Visitor feedback allowS you to map the visitor’s interaction within your e-commerce site. The visitors’ experience represents the sum of the interactions – a line of interactions with your website. Clicking a call to action button represents an interaction. The buying journey is the sum of these interactions.
Our task is to design and to orchestra these interactions in a way so they provide you and your brand with greatest representation in the mind of the visitor- the best advertisements are by word of mouth.
Examining the visitor’s journey as it relates to your e-commerce site means you get the information you need to identify and fix crucial navigation issues that are harming both your image and sales.
Any interactive object (e.g.buy now button) that is not clear to the visitor or forces the visitor to guess its meaning must be redesigned or removed from the page. The visitor journey maps allow the company to identify these issues in order to redesign and eliminate the issues that cause frictions in the buying journey. The journey engineer’s task is to choreograph these interactions to create seamless buying journey for the visitors
The visitor is looking to satisfy some kind of need or desire when visiting the e-commerce site. The visitor’s journey represents the line of interactions to satisfy that need. Any design or navigational issues that create difficulty in satisfying that need should be identified and removed. The visitor’s buying journey is about identifying the pain points to eliminate and replaced (with “WOW” moments).
As well as revealing ‘pain points’, the visitor journey mapping will also reveal opportunities for the e-commerce developer and the company to improve its website. The visitor journey can consist of 11 elements or steps to complete the desired action on the site. The journey map will reveal opportunities to cut the steps to 10 or even 9. The mapping will have done its job to help to engineer shorter buying journeys to create better customer experience. The shorter and easier journey’s will save time and money for all the stakeholders.
The example of ‘frictions points’ in the journey are usually conflicting ‘call to action’ buttons. Any interaction that causes confusion in the mind of the visitor should be redesigned or removed from the journey.