5 Key Components for an Effective Customer Journey

user experience

5 Key Components for an Effective Customer Journey


What is a customer journey?

A customer journey is the process or series of steps where a customer goes through to reach their end goal on your website. This journey is used to demonstrate a) the way users currently interact with the service / website / product, b) the way users could interact with the service / website / product.

A poor journey can dramatically affect key factors such as conversions rates. By making sure that the pathway to your sites is easy and clear to follow you are allowing your customers to convert quicker and easier. If you can understand what the customer’s main goal is at the beginning of the site design, then, you will have better chances to boost conversions.

What can interrupt the user journey?

Poor UX and UI design can play an important role in interrupting the user journey. If you have a poor website and a complex design you are increasing the chances of your users to leave your site since they are getting confused.

Common UX and UI design faults:

  1. Hard to fill forms. (Sign-up, Booking, Contact Forms)
  2. Complicated Checkout / Payment Processes.

To make sure you are keeping your customers on your website, don’t over complicate these design process and keep the usability and design simple and easy.

How do I create a user journey?

  • Understand the customer’s goals

What type of customer’s coming to your website? Are they coming to buy product / service or book a service Once you have clearly identified what customer’s end goal is, there is where you should start working backwards. Meaning, you have to think throughout the user journey in order to help them reach their goals.

  • Think about every step your customer will go through

After you have identified the customer’s goal, a user journey requires touch points. These are different stages and ways along the customer journey that will help customers reach their goals. These touch points can be things like Call To Action (CTAs) on landing pages, newsletter sign-ups. These kind of things, can be used afterwards for an email marketing campaign  to encourage them to convert.

  • Test different touch points

A customer journey can often be the case of trial and error. A variety of user test cases needs to be done to get it perfect. Using A/B testing can help you identify what works and what doesn’t. This should be an on-going process, since user behaviours changes over time.

How to Monitor user behaviours?

It’s important to integrate Google Analytics to your website. In this way, you can monitor testing and make sure that you are using it for good testing cases. The data that you will get, will help you to make changes to your customer journey and UX design process.