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How can you match your online metrics to your customer journey?

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Online marketing is not just about generating traffic, leads, and conversions. It is also about understanding how your customers interact with your website, content, and offers throughout their journey. By matching your online metrics to your customer journey, you can gain valuable insights into their behavior, preferences, and pain points, and optimize your marketing strategy accordingly. In this article, you will learn how to do that in six steps.

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John Walker

Shopify Partner | Search Engine Optimisation | Digital Marketing | Ecommerce | Go Succeed Mentor |Northern Ireland |…
Bengu Atamer

Co-Founder & Director, BuzzMyVideos (Ex-YouTube, Google)
Michael Thompson

Chief Biscuit Nibbler, nature preserver and reluctant packaging nerd

1 Define your customer journey

The first step is to define your customer journey, which is the sequence of stages that your customers go through from awareness to loyalty. You can use different frameworks, such as AIDA (Attention, Interest, Desire, Action) or TOFU, MOFU, BOFU (Top of Funnel, Middle of Funnel, Bottom of Funnel), to map out your customer journey. The key is to identify the goals, challenges, and actions of your customers at each stage, and how you can help them move to the next one.

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John Walker

Shopify Partner | Search Engine Optimisation | Digital Marketing | Ecommerce | Go Succeed Mentor |Northern Ireland | Ireland
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If you understand your customer journey you can start at the end and work your way backwards. Otherwise, I get customers to explore how different customers might approach shopping for their product or service; What is the first step, once they've taken it, how can you make them see your solution as their answer and then it's about how you get them to pick you over your competitors.

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2 Choose your online metrics

The second step is to choose your online metrics, which are the quantitative indicators that measure your online marketing performance. You should select the metrics that align with your customer journey stages and your marketing objectives. For example, if your goal is to increase awareness, you might use metrics such as impressions, reach, and traffic. If your goal is to generate leads, you might use metrics such as bounce rate, time on page, and conversion rate.

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John Walker

Shopify Partner | Search Engine Optimisation | Digital Marketing | Ecommerce | Go Succeed Mentor |Northern Ireland | Ireland
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First, you need the customer to know who you are, so you want as many quality people visiting your website or landing page as possible. At this point, we want as many Reach and Impressions as possible and Traffic. For the middle of the funnel, we definitely want people to be focusing on people spending time on your site so looking once again at Time Spent on Site. If your landing page is 2,000 words long and most of your visitors are only spending 5 seconds on the page there is something wrong. Lastly it's all about the Conversion action; Leads or Purchases. We also want to consider, to a degree the Return on Advertising Spend. Ideally this should be across all marketing channels, typically called Marketing Efficiency Ratio.

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Michael Thompson

Chief Biscuit Nibbler, nature preserver and reluctant packaging nerd
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When starting out, build a target demographic using affinity metrics, to begin understanding broadly who they are and where they go. Then position yourself in those places to get in front of them and begin refining your demographic as they filter into your funnel.

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3 Set up your tracking tools

The third step is to set up your tracking tools, which are the software applications that collect and analyze your online metrics. You can use different tools for different purposes, such as Google Analytics for website analytics, Facebook Pixel for social media analytics, or HubSpot for CRM analytics. The important thing is to integrate your tools with your website and other platforms, and configure them properly to capture the data you need.

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4 Analyze your data

The fourth step is to analyze your data, which is the process of interpreting and understanding your online metrics. You should look for patterns, trends, and anomalies in your data, and compare them across different segments, channels, and time periods. You should also use visualizations, such as charts, graphs, and dashboards, to make your data easier to comprehend and communicate.

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5 Identify your gaps and opportunities

The fifth step is to identify your gaps and opportunities, which are the areas where you can improve or leverage your online marketing performance. You should compare your online metrics to your customer journey stages, and see where you are meeting or exceeding your expectations, and where you are falling short or missing out. You should also look for the root causes of your gaps and opportunities, and how they affect your customers' experience.

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6 Optimize your strategy

The sixth and final step is to optimize your strategy, which is the action of implementing changes and improvements to your online marketing based on your data analysis and insights. You should prioritize the most impactful and feasible actions, and test them before rolling them out. You should also monitor and measure the results of your optimization, and adjust your strategy accordingly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Bengu Atamer

Co-Founder & Director, BuzzMyVideos (Ex-YouTube, Google)
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For any digital product, try to mirror the customer journey by actually going through it yourself. This will give you a first hand insight into what your customers are experiencing, identify any obvious issues that can be solved easily...

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Mark Evans

Network, Connect and Create.
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In the ever-evolving world of business, one fundamental truth remains timeless: Relationships matter. The key to building lasting relationships with your customers is to treat them not just as clients, but as neighbors, communities, and friends. Just as your neighbors are part of your daily life, your customers should feel that they are a part of your business journey. Their feedback, insights, and experiences are the lifeblood of your organization's growth. Embrace them. Engaging with your community and genuinely investing in its development can reap immeasurable rewards. These are people who see your operations firsthand, who spread word-of-mouth recommendations, who contribute to your local economy. Their support is invaluable.

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How can you match your online metrics to your customer journey?

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1 Define your customer journey

2 Choose your online metrics

3 Set up your tracking tools

4 Analyze your data

5 Identify your gaps and opportunities

6 Optimize your strategy

7 Here’s what else to consider

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