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Understanding the Digital Customer Journey: Part 3 of 4 - User Engagement

March 20, 2019

Customer Journey Mapping Overview

For many years, marketers have been making use of customer journey mapping. This widely-popular strategy allows marketers and analysts to depict the process that a customer takes when engaging with a brand. A typical Customer Journey Map overviews the “big picture” from when a customer first discovers a brand to the end of the customer lifecycle. In this blog series, our marketing team is discussing the importance of mapping a one-cycle digital customer journey. From the initial search of a website to the conversion, or lack of conversion.

Phase I and II Review

In phase one, we discussed Motivation, the acquisition phase, which is a tool used to understand the emotions and decisions that drive a user to a website.  The second phase, Engagement, is where we discussed the importance of knowing how users are interacting with content on a website and tracking which content is most engaging.

Phase III:  User Experience

The third phase of the customer journey mapping process addresses understanding the User Experience (UX) from the customer point of view. Did a customer not complete a transaction because they changed their mind, or was it because there was a problem with the check out process that caused frustration and abandonment? Although the answers to these questions can seem far too psychological to pin down, there is a tool that allows marketers to have insight as to why users took the actions they did on the website.

Heatmap Tracking

This tool is known as Heatmap Tracking. A heatmap is a visual tool that shows a temperature overlay on a website, adding a sense of a third dimension to a user’s clicks. To understand a customer’s journey with a website, heatmap tracking is the third phase of the process. When clicks and engagement are established, a heatmap should be created on every page of the website. This allows marketers to have the ability to pair excessive clicks with a visual tool.

For a better understanding of where clicks are happening on a website, marketers make use of heatmaps.

Heatmap example.

Example of How a Heatmap is Used:

Assume you are an e-commerce business selling socks. You believe you have an excellent website, as you have a strong SEO presence and are getting plenty of clicks on the various pages of your online sock store. However, in comparison to the number of clicks you are receiving, your conversions are low. Your socks are not being sold! To understand if this is a product problem, or a user experience issue you hire KSA&D’s analytical team to create a heatmap to look into the user experience of your website. Our team discovers that your sock store is selling great socks, however,  the checkout process is confusing. It became evident that many users were having a difficult time finding their shopping cart on your website. Your customers experience frustration and move on to the next sock shop.

As shown in the example above, a heatmap allows marketers to discover user experience errors depicted by clicks. This tool, when paired with other metrics and phases in the customer journey, gives a strong understanding of the user experience from a customer’s point of view.

Next week we will move on to the fourth and final phase of Customer Journey Mapping:  Barriers.