“By 2018, consumers will be using three to four personal devices every day. At any given time, a
person will likely be carrying two or more devices.” -Gartner
The journey your customers take before making a purchase has undergone a transformation in recent years. Thanks to the invention of smartphones, wearable tech, and multiple screens, the way we search for products and services has forever changed.
If you’ve ever looked at a customer journey in the past you’ve probably seen it depicted like the diagram below. A straight forward flow-chart of Awareness, Consideration, Conversion and Retention.
The customer journey begins with the ‘need’ for a product/service, followed by some quick research, and finally choosing our potentials and buying the product. If a company was lucky then it would also benefit from some retention (returned purchases)
Now, there are hundreds of channels and touch points. Consumers are bombarded with thousands of adverts and marketing messages every day. We change our mind more than we would probably care to admit. Companies battle to be in every channel possible, sometimes spreading themselves too thin and sadly destroying the message they are trying to convey.
Below are just a few of the standard channels that most of us engage with on a daily and weekly basis.
With so many marketing channels and touch-points how do you optimise for a modern day customer journey to increase leads and sales? Outlined below are our top 5 options to improve your customer journey.
1. Optimising Your Media Spend
With all online channels you can do a lot of research into who is engaging with your advert/message. If you’ve had campaigns running for a while its always best to do a deep analysis of them to see if they are fully optimised.
- Are your PPC campaigns converting? If not, which adverts or keywords are the worst offenders? If you have keywords that never covert consider turning them off and putting that budget into more effective campaigns and ad groups. (one caveat – make sure you’ve got your PPC set up correctly first otherwise you may cause more issues – we can help with that!)
- Are your adverts hitting the right people? Is the newspaper/magazine you advertising in really reaching your customers? Are your Facebook adverts targeted effectively? Are your Display campaigns hitting the right locations?
By doing a deep analysis of your main spend channels you can begin to see areas of wastage that can be cut back on, either saving your money or allowing you to funnel that money into channels and campaigns that are more effective to your business.
2. Remarketing To Customers In Real Time
Remarketing is every digital marketers go-to tool and rightly so! Imagine having a customer who just started their customer journey: they’ve come across your product/service among the hundreds out there that they are evaluating. How do you keep them interested while they move down the customer journey?
Now that you’ve seen our products and services we can help you re-advertise (remarket) your products back to them to ensure that they don’t forget about you. We can help you show them articles/blogs/products that they might be interested in based on their previous searches with you.
According to studies website visitors who are retargeted with display ads are 70% more likely to convert [Source: Software Advice]
3. Remove The Pain Points / Conversion Optimisation
Are you seeing lots of traffic but not many sales? It’s time to identify where your customers are having problems. Look at your analytics and see where customers are dropping out of the buying cycle. Identify these pain points and remove them. Maybe your purchase process is too long; your product landing pages aren’t providing enough information; your website is loading too slowly, or maybe they just can’t find your contact details online!
You may not be able to remove all of the pain points but work through them and see if you can reduce them as much as possible.
Struggling to find your pain points in analytics? Why not ask your customers? Speak to us about running some digital customer service feedback. We can help find out exactly what your customers think of your products/services and the ability to buy them.
4. Create Worthwhile Upsell and Cross-sell
Although the customer journey can sometimes look like its finished at the point of purchase, it actually goes way beyond this. How do you get your customers to come back to you time and time again without annoying them?
Reach out to your customers based on their previous actions with you and offer them additional offers, and corresponding products/services that are personalised to them (see below). They’ll be more appreciative then just receiving standard, generic adverts.
OK, so what if you have a large purchase product or a service that they won’t repeat for a long time? Why not offer your customers a referral benefit? They can refer their friends and family and get a small bonus for everyone who buys your products/services.
Did you know that Word of Mouth accounts for 20% – 50% of purchase decisions? Help your customers to help you!
5. Personalise Your Service
A personalised service is akey part of the customer experience. Offering your customers an experience tailored to their wants and needs makes them more likely to continue their journey with you.
93% of companies that instigate personalisation on their website see an increase in conversions – Econsultancy
You’ve probably already come across personalisation without realising it. Many of your favourite retail sites show you a personalised homepage based on the previous products your purchased or like. Amazon is probably the best example of this.
Full personalisation systems can be expensive and out of reach of many SMBs, but that doesn’t mean you can’t personalise your services.
- Personalise your email content by segmenting your audience. Show customers products and services related to what they have previously purchased, rather than the products you want to push.
- Allow customers to store their information for faster checkouts in the future. Reducing the steps it takes to buy a product, reduces the chance they will drop out of the process.
- Create a customer loyalty program. Studies show that 82% of consumers are more likely to buy from brands with loyalty programs AND they spend more money! A loyalty program could be anything from a reward card at your local sandwich shop, to access to early promotions and special discounts.
- Get Customer Feedback – don’t just ask your customers what they like/hate about you, enact the changes they suggest. Modern customers like to feel wanted and needed by companies. Let them help with streamlining your processes and create a bond that goes further than just simple transactions.
Improving your customer journey can have more impact and less cost then trying to get more customers through the top of the funnel. Making small changes can make a HUGE difference in the long term.
Hopefully a couple of the options above have inspired you to go away and look at your own funnels and maybe improve it slightly. If you’d like any help or advice, then drop us a message and we’ll be happy to help.