5 simple steps to map your visitor journey

and optimise your website for conversion

A simple template that helped us almost triple our conversion rate.

It’s relatively easy to develop a website that looks great.

It is a lot harder to develop one that performs well.

…to get your website visitors to do what you want them to do.

The challenge is…

The main goal for our website is to generate

trial signups.

So that’s what we optimised for.

Since we launched the new site, our conversion

rate has almost tripled - So we must have done a few things right.

We believe, one of the keys to success is that we took the time to

think through the experience and journey we want visitors to have.

This gave us a really good understanding of who our key visitors are, what we want them to do and what impressions,

experiences and feelings the new website needs to trigger so

visitors are likely to take the desired action.

We summarised all of that information on a

very simple 1-pager.

This made it really easy to get everyone one the same page at the beginning of the development project

and helped us stay on track throughout.

Here is what that 1-pager

looked like….

Find out how to use the template to map your website

visitor journey….

• First, map out the key sections of your page.

• This does not need to be your final site structure.

• Basically all you need to at this point is a list of pages or sections you think you will want on your website.

• Keep it simple and top level.

1. Key pages & sections

2. Key visitors

• Identify the key visitors for each page or section.

• It’s not about knowing everyone who visits your website.

• It’s about understanding who the important visitors are.

Most of our visitors will be on our homepage at some point. But the really important ones are the new visitors.

Returning visitors are most likely already interested in Roll and are looking for more information (why else would they be coming back).

New users are the ones we really have to hock at this point.

For example…

• For each page / section think about the action you want the key visitors to take.

• Think about this from the visitor’s perspective – and be realistic.

3. Actions

Your goal might be to get online purchases.

But the reality is, when someone just landed on your homepage for the first time they are probably unlikely to purchase right away.

So a better goal at this point might be to keep them on the page, get them to scroll down or visit other pages.

For example…

• This part is about getting clarity on the impression and experience you want your website visitors to have for each individual page / section.

• Think about it this way; If you would ask a page visitor to tell you in one word what their impression of the specific page / section is, what would you want them to say?

4. Impressions / Experience

… think about this in context of the first three steps.

Think about; if this is the type of visitor and this is what I want them to do, what experience / impression would they need to have to do what I want them to do?

Make sure you…

• This last step is actually quite similar to step four but it’s more about the visitors’ emotions; how they feel about your page / section.

• This can often be very internal and the visitor might not even really be aware that’s how they feel.

• It’s about understanding the underlying emotion your page / section triggers.

4. Thoughts / Feelings

… make sure you do this with a specific visitor type and goal in mind. Think about how a visitor would need to feel to be likely to take the action you have in mind.

And again…

Once we had worked through these 5 steps and completed the overview we looked at each individual page / section and came

up with specific ideas on how we can achieve the desired outcomes.

This included thinking about the design, layout and content, the use of images and videos, what calls to action we want

and where, and technical features like do we use pop-ups or similar things.

Only time will tell if we really got it right (I’m sure there are many things we haven’t gotten quite right yet).

And if nothing else, working through this was a really good exercise to get our team on the same page and…

…think about our website from

a visitor’s perspective.

About Us…

Roll is everything you need to manage your business and projects. In one simple tool.

• Manage contacts, opportunities and projects.

• Create and assign tasks, track time and collaborate with your team.

• Manage payments and get full visibility of how your business is going.

www.rollhq.com