In our fast-paced e-commerce world, every second a customer spends on your site matters. With how quickly consumers move on to the next thing, you must do everything feasible to make the site appealing and enhance the customer’s experience. Doing so requires taking a close look at the user’s journey, mapping it and improving it where possible.
To help, let’s briefly go over user journey mapping and a few tips on how to improve the user’s journey on your site.
First, what is a user journey map? Put simply, it is a diagram offering a visual illustration of the path, or user flow, through your site. It starts with the discovery or initial contact, then continues through the process of engagement and ends in either conversion or departure. The map works to identify key touch points and user interactions with the site or mobile app.
With these insights, brands may gain a better understanding of the target customer’s feelings, motivations and experiences. In the end, this could lead to an enhanced buyer persona profile, enriched site design and other elements capable of better guiding the customer.
How else might the user journey be improved? One simple step is to boost load speeds. As mentioned above, every second counts and users nowadays expect almost immediate site access. Along the same lines is optimizing for mobile access. Consumers want fast, seamless shopping experiences across all their devices. As such, your site and app must be up to speed and well designed for mobile use.
Another great place to start is the landing page. An attractive, well-planned design often makes a big difference in the customer’s initial perception of the site as well as the brand. Going forward, consider using the data gained from a user journey map to create a singular focus that drives the buyers down a specific path and boosts conversions.
For further information on optimizing the user’s journey, please see the accompanying resource.