Having a web presence is important, it allows customers to find you and connect with your brand. But with so many websites available online, you need to improve the functionality of your website, making sure that it is easy for users to navigate. Mapping the consumer journey on your websites is a great way of doing this.
Before we can talk about how you can use the customer journey to improve your website, let’s first discuss what this is. A customer journey map is created by following what web pages a customer accesses and what order they view them in. The map can also tell you how long they spent on the page and you may even be able to find out what specific piece of content they viewed on that page. Knowing this data can help you optimize your website to better suit your customer’s needs.
The first way you can use the consumer map to improve your website is to use the map to find out what content your audience enjoys the most. The map will show you what pages a customer visits and how long they stay there. Using this, you can figure out what content they enjoyed the most and create more. You can also make sure that pages the customer enjoys will be shown to them first. This will increase brand engagement and will result in customers spending more time on your website, making it more likely that they will purchase something. It will also allow you to stop spending time and money creating content that your audience doesn’t like. Finally, you can track which type of content is most likely to generate sales.
A map can also help you develop future services. As a business to business (B2B) website, you need to evolve with the business community. A B2B customer journey map can be a great way of accomplishing this. If, for example, you notice that the customer maps are changing, with more emphasis being paid to one part of the site, this might be an indication of changing values within the business community. Using the information gleaned by B2B customer journey mapping you can create a new product or service to cater to these new values, increasing your sales in the process. Alternatively, you might notice that your B2B customer journey no longer includes some of your pages. This may mean that they are no longer relevant and might be a sign that you should revamp these services.
Finally, it’s important that you continually create journey maps of your customers. This allows you to see what progress you have made and what areas you still need to improve. Hopefully, this article has helped you understand more about the customer mapping process and why it is an important part of site optimization. All sites can improve their functionality or provide more valuable content to attract users, mapping allows you to create a logical plan for how this is accomplished. So, create a customer journey map for your website today.