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Mapping the customer journey is not exactly a science.
It can be, but more often that not it's a collaborative exercise that draws on some data and some qualitative and anecdotal insight from customers and staff.
The objective is to encourage customer-led and design-led thinking in a group, using the results to prioritise challenges and opportunities.
Marketers face the challenge of a constantly changing media landscape.
According to a recent study by McKinsey & Company the number of digital touchpoints is increasing by 20% annually and consumer activity is shifting rapidly to these new digital channels.
We surveyed nearly 2,000 digital marketers and ecommerce professionals to find out the extent to which organisations are taking an integrated approach to marketing across different channels.
In an effort to increase customer lifetime value, offline channels have become key battlegrounds.
It’s often quoted, for example, that multichannel customers are worth four times that of a customer solely shopping offline or online.
Which offline channels are most relevant for your business? How do you join the dots to map and track website visitors and customers who are engaging both online and offline? How important is it for your business (or for your clients) to join up online and call centre activity?
In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.
Much like previous investigations on retailers Apple and John Lewis this explores the customer journey in a nutshell, looking at paid search visibility, ad relevancy and the speed and ease of the ecommerce user experience.
This week: Ikea.
Over a quarter (28%) of companies are satisfied with their conversion rates (either 'very' or 'quite' satisfied), up by 6% since 2012 and the highest level since 2009.
Addtionally, around three-quarters (73%, up from 65% in 2012) indicate they have seen an improvement in conversion rates in the last 12 months
The fifth annual Conversion Rate Optimization Report, produced in association with RedEye, also found that the proportion of organisations who say they experienced an increase in sales conversion rates has significantly gone up, from 60% in 2012 to 70% this year.
The research, based on a survey of almost 1,000 client-side and agency digital marketers, revealed that A/B and multivariate testing, using multiple methods to improve conversion and having a structured approach are among the seven factors most correlated with improved conversion and sales...
Understanding the customer journey has always been crucial to determining the most effective use of advertising.
While there are many technical solutions out there which help uncover the path to conversion, particularly within the online sphere, the incorporation of more traditional methods such as modelling are proving successful in providing insights not just for online marketing decisions but importantly for multichannel analysis.
Here are five considerations for getting the most of your customer journey analysis...