How to Understand the User Journey of Your Website to Boost Conversion

We look at how understanding the website design and customer journey connection will help you deliver what customers need so you can reach your business goals.

Your website is likely to be the first touch point that a potential customer engages with before contacting your sales department to convert into a buying customer.

If the site does not clearly outlay the information they need and qualify you as a credible vendor, they are likely to drift off to a competitor’s site and make a purchase from them instead.

So how does your website factor into your customer journey, exactly?

The first place to begin is to understand what is the customer journey—if you don’t already?

What is the customer journey?

Also described as a user journey by developers and web designers, the term describes the route or flow that a customer takes through your website to reach their intended goals.

From a business perspective, you could say it is the process where prospects follow your website calls to action to encourage them to make a purchase, subscribe to your newsletter/email list, download a case study, book an appointment or room, leave a query, fill a form or online survey, and so on.

It could be they read about your service or product on social media and searched on a browser to find your website. So when he or she subscribes to your email list, for example, they want to get more information about the product/service from you possibly before they can reach a purchase decision.

It begins on your website, your main digital touchpoint for potential and existing customers.

When they land on your website, you want them to find the information they are looking for as fast and effortlessly as possible. That way they can continue to read through your website, ideally all the way to the purchase page where they convert.

Here’s a good illustration by Joanna Lord of a customer journey map showing the flow you want to achieve with your website.

Each stage can represent a website page dedicated to providing quality, relevant and actionable information that interests the website visitor. Notice the flow.

So, how do you tell if the information does indeed interest your website visitors and whether you need to create more relevant and useful information for them?

Creating Customer Personas

Do you know how your online clients buy from you?

You’ll want to identify your online target audience and what makes them tick. Creating customer personas involves prior market research.

That way you can have a good idea of what your ideal customers need, as well as their objections, aspirations, threats—basically, what they wish you knew so you can help them out by tailoring your product or service to cater to those needs.

This a crucial step to understanding your customer journey and, in turn, optimizing your website for more conversions—which is the ultimate goal. It plays a huge role in the next steps to take, as you’ll see below, and is best deployed before hiring a good website designer and web developer to build the site.

In fact, if they understand the importance of the user journey in web design, they will certainly encourage you to first do this.

How to Create A Satisfactory User Journey for your Website (And Boost Sales Conversions)

Now that you know your customer, how do you create great user experiences with customer journey mapping?

You can use the customer insight to eliminate guesswork and only provide information potential clients want to find on your website and also at the right stage of their customer journey.

According to a survey of 1,000 B2B customers by McKinsey & Company, customers want to find the right information they need as fast as possible. If that need is not met, they are likely to move on to your competitor’s site and probably end up making a purchase from them if their user experience is superior.

But if your website layout and content provide this, they are likely to follow your call to action buttons towards the purchase page as they seek more information and consider your Unique Selling Proposition (USP) throughout their journey.

The survey’s findings are pure gold for concerned digital brands:

– 76% of visitors want to speak to someone before committing to buying from you. You can satisfy this need by deploying a chat tool on your website
– Furthermore, using chatbot technology will help boost conversions seeing 30% of visitors will buy from a competitor if a site they are using does not provide decent response time to a prospect’s queries
– 46% buyers will buy online if the seller’s website includes the purchase page or checkout options and if it offers “efficient service”. Again, understanding what “efficient” means to your customer depends on how well you understand your ideal customer from your customer personas creation stage.

You also want to help prospects to understand how your product works, how it is unique and why it is superior to other products serving the same purpose, and then provide testimonials or case studies to prove your claims.

– Do you provide after-sale services, for example?
– Do you ask existing customers to kindly provide you with feedback or reviews regarding how well your product or service has helped them solve a problem they had before?

You’ll want this information well-articulated by your website layout.


The key is to build trust and demonstrate to future clients you can solve their problems if and when they decide to invest time, money and effort into buying from you. This is the ultimate purpose of good website design and development; it should not just look great but also work as well to encourage users to flow through it and find a solution to their needs.

If you would like to find out more, please get in touch.

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