Creating Customer Journeys

When analyzing customers, it’s good to follow the customer journeys that lead to conversion.

Conversion in and of itself isn’t as interesting as what made the customer arrive there.

When you designed the pages, you probably had a specific journey in mind.

The journeys to focus on are the real journeys that the customers take.

Instead of guessing what users are doing on your site, reverse-engineer their journeys.

You start with checking all the users that convert and then taking steps backward in their journey.

Aggregate the most common ways to conversion.

Then compare these to the non-converting customers.

You can start with customers that took a similar journey but then stumbled and left.

If there are pages that most of them stumble on, that’s a clue that there’s an issue on that page.

Removing these small hurdles is what will increase your conversion over time by the way of Compound Conversion.

– Samy