The quality of the customer journey (in English "Buyer's journey") is perhaps not a subject that really concerns you (yet).

What mobilizes you are the leads generated by your website. Yet, you find that, on this point, your objectives are not met.

You are not alone in reaching the same conclusion.

74% of businesses complain about the lack of conversion of their traffic into quality leads and make this issue their marketing priority.

To achieve this, marketers are flattening their entire conversion process through a CRO (conversion rate optimization) approach.

The goal is to optimize the conversion capacity of a digital ecosystem by testing it from the customer's point of view.
This is called the ideal customer journey, a unique experience for the visitor contributes to a significant increase in your leads and the quality of them.

Internet users buy with their instincts

Psychology experts have been able to repeatedly demonstrate that emotions guide purchasing decisions in men and women.

Despite our impression that logic and reflection drive our choices, the reality is that we buy emotionally. We then attempt to rationalize our decision in a second step by justifying our customer journey.

These psychological elements must influence the construction of your customer journey so that your prospects can feel an emotion in a matter of seconds upon contact with your content.

If that connection doesn't happen, they will have left your website in less than 10 seconds, watch in hand.

Evoking an emotion can be done through an image, words, stories or colors

These aspects, paramount in Inbound Marketing, are sometimes neglected. Yet they will encourage your visitors to spend more time on your site and bring you more leads.

Your prospects follow their emotions to buy, but they won't buy anything until they feel trusted by your brand.

You must help them get to know you as quickly as possible. On this point, external references or labels give a clue, but their influence is not controllable by definition.

On the other hand, the more expertise you bring to your visitors' issues, the more they will feel confident with your company. Don't try to sell them something but advise them first and foremost and you will gain their trust.

The more you value them, the faster they will buy

Maybe what you're offering your prospects is a leap into the unknown?

They may never have invested €50,000 in software, changed accountants or hired a inbound marketing agency.

So your role is to put them at ease and give them so much information that they feel confident they are making the right decision for their business.

Get them talking about their issues and inhibitors and focus on what can make them feel better. The more opportunities they have to talk about themselves, the more confident they will feel with you.

Let them know that you're going to walk them through their customer journey no matter what, whether they buy or not.

Use informative content throughout the marketing and sales journey. To do this, you can provide them with content you've produced but also content gathered elsewhere to help them with any point they might have doubts about.

Inbound marketing helps automate and systematize the customer experience

Creating, managing and optimizing the customer journey can seem like a daunting task. There are marketing automation tools for doing so that make the process much easier.

In particular, they allow you to create adapted templates that can be sent in an automated way to your prospects.

By systematizing the customer journey, you'll be able to create an endlessly repeatable customer journey that can generate easily comparable results.

The ideal customer journey generates more leads

Every prospect who visits your site or comes in contact with your sales team will not eventually become a customer.

Most leads will not become customers. For all that, every unqualified prospect or lead should be treated with the same rigor as your best lead.

On a regular basis, prospects who don't have the budget to use your services will instead know someone in their circle who would be a good fit and with whom they are willing to share their experience. You never know who a prospect might talk to or who their contacts are.

If you'd like to see examples of ideal user journeys, go to the Webbyawards website which lists the best achievements in the field every year.

Inbound Marketing is the most effective long-term approach to generating leads on a website. Accompany this effectiveness with a tailored customer journey and you will quickly improve your sales performance!