Understanding The Digital Customer Journey: Part 4 of 4 – Barriers

March 29, 2019

The Quest to Learn More About Your Customers

From customer personas to customer journey mapping, marketers everywhere are continuously trying to learn more about their target market and the mindset that customers have when interacting with a brand.

The Digital Customer Journey

Although it is crucial to know a customer’s journey throughout the entire customer lifecycle, brands often overlook a critical part of customer journey mapping – the digital element. Creating a customer journey map of a user’s experience with a brand’s website shows how exactly customers interact with a brand on their website. This strategy helps brands to understand their customers when they are interacting with the brand digitally.

In the first three phases of this blog post series, we discussed the motivations that drive customers to your website, which content is the most engaging on your website, and the user experience in relation to this engagement.

The Barriers that Prevent Customers from Achieving Their Goals on Your Site

For the final phase of the Customer Website Journey Mapping strategy, we are going to discuss the barriers that customers may experience when visiting your website, and which metrics to measure to determine them.

Are customers leaving their cart abandoned on your e-commerce website? Are your sign-up forms getting clicked on, but not completed? Are the goals of your website being met? Marketers determine where customers may experience barriers in their journey with your website by looking at two critical metrics: Bounce Rate and Time on Page.

Bounce Rate and Time on Page

Bounce rate is defined by Google as “the percentage of single-page sessions in which there was no interaction with the page” and average Time on Page is defined by Google as “the average amount of time users spent viewing a specific page or screen”.

These two metrics can tell teams whether the content a user expected was what they found, or if a sign-up form appeared too complex and lengthy to complete. In both situations, this could cause a user to leave the website, in other words; a barrier.

Bounce Rate

The ideal Bounce Rate varies by industry, but a good way to determine if there are any outstanding barriers for your brand by looking for outliers. If most of your website’s pages have consistent bounce rates, but a few pages have an abnormally high bounce rate, this means that there is a barrier associated with that page causing your users to leave without interacting.

Time on Page

The Average Time on Page will vary based on the level of complexity or the amount of content each page hosts. If a user is spending a few minutes on an internal content page, great! However, if Average Time on Page is low, users may be experiencing a barrier such as ‘not enough visuals/too much text’ to have a desire to spend time on the page.

The Big Picture–Four Phases of Mapping a Customer Journey

Over the last four weeks, the KSA&D team has outlined the four phases involved with mapping out a customer journey, specific to a users interaction with a brand’s website. We learned that understanding the motivations of customers, paired with their engagement habits, tracking measures and the how to locate barriers that could impact the user’s experience with a website.

At KSA&D, we specialize in exemplary digital customer journeys. We work with you to map out your customer’s website journey in its current state and use that data to strategize for new plans, and ultimately develop a stellar website designed to drive conversions. Let us help you determine if  your brand is struggling with any of the topics we covered in this blog post series. Give us a shout at [email protected] or click here to fill out our contact form to chat with one of our analytical experts!

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