Making Your Funnel Work: Customer Journey Mapping

Making Your Funnel Work
Introduction
+
Customer Journey Mapping

Introduction
© https://e-commercemanagers.com
Introduction
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INTRODUCTION
 Overview + why this program
 Approach and expectations
 Who is Joost Hoogstrate and E-commercemanagers.com?
 Coaching + dashboarding
 SERanking.com
 Blogs to follow
Introduction
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WHY THIS PROGRAM?
 Support startups with knowledge and experience
 Combination of strategy with hands-on approach
 Full spectrum engagement
Introduction
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APPROACH & EXPECTATIONS
Approach
 Best practices
 Most important know-how
 Backed up by stats and best practices
Expectations from us
 We are your sparring partner
 We don’t do real work for you (e.g. implement things)
 We do look at your data, when available to us, and give us our opinion and suggestions
 We will tell you everything we know or think within the allotted time and can help you
Expectations from you
 If you engage with this program, be diligent
Introduction
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OVERVIEW
Introduction
NR TITLE DATE FASE
1A Customer Journey, Digital Marketing and Product October 5th FOUNDATION
1B Marketingstack, Conversion Optimization and KPI's October 7th FOUNDATION
2A Content marketing October 12th FOUNDATION
2B Legal October 14th FOUNDATION
3A Google Analytics + Google Tag Manager October 19th FOUNDATION
3B SEO and Google Search Console October 21st FOUNDATION
4A Firebase and App marketing October 26th FOUNDATION
4B Landingpage optimization October 28th PRODUCT/FUNNEL/OWNED MEDIA
5A Trial- or leadgeneration November 2nd PRODUCT/FUNNEL/OWNED MEDIA
5B Social media November 4th PRODUCT/FUNNEL/OWNED MEDIA
6A Leadnurturing and e-mail marketing November 9th PRODUCT/FUNNEL/OWNED MEDIA
6B Conversion and onboarding November 11th PRODUCT/FUNNEL/OWNED MEDIA
7A Customer succes November 16th PRODUCT/FUNNEL/OWNED MEDIA
7B Retention November 18th PRODUCT/FUNNEL/OWNED MEDIA
8A Advocacy November 23rd BRANDING/TRAFFIC/PAID MEDIA
8B PPC and Google Search Ads November 25th BRANDING/TRAFFIC/PAID MEDIA
9A Google Display Ads and Youtube November 30th BRANDING/TRAFFIC/PAID MEDIA
9B Facebook and Instagram Ads December 2nd BRANDING/TRAFFIC/PAID MEDIA
10A Linkedin Ads December 7th BRANDING/TRAFFIC/PAID MEDIA
10B Reserve December 9th BRANDING/TRAFFIC/PAID MEDIA
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JOOST HOOGSTRATE & E-COMMERCEMANAGERS.COM
 45 years old, son, divorced
 Active in online marketing since 2003
 Founded and sold two companies (FINANCIAL SERVICES)
 Worked at ING, SANOMA, SEOSHOP (LIGHTSPEED)
 From 2015-2018 interim online marketing
 2018-2020 full funnel agency
 Specialised in data driven marketing
Introduction
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COACHING + DASHBOARDING
 Weekly one-on-one sessions
 A topic that you chose, or what we see based on your data, or what is the agenda
of this week
 Connect as much tools as possible (starting with Google Analytics)
 http://dashboards.e-commercemanagers.com
Introduction
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SEO and SEA tool
 Analyse your own and your competitor rankings
 Do onsite and backlink research
 Track rankings in the SERP’s
 https://search.e-commercemanagers.com
Introduction
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Customer Journey, Digital Marketing and Product
Customer Journey Mapping
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81% of companies see CX as a competitive differentiator
Main benefits:
 Increased customer loyalty (92%)
 An uplift in revenue (84%)
 Cost savings (79%)
Source: Dimension Data, 2017
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Research shows that customers are likely to mention a
positive customer experience to an average of 9 people,
while they are likely tell 16 people about negative
experiences
 Positive experiences remains 5 years longer on average
 Positive experiences reduces costs of service with 33%
 Positive experiences spend 140% more
Source: Deloitte, 2018
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Optimizing CX starts with mapping your customer journey
 Planning your funnel
 Planning your customer experience
 Setting up a measurement framework
 Foundation for automation
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Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
OPTIMIZATION FRAMEWORK
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15
“A customer journey map is a visual representation of the customer journey (also called the
buyer journey or user journey). It helps you tell the story of your customers' experiences with your
brand across all touchpoints”
- Salesforce
- Per product
- Per proces
- Per persona
- Level of detail depends on your needs
- Current and/or future
What is a customer journey map?
15© https://e-commercemanagers.com

