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Optimizing Customer Journeys Online | Digital Growth Unleashed 2019 | Rachel Costello

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Rather than chasing after the latest search trends or churning out content just to try and target a wider audience of new customers, you need to take a step back. Instead, start by assessing your website’s onsite journey and the experience it’s currently delivering to the people who are already interested enough in your brand to click through to it. In this talk, Rachel will share her own tried-and-tested methods of improving onsite user experience, conversions and keyword rankings by utilising CRO and UX techniques to get actionable insights into user behaviour and any roadblocks impeding the customer journey. Examples of some of the methods that will be covered are customer feedback collection, website heat mapping, customer journey mapping, website crawling, A/B testing and more. Learn how to reverse the decision-making process and build your retail strategy around the customers you actually have by opening up a dialogue with them, rather than building your business around the types of users you think you have.

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Optimizing Customer Journeys Online | Digital Growth Unleashed 2019 | Rachel Costello

  1. 1. OPTIMIZING CUSTOMER JOURNEYS ONLINE RACHEL COSTELLO Technical SEO & Content Manager DGUConf
  2. 2. @rachellcostello brightonSEO TALK OUTLINE 3. The key areas of a site to optimize to increase conversions. 1. Why hard-earned campaign traffic is going to waste. 2. Gathering data to understand your users and their pain points. @rachellcostello DGUConf
  3. 3. @rachellcostello brightonSEO SEO Email Content Affiliates PPC & Display Social Media @rachellcostello DGUConf
  4. 4. @rachellcostello brightonSEO SEO Email Content Affiliates PPC & Display Social Media Building campaigns @rachellcostello DGUConf
  5. 5. @rachellcostello brightonSEO SEO campaigns Email campaigns Content campaigns Affiliate campaigns PPC & Display campaigns Social Media campaigns @rachellcostello DGUConf
  6. 6. @rachellcostello brightonSEO SEO campaigns Email campaigns Content campaigns Affiliate campaigns PPC & Display campaigns Social Media campaigns Driving and converting website traffic @rachellcostello DGUConf
  7. 7. A user likes your campaign and clicks through to your site. @rachellcostello DGUConf
  8. 8. But what happens next? @rachellcostello DGUConf
  9. 9. What if the page is: Redirected? Slow to load? Hard to navigate? Not mobile-friendly? @rachellcostello DGUConf
  10. 10. @rachellcostello brightonSEO@rachellcostello DGUConf
  11. 11. @rachellcostello brightonSEO@rachellcostello DGUConf
  12. 12. Your website and the experience it provides can be a roadblock within the user’s path to conversion. @rachellcostello DGUConf
  13. 13. You did something right for the user to choose your website in the first place, don’t let them slip away. @rachellcostello DGUConf
  14. 14. @rachellcostello brightonSEO Don’t invite traffic to your website if you can’t offer those users the experience they expect and deserve. @rachellcostello DGUConf
  15. 15. How to provide a better experience for your users: Collect data Identify issues Implement fixes 1. 2. 3. @rachellcostello DGUConf
  16. 16. 1 Collect Data @rachellcostello DGUConf
  17. 17. @rachellcostello brightonSEO +@rachellcostello DGUConf
  18. 18. The tools you’ll need: Customer analytics tool Search analytics tool Crawling tool Survey tool @rachellcostello DGUConf
  19. 19. The data you need to gather: Most visited pages Organic search performance Site structure & technical health Customer feedback @rachellcostello DGUConf
  20. 20. @rachellcostello brightonSEO Gathering website data. @rachellcostello DGUConf
  21. 21. @rachellcostello brightonSEO Crawling tool Crawl data Crawl sources @rachellcostello DGUConf
  22. 22. @rachellcostello brightonSEO Crawling tool Crawl sources Runs through your site discovering all pages and how they connect. Crawl data @rachellcostello DGUConf
  23. 23. @rachellcostello brightonSEO Crawling tool Crawl data Crawl sources Additional data sources to get the full picture e.g. backlinks, traffic. @rachellcostello DGUConf
  24. 24. @rachellcostello brightonSEO Crawling tool Crawl data Crawl sources Metrics and information you get from running a full site crawl. @rachellcostello DGUConf
  25. 25. Tool integrations will make your life much easier. @rachellcostello DGUConf
  26. 26. @rachellcostello brightonSEO Traffic metrics show which pages are most often visited by customers. Consumer Data @rachellcostello DGUConf
  27. 27. @rachellcostello brightonSEO External link metrics show where referral traffic and link equity and landing. Consumer Data Backlink Data @rachellcostello DGUConf
  28. 28. @rachellcostello brightonSEO Shows pages being visited by search engines like Google. Consumer Data Backlink Data Bot Data @rachellcostello DGUConf
  29. 29. @rachellcostello brightonSEO Shows how often pages are being shown in the SERPs. Consumer Data Backlink Data Bot Data Search Data @rachellcostello DGUConf
  30. 30. @rachellcostello brightonSEO One crawl, all your website data in one place. @rachellcostello DGUConf
  31. 31. @rachellcostello brightonSEO Gathering customer feedback. @rachellcostello DGUConf
  32. 32. Ask your users what their pain points are when they browse your website. @rachellcostello DGUConf
  33. 33. “Study common complaints coming into customer service and see how improving performance can help relieve some of these common problems.” Smashing Magazine @rachellcostello DGUConf
  34. 34. Use survey tools to collect data on user behavior and pain points. Give incentives for leaving feedback (e.g. a voucher or a discount.) @rachellcostello DGUConf
