Map you say?
If you own or manage a business, understanding the minds of your customers can be a challenge. One of the best ways to make informed decisions about customers is to understand their journey. In other words, what drives them to your website, why they spend so long (or not long enough) browsing your store, or even why they might add items to your cart and then not make the purchase. All of these customer actions happen for a reason. If you aren’t tracking these things, now is the time to implement the use of a data map so you can better understand their process.
Here are 6-steps that shows you how you can use data to map the journey your customers take when they visit your website.
1. Set clear objectives for the map
Before you begin to create your map, ask yourself why you are making one in the first place. What goals are you directing this map towards? Who is it specifically about? What experience is it based upon?
Based on your conclusions, you may want to create a buyer persona. This is a fictitious customer with all of their demographics and psychographics who represents your average customer.
2. Profile your personas and define their goals
With your buyer persona in hand, the next step is research. You can gather a lot of valuable information about how your customers think and feel by asking for their feedback, using questionnaires and surveys. The important thing to remember is, only ask actual customers or prospects who are interested in purchasing your goods and services.
Some revealing questions you can ask include:
- How did you hear about our company?
- What first attracted you to our website?
- What are the goals you want to achieve with our company? In other words, what problems are you trying to solve?
- How long have you / do you typically spend on our website?
- Have you ever interacted with our website with the intent of making a purchase but decided not to? If so, what led you to this decision?
- On a scale of 1 to 10, how easy is it for you to navigate our website?
- Is there any way that we can further support you to make your process easier?
3. List out all the points of contact
Points of contact are all the places on your website that your customers can interact with you. This step is essential in order to create an accurate customer journey map, for the simple reason it gives you insight into what actions your customers are performing.
List out all of the actions your customers perform throughout their interaction on your website. This can include a Google search for your keywords, or clicking on an email from you.
5. Emotions & Motivations
The emotional motivator behind each of your customer’s actions, is usually caused by a pain point or a problem they want to fix. Knowing what their problems are, will help you to provide the right content at the right time. Too many business owners don’t spend enough time truly understanding the emotions and motivations behind a customer’s actions and therefore they never really reach them completely.
6. Make the necessary changes
When it’s all said and done, the data you collect and analyze, should give you a clear picture of what your customers are looking for, and more importantly, how responsive your website should be to those needs. Knowing this, you can then make the appropriate changes that will achieve these goals.
If you aren’t set up to gather the right data, we can help. Give us a call today to set up a free marketing consultation so we can discuss your customer map.
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Holly Kile – Marketing Assistant