How to Update Your Customer Journey to Cope with COVID-19 Changes


Neil Herbert

对传统的在线COVID-19有最大的影响ing since Mobile browsing stepped away from WAP to HTML. You may be reading this and wondering when (or if) your site traffic is going to come back to pre-COVID19 levels. Or you might be on the other end of the spectrum, concerned that the volume of traffic hitting your site is not showing a correlated increase in transactions, taking your conversion numbers to numbers you've never seen before.


Before we get started, I suggest pulling up a simple map of one of your customer journeys to work with. If you don't already have a clear visualization of your journeys, you canxinyabo体育 .

Empathy-based customer segmentation

OK, so you've mapped out your journey, probably grabbed some exit rate data from your analytics platform, and you think you already know which step to focus on. Job done, right? Not so fast.


I can vouch for this personally. Having recently attempted to buy home gym equipment, I had my own natural concerns:

  • Is the item in stock?
  • What impact will COVID-19 play in logistics?
  • Is this the best price for the item?
  • 如何处理退货?

这些是我的个人关注。这就是作为AU FAIT在线购买的人。

What you also have to consider is whether there is a segment of your visitors who for years have continued to make purchases from brick and mortar stores. Purchasing online is a new world for them, and they are competing for low stocks against more internet-savvy users. This group will often have more basic questions, such as:

  • 这是我的合适产品吗?
  • 它会提供我正在寻找的服务吗?
  • How can I pay?
  • 这个网站值得信赖吗?

It is important to remember that as you've never had a need to address this group before, your current journeys won't be built to give them the appropriate customer experience. Knowing what this is and how to create journeys that match is what we’ll cover next!

Interrogate: challenging your notion of your customer's journey

If you look now at your online traffic data for the last few weeks/months and segment based on user attributes, you're going to see big differences in how users traveled through your funnel compared to previous times. You'll now need to think about how you segment for the new browsing behaviors.


If that’s not an option, there are many remote user testing options available. Failing that, if you have access to visitor recordings of your site, then putting aside an hour to watch how these new groups interact with your funnel could be one of the best hours you spend this week.

Make sure that as you’re going through these you think of the following types of questions:

  • 新用户从未见过退出的新用户在哪里?
  • 新用户是否回来?
  • If so, what channels are bringing them back?
  • Are users exiting the funnel, or simply diverging to different pages?

By now you should have clear segments of your users, a clear understanding of what questions they have, and you should know where they’re coming from.



By now you should have an understanding of how new and old user habits on your site have changed, and where the most painful point in your funnel is. This could look like:

  • 从海上进入漏斗的新用户正在步骤3滴出漏斗。
  • 60%的用户退出,永远不会返回。
  • 40%的用户在离开之前在现场发散。
  • 50% of this group is going to our FAQs.
  • 通过查看这些会话的访客录制,用户出口后退出此页面的退款部分。

From this scenario, we have two hypotheses we can instantly test:



Leave no stone unturned

Don’t forget to build out these new journeys before you implement them to make sure you’re not leaving any stone unturned. And if you didn’t use it before, now’s a great time to use ourxinyabo体育 .

As a marketer, you’ll be all too aware that you can’t fix all your problems with one change. But by segmenting your data, creating new audiences, and identifying the micro-trends, you can take your first steps in remodeling your journeys to meet the needs of your audience.



Get a detailed look at how Relay42 helps businesses unify and activate their data to move from broad spray-and-pray campaigns to hyper-personalized customer journeys.