• Overview of the journey and touchpoints of your prospects and customers
• Foundation of goal tracking, KPI’s, budgetallocation and Customer Experience optimization
• Must have if you want to automate processes, tasks, e-mails and other outreach.
Why do you need a customer journey map?
“Stop guessing, start measuring”

Courtesy image: Dapper Apps
Basic example customer journey map

More complex example customer journey map
Courtesy image: Columbia Road agency

What level of detail do you need?

Data sources where you can get input about your current customer journey
• Web/app analytics
• CRM
• Advertising platforms
• Social media platforms
• Usability tools (session recording, survey’s)
• Interviews
• Reviews
Fundamentally, it is a proces mapping and design excercise and it’s mapping out every little step
of your funnel.
So, it is a data analysis excercise that is visualized in a customer journey
Discover your current customer journey

A persona is a visualization of a segment… the roles within a DMU for example.
Persona - Whose journey is it?

User experience research

How to find the leaks?
1. Technical analysis
2. Heuristic analysis
3. Digital analytics
4. Mouse Tracking & Form analytics
5. Surveys
6. User testing / Session recording
Overview different kinds of analysis

Where are things going wrong?
• Exit pages
• Non-finished forms
• Slow pages
• Check devices
• Check browsers
• 404 pages
• Uptime reporting
• Other error reporting
UX – Technical analysis

• Relevancy
• Clarity
• Motivation
• Friction
UX – Heuristic analysis

1. Where are CR leaks?
2. Which segments?
3. Which actions correlate with higher converions?
UX – Digital analytics

1. Where do they click?
2. How far do they scroll?
3. Difference between devices
4. Session replays
5. At which formfield do they quit?
UX – Mouse tracking & Form analytics

1. Which problems are they trying to solve?
2. How are they deciding
3. What’s holding them back?
4. What else do they want to know?
UX – Surveys

1. What is difficult to do?
2. What goes wrong
3. What is difficult to understand
UX – User testing / session recording

Tools for customer journey mapping

Visualizing the journey enhances communication with others
• Draw.io is a free plugin for Google Drive
Collaboration in Customer Journey mapping

Digital Marketing
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Basic funnel
It looks simple…
Image source: Coolerinsights.com
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Source:
Monetate
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Source:
Unbounce
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TITEL DIA
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exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure
dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
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KPI Measurement framework:
“Impact Matrix” by Avinash Kaushik (Google)
 Excellent startingpoint
 Tweak to your own needs
https://www.kaushik.net/avinash/impact-matrix-digital-analytics-framework
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KPI’S PER CHANNEL (example SEA ~Paid Search)
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Blogs to follow
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Blogs to follow daily
 https://www.smartinsights.com/
 https://www.emarketer.com/
 https://econsultancy.com/blog/
 https://www.toprankblog.com/
 https://www.practicalecommerce.com/
 https://www.searchenginejournal.com/
 https://searchengineland.com/
 https://www.socialmediaexaminer.com/
 https://www.marketingcharts.com/
 https://www.digitalmarketer.com/
 https://www.ppchero.com/
 https://backlinko.com/
 https://www.demandgenreport.com/
 https://blog.wishpond.com/
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THE END
 Next session Wednesday, about:
 1B- Marketingstack, Conversion Optimization and KPI’s
 Tomorrow content will be uploaded and send to you by e-mail
Marketing bureau Zwolle
Freelance online marketeer
Freelance SEO specialist
Content marketing bureau
43

Making Your Funnel Work: Customer Journey Mapping

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