A lot of marketeers or brands refer to a ‘seven touch method’ before someone will internalise or act upon a call to action. These touches can take many forms, from seeing an Out Of Home advertisement to seeing organic social media posts.
The short form and bitesize content that is being produced nowadays is a telltale sign that attention spans are reducing significantly. This means that users will be less inclined to follow seven touchpoints until they eventually take an action. To keep up with the quick pace, we have outlined small but very effective ways to impact the user journey in a positive way:
As a starting point – all brands should have a customer journey roadmap, or at the very least, an understanding of how their customer journey should look. This starts with looking at the stages involved within the customer lifecycle – identifying what it is your customer wants out of your brand and then delivering that to them. The stages can be broken down into four different parts of the funnel:
- Awareness (someone who is usually unaware of your brand or product offering)
- Consideration (a user who knows of your brand and is in-market to choose a similar brand with product to help solve their problem)
- Intent (someone who is actively looking for a brand similar to yours or your brand, to help solve a problem)
- Decision (this person is ready to take an action with a brand).
This funnel differs, and sometimes has more stages such as ‘Desire’ or ‘Relationship’, but often the lines are blurred between these stages, so we find it easier to think of this in four very different customer journey stages.
The takeaway from this is to recognise which stage your user may be in the customer journey. You can then ensure that you are tailoring content and speaking to your audience in the right way, to get the required result out of them. From there, brands should set success parameters/objectives at each stage of the funnel, in order for businesses to understand if they are on track.
Referring to a point made earlier, it is simple science that the more touchpoints a user makes, the more likely they will drop off from a brand and will go elsewhere. There is a big need for brands to remove unnecessary steps in the customer journey. This can be done easily by looking at analytics or attribution models to see if there are any pain points in the user journey so that a brand can establish a pattern and identify where customers are having a hard time.
If we are seeing that cost per advertising is low for paid media adverts designed to get users onto a Direct-to-consumer, but then there is a high bounce rate on the URL they will be landing on, then it may be saying something about the destination not being right for the consumer. Looking at multiple analytics or performance platforms (whether that is Google Analytics for a brand landing page or Facebook Ads Manager for paid media adverts) and then making a decision through comparing and contrasting results, will always be the best way to iterate and raise the bar to make the customer journey as pleasant as possible.
The main takeaway from this is the following: If you haven’t got a clear customer journey in place for your brand, then start one as soon as possible. Don’t worry about getting this journey wrong the first time, they are designed to be broken. No customer journey tends to be the same, and every brand will try to take their user on a different journey, but as long as the roadmap aligns with the end consumer, then you’ll reap the rewards.