Customer journey mapping is the process of collecting data and putting together an illustration of the site user’s experience. It helps businesses understand the processes and needs of their customers and can help them identify problem areas where they can improve the customer experience overall.
Developing a customer journey map is an excellent way to get to grips with how potential customers experience your brand all the way from their first point of contact with your website through the entire customer lifecycle.
If you were the owner of an online shoe company, the steps your customers will go through will be something along the lines of:
- Landing on your homepage
- Searching through products
- Purchasing a product
- Receiving confirmation via email
- Receiving their item via mail
These 5 phases of customer experience outline a very basic customer journey map of a typical online retailer.
The layout and design of your website have a massive impact on your customer journey map because they determine not only how customers navigate your site but also, to some extent, whether the experience of doing so is positive or negative.
Website design and layout play a critical role. Studies have shown that customers will decide within the first 10 seconds of seeing your homepage whether they will continue to browse your site or not.
Your website layout and design need to capture the attention of your customers quickly and overall the site should be not only attractive but easy to navigate and understand. If a potential customer can’t find what they are looking for, you’re missing out on a sale. If your client finds the item but then has difficulty checking out, again, you’re missing out on the deal. Your unhappy customers, or potential customers, are likely to go elsewhere to fulfill their needs, and you shouldn’t expect good reviews following a poor online experience.
Creating a smooth sailing customer journey map is essential for developing a healthy, long-term relationship with your clients.
Here are tips for creating a user-friendly website:
- Have your logo displayed clearly on every page?
- Place your navigation at the top of your homepage.
- Include a visible search bar on every page.
- Create content that is descriptive and easy to understand.
- Use enticing photos and visuals.
- Choose fonts and text carefully.
- Make sure your contact information is easy to find.
- Optimize your website to be mobile-friendly.
To learn more about how website design can help you reach your business branding goals, and website customer journey mapping click here to get started.