Most online business owners spend a lot of time creating their online content and often more time promoting it. To bring your online business to the next level it is strongly recommended to have a mapped customer journey with metrics that can be measured over time.
Measure your Content Performance; Call to Actions (CTA’s) to make your online business more valuable to all who use it. The More Value you bring, the more Success you will have. Paul Caffrey, Co Founder of Content Academy
Having a “Call to Action” is highly recommended on your content, but how does that tie in with your overall online presence and business plan?
Does Your Business Plan Track & Measure “The Customer Journey”?
“What are the leading indicators of success? Customer love.” Satya Nadella, CEO of Microsoft
Late last year I attended #FutureDecoded. This is an annual Microsoft event based in London which saw Satya Nadella deliver the keynote speech.
The Microsoft CEO discussed some of Microsoft’s new products which will make more and more people fall in love with Microsoft over the coming years.
Nadella also spent a lot of time discussing the Mobile First, Cloud First world we are living in and how it will impact everyone globally. No matter what your business is, your content is going to get a whole lot more accessible and tracking “The Customer Journey” will become more and more central to businesses of all sizes as the data becomes more and more available. Also on the bill was Hywel Sloman, IT Director for Arsenal Football Club.
The highest priority for Arsenal FC is to track and improve their customer journey. If a fan makes an online purchase or signs up to their email list they all receive standard communications.
If a Cup game is not sold out, Arsenal will notify their email list about tickets available on general sale to fill their stadium. Telling their email list about tickets for sale can lead to a poor customer experience.
The reason is that most Arsenal fans never actually attend games in their home stadium “The Emirates” in London. Why? The English Premier League is a global brand and most fans have never even been to the UK, let alone London.
Arsenal have a turnover of £329 million pounds and their biggest IT Priority is mapping their customer journey to make them more customer focused and profitable.
So how does this relate to online business?
Well much in the same way Arsenal are trying to segment their customer journeys for local and international fans, online business owners face the same challenges but often are unaware of them.
If you can become mindful of the “Customer Journey” through your online business from where your visitors initially find you all the way through to becoming paid customers, then you can practise what works to gain more customers and provide more value to them. This will improve your bottom line too.
While at #FutureDecoded I attended a talk from leading Linkedin’s Ashraf Kamel @SocialKamel who was discussing how customers make purchasing decisions. He highlighted that 90% of the buyers journey is completed before reaching out.
In online business often we have 100% of the journey completed without speaking directly to a customer. This is great when it happens, but I guarantee that the more “direct conversations you have”, the more digital products you will sell.
It is a great idea to have Webinars with Q & A’s at the end for product launches. And for free content webinars they are an invaluable way to get feedback and understand what content you created is of most value to your prospective customers.
Recently we had the pleasure of interviewing the amazing Mark Lack. During our discussion he describes his Ascension Policy (Episode 14 of the Content.Academy Podcast). He tracks each step a customer takes with him and his site prior to any purchases being made to allow him to figure out what entry routes to him have the highest conversion rates