Lockdown Lessons: Fix The Connections In Your Customer Journey
Today, some tips on how to make the most of the prospects you’re already attracting. How to plug the holes in your sales bucket. How to fix the disconnects in your customer journey.
I’m sure you’re all familiar with the typical sales funnel for any product or service – attraction, interest, desire, action (or top, middle, bottom).
But it’s never that simple is it? That funnel, that customer journey, is not a one way conveyor belt with no exit points. There are plenty of opportunities for your potential customers to drop off or veer away.
And that happens when there is a disconnect. When they’re expecting to see one thing, but don’t find it.
When the content they’re reading doesn’t match with what they were looking for. Or when the messaging you’re sharing doesn’t resonate with your prospect’s intentions.
That disconnect is a break in their journey to buying from you. To fix it – to create a seamless path to conversion – you need to map out every part of the customer journey.
There are 3 simple steps to take:
First you find the touchpoints
Then you question intentions
And finally you match your content
1. Find all the occasions where your prospect interacts with your brand
First you need to find all the occasions where your prospect interacts with your brand.
You need to map out their journey, and find every touchpoint. Every time a potential customer sees something from your business.
Act like a customer, and go through each step of the journey they might take – from first finding about your business to finally completing that purchase.
There are the obvious touchpoints – like your website homepage, specific landing pages, advertising content and emails you send out.
And there are the less obvious points where a prospect may interact with your brand – an about page of social media for example, or a profile on a review site Capterra, TrustPilot or Google My Business.
Start logically at the entry points – like a PPC advert or post on LinkedIn – and follow the links and directions given to your prospect.
You’ll already be seeing areas where links are old or broken, or where information is outdated.
2. Ask three important questions about your customers
Next, you need to take each touchpoint in turn and ask three important questions about your potential customer:
First. The why.
Why are they here right now, at this specific piece of content? Think about their intentions, the reasons they ended up here.
Are they browsing for information or searching for a solution?
Have they clicked a link expecting a quick answer to a simple question, or have they followed a find out more button and are looking for greater detail?
Next, the how.
How is your potential customer feeling at that moment in time, at that specific touchpoint?
Are they curious, at the top of the funnel just having a nosey around from ideas and inspiration?
Or are they facing a serious, time-sensitive problem that needs an immediate solution?
Two extreme examples, but the key here is understanding your prospect’s mindset and making sure the content they see reflects that – making sure you’re not spending paragraphs and paragraphs talking about how clever rats are, when your prospect has a rat problem and just needs someone to come out and sort it.
Lastly, the what.
What do you want your potential customer to do next?
This one is often overlooked – and easily fixed.
Your prospect is at one touchpoint, you want to get them to the next. Ask yourself what that next touchpoint is. It’s unlikely to be the end point, the ‘buy now’ or ‘get in touch’. It’s just the next step in the journey.
Identify what that next step is and tell your prospect how to get there. Give them clear directions as to where to go next.
3. See if your messaging and content matches those answers (and fix it if doesn’t)
When you’ve done that – when you’ve mapped out all your touchpoints and asked those three important questions – you’ll be able to see if the content at each point on the customer journey matches what your prospects are looking for.
You’ll be able to see if there’s a disconnect. And hopefully you’ll be able to fix it.
If a prospect is looking for ideas on how to organise and store their digital files, don’t talk about your 30-day money back guarantee at the top of the page.
But if you mention that money back guarantee on the page where your prospect is about to enter their card details to buy your cloud storage solution, you’re addressing their concerns at the best possible time.
If a prospect is looking for a way to collect data automatically, don’t tell them on your landing page why they need to collect data automatically. They already know the why, they’re looking for the how.
And don’t encourage your users to click a buy now button if you’re then going to send them to a page requesting their name and email address so you can get in touch with them.
Those are all disconnects. And they can all be fixed.
Some fixes will be quick and simple, and some might take more time and thought. But you’re in lockdown, you can take your time.
Find the touchpoints, question their intentions, match your content.
Remember you’re not doing anything here to get more traffic to your website or attract more customers to your business. You’re simply making the most of what you already have.
You’re filling the holes on your funnel. Fixing those connections. Increasing your conversion rate.
And just a small increase in that conversion rate can make a huge difference to your bottom line.