Get detailed insights into the most critical customer journeys
Once you have a good understanding of the overall site or app experience, you need to build on it with a deeper understanding of the fundamental journeys or common routes that people take to complete tasks on your digital properties.
These key journeys should already be well known by way of your operational metrics; however, the “visitor intent” or “primary purpose” question you asked in your overall site/app experience touchpoint should confirm that list.
If there are question marks at all, you can always ask an open-ended question or give visitors the opportunity to leave an “other” intention.
Each site requires some customization, but we'e found the following to be fairly c ommon:
• Abandonment (Cart/Buy/Book) • Manage account • Pay bill • Get Support/Get Help • Learn or Browse • Provide feedback
To decide when and where to deploy a request for journey-specific feedback, it’s helpful to think through the various steps included in each aspect of the unique journey.
One example we can all relate to is an abandonment scenario. Perhaps someone starts with a search, compares some different products, adds an item to the cart, starts the check-out process, and then — for some unknown reason — abandons the site. It’s important to think through the exact user flow and the associated emotions during each stage before deploying a request for feedback about why the cart was abandoned. Other common journey deep dives include usability testing, post-transactions, and content effectiveness.
Journey-focused feedback requests are typically active in nature, they should be short and succinct, ideally 3-4 questions, and they should be very relevant to the experience the visitor just had.
There are many templates that you can use to get started with journey deep dives; however, you may need to customize the templates to fit each unique journey within your brand’s digital experience.
You should continue to keep the overall site/app experience touchpoint running alongside the “always on” persistent feedback tab from the “Track & Diagnose” phase so as to continue collecting foundational (and benchmarkable) metrics.