Post by lizaseo11 on Nov 9, 2024 3:30:50 GMT -5
Customer journey map is the path of your company's client, which begins from the moment when he gradually realizes the need for the product, and ends... never! After all, the client can make a repeat purchase, can buy other goods or services, or even become your partner.
Why is it necessary to develop a detailed customer journey map?
When talking about the need to create a customer journey map, for some reason the main goal is "increasing efficiency." Let's be honest: it's a question of money. After all, the most valuable thing is to understand which interaction points and traffic sources show the maximum conversion, and which do not bring potential buyers. Even with an equal budget, you can increase sales to infinity! Simply by redistributing advertising budget funds from an ineffective to an effective type of advertising. Ready to figure it out?
What is everyone silent about!
When developing a customer journey, there are two huge differences: whether the company is an existing one or just planning to enter the market. Why? Even if you collect maximum information about competitors, their customer journeys, sales results, you will not achieve a similar situation for yourself! Here is the most important and crucial advice: create a customer journey before opening a company and then update it every 6 months (of course, if you want to save your money and get more profit).
Where to look for information?
Use the maximum number of tools for an objective picture:
Social network analysis;
Open research of marketing and rating agencies;
Analytics tools (for web products: Google Analytics, Yandex.Metrica, Roistat, Amplitude, for mobile products: CleverTap, Yandex AppMetrica, Adjust Flurry Analytics, Localytics, Branch.io)
Recordings of phone calls, information from your company mailbox or saved data from chatbots.
In extreme cases, when there is no data, simulate the situation and put yourself in the client’s shoes.
Know your client by sight!
Customer shopify website design journey research starts trivially. Yes, with the customer. Only in an ideal world do all customers go from point A (getting to know the product) to point (sale) along the same path. And different channels and touchpoints can show different results depending on the consumer.
What to do?
Segment the target audience. As a result of such work, you will receive a portrait(s) of typical characters. We described in detail how to do this in this article . Based on this information, you will build user paths when interacting with your business.
Divide your audience into small groups:
by socio-demographic characteristics,
by geographic location,
according to economic and psychological characteristics.
by decision-making stage: they already want to buy or are just collecting information, etc.
The greater the division into groups, the clearer and more indicative the result.
For each group, use tools for interaction and receiving feedback from your clients: questionnaires, surveys, anonymous reviews, lead magnets, etc.
Manage statistics. Analyze what percentage of the audience is maximally loyal or, on the contrary, dissatisfied with the product.
Based on these results, create a portrait of a representative of your target audience.
Bonus from Pirogov Marketing: studying non-existent clients
For companies just entering the market, the ideal analysis is based on the 5W (what, who, why, when, where) method: product, consumer, motivation, moment, touchpoint. Who will buy what product, what needs will it satisfy, where exactly this customer will buy it, and through what channel. Use this tool to analyze competitors' consumers and study market statistics.
"So when should we expect you?" or Stages of interaction with the client
Everything chaotic has patterns. Even the path of our unknown “beast” – the client, can be divided into stages. The ideal method for this is AIDAL (attention, interest, desire, action, loyalty).
Typically, the stages are divided into the following:
Formation of need for a product or service;
Search for a suitable product or service;
Collection of information about goods/services and sellers;
Indirect introduction to companies and products;
First direct contact (appeal);
Purchase/use;
Upselling or servicing;
Referrals/repeat sales;
Brand "advocate".
For each of these stages, write down what interaction channels exist and which ones you use.
Bonus from Pirogov Marketing: Simplify, reduce!
Those companies that use CRM systems can build a more detailed map. To do this, you should look at the sales funnel and stages of the customer life cycle (statuses). If your managers send out personal commercial offers, attend private meetings with the client, conduct presentations or seminars - these are also points of interaction.
Channels of interaction with the client: “… you didn’t see me, but I saw you!”
It is worth understanding right away that it is desirable to identify channels for each individual audience. But at the initial stage, a general customer path can be drawn up for new companies.
We divide specific and non-specific channels
Specific channels are those that are used specifically for a certain category of clients. For example, VIPs are often offered to attend closed presentations or trial screenings.
If your consumer category at the final decision stage turns to, say, a beauty salon, sees a corresponding ad on FB, Instagram, VKontakte, on a banner ad, should we assume that only the last channel was the only one that led to the purchase? No!
