Any website wanting to achieve a ranking on page one of Google, now has to show – in no uncertain terms – that visitors are their 100% focus. Over the past few years this has changed the character of websites from being loud, brash selling machines, to catering for a new generation of online consumer. Anyone in business now knows that the question ‘What do visitors need from the website?’ is the most powerful one they can ask.
Every feature of website design now takes stock of ‘visitor’ needs. And the more your site does so, the more it climbs in the search engine rankings. The ‘visitor journey’ is different, though, from the ‘customer journey’. A visitor could be defined as someone searching widely. A customer is someone who is likely to be attracted to your brand, but needs to recognise you’re the right fit for their needs.
Businesses that go through a ‘mapping’ process prior to designing a website, will have a more effective marketing tool at the end. It’s not a massive project, and it will reveal loads of shared knowledge that may not have surfaced before. At its most basic level, a ‘customer journey’ map starts with 5 questions:
It can often help to create a literal map of the journeys each of your customer snapshots are likely to take through your online offering. Each one will have specific stages at which you can keep or lose a customer to a competitor; your website design should work actively to keep customers engaged with your brand at these vulnerable moments.
We recently worked on a website design for an Engineering company. The content was extremely technical and our client was concerned that customers may get lost in the sheer detail on offer. Our design team suggested that we create an informational animation as an alternative mode of communication for one of the pages. Our client was delighted with the solution and had no doubt that it would solve the problem.
We always spend a good deal of time with clients prior to starting work on their website designs. As a team we need to understand the business, the customers, and the competitors. We value any resource that deepens our understanding of the users we’re creating for. Every single Imagefix website provides a great online experience. With a customer journey map we’re able to turn that into a personalised customer experience.
Wondering how customer journey mapping can be used for website design? Imagefix web design team work to create highly effective, branded websites for clients. Call 01525 715608
Imagefix Web Design,
Brickhill Drive, Bedford,
Bedfordshire, MK41 7PH.
Imagefix Ltd, Building 52,
Wrest Park, Silsoe, Bedford,
Bedfordshire, MK45 4HR.
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