Mapping the value of customer experience

Introduction to EthologyFounded in 2010

Offices in Scottsdale (HQ), Chicago, Los Angeles, and Portland

Ranked #75 in the Inc. 5000

Our goal is to connect brands and audiences through engaging marketing strategies and content.

Today’s speaker

Tony QuirozStrategy Lead, Ethology

@ethology | @TQ_AZ

#journeymapping

#Ethology

AGENDA

Mapping the value of customer experienceUsing journey maps to illuminate customer behavior and zero in on the moments that impact success

How the game has changedLeveraging the UX skill setMapping the customer experienceThe journey map in actionTakeawaysQ&A

How the game has changed

Customers drive the top of the funnel

Buyers go through 57% of the purchasing process before ever talking to sales

http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

71% of in-store shoppers who use smartphones say their device has become more important than the in-store experience

https://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html

At the beginning of the customer relationship, your brand has to speak for itself

Leveraging the UX skill set

Eric Flowers, Intuitwww.uiisnotux.com

What is UX?

A big part of success = Anticipate user behavior

Business goals

Target audiences

Empathy

Customer journey

Human factors

Design

Involving real users in the process

UX is trained to do just that

Thinking

DoingSeeing

Feeling

Time

Context

Pressures

Motivations

“When creating great experiences, it’s not so much about doing what users expect. Instead, it’s about creating a design that clearly meets their needs at the instant they need it.”

- Jared Spool Writer, Speaker, Founder, User Interface Engineering

Totally agree

Mapping the customer experience

What is a journey map?

Fundamental concepts and usage

At the highest level, it’s this:

Not just the interactions with your brand & your website

Direct interactions with your brand / website

What customers do before they find you

What they do afterwards

Thoughts, actions, feelings, pain points

Moments of truth

When to use? When not to use?

Certain situations absolutely call for a journey map. In other cases, you may be better served by something else.

Think journey mapping when:

Vertical markets

New customer segments

Assessing the impact of technology changes

Refresh, redesigns, rebrands

Mining more revenue out of already-successful systems

Not so much for:

Plotting single tasks (example: New user registration)

Audience analysis (it’s not a matrix)

Incremental updates (better served by user testing)

Tight budgets

Situations where you don’t expect to talk to real users

When to update?

Let’s consult Nielson/Norman

“Changes in your business and technology.”

“Changes in user demographics and interaction patterns.”

From the article, “Are your personas outdated? Know when it’s right to revise.”

by Kim Flaherty, Nielsen Norman Group, February 14, 2016

https://www.nngroup.com/articles/revising-personas/?utm_source=Alertbox&utm_campaign=2092f677eb-Personas_Updates_Mobile_Dedicated_02_15_2016&utm_medium=email&utm_term=0_7f29a2b335-2092f677eb-24433021

The anatomy of a Journey Map

Breaking down the sections and explaining their purpose

Examine the steps

What are users thinking, feeling?

“Moments of truth”

Touch-points

Ways to improve

Steps

Doing

Thinking

Feeling

Moments of Truth

Touchpoints

Opportunities

Guiding Principles

All journeys are different

Journey map designs are different, too

Spotlight on “Moments of Truth”

The go / no-go moments of the customer journey

http://www.adweek.com/news/technology/iab-87-percent-moviegoers-go-mobile-after-seeing-ads-elsewhere-156023

What am I going to do this weekend?

(Commercial for a new movie.) Sounds cool!

When is it playing at my local theater?

MOMENT OF TRUTH!

Information needs

What time is the movie playing? Is it okay to for kids? Do they have reserved seats?

Tasks

Looking up info on a smartphone. Logging into an account. Buying tickets online.

Decisions

I’m going to book the tickets right now vs. I’m not sure, I better wait.

Do I take the next step? Or abandon ship?

“That’s our challenge: to be in the spaces where our audiences are and understand that they will leave us if we don’t work with them and understand their needs. ”

Gavin Heaton, “The Future of Marketing: Six Visionaries Speak”, A conversation with The Economist Intelligence Unit.

Brothers from another mother

Moments of truth

Micro-moments

Understanding the differenceMoments of truth vs. Micro-moments

“Moments of truth” is a journey mapping term

“Moments of truth” can occur in our outside of the digital experience. Opening the front door of a restaurant and walking in for the first time, or asking a friend who has kids for a recommendation on a family doctor are two examples that can occur outside of digital.

“Micro-moments” is a phrase coined by Google

“Micro-moments” are rooted in the mobile experience. They are primarily ‘grab the smartphone’ moments where a person seeks answers, information, or tries to complete a task via digital.

The journey map in action

How great can a new product be...

If nobody knows about it?

526% 253%increase in revenue from

paid media (also 2 months)increase in conversion

within two months

Local Search, Web Development, Mobile, Conversion Optimization

We did journey mapping w/DIME in support of a website redesign project

We also leveraged the journey maps to improve their Money Market landing page

What we learnedHow much customers knew (and didn’t know) about Money Market accounts

Sales objections

Most popular way to check account balances

How they do their research

Place image here (cover gray box)

Money market‘before’Solid offering, but not much content to address known customer research questions or ‘sales objections’

Place image here (cover gray box)

Money market‘after’Optimized for customer journey

Informed by keyword analysis and organic search results

A-B-C tested to determine most successful design elements

Place image here (cover gray box)

Money market‘after’Optimized for customer journey

Informed by keyword analysis and organic search results

A-B-C tested to determine most successful design elements

Results (CVR)

11/15 - 6.55%

12/15 - 8.50%

01/16 - 12.55%!- Industry norm is 5.01%*- DIME’s previous monthly average was in the 2-3% range

Place image here (cover gray box)

Money marketproduct page

New website separates the landing page from the MMA product page

Product page maintains current design with research data, FAQs, etc.

Frees up landing page design without sacrificing SEO, content, or usability

Architected for maximumperformance & flexibility

Tactics can make any brand more efficient.

Solutions can change your business.

179% 88%decrease in costs per leadIncrease in traffic

Strategy and Planning, Creative and Technology, Modern Search, Paid Media

Ethology redesign of www.culligan.com just launched in February 2016!

Micro-moments Moments of truth

Content for “Problem water” filled an experience gap

Ethology mined website data to examine user intent region-by-region

Created educational content to help people solve water problems specific to their area

Tested CTAs and optimized page layouts to ensure top performance

Targeted improvements

Results

Now visible for +48k monthly searches

Users viewed +1 page per visit

Users spent +2.47 minutes on the site!

And that’s just one example Ethology is continuing to have a

positive impact on Culligan’s business by improving the customer journey

Takeaways

Journey maps help you visualize the customer experience

Not just steps: Thoughts, feelings, touchpoints, opportunities

Customers may drive the top-of-the-funnel, but you can still optimize the experience to drive leads

Some moments have a bigger impact than others. Know them. Capitalize on them.

The more you understand the customer journey, the better you’ll be at creating great experiences

Q&Aanthony.quiroz@ethology.com @TQ_AZ #journeymapping #Ethology

Blog post: Moving beyond the journey map and recognizing the guidepostshttp://www.ethology.com/blog/use-your-customer-journey-map-to-guide-your-marketing/

Thanks for joining us!anthony.quiroz@ethology.com @TQ_AZ #journeymapping #Ethology