How Customer Journey Optimisation Can Improve Your User Experience

Your website should successfully transform visitors into paying customers. To do this, many companies focus their attention on their overall website design as well as investing heavily in advertising with the specific aim to grow traffic and hope that those new visitors are tempted to make a purchase.

How Customer Journey Optimisation Can Improve Your User Experience

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Of course, both design and targeted advertising are important within the boundaries of a digital strategy, but you should also closely consider the overall user experience of your website, ensuring it is as refined and as optimised as possible.

Customer Journey Optimisation: The Basics

As this Ipsos article explains, physical stores put a lot of effort into the presentation of their premises, and it is therefore vital that you understand that your customer needs your website to be easy to navigate and present information in a logical way. You also need to retain visitor attention so that you have more time to communicate your message and convince them that you have something of value to offer.

Successful Reading web design agencies, such as http://www.starwebinnovations.co.uk/, will understand how to identify the weaker areas of your website and make improvements so that they appeal to your target audience.

It is likely that within your target audience as a whole entity, you will see a number of smaller groups of people who will be looking for slightly different things. This means that driving all your website traffic to a single page, offer or trial is not going to be the best option for increasing your conversion rates.

Say, for example, your website sells stationery and kitchen supplies. Not only are they two different categories, but they will also appeal to different demographics. Your website will therefore need two different category landing pages which lead seamlessly to product pages within that category, with slightly different tones for copy that will appeal to specific segments of your audience whilst remaining true to your overall brand.

Optimising Customer Journey

You need to understand the needs, likes and dislikes of your audience to connect with them and present them with information they find interesting and helpful. Remember that your customer base is your most important asset and you’ll be on your way to planning the strategies of engagement you will need to optimise their journey around your website.

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