Top 5 principles of the user journey to keep in mind

There’s no guarantee that an individual who visits your website will become a customer. The E-commerce bounce rate in November 2022 was 53.03%, a 6% increase from the previous year.

Although customers often find their way to the site, retaining them takes much work, even for some of the best e-commerce sites. The inability to convert online visitors to customers reflects inefficient user journey mapping.

While designing a customer journey map, brands usually know the beginning and the end. However, it is the middle path that may drive most customers away.

Knowing the key points in user journey to chalk out a fool-proof strategy that gets online conversions is essential. Continue reading to learn about the principles of user journey that will help you scale.

What is A User Journey?

The user journey is the path users take when interacting with a product or service. It includes all the steps a user takes, from when they first hear about the product to when they make a purchase.

Creating a good user journey is essential for any business that wants to make a successful product or service. By understanding the different steps a user takes, companies can create a smoother and more enjoyable experience that will keep users coming back.

Understanding the fundamentals of a user journey before mapping one is the first step in the process. Dive into the five principles below to get a head start!

Five Principles of the User Journey that Converts

73% of companies with excellent customer experience have better financial standing than their competitors. A robust customer journey is vital for a holistic user experience.

Here are the five key points from Growth Jockey to consider while creating a customer journey map:

1. Use Data to Make Decisions

According to a study by McKinsey, organisations that use data and analytics to make informed decisions have a 23% higher customer acquisition rate.

Using data to make decisions about your customer journey can include different verticals. Companies may use data about competitors, industry standards, customer pain points, and location-specific issues.

Following are some ways companies use data to make decisions about their customer experience:

• Customer Surveys: Secondary research and industry data may fail to paint the complete picture of your target audience’s needs. Conducting direct surveys with a focus group based on your user persona can help you avoid customer mapping mistakes.

• Website Analytics: The analytics dashboard of your domain gives you the precise information you need to understand where you’re losing customers. Investing in the lead-generating points and eliminating unrewarding processes can maximise your conversions.

• Location Research: Buyers of apparel in India are likely to look at different styles compared to their American peers. Understanding how to leverage location-specific issues can help you get started by converting more regional audiences.

Red Roof Inn, a hotel chain in the U.S., used location and weather-specific flight issues to convert traffic via targeted ads.

2. Watch Out for Distractions

Competitor brands are likely to appear on the links below your brand on a search engine. However, while they increase their click-through rate, the visitors to your primary connection may crowd out

After the click-through step, Puma noticed that 11% of their traffic was exposed to browser-enabled ads. Neither are these ads approved by the brand nor are they aware of it.

Such uninvited ads break the user cycle and may divert your consumer to another page. Unwanted ads also offer users a comparison of your product against others that can facilitate a decision against you.

While Puma ‘reacted’ with a better strategy to curb the issue, it is best to ‘act’ in the first place. Incorporate conversion optimisers that use AI and machine learning to regulate or filter adware from your sites.

At Growth Jockey, we have a dedicated research and development team who looks into your website’s analytics and learns consumer experiences’ various pain points. With this research, our machine learning experts help you integrate technology to convert traffic.

3. Create for a Busy Human

Nowadays, nobody has the time, resulting in more than half of internet users making online purchases every week. Statistics further suggest that 84% of these people shop online because they’re looking to save time or find products quickly.

In that case, speaking to a customer representative to get queries resolved is outdated. Not only is it frustrating for the consumer, but it also reflects poorly on the company’s customer support.

Keeping the ‘busy human’ at the centre of a brand’s user journey helps map more efficient points. 71% of consumers already expect brands to offer chat-enabled assistance. Hence, integrating chatbots to enhance your customer’s journey is an investment.

The abovementioned issue of distractions via unauthorised ads can be eliminated when companies offer their virtual assistant on the platform to resolve product queries.

If you’re new to the world of AI or need assistance in implementing it to your use case, the technological consultants at Growth Jockey will make it a seamless journey for you. The CEO, Ashutosh Kumar, is a leader of tech-first businesses and uses his insights to deliver your needs personally.

4. There’s No Shame in a Game

A well-establish company like Apple witnessed a bounce rate as high as 55.8% in the second quarter of 2022. Such numbers prove you need more than just product offerings for a consumer to stay on your website.

Most websites today optimise their UI/UX and offer functionality over style. While that puts you one step ahead, more is needed to help a brand scale further.

Take a look at small fashion accessories brands like Joker & Witch. When one visits the page, within a few seconds, one will find a ‘Spin the Wheel’ pop-up. This Wheel is modified according to relevant seasons or festive occasions.

The central point of offering such a game is to give the customer a reason to stay. Games easily lure individuals. They deliver value and discounts through gamification, resulting in a more connected customer.

However, gamification requires diligent strategising for e-commerce. Brands must first understand what kind of games fit their perception. Moreover, running a cost and revenue analysis of the same is crucial.

At Growth Jockey, we combine our digital commerce and technology consulting expertise to help you unlock 10X revenue.

5. Do Not Stop

This is one of the most straightforward yet neglected pieces of advice in any business.

Developing a continuous feedback loop is one of the best practices followed by product managers to create a smooth customer journey. Moreover, covering all the key points is not the end goal. The goal is continuous improvement.

What worked for Adobe until 2012 eventually stopped working and resulted in a 20% decline in revenue. Repeating the abovementioned processes or adapting their features per consumer demand is the way to go.

Most start-ups may map out their user journey through experience and instincts. But an optimum user journey requires you to stay on top of data metrics and market trends. Thus, improvisation must always continue.

The Takeaway

A customer-centric outlook has helped businesses increase revenue by almost 80% today. Simultaneously, many companies need help to convert leads through their user journey.

Defining the objectives of a user journey and integrating the abovementioned five principles of modern customer mapping can get one started.

Nonetheless, customer journey design is a complex and analytical process that requires a cross-functional approach. Rely on a virtual co-founder from Growth Jockey to solve your business needs.

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!