How can you design a user journey that converts?

Identify your target audience: Start by understanding your ideal users' demographics, interests, and pain points. This helps tailor your journey to resonate with their specific needs.

Defining target audience no longer means defining demographics and lifestyle, shift your focus to understanding what different users want to achieve with your product and you'll have your user segments available. Conduct market research to uncover their needs and challenges, ensuring your product aligns with solving these issues.

Like everything in Marketing, if you don't know your Customer you cannot build a experience specific for them. With a clear perspective you can attend their needs and doubts making them "journey" through your customized experience.

To design a great user journey, first really get to know your audience. Create personas to visualize who they are - think age, interests, habits. Group them based on similarities. Use surveys and interviews for direct insights. Understand their needs and problems. Your goal? Offer a solution that fits into their life seamlessly. Regularly test your ideas with real users and be ready to adapt. People and trends change, so stay flexible and update your approach accordingly. It's all about making a connection and keeping it genuine.

While many marketers use demographics to reach their target, psychographic segmentation with MROC research is by far a more effective way to target your audience. This enables you to zero in with a greater understanding of your target, by creating dynamic, optimized always-on journeys that continually re-engages them with new, interesting content. Once segmented you can adjust frequency based on where they are in their journey allowing the ability to do tests, reach new audiences without risking performance.

O modelo AIDA foi criado em 1899. Precisamos evoluir para algo que fa?a sentido em 2024. Entender a jornada do cliente. E mapear seus pontos de dor ou atrito, e com o produto ou servi?o ajudar a facilitar esta jornada é o que efetivamente funciona.

As a marketing expert at NOSA Tech Solutions, I can attest to the importance of mapping out the user journey stages in crafting effective marketing strategies. While the AIDA model is a commonly used framework, it is important to customize it to your specific business needs and target audience. For example, in the tech industry, the post-purchase stage of Support and Customer Service can be critical in retaining customers and building loyalty. Additionally, it is important to gather feedback from customers at each stage to continuously improve and refine your marketing efforts. By focusing on creating a seamless and enjoyable user journey, you can increase customer satisfaction and ultimately drive business success.

One very important aspect here is to identify the resistance and issues in the entire journey by wearing the hat of a customer and then fixing/removing those obstacles to ensure that the journey is seamless for all possible scenarios

One of the key things I have worked to perfect in my B2B journey stages is the strong alignment needed between the marketing tactics and the sales interactions within each journey stage. In my opinion this is the most critical component to the journey. If sales and marketing are not aligned, the journey experience is broken with the potential or current audience and will be ineffective. Working together with your enterprise sales organization to ensure the alignment in the journey is critical.

"User" implies looking at the journey through the lens of the business. I'd suggest reframing this to be about understanding the "buyers journey", of which there are 5 broad stages: - First thought - Passive looking - Active looking - Deciding - Consuming When you reframe it this way, you're in a great position to understand the events and triggering moments that buyers experience and therefore how you can position your solution with appropriate messaging at each stage.

Listen to all crucial sales conversations during the exploration, demo, and opportunity stages to understand the commas, pauses, and delights from the user. This provides insight into the user's extrinsic goals. To discover the user's intrinsic goals, the Product Marketer should read the support tickets the user has raised and understand the concerns encountered when using the product. Gaining an understanding of which features the customer is using and when also uncovers the untold needs or goals of the user. It is essential to know the user's KPIs and the workplace hurdles they face in reaching these KPIs.

At times, along with what users what evidently and explicitly, it becomes important to also pay heed to what users might want ! Steve Jobs has said enough about it and this perspective of his holds immense importance while outlining! user goals

For any marketing campaign to be effective it is necessary to ensure that it is measurable. Gone are the days where you can spray and hope it reaches the right audience. Your efforts have to be pointed and goal oriented. Hence try to identify what are the triggers that ignite the purchase journey in your target audience. This helps you define the goals and there by assign targets. Making it measurable and justifiable.

Each stage of the user journey has a goal and desired action. I've implemented the SMART goals framework to define specific, measurable, achievable, relevant, and time-bound objectives for users at each stage. This ensures that the journey is designed to lead users towards clear actions that align with their goals and the business's conversion objectives.

1. Curious Goal: Discover the product. Actions: Click ads, explore the website for an overview. 2. Explorer G: Grasp benefits. A: Navigate the website, explore products, read reviews. 3. Wishlisting G: see product integration. A: Add to wishlist, explore variations, imagine utility 4. Deal Detective: G: Find the best offer. A: Compare prices, seek discounts, explore bundled deals. 5. Checkout Champion: G: Make a satisfying purchase. A: Add to cart, review order, complete the purchase. 6. Unboxing: G: Positive unboxing. A: Track shipment, eagerly await delivery, document unboxing. 7. Repeat user: G: Get loyalty. A: Join loyalty programs, subscribe, explore offerings. Understanding user goals and actions aids in tailoring strategies.

