Customising the User Journey for Your Website

Consumers always appreciate meaningful personal exchanges. Earlier, these conversations were only possible between regular customers and shop owners and were out of the question in the digital space. However, with technological progress and the arrival of social media and Artificial Intelligence, companies using digital mediums have found a new way to engage with their customers.

From their arrival until the final purchase, all consumers navigate through multiple stages and virtually interact at multiple levels with your brand. Due to its importance in generating bottom-line revenues, all brands focus on providing a high-quality experience throughout this customer journey. In fact, a Salesforce report states that 97% of marketers witnessed growth in their business by using a personalised customer service approach.

To deliver a seamless customer experience, it is essential to constantly customise the journey to align with the changing behaviour of every specific visitor across every touchpoint.

This article by Growth Jockey aims to help you understand how to improve user journey experience for your customers. Continue reading to know where to put your efforts and focus on achieving customer satisfaction by customising user journey.

What is a Website Customer Journey?

A website customer journey refers to the process customers go through on a website in order to achieve their goals*. For instance,* on an e-commerce website, the customer first searches for a specific product, compares a few results, adds them to the cart, and checks out. Each interaction within a customer journey is considered a touchpoint.

Throughout the website customer journey, a customer goes through a few emotional high points and low points, commonly known as customer pain points. Recognising these pain points to customise the customer journey to provide an optimum user experience.

The Challenges of a Smooth Customer Journey

With the ongoing digital transformations, brands must focus on providing a seamless user journey personalised to meet the needs of their customers. However, achieving this goal means vanquishing multiple obstacles:

• Successfully matching customer data to deliver a consistent omnichannel experience.

• Offering user experiences adapted to the visitor’s needs and personal preferences.

• Retaining visitors to generate long-term associations that promote brand loyalty.

Web Customisation is the Key to a Satisfactory User Journey

Web optimisation serves as a pivotal component in customising user journeys. Brands can generate data-driven strategies by analysing their user data based on their visitors’ preferences and mapping them to user journeys. Additionally, by leveraging optimisation tools like Google Analytics, brands can examine data more closely to predict conversion probability for individual visitors and provide a personalised web experience for boosting customer lifetime value.

Benefits of Customising User Journeys

Customisations enable brands to make an effort at every juncture of the customer journey to deliver a consistent customer experience. This results in multiple benefits, such as:

• Increased conversions throughout the customer journey

• Growth in user engagement

• Reduction in bounce-back rates

• Valuable lead generation

• Growth in customer retention

• Secured ROI on marketing campaigns

Which Website Elements Should You Customise?

Although there are multiple ways to improve the customer experience, there are some essential elements on your website that you can customise the user journey.

Customise Homepage Content

When a user arrives on your website by clicking on an ad, a newsletter, or a marketing email, you can employ several techniques to display different content and offers according to the user’s interests and choices.

You can implement pop-ups with limited-time offers, location-specific custom content, and more. Brands can also use predictive algorithms to automatically identify a user's interest in a particular product category to initiate a personalised experience for them. It can also happen on a second visit by retrieving previous purchase history or pages navigated during the prior visit.

Customise Marketing Messages

The user’s preferences and needs may vary for each individual, and they may not respond similarly to the same messages when looking to make a purchase. In this context, you must customise your marketing messages to meet the expectations of each visitor on their user journey with a pleasing customer experience.

You can use remarketing tools to show specific products to users based on their prior visits to your website. You can even send out more personalised newsletters. Besides, too many stress marketing messages can affect user experiences. Personalisation allows you to display messages that are relevant to specific users. This improves marketing approaches and simplifies the user’s journey.

Additionally, you can also personalise reassurance messages. For instance, the messages related to shipping, like displaying the closest collection point based on the user’s location.

Personalised Navigation

You can also try to customise the features that customers use to navigate your website. This aids them in finding their desired products more easily and quickly, helping them move ahead on their customer journey at a faster pace.

There are several ways to do this, such as shuffling the menu to put those categories at the top that your visitor is most interested in. You can also modify the product display order to highlight items they viewed earlier or those that fit their budget.

Personalised Product Search and Recommendation

Sometimes, tailoring search results to suit the visitor's needs can significantly help to ease their customer journey. A regular customer on your site who buys the same product or service every time would appreciate the search result reflecting his or her personal taste or past purchase behaviour.

Categorising results to align with user needs would deeply impact the customers’ experience on your site. The same goes for most B2B e-commerce shopping experiences.

Additionally, sending product recommendations based on users’ purchase traits is another way to boost conversion rates. These recommendations can be based on their past purchase data or browsing and search histories.

Incorporating Customer Reviews

A subtle way to remind your customers of your existence is by asking them for reviews sometime after the sale is completed. Moreover, genuine product reviews act as a testament to your product or service quality and significantly facilitate conversions. Many e-commerce websites also resort to providing incentives and special offers for user reviews.

How to Create Effective Maps to Customise Your Website User Journey?

The key to generating a valuable journey map is to focus on the essential elements of your visitors' user journey. To create a journey map, you first need to decide on the scope of the map, whether you want to focus on the entire journey or a single stage.

Moreover, it's necessary to create a buyer persona for your visitors and include their actions, emotions, and pain points observed throughout the journey. This will help you fill the gaps in the purchase process to streamline the user journey. Moreover, Growth Jockey can help you find innovative solutions to improve the customer experience.

These tips from professionals will further help in personalised user mapping for your website:

• Connect with your customers at a personal level to understand their problems and sketch out solutions recognising their point of view.

• Understand The Value customers are searching for in your products or services. This will ensure that you spend resources on providing the right service to meet customer expectations. Growth Jockey can help you find the right resources to enhance user experience.

• Have active conversations with your customer. Ask questions to understand their goals and how they reached the current stage in their journey. It will help you determine their next step.

• Analyse the critical points in their journey by asking customers about them. Doing this will help you to reform your ways to promote a positive user journey.

• Bring all your customer success teams on the same page to provide a seamless experience at all stages.

• Generate a unified customer experience by communicating the same message on all platforms. It is essential to ensure a uniform experience at all touchpoints.

• Generate a model that will help lead conversion by providing valuable insights into a prospect's interests.

• Keep track of all points of entry.

• Keep track of all the entry points by monitoring your active ads, posts, emails, landing pages, etc.

• Consider the journey map a closed loop, as each customer can be a repeat customer or a valuable advocate for your brand.

Wrapping Up

Customer journeys are now an essential driving force in transforming the online customer experience. For this reason, customising the user journey for your website right from the initial stage is vital in boosting lead conversions and customer retention. You can customise your website’s landing page or send out personalised marketing messages and product recommendations to personalise user interaction. Moreover, by following the tips for effective user journey mentioned above, you can gain valuable insights to improve and customise the customer journey for your website. Besides, using Growth Jockey’s effective business solutions, you can facilitate the customisations intended to enhance the customer experience.

At Growth Jockey, we are dedicated to crafting personalised models that successfully tackle the key challenges encountered by our clients across diverse industries, enabling them to enhance the user journey. Regardless of your company's size, whether it's a small-scale enterprise or a large corporation, you can now leverage advanced technology to optimise the user journey. Take a decisive step towards unlocking the next level of growth for your brand by contacting us today!