Each and every day we take journeys. We embark on customer journeys in both the physical and digital worlds.Years ago our journeys were limited to store fronts and physical goods. Today we live in a multimedia world of websites, social media, chat sessions, newsletters, email, and call centres’. These digital journeys have changed the way we interact with companies and products.
In today’s world, a digital custom journey doesn’t just stop at the website. Instead it spans across multiple types of communication methods from email and chat boxes to social media and apps. We have oodles of opportunities to interact with each other and make a lasting impression.
In the physical world a store owner or seller can interact one on one with the buyer. They can visually see a person’s reaction to a product, display, or event. They are present, in the here and now, and they can receive customer feedback.This provides invaluable data and allows the seller to optimize and fine tune their processes.When the world moved to digital, we were presented with a massive amount of new challenges.
The digital world is completely different that of the storefront. We cannot “see” anything. Instead we have to use alternate methods to gain feedback. This makes the process of selling much more difficult and much more involved.
Google Analytics provides some feedback for us and while some of the reports are amazing, they are data based and they lack the emotional factor. They are a good starting point, but they are very limited.This forces us to look for emotion and feedback in other sources. And while you might feel these do not exist, there really are alternate sources of data.
The customer journey can span across multiple types of communication channels. With a little effort, we can obtain feedback from a number of different locations:
• Search engine results click through rates
• Website analytics like top pages, bounce rates, and exits Website inquiries
• Website offer response rates
• Social media shares, likes, and comments
• Customer reviews
• User interviews
• Surveys and polls
• A/B testing results
The trick is to monitor this feedback, analyse it, and take action to improve the customer journey.
Website design isn’t just about headers, footers or sidebars. Good design is about asking the right questions and making sure those questions apply to your website visitors.It’s about finding solutions to your visitors’ problems and presenting these solutions within a cohesive design. It’s about mapping a journey for your visitors and creating clear paths for them to follow.