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0141 250 7030
Mark Nicoll
Everyone is on a journey these days. The use of the word “journey” has journeyed into the realm of overuse. You may be a reality tv contestant on a journey to your 15 minutes of fame or, like me, describe the fluctuations in your waist size as a “fitness journey”. The term “customer journey” may too be on the precipice of overuse in marketing circles but, ultimately, applying best practice to your website’s customer journey may send you on the way to being much more successful online.
Every consumer is different and there are many varying motivations and routes they can take when purchasing your product. To put it simply, a customer journey details the stages a consumer makes on the path to purchasing your product (or donating to your charity or reading more of your articles).
Customer A might first hear about your product from a Facebook Ad while drunk. They click-through, purchase and 3 days later a parcel arrives that they have no recollection of buying.
Customer B may have first heard about your product through a Facebook Ad too. She then proceeds to read a dozen reviews, half a dozen case studies, watch 4 YouTube tutorials and ask a series of questions to your customer service team. She then buys a week later.
These customer journeys are not the same but the outcomes are.
In fact, no two customer journeys are the same: so how do we map a typical customer journey and make it as frictionless as possible?
Here are three brief case studies from prominent brands: one for e-commerce, one for booking and one for content.