Customer journey & user experience
Connecting content, data and the user journey to identify what can be simplified, improved or automated.
- 15 years of digital marketing
- Agency and client-side experience
- Journey and process analysis
Sound familiar?
- Content, customer data and the user journey each stay in their own silo.
- A form that is too long makes visitors drop off before they create an account.
- Information is requested too early, with no link to the visitor's profile.
- Marketing decisions are made without an overall view of what actually works.
What I bring
- An analysis of your digital ecosystem as a whole: CRM, website, tools and dashboards.
- The steps that make visitors drop off, found and brought back to the essentials.
- A profile that fills in gradually, when the information becomes useful.
- A view from the customer, the business and day-to-day operations, before functional or technical analysis.
How I work
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Analyse the ecosystem
Content, data and the customer journey, and what each tool actually adds to the experience.
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Find the friction
The steps that make visitors drop off: a form that is too long, information asked at the wrong moment.
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Simplify the journey
Bring each step back to the essentials and let the rest of the profile appear when it is useful.
Simplifying account creation to reduce drop-off
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.
In detail
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.
Are you losing users somewhere in your digital journey?
Describe the current journey and together we will identify the points of friction.