To improve the conversion rates from a specific traffic source, I sought to understand where we were losing people on the user journey. This involved mapping the user flow and matching my assumptions with quantitative data.
Track the customer’s user journey using site tagging, analytics monitoring, and data visualization in order to understand our sales funnel.
Assembling a Team – I was responsible for recruiting individuals from different departments that could help achieve the goal
Persona – Defined a representative persona for our potential clients
User Journey Mapping – Created an initial user journey for potential clients’ interactions with our website – including their referral domain, site engagement, and exit pages
Hypothesis Testing – Used in-house data to evaluate the strengths and weaknesses of our initial user journey
Iterated – Refined user journey using real-time data
Tagging – Added tagging features on our website to track scroll times, referral sources and cookies
Collected Data – Allowed a large sample size to engage with our website over one week in order to collect sufficient data on the sales funnel
Structured Data – Compiled information into useful and intuitive structures
Data Visualization – Visualized the structured data into funnels, flows and heat maps to better communicate the user journey to other departments
Presented Findings – Presented the findings to C-level leadership as well as the front-end team who could use this information for optimization
Optimized Website – Used data to make user experience changes to the website in order to optimize the sales funnel.
Optimized the company’s website to streamline the user journey and improve sales conversions.