Have you heard about Customer Journey Map? It is a diagram that illustrates the steps your visitors go through in engaging with your company. The infographic below shows a sample map.
Steps on a Customer Journey.
1st step – Discovery.
It’s the first interaction with your company. This might be an ad, worth of mouth or search results. The person becomes aware of the fact that you exist and possibly offer a solution to their problems or something they need. At least that’s the theory – we live in an era of information flood so most of the people exposed to your ads don’t notice or ignore them. However, if your message stands out or very precisely addresses their needs some people are likely to remember it and go to the next step, this is exploration.
2nd step – Exploration.
People who discovered you and for some reason decided that it’s worth to take effort and find out more about you start digging to gather more information. They are going to visit your website to find out more about you, the solution of products you offer, pricing, success stories etc. They are also likely to look for reviews on external websites before taking the next decision, this is whether to buy or not.
3rd step – A decision.
Buy or not to buy, this is the question. At this point, the person takes into account information gathered on previous steps. If pros outweigh cons, you have a new customer.
4th step – Evaluation of your services and engagement.
People who came all the way through the journey came to this point but keep in mind that it’s not the end of your efforts. You have to do your best to retain them and cross or upsell, if possible. Retaining and cross and upselling is the easiest and the cheapest way to increase revenue. What is even more important, satisfied customers can become your ambassadors and spread positive word of mouth, which makes attracting new customers easier. Conversely, dissatisfied customers can start a negative campaign and hurt your reputation. This is why the last step should be considered as a continuous process.
Is it that simple?
That’s the overall picture so now let’s dig into the details. All four steps can be divided into smaller ones. Most of them are beyond your control, e.g. reviews or what people are saying about you. This is why it is so important to focus on elements that you control, especially your website, which is the main touch point. You can create a customer journey map for your website. Let’s assume you offer SaaS solution. The person comes to your website and sees the main page. What’s the next step? Ideally, all visitors immediately register an account or sign up for a demo call, but it’s highly unlikely. If people don’t bounce, they start exploring your website, starting with scanning for elements that draw their attention. If they find all information they need, they might start a trial or schedule a call but most of them will want to know more. Possible next step is the pricing page or details of your solution. When people scan the content, then they are more likely to sign up if they find your offering interesting and its price competitive. Still, many potential users leave and usually, they never come back.
Website design should reflect this ideal journey. Elements that are critical for making a decision should be easy to find and emphasized. However, it might not enough for many users, especially those who hesitate and are not sure if your solution is something for them. New technologies can help you with that and guide visitors to the ideal path. You can show messages tailored to behavior on the website, for example, time spent on a page, % of scroll or exit intent. Such messages not only guide visitors but also give your website a personal touch and people feel that you’re there for them and they can count on your help. It will not only increase conversion rate but also improve user experience.
Example: people who spend a lot of time on pricing page might be really interested in your solution, but are not 100% sure and think about value for money ratio. They are comparing plans and thinking, which one is the most suitable for them. Triggering a widget like the one below can motivate them to register an account or contact you if they are still unsure.
If you want to try if motivating visitors on their journey at your website works, I encourage you to start a trial of Survicate and find out for yourself.