If a client at a certain stage had interaction through several channels, then the conversion of the transition from this stage is divided proportionally between the channels. Only after the A/B test, when the budget for certain channels will change, can the effectiveness of each of the available ones be determined more accurately!
Customer journeys or interaction scenarios
This is where artistic skills come in handy... Just kidding. Use tools like uxpressia.com and realtimeboard.com.
Or simply build Excel tables where you place stages and channels horizontally, and portraits of representatives of target audience segments and their behavior: actions, thoughts, feelings vertically. Based on this, for each audience at each stage and for each point of interaction, you can write down motivation for action and demotivation (barriers), as well as pains - problems that are solved by making a decision right now.
As a result, you will get a summary table that will show at what stage you have minimal contact with the audience (and, therefore, the interaction channel is ineffective and not worth the allocated budget), and at what stage and with the help of which tool you can best sell.
Here's how we did it for a company in the retail door sales area. Using the example of one of the client's target audience segments - women aged 25-35, married, with a child, employed in mid-level positions with a regular income of $300 per month, in the process of major repairs of their own apartment.
Understanding the customer journey map: how your customer “travels”
In our example, we have added these accents to further improve the advertising campaigns and the website.
Understanding the customer journey map: how your customer “travels”
Advice from Pirogov Marketing: use numbers!
If you have end-to-end analytics data, at each stage for each channel you can write down the percentage of "lost" clients and determine the conversion. This will allow you to study the client's behavioral factors even more deeply. For example, from an ad on FB he went to the site, looked at the page about the company, and then left. There was contact, but the client was lost. This means it is worth updating the information on the site, or perhaps redesigning the site.
Below is a graphical example of the customer journey:
DO NOT build a customer map if you DO NOT want to know:
What and through which specific communication channels to offer to your audience.
At what stage do clients actually get lost and why?
What can be improved on your website, product, or advertising campaign.
Where are the processes in your company out of order and where is the budget “burning out”?
What is your actual effective marketing strategy?
Want to see results, but are not ready to spend days or even weeks on building a customer journey map? Our company will competently analyze the behavioral scenarios of your consumers and even provide recommendations for improving your marketing strategy!
Why is it necessary to develop a detailed customer journey map?
When talking about the need to create a customer journey map, for some reason the main goal is "increasing efficiency." Let's be honest: it's a question of money. After all, the most valuable thing is to understand which interaction points and traffic sources show the maximum conversion, and which do not bring potential buyers. Even with an equal budget, you can increase sales to infinity! Simply by redistributing advertising budget funds from an ineffective to an effective type of advertising. Ready to figure it out?
What is everyone silent about!
When developing a customer journey, there are two huge differences: whether the company is an existing one or just planning to enter the market. Why? Even if you collect maximum information about competitors, their customer journeys, sales results, you will not achieve a similar situation for yourself! Here is the most important and crucial advice: create a customer journey before opening a company and then update it every 6 months (of course, if you want to save your money and get more profit).
Where to look for information?
Use the maximum number of tools for an objective picture:
Social network analysis;
Open research of marketing and rating agencies;
Analytics tools (for web products: Google Analytics, Yandex.Metrica, Roistat, Amplitude, for mobile products: CleverTap, Yandex AppMetrica, Adjust Flurry Analytics, Localytics, Branch.io)
Recordings of phone calls, information from your company mailbox or saved data from chatbots.
In extreme cases, when there is no data, simulate the situation and put yourself in the client’s shoes.
Know your client by sight!
Customer shopify website design journey research starts trivially. Yes, with the customer. Only in an ideal world do all customers go from point A (getting to know the product) to point (sale) along the same path. And different channels and touchpoints can show different results depending on the consumer.
What to do?
Segment the target audience. As a result of such work, you will receive a portrait(s) of typical characters. We described in detail how to do this in this article . Based on this information, you will build user paths when interacting with your business.
Divide your audience into small groups:
by socio-demographic characteristics,
by geographic location,
according to economic and psychological characteristics.
by decision-making stage: they already want to buy or are just collecting information, etc.
The greater the division into groups, the clearer and more indicative the result.
