Welcome to the Plerdy channel. My name is Marta, I am a Marketing Manager, and in this video, we will talk about customer journey mapping.
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Do you know that nearly 70% of online shoppers abandoned their cart in 2021? And the number 1 that all online retailers have after they see such stats – why does a customer spend their time adding products to their cart to close the tab?
To understand what leads to abandonment, we need to map our customers’ journey on the website.
We need to check what users do on the website, in which order and on which step we have the highest bounce rate. Those steps will alert us and let us know that sth is wrong with this specific event page.
First step in creating a customer journey map is analyzing the Heatmap.
Open Heatmap on the website
We have an opportunity to check the sequence of clicks, and it will give us an idea of the order of the user’s steps on the website. For example, we can check that the filter button is usually the third click on the page so that we can add it as the third step of our customer journey.
When we get a basic idea and overview, we can create a funnel in our Plerdy account. So we go to funnels, and here we add the steps leading to the conversion one by one.
After that, we can analyze the performance of this funnel and the info about the bounce rate on each of the stages of this journey.
When we notice that one of the steps has a higher bounce rate, or the step that should make users leave the website has a high bounce rate – you should dig deeper.
Firstly, go to your website and try to reproduce the steps and journey to see if something you feel is causing the problem. If everything looks fine to you and you don’t get what the issue is – open the video sessions and analyze the ones that have been bounced on this step. This way, you can see your website with your visitors’ eyes, in the same way it displays on their devices, and it may give you a solution.
Of course, many factors can affect this journey, including customer pain points, and emotions, but your company’s touchpoints and processes.
If your influence on emotions and personal preferences is more limited, you have full control of the ease and comfort of engaging with your website, so use it and provide your visitors with a great experience.
I wish you luck and a low bounce rate:)
Take care, bye!