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We often feel confident when buying select brands’ product / services despite having to pay for premium price on them.
Ever since pandemic got worse last year, I was really cautious whenever we had to brave through doing my family’s grocery shopping. I wished Trader Joe’s did grocery deliveries. But they don’t unfortunately. An app called Dumpling does. So I ended up purchasing my groceries and had them deliver using that app. Did it cost me more than if I were to go to TJ myself. Yes. But it gave me the peace of mind I needed to feel like I protected and kept my family safe.
But when it comes to our own business, we tend to not have this complete picture for helping our own customers feel confident purchasing our product / services.
We know how important brand experience is, it’s because we truly believe and feel that positive experiences facilitate deeper connections, inspire audiences, and ultimately deliver results (converting a lead or increasing numbers of products being sold).
Having a positive brand experience can often mean:
The difference between being chosen over another brand or losing the sale.
On top of that, understanding the users for your brand and delivering a user-centric experience around what you offer, will leave the users / customers feeling inspired to take the specific actions you want them to take, even when it means that they will pay a premium price for it.
Simply by leveraging one of the UX research tools: User Journey, you’ll be able to 2x your site’s conversion without learning code.
Help your business grow by understanding the key insights from your customers on top of what you already know about your audience. Specifically around your audience’s behavior and thinking. When you understand where your audience is right now in their life stages, you’ll understand what drives them forward and what motivates them buy. You’ll also need to take into an account of what their deciding factor is so that you can cater your touchpoints accordingly.
Understand them by digging deeper into their life.
Here are some questions that help you dig deeper about your audience:
Women, men, people of color, immigrant, native, etc.
Living, hanging out, where do they go often (to shop, to eat, to relax/pleasure)?
What do they typically do when they want information? Do they research themselves? Have others give them recommendations?
Did they just get married, have babies, get divorced, lose their job, etc.
Money/budget, time, alignment (needs/goals, value, emotion).
How can your service or product helps improve their life?
You’ve learned what your customers challenges and needs are and what their main deciding factors are. Now think about where you can bridge the gap between you and your target audience.
A good example of alignment here would be, a customer looking for new wood signage for the launch of their restaurant next week, your wood signage business process and delivers new signage inquiries in less than 5 days.
The two questions above will help you see how your ideal customers could really picture themselves working with you. If you offer more than 3 completely different services / products, which one would appeal the most for them?
Perhaps it’s the one service/product that make the most money, most fun to work on, or best seller.
Are they the type of people who shop because they see an ad on their FB/IG?
OR …
Or are they the type of people who are often heavily influenced by their trusted circle (friends, family, colleagues) first before developing a trust to purchase from a brand?
These little small differences in behavior make all the difference in how you present and set up information for them to make a trusted decision.
How can we visualize their journey from the possible touchpoints?
The easiest way to design your customers’ experience online would be by utilizing a user journey.
Channels are a way for you to understand where customers come from and how they interact with you, the company. Touchpoints are more precise and specific.
Example: Online could be a channel. Online chat could be a touchpoint. OR Your website could be a channel. Your homepage or contact page could be a touchpoint.
When you start putting the three steps together in a user journey, ask this question that will help you identify which channels and touchpoints make sense for you to invest your time, money, and efforts in:
Touchpoint:
Your homepage, sales funnels page, contact page, web chat window, content pop-up.
Touchpoint:
Your carousel, posts, stories, lives, or ads on these channels.
Touchpoint:
Your articles, Youtube videos, case studies, reviews, press, or media mention.
You might be thinking, “Yes, I understand this, but how do I put them all together?”
We get it. If you’d like to start planning your user journey for your website, download our user journey worksheet through the form on this page.
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