Let’s take a look at how the Sungevity team was able to work to create this type of user experience, by identifying some of the best practices that underpin the implementation of a marketing automation strategy.
1. Analyze the user journey
It is about listing all the touchpoints that enter the customer journey, without forgetting the possible digressions (online – offline). To know which are the most decisive points in the journey and understand where the action could stop – or at malaysia cell phone number list the same time where the user could expect something – you must collect all the data at your disposal. This is largely quantitative data based on web analytics. On the other hand, it is absolutely essential to question all the actors in the company with qualitative interviews that help to better understand the “hidden” dynamics.
2. Segment by profiles and buyer personas
Not all journeys are equal, the approach changes a lot for example between a new customer or a returning customer. In the first part, we saw how a prospect could be approached, but we should certainly not underestimate the enrichment of the complexity of the profile. An example? Analyze the journey of a regular offline buyer who approaches the site for the first time, motivated by urgency. Imagining these scenarios through a preliminary analysis can help you build buyer personas or create new segments.