Our latest research on Digital Marketing Optimization demonstrates there is a major challenge for many marketers of creating integrated strategies and communications plans with less than a fifth of businesses using a structured, continuous approach.
From a customer point-of-view there is also likely to be a poor experience if their customer journeys are unclear or restricted by the inability of brands to integrate their communications and experiences.
Since improving your customer journey can be one of the most effective ways to boost online leads and sales, we asked respondents which analysis techniques their businesses were using to research and improve the effectiveness of their customer journey.
You can see that A/B testing, customer personas and customer journey mapping have become popular - which is great to see. Improved focus on customers can only be a good thing, both for businesses and their customers.
In our customer persona template we show how different techniques such as customer persona development, customer journey analysis and content mapping can be used to review and improve digital experiences in conjunction with conversion rate optimisation.
AB testing is now widely applied, by nearly half of businesses. If you're new to testing, a great place to start is Google Optimize.
Less positive is that voice of customer surveys (VOC) where customers are asked about their CSAT and NPS are less widely used.
Access a complete marketing survival kit to grow your business during a recession
Get Results, Fast
Digital Marketing is constantly evolving. Techniques and goals change regularly as the internet develops, and staying ahead of the curve requires you to devote a certain amount of time keeping up to speed.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
This blog post has been tagged with:
Customer journey analysisCustomer Journey MapPersonasVoice of the customerTurbocharge your results with this toolkit containing 7 resources
The Digital Experience Management toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Discover how a customer experience strategy that enhances digital experiences across all touchpoints can help build brand loyalty and improve ROI In today’s fast-paced digital world, providing a seamless customer experience strategy is no longer a luxury but a necessity. …..
With a focus on website and mobile app design In the digital age, the importance of user-centered (UX) design in creating successful services, including websites, cannot be overstated. However, many businesses still find themselves grappling with effectively implementing UX principles. …..
Your website reflects your organization No one wants their website to look tired and out of date. Being aware of the latest website design trends means you can ensure your website keeps impressing visitors. It’s not about chasing the latest …..
