It can help marketers find out what is driving away their consumers and reducing conversion rates.
Mapping out customer journey by collecting feedbacks and interviewing customers can help brands understand how their consumers got converted. This article suggests that marketers should act out like customers to better understand conversion moments and accordingly optimise their marketing strategies.
Studying existing customer base can further help brands to identify new customer segments with similar needs and create new strategies for them. Brands can also A/B test different consumer journeys like website navigation or applications to find out which are driving more conversions or causing them frustration.
The author suggests that brands should create inbound marketing tactics, where they are more likely to meet their potential consumers. By targeting consumers where they are, marketers can create seamless consumer journeys and enhance conversion rates.
[8 minute read]