Improving Your Buyer’s Journey Experience
For example, this could be:
1. Lands on landing page
2. Reaches thankyou page
3. Books a sales call via calendly
4. Receives 3 emails
5. Joins sales call
Being able to define the main pathway that your customers take is extremely important. This allows you to associate a percentage with each step of the buyer’s journey, identifying where the leak is that needs fixing.
3. Books a sales call via Calendly
Let’s drill down into point 3 from the above example:
Booking rate – 5% (only 1 out of 20 people)
We now have various beliefs as to why the booking rate is low.
The next step is to run an experiment.
Pick the variables from the hypothesis that will be modified within step 3.
Make the changes to the Calendly booking form and then monitor the results over a prescribed period of time to see if there was an improvement.
It might take 5 experiments until you figure out what was missing, but this is fine. As long as you are testing you are moving forwards, you’re now operating ahead of 90% of businesses (most people don’t test things).
Does this sound like something you know you should be doing but you’re still not sure where to start?
Step one, request access to my buyers journey tracking sheet
Step two, define the steps with your own unique journey
Step three, add a session to your calendar to update the data every 2-weeks (or delegate)
After you have 2-4 weeks of data you can start to see where things aren’t flowing.
At this stage, you can meet with your marketing team and discuss potential experiments to overcome this drop.