How to Guide Your Site’s Customer Journey to Provide Value Beyond the Sale

By | September 5, 2019


(calming techno music) – [Instructor] So next,
and certainly last, but not least, we’re going to be talking about guiding the customer
journey, and driving leads. So guiding the customer
journey appropriately is what’s going to ultimately
help you to drive those users to actually become an
opportunity to actually converge, and reach out, or you know what I mean? Reach out for any sort of
coach, contact question, whatever it might be. But we want to make sure like I said, that we are guiding their journey. It’s easy for them to use the site, and navigate around to
ultimately reach out to you, and hopefully become a partner of yours. So first we want to consider
how we can guide these users to becoming leads through
site structured framework. So some advice I would give when thinking about your site structure, and the user, and how you can guide them. It’s going to be obviously taking the time to map
out your site hierarchy, understanding what your
main pages should be with the user in mind. I’m thinking about what pages
you want the users to go to right from the homepage, what supportive pages there are for each of those main pages. And on top of that, how do you want to guide the
user to reach out to you? Is it going to be a simple contact form? Is it going to be some sort
of other CTA, pricing quotes, things like that? And if so, is it going
to pop up page to page? Is it going to be within the navigation, and lead to a particular
landing conversion page? These are definitely things
you want to consider. So in order to guide the consumer journey, you want to use this mapping process, it’s very important, because ultimately how you show the user how to navigate your site is gonna make, or break than becoming
an actual opportunity. And another important thing to know is a good site structure
mapped out correctly can mean better calling from
your search engines as well. You can definitely use
this to your own control, for how search engines view
certain pages on your site, and their importance, and the connections they have with other contents throughout your site, which can ultimately help
rankings through content support. Search engines are very
intuitive about this, and how you connect each page. So you mapping out, and taking the time to do this mapping, part of this strategy is gonna
be really important to that. So next is talking about
user value beyond the sale. And what I mean by this is
within the consumer journey, this means staying one step
ahead of your audience. A lot of times as companies we can just head straight
to thinking about we need them to convert,
we need the dollars. And thinking about just the sale. Like we see the finish line, and what we see as the company
is ultimately the sale, and a bunch of dollar
signs around it, right? But we really want to consider
that a lot of our users have multiple finish lines. They have different goals
they set up for themselves when they’re setting out to
search particular things. Especially if you think
about a lot of consumers within the B to B realm, you’re thinking about a lot of higher ups who are making bigger decisions, like purchasing your
services, or your products. And a lot of times that can mean a heftier bill they’re footing. So you do want to think about that. They take their time. A lot of these companies don’t have the ability
to flip a switch and, pay for your services, or products right away. They really have to state their case to even higher ups than them. So we really want to consider that they’re going to have
different finish lines, different starts, and finish signs. And a lot of times that means they’re starting out their
search to gain more information, and compare you to competitors, right? So you want to make sure
you’re considering that, the next step after that,
maybe that they do like you, pick you over some competition. But they’re kind of confused
in your hand in the process, do you have consulting services,
do you have this or that? Are you a hands off, or
hands on type of company within the services or products? There’s going to be a lots of questions once they do decide they like you, that they’re gonna have. So that’s even a second finish line. And then the third is obviously, ultimately they do want your services, or products to help better their company, and their processes within their company. But they do have these different markers that they’re looking to accomplish, they’re looking to stop, and get ahold of. So you really want to consider that. Like I said, sometimes we can get lost in just thinking about let’s convert them, let’s convert them. But we have to think there’s so much more value
that we need to provide them to prove to them why
they should choose us. So that means providing those answers to the questions on the site already. You know, thinking about
universal friendliness, and those users that are on the go, you’re making your first
impression on a mobile device, or even just those users
who may be on a desktop, but again are hopping
from meeting to meeting. So we really want to convince them that we have everything
they need in one place. If they have a question about a service, if they have a question
about an industry term, some jargon they haven’t heard before, we can thoroughly answer it, and make them understand
why that’s utilized. We provide them with
guidance, and breakdowns, and resources to help them
understand the industry, understand what you’re service and product can do to help better their company, and their services and products. So it’s very important that we provide that education, and information, because there are going
to be other companies, and sites out there that
will do that for them. So why should a user go with you if another site offers so
much more than just the sale. And lastly, how we consider ease of use to guide the customer journey. We want to make sure that we’re guiding the
customer journey naturally. And I think that’s kind of
a pretty obvious statement. But making sure, like I said, it’s not just all about the sale, but it’s about education. Utilizing internal linking to offer further content support
to educate the user, resource pages, or just
other sub pages that better defined certain terms
and certain services. And then offering to direct users to trusted external resources, or partners you have that might help to further educate them, and
provide them information. Then other thing too, intuitive design. So like I said, making sure that you know, your CTA’s and anything
you’re wanting to offer, any sort of intuitive functionalities you’re wanting to offer, it’s obvious to the user that they can play with those designs. They can click on those designs, hover, whatever it might be. There are different design elements, highlighting, shading, any
sort of call out boxes, things like that. We really want to make
sure we’re utilizing that to get our users active on our sites. And then adaptability for users on the go. So, like I said, making sure your site is mobile, and ensuring it’s a good first impression to your users on alternative devices. This is all super important
to the user journey as your first touch might
not be on desktop any longer. You might start to notice your first touch is more so from the mobile
version of your site, from a very, very busy person on the go, who’s going to ultimately
be the decision maker of if they choose you for your
services or your products.

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