A customer insights journey is incredibly important to be able to review so that any pain points on a website or within the SEO journey can be quickly identified and amended.
Any customer insights journey should be created fully bespoke to the client. Get to know customers from the outset of their journey, understand their business, who their target audience is and what it is that they are looking to achieve. One customer may want to sell more products, another may want more bookings while another may want more calls. There is no “one size fits all” approach when it comes to creating a customer insights journey.
The use of analytical tools is important along with heatmaps and recording client journeys. We use a variety of programs, and this is entirely dependent on the client and what they are looking to achieve. Some programmes allow you to see the customers’ journey throughout the site and see what is stopping them from completing a transaction or following a CTA (Call to Action). One particularly useful tool for this is Hotjar as it not only lets you see the users’ journeys, but it also provides “heat maps” showing where customers have dropped off the client along with several other data sets which can be immensely helpful.
Common problems with the implementation of a customer insights journey are that different programs record different data, and you obviously want to have the right set of data to show your customers, as such it’s incredibly important to know what your customers’ goals are. Another common problem is that you can create more work than is necessary for yourself. You can try and make the customer journey completely seamless by watching every single recording but, in truth, what works for one customer may not work for another.
The main point of customer insights is to help your clients’ get more of whatever it is they are looking for online. It compliments your SEO strategy and should help the traffic that is being driven organically to the site to convert.
