QUESTION – how do I maximise conversion rates?THOUGHT 5 – fully leverage the customer journey!A recent survey of businesses in the United States found that 70% viewed increasing conversion rates as a key priority for the year ahead. This is not surprising given the costs associated with less than optimal conversion rates and the relatively […]

QUESTION – how do I maximise conversion rates?THOUGHT 5 – fully leverage the customer journey!A recent survey of businesses in the United States found that 70% viewed increasing conversion rates as a key priority for the year ahead. This is not surprising given the costs associated with less than optimal conversion rates and the relatively low investment required to increase conversion rates rather than increasing enquiry rates. To maximise conversion rates, it is useful to understand each stage of the customer journey. This is particularly so where the customer journey is long and/or complicated. The customer journey must be mapped, and the characteristics of the map will vary from product to product and market to market.Mapping the customer journey: Define the target market and the outcomes they seekIdentify the customer story and the stages they move throughDefine the needs and pain points at each stageIdentify the decision makerDefine the decisions…