The document discusses the shift from conversion rate optimization (CRO) to customer journey optimization (CJO), emphasizing the importance of the overall customer experience rather than just the end conversion. It outlines the limitations of CRO by illustrating how customers may have negative experiences even if they complete a purchase. The proposed five-step plan for implementing CJO includes mapping customer interactions, scoring them, identifying crucial moments, optimizing those moments, and addressing challenges such as overcoming organizational silos.

1. Conversion Rate
Optimisation is dead
Mapping the future of
CUSTOMER JOURNEY
OPTIMISATION

2. What we’ll
talk about today
1.
2.
What’s wrong with CRO?
3.
What’s the alternative?
4.
How to make it work:
a 5-step plan
Key takeaways

3. First,
a challenge.

4. Think about your journey
to this event.1
Rate it out of 10.2
Pick 3 improvements that would increase
that score by at least 2 points.3

5. You got here...
but your journey could
have been better

6. A bit
about us

8. We make it simple for
e-commerce brands to
deliver customer journeys
that convert

9. A combination
of technology
and services

10. 1.
What’s wrong
with CRO?

11. CRO is good,
right?

12. Sure it is.
But it’s an
oversimplification.

13. Three very different
visitors arrive on your site
from organic search for
‘Valyrian swords’.
A ‘real-world’
example

14. A returning customer
A returning visitor
A new visitor
Goes to
wishlist
Searches
for item
Adds
to cart
Purchase
Goes to
category
page
Browses
5 product
pages
Adds 1 to cart;
abandons for
2 days
Returns;
purchases
Adds to cart;
abandons for
5 minutes
Returns; adds
promo code;
purchases
Dwells;
looks for
code
Clicks
‘discount’
Google ad

15. They all end in conversion.
Job done,
right?

16. Let’s look again.
Well,
not really.

17. A returning customer
A returning visitor
A new visitor
Goes to
wishlist
Searches
for item
Adds
to cart
Purchase
Goes to
category
page
Browses
5 product
pages
Adds 1 to cart;
abandons for
2 days
Returns;
purchases
Adds to cart;
abandons for
5 minutes
Returns; adds
promo code;
purchases
Was
disappointed
to see wishlist
empty
Low order
value
Was unsure
they were
getting the
best deal
Might not
return
Never comes
back until
there’s a
discount
Clicks
‘discount’
Google ad
Dwells;
looks for
code
Went looking
for the code

18. Every customer here seemed
to be happy - they converted.
But their journey
wasn’t easy... and they might
never come back.

19. Only optimising for the end
result means you lose sight
of the journey.

20. Why is this
important?

21. A McKinsey study looked
at a media company.

22. But couldn’t figure out why.
They were
losing customers.
Every touchpoint (call centres, websites)
had a good satisfaction score.

23. The problem was that an
individual phone call went well...

24. ...but a customer was having
to make 3 phone calls to get
a problem resolved.

25. … even if individual interactions were good.
… even if they got what they needed in the end.
The customer journey
was :(

26. Don’t lose sight of the bigger picture
(i.e. the customer journey)
What’s the lesson?

27. CRO
Means a focus
on one goal
Means a ‘line of best
fit’ to get there
Can compromise your
customer experience

28. 2.
So, what’s the
alternative?

29. CRO
CJO

30. Customer
Journey
Optimisation

31. “Using a data-driven approach
to improving the whole journey
to get more conversions.”
“
”

32. You stop
Focusing on
the conversion

33. You start
Focusing on
the journey

34. Let’s go back to
that organic traffic.

35. Goes to
wishlist
Searches
for item
Adds
to cart
Purchase
Goes to
category
page
Browses
5 product
pages
Adds 1 to cart;
abandons for
2 days
Returns;
purchases
A returning customer
A returning visitor
A new visitor
Loyal
Comparisonshopper
Price-driven
Finds saved
products and
recommendations
based on previous
purchase
Purchases
2 items
Shown
best-price
guarantee on
each product
page
Purchases;
entered into
nurture sequence
based on product
choice
Clicks
‘discount’
Google ad
Dwells;
looks for
code
Adds to cart;
cursor copy
item;
abandons
Returns; adds
promo code;
purchases
Shown
discount
Cart
abandonment
price offer
1st time visitor

36. A returning visitor
Category page Product page
Best-price guaranteePurchaseNurture sequence

37. Optimising the journey
still yields the conversion.
by giving your customer
a better experience

38. The proof is in the numbers.

39. 3.
How to make it work:
a 5-step plan

40. Like all good journeys,
it starts with a map.

41. Take a segment
1

42. Map all the interactions that they have
on their journey with you
2

43. Score those interactions; score the
overall journey
3

44. Identify those moments that will
make the most difference; these are
your Moments of Truth
4

45. Optimise your Moments of Truth!
5

46. Your main challenges will be:
Overcoming
silos
Scoring the
journey

47. 4.
What to take away
from today

48. CRO has evolved into CJO1
Better journeys means more conversions2
Use your 5-step plan to map, prioritise and optimise3

49. Thank you!