The Digital Customer Journey

Online shoppers follow a complex and often unpredictable path to purchase. Not every customer follows this sequence, nor do they land on every step. But there are measurable business benefits to adding interaction and conversation toeach step of your customer journey.

Scroll Down To View Each Step

Acquire // Grow your audience.

When you make it easy for people to talk with each other on your site about things they care about, they create content that is credible, trustworthy and has high SEO value. And when you make it easy for your fans to share their excitement with their social networks, they will bring you new audience.

Grow your
audience with:

  • Narratives
  • Forums
  • Reviews
  • Comments
  • Shares

Educate // Become a destination for early-stage shoppers.

Enduring customer loyalty comes from loving a brand and its products, not from gimmicky incentives and discounts. Make your brand site a social destination, where customers interact with you and each other and feel a sense of belonging, and you will inspire true, enduring loyalty.

Become a destination
by using:

  • Consumer Journals
  • Expert Narratives
  • Buying Guides
  • How-to’s
  • Product Category
  • Feature discussions

Engage // Identify and connect with your best customers.

Some of your customers connect emotionally with the passions that drive your brand. These are your best customers, your influencers, your advocates. Make your site a hub for conversation and interaction around your true fans’ favorite product and lifestyle topics. They will linger there, and return often.

Identify and connect
by using:

  • Topical Forums
  • Contests
  • Staff & Celebrity Narratives
  • Comments
  • Polls
  • Groups
  • Video & Photo Galleries

Involve // Encourage your influencers to participate and contribute.

In online communities, like in the real world, a small group does most of the talking. Put in place community features that surface your influencers. And then motivate them to become frequent contributors of valuable content.

Encourage your
influencers with:

  • Badges
  • Leader Boards
  • Content Discovery
  • Friending
  • Following
  • Member Profiles
  • Polls
  • Points

Vocalize // Inspire and enable word of mouth.

Word of mouth is worth its weight in gold, but how do you find the select few of your fans who will share their enthusiasm? Create an environment on your site that makes it easy for those fans to come forward. Give them a voice and they’ll spread word of your great brand and product experience.

Inspire and enable
word of mouth with:

  • Social Sign On
  • Shares
  • Points
  • Badges
  • Leader Boards
  • Member Profiles

Convert // Accelerate purchase decisions.

Why are product reviews so popular? Because they help you sell more product. Reviews make shoppers more confident about their product decisions. But don’t stop there. There are lots of social features you can add to your product pages that will accelerate purchase decisions.

Accelerate purchase
decisions with:

  • Reviews
  • Video Reviews
  • Ratings
  • Reactions
  • Q&A
  • Content Discovery
  • Trust Filters

Retain // Foster real, enduring loyalty.

Enduring customer loyalty comes from loving a brand and its products, not from gimmicky incentives and discounts. Make your brand site a social destination, where customers interact with you and each other and feel a sense of belonging, and you will inspire true, enduring loyalty.

Foster real, enduring
loyalty by using:

  • Groups
  • Member Profiles
  • Messages
  • Polls
  • Friending
  • Following
  • Points
  • Badges
  • Leader Boards

Delight // Give your fans a role in product support.

Knowledgeable, enthusiastic customers have value after the sale, too. Engage these fans in conversation about product issues and you’ll generate volumes of helpful guidance while mitigating 1st-line call center costs.

Give your fans a role
in product support
by using:

  • Product Support Forums
  • How-To’s
  • Slide Shows
  • Polls
  • Points
  • Badges