For each group, use tools for interaction and receiving feedback from your clients: questionnaires, surveys, anonymous reviews, lead magnets, etc.
Manage statistics. Analyze what percentage of the audience is maximally loyal or, on the contrary, dissatisfied with the product.
Based on these results, create a portrait of a representative of your target audience.
Bonus from Pirogov Marketing: studying non-existent clients
For companies just entering the market, the ideal analysis is based on the 5W (what, who, why, when, where) method: product, consumer, motivation, moment, touchpoint. Who will buy what product, what needs will it satisfy, where exactly this customer will buy it, and through what channel. Use this tool to analyze competitors' consumers and study market statistics.
"So when should we expect you?" or Stages of interaction with the client
Everything chaotic has patterns. Even the path of our unknown “beast” – the client, can be divided into stages. The ideal method for this is AIDAL (attention, interest, desire, action, loyalty).
Typically, the stages are divided into the following:
Formation of need for a product or service;
Search for a suitable product or service;
Collection of information about goods/services and sellers;
Indirect introduction to companies and products;
First direct contact (appeal);
Purchase/use;
Upselling or servicing;
Referrals/repeat sales;
Brand "advocate".
For each of these stages, write down what interaction channels exist and which ones you use.
Bonus from Pirogov Marketing: Simplify, reduce!
Those companies that use CRM systems can build a more detailed map. To do this, you should look at the sales funnel and stages of the customer life cycle (statuses). If your managers send out personal commercial offers, attend private meetings with the client, conduct presentations or seminars - these are also points of interaction.
Channels of interaction with the client: “… you didn’t see me, but I saw you!”
It is worth understanding right away that it is desirable to identify channels for each individual audience. But at the initial stage, a general customer path can be drawn up for new companies.
We divide specific and non-specific channels
Specific channels are those that are used specifically for a certain category of clients. For example, VIPs are often offered to attend closed presentations or trial screenings.
If your consumer category at the final decision stage turns to, say, a beauty salon, sees a corresponding ad on FB, Instagram, VKontakte, on a banner ad, should we assume that only the last channel was the only one that led to the purchase? No!
If a client at a certain stage had interaction through several channels, then the conversion of the transition from this stage is divided proportionally between the channels. Only after the A/B test, when the budget for certain channels will change, can the effectiveness of each of the available ones be determined more accurately!
Customer journeys or interaction scenarios
This is where artistic skills come in handy... Just kidding. Use tools like uxpressia.com and realtimeboard.com.
Or simply build Excel tables where you place stages and channels horizontally, and portraits of representatives of target audience segments and their behavior: actions, thoughts, feelings vertically. Based on this, for each audience at each stage and for each point of interaction, you can write down motivation for action and demotivation (barriers), as well as pains - problems that are solved by making a decision right now.
As a result, you will get a summary table that will show at what stage you have minimal contact with the audience (and, therefore, the interaction channel is ineffective and not worth the allocated budget), and at what stage and with the help of which tool you can best sell.
Here's how we did it for a company in the retail door sales area. Using the example of one of the client's target audience segments - women aged 25-35, married, with a child, employed in mid-level positions with a regular income of $300 per month, in the process of major repairs of their own apartment.
Understanding the customer journey map: how your customer “travels”
In our example, we have added these accents to further improve the advertising campaigns and the website.
Understanding the customer journey map: how your customer “travels”
Advice from Pirogov Marketing: use numbers!
If you have end-to-end analytics data, at each stage for each channel you can write down the percentage of "lost" clients and determine the conversion. This will allow you to study the client's behavioral factors even more deeply. For example, from an ad on FB he went to the site, looked at the page about the company, and then left. There was contact, but the client was lost. This means it is worth updating the information on the site, or perhaps redesigning the site.
Below is a graphical example of the customer journey:
DO NOT build a customer map if you DO NOT want to know:
What and through which specific communication channels to offer to your audience.
At what stage do clients actually get lost and why?
What can be improved on your website, product, or advertising campaign.
Where are the processes in your company out of order and where is the budget “burning out”?
What is your actual effective marketing strategy?
Want to see results, but are not ready to spend days or even weeks on building a customer journey map? Our company will competently analyze the behavioral scenarios of your consumers and even provide recommendations for improving your marketing strategy!