Defining your priority user journeys

Your website is more than just just a pretty face (or at least it should be). Whether you're running an online store, offering your services or driving awareness of your cause, your site is here to help you bring in money - be it for purpose, or profit. And the key to unlocking that sweet, sweet cash flow? Well, it’s pretty simple really: understanding and optimising your priority user journeys. 

What is a user journey? (And why should you care?)

To start we should probably clarify what a user journey actually is. A user journey is basically the digital road trip your visitors take when they’re on your site. Think of it like this - they start with curiosity (what’s this site all about?), then they explore (is this for me?) and finally, they take action (buy, subscribe, donate).

Now, not all user journeys are created equal. Some are quick pit stops (hello impulse buys), while others are longer treks (think: the research phase before booking a holiday). Your priority user journeys are the ones that lead to the highest payoffs for your company. Defining these is pretty important because if you’re not sure which your priorities are, how are ya gonna optimise them?

So, how do you define your priority user journeys?

1. Get clear on your goals

First things first - what do you want your website to do for you? Is it all about raking in sales, or are you more focused on building a community of like-minded people? Define your top goals upfront. If you’re trying to boost product sales for example, your priority journey could be something like: visitor lands on a product page, adds item to cart, checks out. Simple, right?

2. Know your audience (like, really know them)

Now you’ve identified your journeys, you’ve gotta know who you’re building them for. Are they first-time visitors? Repeat donors? People who follow you on socials? Use whatever data you have (Google Analytics, customer personas, that gut feeling) to get a sense of which users bring in the most value. Then prioritise their journeys. 

For example, if you’re running a SaaS company, maybe your top users are those people who land on your pricing page but always bounce before clicking “sign up for a free trial.” Perfect. It’s time to dig into that journey.

3. Map it out

Grab a good old whiteboard and map out every step your users take from the second they arrive on your site to the moment they convert. Every click, scroll and form submission counts. This is your blueprint. Look at each of those points to spot where users are dropping off - does your checkout lose people because it has too many steps? Are you missing out on enquiries because your contact form feels like an A-level exam? These are your areas to improve.

4. Spot your conversion points

At some point in their journey, your users do something that really matters to your business - making a purchase, signing up or filling in a form. These are your conversion points. Once you know what they are, you can focus on optimising them to increase that oh-so-crucial conversion rate.

And what about maximising their financial impact?

1. Make it easy

If there’s one thing we know about people on the internet, it’s that they value simplicity. The less friction between a user and their goal, the more likely they are to convert. So, make sure your site is as easy as possible to navigate. Don’t make people dig through menus to find your product page or squint to see your CTA. Clear, intuitive navigation is your best mate.

2. Mobile’s where the money is

It’s not news that the number one way people browse the internet today is on their phones.  While we might know that in principle, putting it into practice is another thing. Test, test and test again for mobile. Fast load times, easy-to-click buttons and layouts that don’t turn into a jumbled mess on smaller screens are all a must.

3. Make it personal

The personal is powerful. The rise of personalisation means people now expect their online experiences to be tailored to them. So use the data you have to make your audience members feel valued. Show returning customers products they’ve viewed before, or hit them with personalised offers based on their behaviour. The more you can tailor the experience, the more likely they are to hang around and convert.

4. A good journey is never finished

We know it’s annoying, but optimising your user journeys is an ongoing task. That’s because people are always changing and we’re always learning. So, even when you think you’ve nailed your user journeys, try not to get complacent. Run tests on everything possible - from headlines right through to CTAs. A/B testing will allow you to compare variations against each other, letting data guide your decisions and improving your conversion rate.

Let’s face it, your website could probably be working harder for you. That’s exactly why we’re here.

Defining and optimising your priority user journeys is a game-changer when it comes to getting your website to actually help you achieve your goals. When you make it easy (and maybe even fun!) for users to reach the finish line you’re not just improving the user experience, but boosting your bottom line.

We’re the B-corp certified brand and digital agency dedicated to creating and reshaping brands for good. Just get in touch and we’ll help you define and optimise those key user journeys so you can watch the conversions, the community and the cash roll in.