How To Create A User Journey Path Through Your Website

In user journey marketing, a converted customer is the ultimate success. But in order to get prospects to move from awareness to decision on your website, you have to think differently about your goal. Instead of forcing users down a path that doesn’t address their questions and problems, you should help them achieve their goals as well as yours.

To do so, you have to understand what motivates your prospects. Here's a new way of thinking about creating user journey paths.

Develop User Personas

Developing customer personas is a good place to start when you want to understand your users' motivations. After you know the ins and outs of their questions and pains, map out their path on your website from the moment they arrive. What will encourage each persona to move from point A to point B?

No two personas are the same, so make sure you have different journeys for each persona.

You’ll need rich data on your users’ interactions with your website in order to make improvements. You may start out with a user journey path in mind, but more likely than not, users will drop off the path at some point.

By pinpointing where users drop out, you can optimize weak sections of your website.

Analyze Data And Test Improvements

Understanding where you need to make improvements is not always intuitive. That's why you need web analytics. Optix shows you where users are dropping off your website, so you can identify what is causing them to leave through analytics. Then, you can make targeted changes.

Common UI/UX areas for optimization may include:

  • CTAs
  • Error messages
  • Icons
  • Sliders
  • White space
  • Visual hierarchy
  • Unnecessary information
  • Content below the fold
  • Making expected actions clear
  • Simplifying choices
  • Scannability
  • Readability
  • Pattern consistency

The key is to control the user’s focus and attention. By conducting tests and making small changes one at a time, you can start moving users to interact with your website the way you intend.

Optix shows you detailed data on how users move down your page and through your website. It's an advanced user journey tool that helps you pinpoint where users are abandoning so that you can make design changes. For example, if users read the hero section of your website but drop out when they get to a case study, you may conclude that the design or imagery in the case study section needs to be more compelling, or else the case study itself isn't strong enough.

Because the user journey can take place both on and off your website, it's important that you have metrics from other marketing efforts such as PPC, SEO, email, and social media to put your UI/UX in perspective. Optix shows you a clear picture of the entire user journey path across multiple campaigns, so you can optimize with confidence. To learn more about Optix, visit www.optix.ai.


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