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Here is the great struggle in all human relationships.

Me with my wife. Your brand with your customer. Even me with you, dear reader.

I am not you.

I am not my wife. You are not your customer.

However, we tend to think that other people are like us. This is known as false consensus effect. Overcoming this cognitive bias – and working to break this barrier – is the key to successful human relationships.

And so, this is the key to successful marketing. The better you understand how to actually serve your customers, the more effective your marketing will be.

Here’s one way to break down the barriers between your marketing team and your customers.

This article was originally published in the MarketingSherpa email newsletter.

A purchase is a journey

« Why do you insist on visualizing the conversion journey? » This question came from a participant in a group coaching session with Flint McGlaughlin on conducting data model analysis.

Visualizing the conversion journey is one way to break down this artificial barrier between you and the customer.

If marketers work in isolation on a landing page, direct mail, or print ad, they ignore how potential customers make decisions in the real world.

Besides an impulse buy, there is usually a forward step. Or after. Or both. Or several stages. These other elements of the customer journey affect the overall success rate of any piece of marketing support your team is currently working on.

Here is a simple example. MVMT was sending emails related to a general collection of its watches. When the team changed their strategy to use emails to direct potential customers to specific landing pages closely related to the campaign in emails, they increased the conversion rate by 44% (see more in How the world’s fastest growing watch brand used email to increase revenue by 98%).

To get you thinking about ways to visualize your customer’s conversion journey for your marketing team, here are some tips.

Do not display data in isolation

In the free MECLABS Institute’s simplified data model analysis tool, there is a place to add the metrics for a funnel analysis. Of course. (MECLABS is the parent organization of MarketingSherpa)

However, just seeing web page paths and conversion numbers isn’t the best way to try and put yourself in the customer’s shoes. The customer doesn’t experience the conversion journey like this.

So there is also a place in the tool to add the actual screenshots of the funnel.

When using the tool, having the real customer experience at your fingertips is a good reminder that conversion optimization is more than a numbers game. There are real people on the other side of those numbers.

What is the world like to them? The more you use data as a means to an end – to bring you closer to the human experience – the more you can leverage empathy in your marketing and increase conversion.

Immerse yourself in the customer experience

Many decisions that impact the customer are made during a meeting in a conference room. The walls of this meeting room can be filled with generic artwork or corporate mission statements.

As a temporary way to embed the customer journey into this meeting – and set the right environment for your team to make customer-centric decisions – print each step of the customer journey and hang it on the walls of the meeting room as a oversized poster. .

This is what we do in a MECLABS Quick Win Intensive. Here is an example:

We’ll even use markers or post-its to write down the metrics directly at each step of the conversion journey, or mark each step with potential conversion optimization changes.

This approach ensures that changes aren’t made in isolation and that the entire customer journey is front and center. Do you need to change a title or a call to action? Well, when you see what customers are going through in the previous or next stages, you get a better idea of ​​how smooth and fluid the entire journey is.

Here’s an example of a more permanent way to visualize the conversion journey. In the MECLABS building, we had a customer experience laboratory. There was a series of screens you could display every step of the customer journey on, in addition to magnetic boards if you wanted to include printed material and write on it. So, as potential ideas are debated, the entire customer conversion journey is clearly laid out for everyone to see.

Of course, times have changed. Many people reading this article right now are not yet in physical offices or meeting rooms.

You can do a virtual version of the conversion journey via Zoom. Or print out the steps and hang them in your home office. The main goal is the same whether you work in person or remotely: to make sure that you and your team can’t ignore the customer journey when making key decisions.

Draw the overview

Visualizing the conversion journey isn’t just about seeing what the customer sees, you should also try to think about what the customer is thinking. For example, you can create a customer journey map clearly showing the questions potential customers ask when considering your product and mapping the marketing and sales materials and interactions you use to answer those questions

Or you can approach the customer journey in the opposite direction. Instead of focusing on the questions potential customers are asking about your product, identify the key conclusions they need to reach to continue traveling with your business that ultimately leads to a product purchase by creating a concluding funnel. .

As you can see, there are several ways to visualize the customer conversion journey. How exactly you do it is less important than the intention behind it: to better understand your customer to better serve the customer and improve results.

You can follow Daniel Burstein, Senior Director, Content & Marketing, MarketingSherpa and MECLABS Institute, on Twitter @DanielBurstein.

You might also like …

Analyzing Data Models: Learn from a Coaching Session with Flint McGlaughlin

How SAP mapped buyer journeys for 19 industries to build over $ 23 million in marketing-generated pipeline

Marketing 101: What Is Funnel Creation?

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction of MECLABS – seeking actionable insights while serving as a public advocate. Daniel is also a speaker and moderator at live events and webinars. Previously, he was the lead editor of the MarketingExperiments publishing engine – from web clinics to research journals to blogging. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a communications consulting firm specializing in IT clients such as IBM, VMware and BEA Systems. Daniel has 18 years of experience in writing, editing, internal communications, sales promotion and field marketing communications.

Categories: Customer centric marketing Keywords: Conversion Journey, customer journey, marketing funnel


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