Optimising the customer journey for your website

The New User Journey

Today’s consumers spend less time per site visit, but if they find the right information, they’ll convert more often. The challenge is that in the middle of one journey, consumers may shift gears. They reach for their devices and make informed buying decisions faster than ever. And they find the information they want in a variety of ways, including social media posts, websites and articles.

Without a way to pull together the information about these searches, the user journey is fragmented across channels and media types. Google calls these “micro-moments,” and they include directions to a nearby restaurant, finding a product, saving a promo code or booking a haircut.

During micro-moments, consumers search with high intent and provide opportunities to kickstart their journeys. Responding quickly with the right answer requires a strategic approach that anticipates consumers needs. By gathering insights across channels, your clients can deliver more personalised experiences.

Below are some practical ways companies can optimise the customer journey to capture valuable micro-moments.

Identify The Micro-Moments

Todays customers

Here are a few stats to better understand how consumer behave on the web:

  • 90% of consumers don’t have a specific brand in mind when they make a purchase.

  • Among those who do, 1 in 3 will purchase from a different company, if they provide the right information at the right time, which reduces brand bias.

  • 51% of consumers discover a new brand while browsing for information on their phones.

So today, everyone is battling to win these crucial micro-moments.

What is a Micro-Moment

Google calls it the instant someone turns to a device to act on a need—to learn, do, discover, watch or buy something. Creating a website strategy that captures these micro-moments will determine your clients’ brand success.

Connect with Your Consumer

Be Where Consumers Are

Micro-moments don’t last long, so you want to capture the consumer’s intent when they’re most likely to act. Here’s how:

  • Anticipate your target audience’s needs and commit to being there.

  • Connect with consumers as quick as possible and make it easy for them to reach out.

  • Create a seamless user experience across all screens and channels.

By anticipating what your consumers need and when, you’ll enhance their web experience and make taking the next step intuitive.

7 Ways to Optimise your Site for Micro-Moments

#1 - Create a Site Structure that Answers Common Questions

Think about the questions visitors will have when they arrive on your site, and plan the site’s structure accordingly. Most of these questions are universal and cross all industries. Start by addressing the most important ones in the first few folds, including:

  • What the company offers

  • Who it’s for

  • Why they’re the best choice

  • How to get started

Make sure there’s a clear path for taking the next step with a button that moves the customer journey forward.

#2 - Diversify Media Content

Customers like learning in a variety of ways. Their preferences may differ depending on their location, device, time or state of mind.

For example, a customer who’s low on time, may want to skim a few bullet points or look at an image, whereas a customer with a higher intent and more time may prefer to watch a video or listen to a podcast. By providing diversified media or “rich media” on your clients’ sites, visitors can enjoy the information they need in their favourite format.

Google also indexes helpful supplementary material and multimedia content as high-quality, which helps your clients rank higher.

#3 - Be Where Consumers Search

As you create content for your website, consider other needs these consumers may have that could pair well with the products or services your client offers.

Start by researching keywords the target audience is searching for on Google, then look for keywords that complement what they’re looking for. For example, someone searching for a new phone, may also want a phone charger or phone case. By using these related keywords on your SEO titles, descriptions and content you can attract customers through related topics. The better you understand what the target audience is searching for, the more relevant your sites will be.

#4 - Offer Custom User Experiences

Once you’ve won a consumer’s click on search, the hard part begins: Keeping their attention.

With rising customer expectations, if the website experience disappoints, there are plenty of other vendors to choose from. Beat the competition by personalising their experience.

80% of those who classify themselves as frequent shoppers say they only shop with brands who personalise their experience.

#5 - Engage Users in Real Time

Once a customer has arrived on site, there’s a short window of time to engage. Direct engagement is critical to catching prospective customers before they leave. Here are a few way to start engaging customers right away:

  • Live chat

  • Lightboxes

  • Automations

  • Online forums

Incorporating tools that engage visitors right away will help you connect in real-time, and build stronger relationships with their customers.

Start More Conversations Using Live Chat

Live chat can turn any web page into a real-time conversation, enabling your clients to be there when it matters most. It’s one of the best ways to create new leads and improve client sales by up to 300%. Using live chat adds a human touch to any website experience.

#6 - Streamline the User Funnel

Once site visitors are engaged, keep the journey moving through the user funnel or sales cycle. Monitor for points of friction and focus on making the experience convenient for the customer. Here are a few proven methods:

  • Add a member’s area for quick checkout

  • Make the text very easy to read

  • Clearly show the consumer where to purchase

  • Limit the number of buttons and windows

  • Be transparent about extra fees

  • Make coupons easy to use

48% of customers buy sooner when they have a coupon, and 37% buy more than they normally would.

#7 - Measure the Impact

Measuring the impact of your strategy is an ongoing process. Keep in mind that what worked for you five years ago may not be what you need today.

That’s why it’s important to continually adapt your website to align with changes in consumer behaviour and expectations. Tracking visitor behaviour helps you understand what works and what doesn’t.

Track How Visitors Are Responding

Use a tracking tool like Google Analytics to track visitor behaviour across your site. When you monitor performance, you’ll gain insights on:

  • How effective your acquisition campaigns are

  • How many visitors are sharing your site content

  • Bounce rates

  • Traffic sources

  • Conversions

When you understand what’s working and why, you can optimise your site strategy to win critical micro-moments.

Choose the right Platform

When individual touch-points are fragmented, the customer experience is inconsistent and revenue opportunities are lost. This is even more true when it comes to micro-moments.

Make sure you choose a platform that is right for you and your ongoing needs. Wix is an all-in-one platform that allows you to create streamlined websites. You can offer custom user experiences, real-time engagement, and track the performance of your site.

Wordpress is great for advanced custom builds where you expect heavy user traffic and gives you more flexibility, however the downfall is it requires more experience to build and update which can eat up resource and budgets.

When you continually optimise the customer journey, it’s possible to win micro-moments, and:

  • Boost site traffic with industry-leading SEO

  • Understand customers better with site analytics

  • Deliver custom store experiences

  • Engage visitors right away with automations

About Diggital

Diggital are a fully integrated digital marketing agency serving the UK, Europe and North America. We help our clients on their business growth journey by helping them understand their customers journey and how their different media channels impact the purchase cycle. We then devise strategies and campaigns that help them achieve their business goals. We are specialists in social media, SEO, paid media, email, LinkedIn, Brand & Strategy and print.

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