Use data to identify your customers’ journey
Understanding, mapping, and engaging with customer journeys requires analyzing data about your market and audience. The right data can tell you a lot about behavioral patterns that lead customers toward (or away from) the actions you’d like them to take.
The first step is to divide your audience into segments using data. You can identify common touchpoints at which different audience segments interact with your business, and then use those touchpoints to map out customer journeys.
Customer journeys will differ widely, depending on factors as varied as your business model and the particular circumstances of each customer. However, with the right data and segmentation, you can map customer journeys which will align with the behaviors and motivations of your segments.
Conversion rate optimization (CRO) tools that log website interactions are invaluable when gathering the kind of data which tells a brand how customers behave on their site. CRO data can provide information on which content gets the most engagement, and where customers are likely to drop off. This information can also be found through your website analytics or in your all-in-one Marketing Platform. Use this data, as well as your email marketing reports, to maximise interest at points of engagement and to improve the user experience or increase engagement where it seems to decline.
Identifying obstacles on the path to purchase is vital. Barriers can be:
- Motivational. Motivational obstacles occur when customers lose interest in the product or have second thoughts about their purchase. Sometimes, motivational obstacles can be fixed with more engaging content at drop-off points. At others, marketing is key. Well-timed marketing emails, targeted at points in the journey when the customer starts to lose motivation—like abandoned cart emails—can make all the difference.
- Experiential. User experience (UX) is the key to a smooth customer journey. A clunky website or a dysfunctional email is likely to make prospects look elsewhere. Customer feedback is important to understand your business’s UX, and marketing is important for gaining feedback. For example, customers who leave items in their basket for a certain length of time may do so because they found the payment process too slow, involved, or frustrating. Email these customers to ask for feedback so that you can improve and potentially re-engage them.
- Temptation. If customers aren’t concentrating their efforts solely upon your business, there are points at which they may start to think that they could get a better deal from a competitor. Matching up data on customer drop-off points with data from competitor research may provide some insights into this obstacle, as will customer feedback.
Keep a close eye on your data and reference customer feedback for a clear idea of what is (and is not) working for each segment. When you identify obstacles on your business’s customer journey, you’ll know where to concentrate your attention.