The Customer Journey: mapping touchpoints to optimize Lead conversion rates

Today, we’ll discuss the Customer Journey, focusing on the main touchpoints and how to map them, what is involved in interfacing with an experienced and informed user, and finally, how to improve business performance in the second phase of the “journey”: the conversion stage.

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Customer Journey Conversione

Let’s refresh your memory

We’ve already addressed the topic of the Customer Journey in a previous article. In short, it is a series of touchpoints that make up the journey from user, to unknown, and finally, to ambassador. The combination of these moments of contact forms the journey, on one hand and, on the other, creates a brand-customer relationship that, in the best-case scenario, will ultimately lead to customer loyalty. 

How do we map these touchpoints?

The advantages of mapping the Customer Journey

Mapping the journey is important in order to understand the path that the user will take and, therefore, to optimize interactions that can drive profits. Using the term “profit” in this case seems one-sided: the company earns a profit from the customer. In reality, we are dealing with a win-win situation: customers also benefit from this “mapping” because they receive a more profiled and personalized offer, which enhances the customer experience.

We have already subdivided the main touchpoints of the Customer Journey into traditional, digital and external. Let’s briefly review the main tools for each category.

  • Traditional: windows, shops, TV advertising, newspapers, events
  • Digital: websites, emails, online advertising, SMS, social media pages
  • External: reviews, opinions, forums, blogs, backlinks

What are the advantages of mapping the journey?

  • knowing where and how customers interact with the brand
  • discovering if there are any pain points in the customer experience and, if so, resolving them
  • identifying and addressing customer needs before they arise
  • seeing your own marketing actions from a different perspective, namely, that of your customers
  • knowing whether all the expectations are being met

By knowing and understanding your customers, you can see things from their perspective. Discover which digital tools are the most effective in driving customer choices:

The Customer Journey in the Web 3.0 era

The enormous amount of information on companies and competitors, and the speed with which this data is retrieved, have made mapping the Customer Journey much more complex. As a result, even brands are finding it increasingly difficult to capture new users.

A winning strategy is to manage the path a customer takes through a Customer Journey Platform  which recognizes the contact and activates targeted and profiled content.

The multichannel approach of a similar platform makes it possible to manage different channels and to continue to guide the user, step by step, towards the end of the journey.

A possible example of a Customer Journey:

  • We activate a lead generation advertising campaign on our social channels
  • Once leads are generated, we immediately send a welcome email, thanking them
  • We create a series of nurturing actions to bring leads closer to making a purchase
  • We study the data of the website browsing preferences
  • We send a targeted offer by email to drive the purchase
  • Subsequently, customers could lose interest: we re-engage them with a win-back campaign through triggered SMS messages sent when they are near our store
  • Finally, we implement a loyalty plan for customers in order to build a solid, long-term relationship

In this way, we have created a very simple Customer Journey. Of course, in real life, things are often very different. However, once again, having useful data on users and their actions, enables us to create a feasible and viable journey.

Customer Journey: the Conversion Stage

In the previous article, we focused on lead acquisition. Now, as promised, we will provide some details on the second stage of the journey: conversion.

This is often the key goal of companies because sales are synonymous with performance. In the next article, we will see that it is not the only important objective.

Now, let’s talk about turning Leads into Customers.

As shown in the example, the best strategy for converting leads is, without a doubt, to know their preferences. To obtain this type of information, we need tools that track browsing activities, or clicks, or the web pages visited.

There is a tool that can do this: it is called Web Experience

Knowing what to offer, increases the probability of converting leads.

In this stage, the most effective tools are:

  • Emails: useful, on one hand, for sending different offers directly to users and, on the other, for directing traffic to your website (or to your store)
  • Website: effective if it dynamically responds to the needs of the individual user, by showing different content to different contacts
  • SMS: due to the immediacy of this form of messaging, as previously mentioned, it can be an effective push notification tool to bring users into the store

In this stage, it is important to anticipate user expectations because it is only through a perfect customer experience that you will be able to optimize the value of the conversion phase.

Do you want to increase sales revenue and the value of your contacts? Discover how we can work together to create a winning conversion strategy.