![]() Then, improve UX and optimize the placement of on-page elements to boost conversions. Use Google Analytics and Hotjar's Observe tools to collect user insights about online interactions:Ĭreate Hotjar Heatmaps on key product pages to see where users are clicking and which parts of your page aren’t engaging users or working as intended. Which customer journey touchpoints do you want to focus on?Ģ. Focus on a specific problem you can break down into a few steps-like identifying where you’re losing users, and mapping out the pains, desires, and experiences of customers who exit your site. We recommend starting with a narrow scope and only a few people involved. Define the goal and scope of your customer journey map. ![]() ![]() How B2B companies selling self-serve digital products can create a similar map:ġ. The benefits of customer journey mapping included helping us visualize customer motivations, drivers, and pain points, align cross-functional teams, eliminate silos, and clarify who owns each part of the buyer journey. We made our map flexible enough to be updated as customer needs change and new information becomes available, so we continually validate our assumptions against customers’ real-world experiences. To increase empathy with our customers, we included two rows dedicated to pain points and happy moments-like the pain of finding patterns in complex customer data, and the ‘a-ha moment' when our users first realize value. Then, we got UX, dev, engineering, and customer success teams to fill out empathy maps before mapping the journey. We started by identifying one specific customer journey, then used Google Analytics, Hotjar tools, and data from customer interactions with our brand to understand user actions, thoughts, and feelings. We visualized the key actions, questions, technical limitations, and opportunities of customers using our tools to get granular data to validate our product ideas and experiments. The result was the digital customer journey example shown above that maps our customers' experience when they use Hotjar tools for product testing. And, of course, we’ve done some B2B customer journey mapping of our own to understand what our customers want, by tracking their interactions across key touchpoints. Hotjar’s example of a pen-and-Post-its customer journey map can be created in 2-3 daysĪt Hotjar (□), we make product experience (PX) insights tools to help businesses understand how their customers interact with their websites and digital products.
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