I am in the process of making my company’s website better. What do I mean by better? Well, it’s not what my boss wants, it’s not what the sales team says, it’s not what I assume, it’s about how to make our customer’s experience on our website as effortless and intuitive as possible.
Each product or brand has its ideal target audience or personas. It’s important that as marketers we know how to map their unique journey and interaction with our website. Not everyone clicks through websites the same way. More importantly, we all search for different things.
Based on the fact I’ve just completed an intense digital marketing program, and the fact that my partner is a UX/UI designer, I have a good understanding of wireframes and customer mapping based on personas. I am currently in the process of briefing a digital agency to develop responsive wireframes informed by UX - see my previous post if you’re unsure what UX is - to help establish a better and more intuitive experience for our customers.
To prepare for this, there are some great heat mapping programs you can install on websites with a simple tracking code. Check out Crazy Egg and Hotjar as two really great ones. These sites/track codes will help you see where your customers are clicking and dropping off on your website, a virtual heat map. These insights will hugely inform what steps you should take to make your website an effortless experience for your customers - the opinions that matter most.