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Customer journey mapping helps business owners understand and improve their sales processes. It involves visualizing the steps a customer takes from when they learn about a product to when they finally buy it. Along the way, it covers the effective ‘touchpoints’ that may have influenced their purchasing decision.
Understanding the customer journey can be crucial for guiding customers from that initial discovery phase to a sale. You may enjoy better sales in your line of work by optimizing these touchpoints:
Touchpoint 1: Website User Experience
In this modern world, a superior website user experience means everything. Whether you’re selling new cars, used winery equipment, shoes, makeup, or other everyday consumer products, you want to make a solid first impression online.
As a result, the website user experience can be among the most crucial touchpoints to optimize for better sales. Ensure your website is user-friendly, fast-loading, and well-designed. You or your chosen web designer may like to use A/B testing to improve conversion rates over time.
Touchpoint 2: Product Information
You can’t hope to guide a customer from mildly curious to invested without providing information about your products. Ensure you provide all the details your customers need to make informed purchasing decisions.
On the internet, this information would be available on a product page. On such a page, you can include images, product descriptions, customer reviews, and pricing information. You might even write a ‘FAQ’ section and provide contact details to make it easy for interested buyers to get more information.
Touchpoint 3: Checkout Process
Many customers shop online for convenience. They don’t have to leave the comfort of their homes or waste time traveling. Instead, they can visit your website, find the product they want, buy it, and have it delivered to their door.
It should be that easy, but is your checkout process truly that straightforward? This is a crucial touchpoint that can result in better sales. Minimize the number of steps in your checkout process, and you’ll enjoy fewer cases of cart abandonment.
Touchpoint 4: Email Marketing
Get into the habit of not letting leads go once you have them. Email marketing may be an effective solution for nurturing your leads and encouraging repeat purchases. Create newsletters personalized for specific customer behaviors and preferences, such as abandoned cart reminders and exclusive offers.
Touchpoint 5: Customer Support
Loyal customers aren’t guaranteed just because you have a product or service they want. You also need to provide excellent customer service. Otherwise, you may lose customers to businesses offering what you can’t.
Provide multiple support channels with quick response times, such as phone, email, and live chat.
Touchpoint 6: Social Proof
Customers no longer just believe what businesses are telling them. They want proof. In the past, this came from family and friend recommendations as word-of-mouth marketing – and still does. However, it can also come from customer reviews, testimonials, and social media mentions.
Make customer reviews accessible to help your soon-to-be customers make more informed and confident decisions.
Touchpoint 7: Follow-Up Communication
Many businesses make the mistake of guiding their customers through the sales process and abandoning them at the finish line. Don’t make that same mistake. Instead, prioritize follow-up communication to pave the way for repeat business and loyalty. You can ask for feedback, send thank-you emails, and enroll customers in loyalty programs.
Healthy sales figures are never guaranteed, but you’re certainly in a strong position to see improvements. Focus on these touchpoints above and potentially transform more people from interested site visitors to passionate customers.