The alignment of your product's value proposition and messaging is crucial, especially when identifying and targeting ICPs. By understanding the specific needs, preferences, and pain points of each ICP, you can tailor your messaging to resonate with each segment. This tailored approach not only enhances the relevance and appeal of your product but also significantly improves the effectiveness of your marketing efforts, be it a landing page copy, lead magnets or even product decks. This would increase the likelihood of engagement, conversion, and long-term customer loyalty. This strategic alignment between value proposition and ICP-focused messaging is key to reaching the right users with the right messages.

Align product value proposition and messaging: Craft compelling messages that highlight how your product solves users' problems. Ensure consistency across all touchpoints.

One effective strategy is to ensure a seamless transition from the initial touchpoint to the final conversion point, maintaining consistency in messaging and value proposition at every step. This builds trust and reinforces the user's decision-making process. It's about creating a cohesive narrative that resonates with your audience throughout their journey.

In addition to aligning your message and proposition with the user goals and action. It is important to seek a synergy. Let the messaging at the touchpoints be integrated and consistent. So the overall effect is greater than the sum of the parts

I actually disagree with this order of operations. Defining your unique value proposition should be one of the very FIRST things you do. Then, identify your audience, targeting, journey and messaging for that specific customer, specifically where they are in the journey.

In optimizing user touchpoints, my experience emphasizes consistency and engagement across platforms like websites, emails, and social media. Utilizing tools like Google Analytics and Amplitude has been instrumental. Google Analytics offers comprehensive insights into user behavior on websites, detailing metrics like page views, bounce rates, and conversion paths, enabling me to gauge user interaction effectively. Amplitude, on the other hand, delves deeper, providing detailed user journey mapping and behavioral analytics. It tracks various events, user flows, and retention rates, offering a profound understanding of user engagement and preferences. These tools are truly incredible to improve user's touchpoints

Focus on the most important and relevant content. Quantity doesn’t equal quality. Don’t distract the reader from the action that will be the most direct path to solve their pain or business challenge.

Of course an integrated multi-channel approach should be the standard, merge digital and human touch points into one approach. Involve all relevant people, especially the guys who should execute and turn leads into revenue. They can provide you with human touch points, clustered into the big 3-5 before decision making happens. Do the same for Digital Touch points. It you have different personas involved, remind you to do it by each separately. Consequently you need to run a CRM system from a to z. As a starter I would recommend to practice on single campaigns to realize first quick successes and learnings.

Make sure you communicate exactly what you will do for your client or perspective. Client as soon as you get the OK make certain that you work on that problem only do not overpromise do not under promise complete that particular problem or issue once complete make sure that the client signs off that it is complete before moving onto any other issues that may result from you completing that first project.

In my experience, discussions about the customer journey and touchpoints are typically linked to marketing and sales. However, a touchpoint encompasses every action a customer takes with a service or product provider. Thus, using the product involves touchpoints in all potential use cases. Post-purchase interactions, like product support, also serve as touchpoints. Together, these interactions form the comprehensive journey. Therefore, collaboration among stakeholders overseeing these touchpoints—product management, marketing, sales, training, support, etc.—is vital for a seamless customer experience. Customer should not see different characteristics between different approaches to create the experience of the brand's essence.

Don’t get lost in the steps as you work through them. I have found teams get lost in the weeds and become too mechanical vs human and empathetic. To drive conversion, our job is to evoke emotion and get consumers to feel something that drives them to buy. Remember we are all consumers so ask how would you respond in each stage? If YOUR eyes don’t light up, why would your consumers’?

Consider user feedback and data: Continuously analyze user behavior and feedback to refine the journey. Adapt and optimize based on real-time insights for better conversion rates.

The interaction with your target audience throughout their customer journey is, now more than ever, achieved through a multitude of touch-points, not all necessarily trackable, or not to the extend we would like. I think the same effort invested into curating messaging and value proposition needs to be put in understanding how to create a measurement framework that allows you to understand what works and what doesn’t, and that gives you clear direction when you need to pivot quickly to improve performance.

Change is inevitable. In today's rapidly evolving landscape, keeping a finger on the pulse of user behavior trends is critical. This allows you to adjust your product, offering, communication strategy or even your goal, leveraging shifts in demand and staying ahead of the competition. For example, I'm curious to see how the Western fast food industry will respond to potential dips in demand as the "Ozempic trend" (medication for appetite suppression) gains traction.

-Keeping users engaged by consistently offering valuable content, whether it is an interesting blog/s, videos or other helpful content. -Seamless experience for users on all devices is the key, esp. Mobile phones, by optimising the content to look and function flawlessly across various screen sizes and devices. -Continuously improving the journey by accumulating feedback through surveys, analysing the data and implementing insights from the user perspectives.