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

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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.

但是我们现在已经实现了什么是我们不能等待事情恢复正常。大流行创造了一个范式的转变,这意味着我们都需要重新评估我们的看法,结论和信仰。今年所有行业的客户旅程发生了巨大的变化,需要花时间了解您可以做些什么来调整以转移消费者需求和期望。在我的工作中作为Relay42顾亚博竞彩APP问,我帮助一系列领先的品牌来做,这就是为什么我想用一些简单,可访问的步骤分享这篇文章来让你走向你。

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.

目前最重要的步骤是同情您的用户。客户体验已被吹捧为主要驱动因素,使人们致力于行动,而且只有通过将自己放在鞋子中,您可以了解驱动他们的意图,并将阻止他们现在的下一个最佳行动在线行为发生巨大变化.

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.

同理心是这个过程的第一部分。如果可以,请在目标人口中致电相对或朋友,并要求他们通过旅程,叙述他们去。这是用户测试,是真正了解用户在整个漏斗中的情绪的最接近的最佳方式。

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.

现在我们需要用你的定量分析数据结婚这个定性数据,你应该在改善方面有一些非常明确的想法。

想法:结婚定性和定量数据

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:

退款:对于首次访问者,在您的主页/顶级导航中添加详细信息,指示人们如何处理退款。现在行动的一个很好的例子来自香蕉共和国和Zalando:



我们如何将60%的人恢复漏斗?如果您拥有用户的电子邮件地址,请为漏斗添加电子邮件重新激活步骤。如果您在过去的电子邮件中取得了有限,请在过去开放和点击率,现在是测试的好时机.

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.

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