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Certainly one of the main yet often disregarded pieces to consider with your eCommerce business is planning the journey that you want your customer to take.
Too many businesses get caught up on working in the business rather than optimising and working on the business.
Which contributes to the question, do you know the journey that you would like your customers to take? Or perhaps moreover do you know the journey that your customers actually are taking?
Here we delve a little deeper into ways that you can look into planning your customer journey and quick ways to correct the most typical problem areas.
Stop guessing, Start calculating
The one thing you are more than likely guilty of is guesswork. We all do it from time to time however now in 2016 there is no excuse for guesswork for 95% of your business as uporczywe alarmy w mieście Warszawa there is data available.
Just because you think you know very well what trip your customers take, does not mean you are right, and more importantly it might mean that potential customers are getting lost or confused and leaving in frustration somewhere across the customer journey.
Ultimately if you have neglected or never actively spent time building or planning the journey of your customer then you are more than likely leaving money on the table and this will be impacting your conversion rate.
Website blindness is a real phenomenon and the one that you most likely experience from.
Anyone looks at your site most likely every day and if you didn't build it you certainly a new hand in the design and design.
Which means you automatically know where everything is and therefore biased in planning the customer journey.
The simplest way to get around this is by utilising fresh sight.
Grab a friend or someone much less common with your website and task them with buying a specific product on your site, and watch them navigate it live and make notes about potential stumbling blocks and also ask them the actual think of certain webpages and buttons and how it may be more intuitive to them.
Tools that can help you optimise your customer journey
In today's world customers have never lived with such a short attention span. It is a noisy eCommerce world and time has never recently been an even more valuable commodity to the savvy shopper.
That is commonly mentioned that you have 5 secs in which to first grab your potential consumers' attention when they first be able to your site.
And then if you succeed at that and you sell what they want they need to be able to navigate to the checkout in just 3 clicks.
Any more on either of these and your chances of losing them to your rivals increase dramatically.
They will key to having the ability to stop those high bounce rates is data, or more specifically knowledge.
You need to know very well what your customers are doing and more important what they struggle with.
The good news is that there are so many tools available to you as the owner of a business now which have made accumulating relevant data easier than ever.
Google Analytics for example is a great free tool which will explain to you a fantastic breakdown of traffic on your site, including pages which have the highest drop-out rate for your visitors.
Optimizely is another fantastic tool which permits you to run A/B tests on your site to take away guesswork over a number of areas on your website, leaving you with the real numbers of actual customer behaviour.