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Mapping The Course: Storytelling And The Customer Journey

Modern technology means your brand is spread out across all kinds of channels and platforms, online and off. When you are running a Twitter feed, Facebook Page, YouTube channel, website, blog, and more, how can you ensure that you are connecting these interactions and creating the best strategy for your brand?

Revolution Digital  |  May 16, 2018
Mapping The Course: Storytelling And The Customer Journey

Modern technology means your brand is spread out across all kinds of channels and platforms, online and off. When you are running a Twitter feed, Facebook Page, YouTube channel, website, blog, and more, how can you ensure that you are connecting these interactions and creating the best strategy for your brand?

The trick is to see it from your customers’ point of view. While you may have the overall perspective that comes from helming these channels and platforms, your customers likely don’t.

Storytelling and mapping out your ideal customers’ journey puts some structure into this wide-spread online existence.

Create a Customer Persona

First, you have to understand your customers to know where, how, and why they are accessing your brand’s channels and platforms. To do this effectively, create a customer persona.

Your customer persona should explain who your customers are, their goals, why they have those goals, what their motivation is, and why they make the decisions they do. Basic demographic in-formation like location, age range, and gender may also play a role.

With this persona in place, you can put yourself in your customers’ shoes, see where your strategy and website structure is connected, and where it could use some work.

Conversion Rate Optimization

Your marketing and SEO attract customers to your website. Once they are there, how do you stop them clicking away?

Conversion rate optimization increases the percentage of visitors who take an action that you desire. Since you have created a persona and know your customers, you can now create the ideal website to help them take the action you wish.

Structuring Your Website

A structured approach to conversion optimization is twice as likely to lead to an increase in sales compared to businesses that fail to test and experiment.

  • Make your unique value proposition clear. You only have seconds to make an impression on a visitor. You should be communicating your unique value proposition in an instant. Can you do it in three words? Can you do it with an image or logo? Tell people what they will get when they buy from you and quickly highlight your selling points, such as free shipping, guarantees, and social proof.
  • Keep your forms short. A long form that asks for inside leg measurements and the names of your neighbor’s pets are a turn off for visitors. Even people who are keen to sign up for your emails are likely to be put off by lengthy forms. Take a lesson from the best converting websites out there and only ask for the in-formation you need. Some would say that this is only the email address. Once you have that, you can find out the rest. We say that you should aim for short forms, but test the effectiveness of forms with more fields. You might be surprised.
  • Testimonials. A well-placed testimonial can provide the reassurance that a visitor needs in order to convert.

Calls to Action and the Customer Journey

If a customer journey is a story, it should have a strong ending. This is where a strongly targeted call to action is important.

A call to action tells your customers what to do. It specifically points them to an action that makes sense — click here for more information, read this blog post, buy this item, and so on. The problem many sites run into is having too many different calls to action on one page.

If you narrow your calls to action down to one decisive move you want your customers to make, you can reinforce it in various ways, even across multiple platforms. But the goal needs to be the same everywhere, to make it clear to your clients that this is what they should do to get the outcome they are after.

Test your calls to action. Adding a single word – such as “free” or “now” – can boost your conversion rates. If you’re wondering how much difference an exclamation mark might make, don’t leave it to a hunch. The sites that convert most successfully test their theories and base their decisions on analysis.

Get creative. As well as testing your buttons’ wording, test position, shapes, sizes, and colors.

At Revolution Digital, we are experts in understanding your customers, what makes them work, and how to map their journey and perfect it for best results. Whether you need help with creating compelling calls to action, understanding your clients, or boosting conversions, we are here to help. Contact us today to learn more.

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