Customer journey: how to plan user activity?

Customer journey: how to plan user activity?

Every day, each of us sets off on at least one online journey, be it by visiting e-commerce websites, searching for a product online, or browsing information portals in search of interesting news.

  • Skivak
  • 24.10.2018
  • 5 minutes

Companies have been analysing the User Journey, a path created by users when browsing websites, for some time. Website owners who take it into consideration, can expect that more and more visits to their websites will end up successfully, i.e. with purchase of given products.

User Journey – what is it?

To put is simply: it’s the sum of the user’s experience during one session (visit) on a website or while using an app. It examines all possible activities that were needed for a given Persona to achieve intended goal. As a result, by analysing User Journey, you also define users’ action patterns and their thinking/shopping process, as well as check where they may encounter difficulties that discourage them from further interaction.

Why is it worth creating a User Persona?

You won’t find two users that act in an identical way in a given situation. However, by making use of their activity and behaviour patterns on websites, you can see some correlations. Thanks to them, you can create user groups and use personalization to easily send specific information to them, such as new functions, layouts, shortcuts, messages etc.

By knowing who your users are, you can create the so-called User Persona, i.e. a sample user, for whom you can define a name, place of residence, education and hobby. Then, by impersonating these characters, you set off on a Journey through your app in order to achieve a specific goal. Usually, there are two or three unique Personas created, which makes it possible to test various patterns and reasons behind the purchase of your products.

Creation of your Customer Journey

When defining a Persona, it is worth asking a few basic questions:

  • What is the Persona’s goal?
  • What is its motivation to start interaction?
  • Is it its first visit on the website, or a subsequent one?
  • What are the steps needed to achieve the goal?
  • What are the threats and advantages of each step?

In order to more simply illustrate the whole process, you can visualize the decision path by creating the so-called Customer Journey Map. You make it by putting the above-mentioned questions on the visualization right next to decision steps defined by you (the simplest ones to distinguish are before a purchase, waiting, after a purchase). While using the website, you must try to answer them by solving possible problems or by asking more questions. If you reach the point where you encounter more negative experiences than positive ones, you should consider making changes in a given step. However, if there are more positive experiences, everything’s fine.

Below you can find three apps that can be used when creating Customer Journey Map (in random order)

Samply – a simple and intuitive tool for creation of visualization of User Path. You can test it for free for 14 days.

Canvanizer – a free of charge application that allows you to conveniently create Customer Journey Maps and share them with other team members.

Uxpressia – allows you to create professional and beautiful CJM. Fast export to PDF or PNG makes sharing work results very easy.

Examples of the applications of Customer Journey Map

Below you can find companies that apply Customer Journey Map in their planning processes:

Lego

source: https://experiencematters.blog/2009/03/03/legos-building-block-for-good-experiences/

Probably everybody knows the Danish Lego blocks. This year, the company will celebrate its 86th birthday. It is safe to say that thanks to its great research results and meeting its customers’ needs, the company will still be alive and kicking as a manufacturer of toys for children for many years to come. The graph shows their perception of the Customer Journey Map, which was presented in a form of a pie chart with three main paths of the website’s user, namely before, during, and after the journey.

Leadfeeder

source: https://conversionxl.com/blog/customer-journey-mapping-examples/

An excellent app that precisely analyses network traffic and, most importantly, targets companies that have visited a given website. Their Customer Journey Map is presented in a descriptive form divided into four parts – Discovery and Consideration, Free trail, Paid Subscription and Retention.

Lancôme

Customer Journey Map comes in handy in every industry. The French cosmetics company Lancôme has created its CJM to better understand the purchasing process of its customers. Contrary to the two above-mentioned examples, Lancôme decided to distinguish seven steps, which the customer needs to make in order to make a purchase. At the same time, the company divided them into three chronological stages – on my way, getting Lancôme and share experience.

source: https://www.quick-marketing.co.uk/what-is-a-customer-journey-map/

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m.brania@skivak.pl