Reverse engineering customer journeys

Yesterday, I wrote about reverse engineering the customers.

The best way to do that is to reverse engineer the customer journey.

Meaning you start with the end goal, in this instance, it’s the conversion.

And then you take a step back in the journey and see how many you lost on each page along the way.

Your customers will diverge here, as they’ve probably started at different pages.

What you’re looking for are patterns of customer loss.

Either specific pages or interactions where the customers end up leaving your site.

Or detours the customer has taken on the way to conversion that ended up with them leaving the site.

Starting from the end allows you to compare converting customers to non-converting ones.

Finding the hurdles on the way to conversion is the first step in increasing conversion.

Over time this increases your understanding of the customer.

This is a painful process, seeing your customers misunderstand your site is not easy.

But it also makes you empathetic to your customers’ frustrations.

Empathy will help you serve your customers better.

– Samy