In the video “4. One Conversation – Traffic” by Keap, the importance of pouring traffic into a cohesive customer journey is discussed. The first step is to establish a baseline by tracking the number of people hitting each milestone in a given month. Conversion percentages are more significant than just the number of people hitting each milestone, so graphing conversion trends over time is vital. By examining these trends, it becomes easier to identify drop-offs and bottlenecks in the customer journey that need attention to increase conversion. The three options for addressing bottlenecks are to increase traffic, improve conversion between milestones, and accelerate the buying cycle, and the order in which these options are pursued depends on the specific needs and priorities of the business.
The ultimate goal is to improve the customer journey by considering all three options. By mapping out milestones, designing bridges between them, and tracking conversion percentages, a business can identify areas for improvement and make data-driven decisions to optimize their customer journey. By pouring traffic into the journey and analyzing conversion trends over time, businesses can address drop-offs and bottlenecks, ultimately increasing conversion rates and achieving greater success. In the next module, the video will explore the different goals, metrics, and paths businesses can pursue to further enhance their customer journey.
Establishing a Baseline
To begin improving your customer journey, the first step is to establish a baseline by tracking the number of people hitting each milestone in a given month. This allows you to understand how many visitors you have to your website, how many of those visitors are opting in, and how many of those opt-ins are taking advantage of your free trial offer. By tracking these numbers over time, you can start to see patterns and trends in your conversion rates.
It’s important to note that conversion percentages are more important than just the number of people hitting each milestone. Tracking conversion trends over time helps identify where the drop-offs and bottlenecks are in your customer journey. For example, if you have 25% of visitors becoming opt-ins, 40% of opt-ins taking the free trial, 30% of free trial takers making a purchase, and 16% of purchasers becoming members, you can see where there may be opportunities to improve these conversion points.
Addressing Drop-Offs and Bottlenecks
Drop-offs are where leads are disappearing in your customer journey, and these points require attention to increase conversion. In the example mentioned earlier, the 25% conversion rate of visitors to opt-ins and the 16% conversion rate of purchasers to members stand out as areas where improvement is needed.
By identifying these drop-off points, you can start to determine the specific areas that need attention in order to increase conversion. This may involve optimizing the messaging, improving the user experience, or providing additional resources or incentives to encourage customers to move through the journey.
Options for Addressing Bottlenecks
Once you have identified the bottlenecks in your customer journey, there are three main options for addressing them: increasing traffic, improving conversion between milestones, and accelerating the buying cycle.
Increasing traffic involves bringing more people into your customer journey. If you have determined that the numbers work for your business and increasing traffic is profitable, you can continue to dial up the traffic and scale your profitability accordingly.
Improving conversion between milestones is another option. By focusing on reducing the number of people who fall out of the journey at different gaps between milestones, you can maximize the return on investment for your advertising efforts. This may involve refining your messaging, optimizing your landing pages, or streamlining the user experience to make it easier for customers to progress through the journey.
Accelerating the buying cycle involves reducing the time it takes for customers to move from one milestone to the next. By shortening the buying cycle, you can increase the speed at which customers convert and improve overall efficiency in your customer journey.
Prioritizing Options
When deciding which option to prioritize, it is important to consider the specific needs and priorities of your business. If you have identified significant drop-off points or bottlenecks in your customer journey, addressing those areas should be a top priority. By focusing on improving conversion at key points, you can ensure that you are getting the most out of your advertising dollars and maximizing the value of your customer journey.
However, depending on the reality you have revealed for your business, the order in which you pursue these options may vary. If you have identified major drop-off points, it may be more beneficial to address those before increasing traffic. It’s crucial to have a solid foundation before scaling your efforts.
Considering all Three Options
While the order in which you pursue these options may vary, it is important to consider all three when working to improve your customer journey. Each option plays a vital role in creating a cohesive and efficient experience for your customers.
Addressing all three options allows you to not only increase the number of people entering your customer journey but also improve the conversion rates between milestones and shorten the buying cycle. By considering all three options, you can create a holistic approach to improving your customer journey and maximize the effectiveness of your marketing efforts.
Conclusion
Improving your customer journey requires establishing a baseline, addressing drop-offs and bottlenecks, and prioritizing options for improvement. By tracking the number of people hitting each milestone and monitoring conversion trends over time, you can identify areas that need attention and focus your efforts on increasing conversion rates.
There are three main options for addressing bottlenecks: increasing traffic, improving conversion between milestones, and accelerating the buying cycle. The specific needs and priorities of your business will determine the order in which you pursue these options.
It is important to consider all three options to create a cohesive customer journey. By addressing all areas of improvement, you can optimize your marketing efforts and provide a seamless experience for your customers. With a comprehensive strategy in place, you can maximize the effectiveness of your customer journey and drive positive business outcomes.
