See how Unilever plan their digital campaign through "Digital Consumer Journey". To download, please drop email to dung.nguyen@aiim.edu.vn

1. Toolkit: Web content and website design Digital Acceleration Programme
Digital consumer journey analysis
10 second summary
10 second summary
By walking through the consumer’s journey for how our web pages are used, marketers familiar with using
the web (as consumers) should be able to identify areas for improvement in the quality of the experience.
Why it matters?
Why it matters?
• Many of our websites are weak on the basics of consumer experience, taking a long time to load and lacking
easy navigation – small changes to the design and structure will give a large lift in your ROMI.
• Frequently to achieve communication objectives, consumers need to visit several pages on our websites.
• If the web page is not instantly clear and appears quickly, we can lose the consumer’s attention; we need to make
one page ‘sell’ their attention in the next page.
• Unless these journeys are short and intuitive there will be high drop-off rates in our engagement.
How to use this toolkit?
How to use this toolkit?
1. Choose a specific site and a specific journey: Think about that consumer and what they want from your site.
2. Experience all the steps: Start in a search engine looking for the content the consumer wants, then visit the
website and look at each step for any improvements you can make.
3. Identify needless steps: Look for ways to make the journey shorter.
4. Improve the experience: Is they journey intuitive and well sign posted? Is the benefit communicated at each step
to encourage consumer to take the next step?
Re-
Advertising Exploring
contacting
& click
• Background • The landing • As they • Deep inside the • If we ask them • When they
awareness eg • When they find page: the quality explore, what site is there and to engage using return back to
through TV etc. out listing sin of the arrival do they see even deeper email, do we our site do we
• Pre-existing Google. experience. and how does experience. reaches back welcome them
brand image • The quality of • Ease of that draw them • Is the content out with great smartly?
also sets the advertising understanding into the content truly informative content. • Do we treat
expectations. message; what the site / experience. / fun / useful. • Is the re-contact friends
strength of the does and how to • Is it clear what • Can they take experience differently to
call to action. use it. the payback is? part? great. strangers?
Awareness Arrival Engaging Returning
Tip: Advertising
Tip: Advertising Tip: Arrival
Tip: Arrival Tip: Exploring
Tip: Exploring Tip: Re-contacting
Tip: Re-contacting Tip: Returning
Tip: Returning
Is the call to action strong
Is the call to action strong Is this a deep link that fits
Is this a deep link that fits Ease of getting the
Ease of getting the Reach back out to
Reach back out to Treating previous visitors
Treating previous visitors
enough?
enough? with the promise of the
with the promise of the promised benefits;
promised benefits; consumers in a clear,
consumers in a clear, as friends rather than
as friends rather than
Is the expectation of what
Is the expectation of what call to action?
call to action? effectiveness of how
effectiveness of how structured, and
structured, and strangers; taking them to
strangers; taking them to
will be delivered clear
will be delivered clear Is the content, offer,
Is the content, offer, content is displayed;
content is displayed; transparent way; have the
transparent way; have the a ‘friends’ page;
a ‘friends’ page;
enough?
enough? game or entertainment
game or entertainment auto-run of videos etc;
auto-run of videos etc; right message to offer
right message to offer connecting the message
connecting the message
immediately clear?
immediately clear? showing content as early
showing content as early and clear reason to re-
and clear reason to re- in email to language on
in email to language on
as possible.
as possible. contact.
contact. the page.
the page.
Digital Action Plan
1. Choose one consumer segment need and walk through the journey , such as searching for content related to a
recent campaign: review the listings in search results, experience and relevancy of the landing page, page design
in respect to driving use of other content and registering for newsletter.
2. Use website analytics discover the number of people bouncing straight off vs the number going much deeper
(conversion rates for each step can easily be modelled), identify key bottlenecks.
3. Start from working on one conversion step: mock-up improvement and review before executing - have you really
shortened the journey, improved navigation, signposting and calls to action?
4. Wait for new analytics data to learn the outcomes before starting more complex rebuild projects.

2. Toolkit: Web content and website design Digital Acceleration Programme
Digital consumer journey analysis
Tutor tips
Tutor tips
• Remove needless steps to make journeys deliver value quickly.
• Use standard approaches to navigation such as menus running across the top of the page.
• Design a journey for each target consumer (personae) who appears on your website.
• Start with the home page to focus on the quick wins.
Exploring Re-
Advertising contacting
• Background
& click • The landing • Deep inside the • When they return
• As they • If we ask them to
awareness eg. • When they find page: the quality explore, what site is there and engage using back to our site
through TV etc. out listing sin of the arrival do they see even deeper email, do we do we welcome
• Pre-existing Google. experience. and how does experience. reaches back them smartly?
brand image • The quality of • Ease of that draw them • Is the content out with great • Do we treat
also sets the advertising understanding into the content truly informative / content. friends differently
expectations. message; what the site / experience. fun / useful • Is the re-contact to strangers?
strength of the does and how to • Is it clear what • Can they take experience
call to action. use it. the payback is? part? great.
Awareness Arrival Engaging Returning
Return
e.g. TV Online ads Home page Deep page Registration Email landing
page
Weakness Weakness Weakness Weakness Weakness Weakness Weakness
1. 1. 1. 1. 1. 1. 1.
2. 2. 2. 2. 2. 2. 2.
3. 3. 3. 3. 3. 3. 3.
Action Action Action Action Action Action Action
1. 1. 1. 1. 1. 1. 1.
2. 2. 2. 2. 2. 2. 2.
3. 3. 3. 3. 3. 3. 3.
My Digital Action Plan
Identify any key weaknesses you find (such as the loading speed of a page) and consider the actions you’d ask your agency to take…
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