The consumer journey is the digital path that a consumer takes while online from awareness to purchase. By understanding the buying habits of your online target audience, determining how they find you online and the steps they take to actually purchasing or making a call to action, businesses can minimize their marketing effort and maximize their revenue.
Where to start?
Since consumer journeys are solely based on how they engage with your website, start be breaking down each online interaction to determine where there are drop offs. People are most likely to enter your website through a search engine. You want to make sure you have optimized your website with the proper key words that will be used when a consumer is looking for your product or service. You will want to take advantage of Google Ad words to assist with searches.
Next, you want to review what pages on your website people are going following their search. Not every consumer journey starts on the home page. Make sure all your pages provide an opportunity for further engagement otherwise the consumer will exit your website.
The final step of the consumer journey is the checkout or call to action. You need to understand how consumers interact with this page. A complicated or unsecure site may result in an abandoned shopping cart. Make sure you have assurances to your consumers against stolen identity, price increase protections, secure site icons, and return policies.
Google Analytics is great way to study the traffic patterns and behavior on your website to determine what needs to be modified to enhance the consumer journey for your business.Tags: