Marketers are finding journey map analysis helps optimize conversion rates better than any other marketing methods. In a survey by Econsultancy/Redeye, more than 90% of marketers believe journey mapping is key to future conversions.
Other top areas included:
- A/B testing
- Online surveys/feedback
- Copy optimization
- Usability testing
- Website personalization
It makes sense that journey mapping would yield high results. What journey mapping does is provide a single seamless look at how people move through all the touchpoints of an organization from the initial inquiry to the final work. However, most of our businesses are built with internal silos that do little to connect the dots from one touchpoint to the next.
A journey map finds the gaps, or as some call it “the moment of truth” as to what kind of experience someone is going to have. This happens on the web, on the phone and in person.
The journey map provides:
- A single, cross business unit view of the customer/patient experience
- A look at each critical touchpoint and the best experience
- Highlights development areas
A journey map shows the direction in which your marketing and your personnel efforts should be focused. As consumers shift the ways in which they interact with your organization, it is important to safeguard your future. The journey is map is the first step on that journey.