Digital marketing
Map the customer journey before buying more traffic
More traffic cannot repair a confusing buying experience. Sketch the route from first impression to enquiry, sale and return visit.
Put it into practice
- List questions at each stage.
- Complete a test enquiry on a phone.
- Ask sales staff which information is missing.
Start with the part of the customer experience you can observe. Speak to the people handling enquiries, review recent questions and inspect the destination before commissioning more creative. A modest improvement to a real bottleneck is usually easier to evaluate than a broad campaign with several competing objectives.
A practical example
A renovation company may attract clicks with photographs but lose enquiries because its service area is unclear.
What to measure
Measure useful enquiries and progression to quotes.
Internal assumptions alone can miss real objections. Read actual customer questions.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.