Customer journey & user experience
Context
Your organisation runs marketing activities across several channels, but content, customer data and the user journey each remain in their own silo.
A form that is too long makes some visitors drop off before they have even created an account. Information requested too early, without a link to the visitor's profile, makes registration harder instead of easier.
The real customer journey then becomes difficult to follow, and your marketing decisions are made without an overall view of what actually works, from the first interaction through to conversion and the continuation of the relationship.
My role
I draw on fifteen years of experience in digital marketing, on both the agency and client sides, to analyse your digital ecosystem as a whole. I connect content, data and the customer journey, looking at how your CRM, website, business tools and dashboards actually contribute to the user experience.
I also look at your user journey with a critical eye. I identify the steps that make visitors drop off, such as a form that is too long or information requested at the wrong moment. I bring each step back to what is essential and let the rest of the profile appear gradually, when it becomes genuinely useful to the user or to the service being requested.
This combination of experience allows me to look at a digital project from the perspective of the customer, the business and its practical operation, before moving into functional or technical analysis.
A concrete example
On the platform of a semi-public organisation, the account creation form asked for all information up front, regardless of the visitor's profile. I reduced the form to a minimum and let the rest of the profile appear gradually, when the information became necessary. The sign-up drop-off rate fell noticeably.
Let's talk. Are you losing users somewhere in your digital journey? Describe the current journey and we will identify the points of friction.