3 Ways To Optimize The User Journey

The user journey is the steps a person takes once they have come in contact with your brand and ends when they have completed the valuable call to action you are providing. Since consumers have more options than every before and endless information at their finger tips, it's imperative to define a clear user journey and design your marketing campaigns and website to be congruent with it.

Below we will outline the top 3 tips you can use today to optimize your specific user journey.

A successful marketing strategy successfully communicates your brand's compelling story to the correct target audience. This begins from the first touch point a potential customer has with your business, and ends when a user gets to your website and converts. Along that timeframe users will have multiple touch points as they decide if your product or service is a good fit for them . By keeping a consistent storyline across all of your advertisements and on your website, users will begin to associate your brand as solving a specific problem of theirs.

After identifying the problem you solve and how it differs from the competition, the last step is to instill trust. Customer testimonials are awesome at building a human connection and adding a tangible layer of reliability. Words and photo's are a great start, but nothing beats a customer filmed testimonial video. Don't have fancy camera equipment? No worries! The smartphone in your pocket today has an incredible camera you should be capitalizing on; which leads us to our next point...

It's no secret, people prefer to consume video content more than they prefer to read. Video's also helps by building subconscious human connection which results in building TRUST and CREDIBILITY. It does so by creating a relatable and emotional connection on both the conscious and subconscious level. Our brains are designed to recognize faces which immediately personalizes your user journey, whether they recognize it happening or not.

According to Hubspot's "The State of Video Marketing in 2018"

" Consumers love video.

It's probably unsurprising, but video seems to add tremendous value to our experience as customers, too ...

Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service."

If you'd like to learn more about the rise of video, check out our "Video Advertising for YouTube & Beyond" blog post.

Users need to be guided in the right direction on their journey. Tell them what to do by presenting their options simply. Websites that are not structured properly and have no clear path for someone to take often lead to a high bounce rate. Don't fall victim! Fix that by implementing multiple CLEAR call to actions along the entire customer journey.

Some are ready to convert right away, you should let them (ex: have them call you), while others are looking for more trust building and take more time to nurture. Gently push them along the user journey by building trust (such as through reviews & videos as mentioned above) and then at the end, be sure to have a clear call to action for them to take.

There should be no question on the users part what the next step for them is. Having a main CTA and a secondary CTA is also an effective strategy worth exploring depending on your business. For example, if you run a local business your main CTA can be "Get Directions", while your secondary CTA can be "Call Now". This way you are defining a clear journey for a user to take by giving them concrete options to take.

Conversion Chasers Digital Marketing can help. One of the best ways to begin optimizing is to install a heat mapping software (such as Hotjar ) onto your website to analyze how users are currently behaving. Combine that with Google Analytics user data and we can formulate a strategy to enhance the user journey to ultimately increase your conversion rates.

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