You create a website. Your prospects and customers visit (you hope) to learn, to buy, to engage. Once built, do you ever re-visit the pages where your customers can take some action, walk their keystrokes? Check the follow up messages that customers receive?
As a marketer, I think it is important to view the journey that our customers take. Enriching their experience, ensuring that we are cross promoting our other offerings can help increase response rates, introduce our customers to new products, improve communications between internal departments, and decrease list fatigue.
Even on an existing site, I think it is a valuable exercise to review the flow of the response-based web pages, for each of your channels (ie. magazine, events, enewsletters, members). There may have been changes made to the flow that we in marketing are unaware of—happens often.
Here is how you or someone on your team can physically document the flow of web pages that customers move through during the purchasing process:
- Set up a specific email address, to track follow-up auto-generated emails.
- Physically create flow charts, including screen shots and URL’s for each page in the flow—trust me that it will be difficult to keep track of the pages to make changes to, without capturing the URL’s.
- Create one flowchart for each marketing channel.
- Things to monitor as you go through the process:
- Does a “thank you” message pop up when you take a specific action (ie. register as a member)
- Keep track of how many follow up emails you get, and the frequency.
- Is there cross promotion for other current offerings from your company?
Now that you have these flow charts for each marketing channel, what do you do with them? This will be explored in Part 2 of this blog post, later this week. Know that Phase 1 can take a few weeks to complete.
The journey continues.