We review and benchmark hundreds of websites around the world each year; using a combination of consumer insights, behavioural tracking and expert evaluation mapped to best practice customer decision journeys.

In the course of these analyses, it has become clear that there are some common pains in customer journeys across industries; errors that brands across industries such as energy, auto, home and travel insurance, financial services and sports betting make that cause pain to the customer, reducing the chances of a final purchase.

We’ve put together a list of the top ten ways to improve the digital customer journey; all relatively quick wins, in order to increase the chances of a consumer completing their consideration and purchase journey, and driving up conversions

  1. Think needs, not products
    Focus on what users are trying to achieve not what you want them to buy
    (I need a red apple. I never buy green ones)
  2. Blow your own trumpet
    Outline why users should choose you
    (I need to be convinced I am making the right choice)
  3. Show users you have products to suit their specific needs
    Help users to choose the right option
    (I’m not 100% sure I know what I want)
  4. Enable easy internal comparison
    Make it easy for users to compare your products
    (How can I compare products?)
  5. Enable easy external comparison
    Make it easy for users to compare your products with your competitors’
    (How can I compare these products with others I’ve seen?)
  6. Integrate contextual help
    Place multiple phone number & link to FAQ on home page
    (I need help when I need help)
  7. Support cross channel needs
    Make it easy for customers to use multiple channels
    (Can I buy this on my mobile?)
  8. Promote the online channel
    Outline the benefits of purchasing online
    (Is this website secure?)
  9. Set consumer expectations for the purchase
    List what customer need to complete a purchase upfront
    (How long is this going to take?)
  10. Support the buy
    Include on page support & info within purchase process
    (Where can I find my customer account number?)

These ten tips are fairly straightforward, but surprisingly we often see how many of the basics get overlooked, which compromises not only the experience, but also limits sales growth.  When companies understand their customers’ decision journeys, and have this as the backbone to their digital execution, both online sales and the customer digital experience improve.

Rebecca JenningsRebecca Jennings is a Principal Client Advisor at Global Reviews, leading the advisory team in Europe. Rebecca performs in-depth analyses of the qualitative and quantitative findings from Global Reviews’ digital marketing effectiveness and online sales effectiveness programmes. From which she both advises and provides evidence based actionable insights for their top tier ecommerce customers.

Rebecca has spent eighteen years working in digital media, marketing and strategy, including ten years with leading technology research company Forrester Research, where she conducted original research and analysis into many aspects of  internet strategy including early reports on social media. Rebecca was also part of the team that founded the BBC’s commercial internet presence in 1997.
Rebecca regularly publishes white papers on varying aspects of user experience, and has written for a number of publications including Insurance Post, Retail Gazette and The Drum. She is also a regular speaker at industry events such as the Customer Experience Management for Utilities Conference and the Energy Research Conference, and conducts regular online experience webinars.

Rebecca holds a degree in Philosophy, Politics and Economics from Oxford University.

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