Top Tips: Creating the perfect customer journey
How do you deliver the perfect customer journey that keeps the user engaged from browsing through to buying? The customer journey can be difficult to track but it’s crucial to understand if you’re going to optimise your conversion rates. We’ve picked the team’s brains and combined their wisdom into the following top tips.
1. Every journey is different
Just as every customer is different, every customer’s journey is different. There will of course be industry or sector tends such as price comparison for utilities and electrical, or reviews for beauty. Know your customers’ journey and make sure you’re in a prominent position on it. Also, bear in mind journeys will differ depending on territory. In Italy for instance, cashback sites are nowhere near as popular as they are here and so they’re unlikely to feature.
2. Break down barriers
It’s no secret that consumers like to shop around, so you need to make sure you’re doing everything you can to keep customers buying from your site, not a competitor’s. Make sure your checkout process is smooth as possible and get rid of unnecessary steps. Pay attention to any negative reviews and make sure stock levels are clearly displayed. In fact, letting a customer know when a product is running low can be a great way to instill a sense of urgency and get them to convert.
3. Payment options
On the subject of the checkout process, an average of 68.53% of customers abandon their carts at check out. Your checkout page should be simple, require a maximum of three clicks to reach the final payment and offer the customer popular a choice of payment options including PayPal. A great method of recapturing customers who do leave is retargeting emails, reminding them of what they have in their cart and even offering them a discount to incentivise them to convert.
4. Cross device tracking and monitoring
It’s essential to understand how your customers interact with your website including how that interaction differs across device. Cross device tracking is notoriously difficult but solutions are getting better. By understanding the steps users take in their journey, you can pre-empt the their next steps and provide them with personalised information based on previous activity, helping to build a seamless journey through the purchase funnel.
5. Push content for all points of the journey
With so many steps in a purchase journey, it’s easy for content become outdated or inconsistent. Make sure that content such as vouchers and prices are accurate and up to date throughout the journey, giving users no reason to drop out.