mapping the value of your customers journey (new deck)
TRANSCRIPT
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’
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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
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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
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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&[email protected] @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 [email protected] @TQ_AZ #journeymapping #Ethology