  35. 35. Speak to your users with the type of language they understand and expect. @rachellcostello DGUConf
  36. 36. @rachellcostello DGUConf
  37. 37. Use GA site search data to see what users want from your website and the terminology they use. @rachellcostello DGUConf
  38. 38. Use card sorting to find out how users categorize your site in their own terms. @rachellcostello DGUConf
  39. 39. @rachellcostello DGUConf
  40. 40. 2 Identify Issues @rachellcostello DGUConf
  41. 41. Make the most of your analytics data, it will have invaluable insights into onsite user behaviour. @rachellcostello DGUConf
  42. 42. @rachellcostello DGUConf
  43. 43. @rachellcostello DGUConf
  44. 44. @rachellcostello DGUConf
  45. 45. @rachellcostello DGUConf
  46. 46. Work backwards from the final destination of the conversion to find out how the user got there. @rachellcostello DGUConf
  47. 47. Make your digital marketing tools work harder for you. @rachellcostello DGUConf
  48. 48. @rachellcostello DGUConf
  49. 49. @rachellcostello DGUConf
  50. 50. @rachellcostello DGUConf
  51. 51. @rachellcostello DGUConf
  52. 52. @rachellcostello DGUConf
  53. 53. @rachellcostello DGUConf
  54. 54. Find low- performing goal paths and conversion pages to test. @rachellcostello DGUConf
  55. 55. “Understand what users want, care about and do on your site by visually representing their clicks, taps and scrolling behaviour - which are the strongest indicators of visitor motivation and desire.” Hotjar @rachellcostello DGUConf
  56. 56. Scroll heatmap Move heatmap @rachellcostello DGUConf
  57. 57. Move key content and CTAs to where users are most active. @rachellcostello DGUConf
  58. 58. Customer journey mapping: Building a picture of how users experience your site at every touchpoint. @rachellcostello DGUConf
  59. 59. @rachellcostello brightonSEO Opportunities for Fixes Touchpoints & Devices Phases in Funnel Customer Feelings Customer Actions Goals & Expectations @rachellcostello DGUConf
  60. 60. Source: Iris Tong Wu @rachellcostello DGUConf
  61. 61. Source: Tandemseven @rachellcostello DGUConf
  62. 62. Source: Tandemseven @rachellcostello DGUConf
  63. 63. Source: Heart of the Customer @rachellcostello DGUConf
  64. 64. Source: The Operations Blog @rachellcostello DGUConf
  65. 65. 3 Implement Fixes @rachellcostello DGUConf
  66. 66. If your pages aren’t optimized, hard-earned traffic is being wasted. @rachellcostello DGUConf
  67. 67. These are the key areas you need to optimize to ensure solid foundations for your website and the customer journey. @rachellcostello DGUConf
  68. 68. @rachellcostello brightonSEO Status Codes Broken Links Mobile Usability Speed Content @rachellcostello DGUConf
  69. 69. Status codes other than 200 can block pages from being indexed or shown to users. @rachellcostello DGUConf
  70. 70. Find pages receiving impressions and traffic that have a non-200 status code. Redirect broken pages to alternative URLs and send server errors to the dev team. @rachellcostello DGUConf
  71. 71. Broken links disrupt external authority flow as well as onsite journeys. @rachellcostello DGUConf
  72. 72. Find pages receiving impressions and traffic that have broken links on them and to them. Update these links to the correct, 200 status code destination URL. @rachellcostello DGUConf
  73. 73. Mobile usability is crucial as over half of global website traffic is coming from mobile now. @rachellcostello DGUConf
  74. 74. Find pages receiving impressions and traffic that have errors in the Mobile-friendly Test. Send the recommended fixes to your developers for implementation. @rachellcostello DGUConf
  75. 75. Speed issues increase bounce rates and decrease conversion rates. @rachellcostello DGUConf
  76. 76. Users were surveyed and asked what they considered to have the biggest impact on their online experience: @rachellcostello DGUConf
  77. 77. Find pages receiving impressions and traffic that load slowly. Follow recommended fixes from speed tools like PageSpeed Insights and Lighthouse. @rachellcostello DGUConf
  78. 78. Content can be a powerful tool for persuading customers to convert. @rachellcostello DGUConf
  79. 79. @rachellcostello DGUConf
  80. 80. @rachellcostello DGUConf
  81. 81. Find pages receiving impressions and traffic with thin content. Add useful, engaging content to them. @rachellcostello DGUConf
  82. 82. Use A/B testing to track performance of fixes before fully launching them. @rachellcostello DGUConf
  83. 83. Now you can relax knowing that you can drive as much traffic as you like, your website will take care of the rest! @rachellcostello DGUConf
  84. 84. @rachellcostello brightonSEO KEY TAKEAWAYS 3. Analyze status codes, broken links, mobile usability, speed and content to enhance user experience. 1. Maximize the value of website traffic by optimizing onsite user journeys. 2. Better understand your customers and their pain points with surveys and heat mapping. @rachellcostello DGUConf
  85. 85. @rachellcostello brightonSEO FURTHER READING https://www.deepcrawl.com/blog/best-practice/optimising-customer-journeys-for-digital- marketing-campaigns/ https://theoperationsblog.com/wp-content/uploads/2011/09/experiencemap1.pdf https://www.mycustomer.com/experience/engagement/nine-sample-customer-journey-maps- and-what-we-can-learn-from-them https://www.hotjar.com/heatmaps https://vwo.com/ab-testing/ https://www.deepcrawl.com/blog/releases/using-crawler-to-collect-chrome-page-speed- metrics/ https://www.smashingmagazine.com/2019/01/front-end-performance-checklist-2019-pdf- pages/ @rachellcostello DGUConf
  86. 86. @rachellcostello DGUConf THANK YOU Any questions? Send me a tweet: @DeepCrawl www.deepcrawl.com

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