Mapping customer journey based on ClickPath
July 2, 2018
Customer Journey maps are much like personas. The difference is that they focus more on tasks and questions. They also express the Customer’s experience over time, more than as a snapshot. The two work well together. A persona focuses on the person, while a Customer Journey map focuses on their experience.
There are a number of things a business can do to become truly customer-centric. First and foremost, it needs to understand the current state of customer experience – that’s where journey mapping comes helpful.
Let’s say that you would like to analyze how your Customer Journeys look like before the Users convert into Customers (e.g. so you can optimize your UX). When mapping Customer journey to specific touch points and actions on the website, the most useful would be a ClickPath feature. Take a look at this article to find out how to turn it on for each one of your Goals.
Usually a Customer has an overall idea of how the Funnel looks like and how his users enter the funnel and leave it. But this is not so obvious in every case. Even if it seems obvious, it is worth additional research and investigation. So if we did set up a goal or a bunch of goals for our website it is highly recommended that we use the ClickPath report to uncover how does customer journey look like before Users convert into Customers.
Knowing what your visitors do on your website will help you make changes to your site’s content and layout, and to move a call to action buttons to better locations. This will not only improve the user experience, but it will also drive more users to convert.
This feature is especially useful if you operate an Ecommerce website or one that wants users to complete actions and conversions (like downloading a file or a signing up to your newsletter).
If your visitors are clicking through a large number of pages before completing a conversion, you can merge part of this journey into a single step. This additional aggregation helps you visualise the path your visitors take. In cases where you have thousands of products, the Click Path feature allows you to create a single step from a stage relevant to all of them.