Reducing the Drop
SATURDAY 27TH JANUARY 2018
In the last blog I discussed the importance of understanding your customer journey, the experience your customers have as they go through in your service, and I offered some tools to help you map it out.
Not all of your customer journeys will be the same, or even linear, but you will probably see a general flow of the route people take. Record your customer journey into a sequence similar to the illustration below.
Now it’s time to examine it.
Is it a reasonable number of steps to expect customers to take for the reward they will get by completing the process? Are there too many steps? Can you make it easier? Is there a stage people find too difficult or confusing? What steps generate the most customer complaints and what questions are your support team asked most?
Think of the process you go through when buying a product online. You show up at the website, browse to the product you want, add it to your cart, go to the checkout and complete your purchase.
Imagine hundreds, or thousands of people doing a similar thing on the same site. At each step in the above process there will be some people who drop out. Not everyone who arrives at the site will find the product they want. Not everyone who looks at the product will add it to their cart, not everyone who adds the product to their carts will complete the checkout process. It creates a funnel that looks a bit like this…
As well as knowing your customer journey, can you plot the shape of the funnel that shows the drop-off at each step in your service? You’ll need other sources of information to build a more complete picture, for example, website stats, foot traffic data, sales data or attendance records.
Are there points in the journey where a lot of people drop out? If you can reduce the drop at each step by even just a couple of percent, you’ll get a far better outcome. Bear in mind that last column on the right… that’s the whole point! That’s the commercial sale your business plan was built upon. In public services, it’s what the commissioner paid for.
If you identify a difficult step, do one of four things...
1. SIMPLIFY – make it easier or shorter, or blend two steps together.
2. PROVIDE MORE SUPPORT – to guide people through any complicated parts.
3. DO IT FOR THEM – do the hard work so they don’t have to.
4. ELIMINATE IT – if you can, just take it out.
And of course, look for as many ways as you can to make the next step a step they want to take. All the content I’ll be sharing through this Desire Code blog is created with the following questions in mind:
“How can we attract more people to want to use this product or service?”
“How can we reduce the drop at every step of their customer journey?”
“How can we keep people wanting to stay engaged with us in future?”