The Customer Journey is Key
So what is the Customer Journey? This depends on your KPIs, the setup of your site, your path-to-purchase and many other things aside. Web analytics allows you to drill down on the journey your customers are taking. But is this your key Customer Journey?
What is my key Customer Journey?
Your key customer journey is a path through your website defined by you as an end goal. Buy a product. Book a holiday. These are both key customer journeys; to your business. So how do you define your Customer Journey? Look at your KPIs. This is always a good starting point. What is the aim of your website? Are you selling something? Are you an informational portal? Think about this. Google’s key Customer Journey is to get you to click off of their website as soon as possible. Their measure of success? How little time you spend on their site amongst other things. The key here is to determine what you want people to do on your site.
The Customer Journeys
The Customer Journeys actually undertaken within the website are key for the success of your website. Are users doing what you want them to do? Are they achieving their goals? Using analytics tools within your website will be key in allowing you to drill down to what your [potential] customers are doing. Combine your key Customer Journeys (what you want your visitors to do) with your Customer Journeys (what they are actually doing) to determine your success rate. Only then can you begin a program of optimisation and improvement to continually ensure your website offers the best customer experience and increases propensity to complete a goal.