, whether or not the information provided on the website is enough to make you buy a product, and would you return to the website to buy other products in the future. Also, use a quiz builder to contact your customers directly to generate as much feedback as you can.
Step 4 – Understand What Turns Customers Away
Some areas of your website will perform better than others, so the next step is to identify all “roadblocks” that deter your customers from making a purchase. Negative customer experiences are often more useful than positive ones because they help you identify problems you can fix in the future.
Step 5 – Focus on Improving Problems
After you’ve identified all potential “roadblocks” that keep prospects from making a purchase on your website, you should prioritize all of them and start fixing every problem one by one. Sometimes, these roadblocks can be too difficult to fix, so you’ll have to start from scratch.
However, most of the time, you can make changes on the go. Simplify your checkout process, make things as easy as possible during every step of the purchase process.
Optimize everything you can to help your customers down the funnel. Remember that the goal is to increase the number of conversations.
Step 6 – Make Changes And Improve The Experience
Some changes are going to offer better results than others, so test out multiple options before you settle with just one. See how each change affects the customer journey and conversion rates and adapt only those that offer expected results. Even if your website performs as well as you can expect, you should update your customer journey map twice a year to ensure that your website stays relevant.
The Bottom Line
Understanding what your customers want makes the most significant difference in your website’s success. Update your offers and website features according to your customers’ expectations, and your conversion rates will keep going up every year.
Show your customers that you care about what they think, and that will help you build a strong relationship and establish a recognizable brand identity. Good luck!
Angela White is an ed-tech enthusiast with a passion for writing for the consumer market in the areas of product research and marketing using quizzes and surveys. Having a knack for writing and an editorial mindset, she is an expert researcher at a brand that’s known for creating delightfully smart tools such as ProProfs Quiz Maker.