The Importance of Mapping Your Customer Journey
The process of guiding a person who lands on your website from "interested visitor" to "paying customer" is a delicate, nuanced process. While many people assume that selling a product is as simple as showing it to a customer via an ad, social media post, or other media, and waiting on them to take out their credit card, the actual journey that most customers complete before they make a purchase is much more involved.
With that said, one of the most useful things that you can do to improve your business' sales and start converting more visitors into paying customers is to map your customer's journey. In this article, we'll take a detailed look at what a customer journey is and how you can plan and mold your customer journey for the best possible results.
What is a Customer Journey?
The customer journey is the process that a customer undergoes as they transition from someone who is first learning about your company and its products/services to someone who is paying.
This process starts when the customer first discovers your company. What comes next, if the customer is still interested, is typically a process of research where they determine if the solutions you are offering are right for them.
This process of research can take many different forms, and it is ultimately this phase of the customer journey that you will want to try and control as much as possible. If a customer is still interested after researching your company and its products, the final phase of the journey consists of persuading them to part with their money and make a purchase.
Since customer journeys differ based on the audience you are marketing to, the product you are selling, the marketing resources you are employing, and more, it is essential to map out the unique journey of customers who discover your company, and provide them with a carefully-designed path that will guide them from discovery to purchase.
How to Map Out Your Customers?
Journey Making a purchase is a destination that you would like for everyone who discovers your company to reach - and it's much easier to ensure as many customers as possible reach this all-important destination if you are the one mapping out their journey to get there. To create a customer journey map that will carefully guide and persuade potential customers to the point of purchase, follow these steps:
Step #1: Identify Your Company's Touchpoints
Your company's touchpoints define the different ways in which you can interact with your customers. For example, a company's touchpoints may include a website, social media profiles, online ads, print ads, over-the-phone customer service, and anything else that allows you to interact directly or indirectly with your audience.
Identify and list these touchpoints now as they will be valuable in the later steps of mapping out the customer journey.
Step #2: Identify Your Target Customer
Before you can develop a journey for your customers, you need to understand who those customers are. What is the persona of your ideal customer? What goals and needs to they have, and what pain points are keeping them from fulfilling those goals and needs?
Asking and answering questions such as these will enable you to develop a portrait of your ideal customer that can be used as a basis for planning out what your company's customer journey needs to look like to deliver as many sales as possible.
Step #3: Create the Customer Journey Using Touchpoints
Once you have a complete understanding of your ideal customer as well as a full understanding of the touchpoints that you have available to reach them with, it's time to start plotting those touchpoints into a customer journey map.
For example, an online ad may be the first touchpoint in your customer journey and the medium by which a customer first discovers your company. Next, you might choose to direct them to an informative blog, post, or video that will teach them more about the solutions that you are offering, making sure to touch on the key points that you highlighted as crucial to your customers during the process of identifying your target customer.
After that, you might choose to send the customer directly to the point of purchase, or you might direct them to sign up for your email list so you have another touchpoint you can use to progress the customer journey from that point.
Ultimately, it is up to you to decide what your customer journey should look like, what touchpoints you should use to create that journey and the order in which customers will be directed to those touchpoints.
Step #4: Review and Revise as Necessary
Developing an effective customer journey is an ongoing process of trial and evaluation. Once you've developed an initial journey, it's now time to begin experimenting with your touchpoints, the information they present, how they present it, the order in which customers are directed to these touchpoints, and more.
Continually repeat the process of making changes, reviewing the results, and adjusting as necessary in order to hone and improve your customer journey little by little over time.
Create the Ideal Customer Journey
An effective, well-designed customer journey is one of the most beneficial tools you have available for boosting your company's sales. If you would like to create a customer journey that is specifically designed to guide interested visitors carefully toward the point of purchase, the marketing experts at Bexi are able to help.
To learn more about our industry-leading customer journey mapping services, be sure to contact us today.