How to create a customer journey that converts

In today’s competitive landscape, businesses must focus on creating seamless, customer-centric experiences to drive conversions and long-term loyalty. During my recent webinar with Enterprise Nation and Vodafone Business, “How to Build a Customer Journey That Converts,” we explored actionable strategies and insights that SMEs can leverage to map out effective customer journeys from awareness to conversion.

‍

If you missed the live session, don’t worry! Below, I’ve summarised the key takeaways and insights, along with an opportunity to download the full webinar presentation as a PDF.

‍

‍

Key Insights from the Webinar

‍
1. Understanding Key Touchpoints

‍
Mapping a customer journey starts with identifying the critical moments where customers interact with your brand. These include:

‍

Awareness: How customers first hear about your business (e.g., social media, ads, word-of-mouth).

‍
Consideration: How they evaluate your offerings (e.g., website, product reviews, consultations).

‍
Decision: The moment they commit to your product or service (e.g., checkout, contracts).

‍
Retention: Ongoing engagement post-purchase (e.g., loyalty programs, follow-ups).

‍
Advocacy: Turning satisfied customers into brand advocates (e.g., referrals, reviews).

‍
‍

Example for SMEs:

‍
A local gym could identify their key touch-points as:

‍

Awareness: Social media ads showcasing fitness classes.

‍
Consideration: Free trial offers or testimonials from members.

‍
Decision: Simple online sign-up forms.

‍
Retention: Monthly check-ins with trainers.

‍
Advocacy: Rewarding referrals with free membership credits.

‍

‍

‍
2. Metrics That Matter in the Customer Journey

‍
To measure and optimise your customer journey, it’s essential to track the right metrics at each stage:

‍

‍

‍
3. Personalisation Strategies

‍
Today’s customers expect tailored experiences. To personalise effectively:

‍

a. Use data insights to tailor product recommendations.

‍
b. Segment your audience by behaviour, location, or preferences.

‍
c. Leverage dynamic website content to cater to different customer personas.

‍
Example for SMEs:

‍
A SaaS business could send automated onboarding emails based on how far a user progresses in their setup process. If a user gets stuck, follow up with a helpful tutorial video.

‍

‍

4. Data-Driven Adjustments

‍
Continuous improvement is the secret to success. Use data and feedback to refine your journey:

‍

a. Collect customer feedback through surveys or Net Promoter Scores (NPS).

‍
b. Analyse drop-off points in your funnel using tools like Google Analytics or Hotjar.

‍
c. A/B test changes, such as CTA button placements or ad creatives, to see what drives better engagement.

‍

‍
Example for SMEs:

‍
An e-commerce business might test offering free shipping thresholds to reduce cart abandonment and then refine based on performance.

‍

‍

5. Signs It’s Time to Improve Your Customer Journey

‍
Be proactive about making changes if you notice:

‍

a. High drop-off rates at specific stages.

‍
b. Low conversion rates despite high traffic.

‍
c. Recurring customer complaints or poor reviews.

‍
d. Declining customer retention or loyalty.

‍
e. Competitors outperforming you in customer experience.

‍

‍
View the Full Webinar Presentation

‍
Want to dive deeper into these strategies and see practical examples tailored for SMEs? Download the full webinar presentation as a PDF, complete with actionable tips and visuals to help you implement these insights for your business.

‍

‍

Final Thoughts

‍
Building a customer journey that converts isn’t just about attracting customers—it’s about creating meaningful, seamless experiences that guide them every step of the way. By understanding your touch-points, tracking the right metrics, and using data to personalise and improve, you can transform your customer journey into a powerful driver of business growth.

If you have any questions or want tailored advice for your business, don’t hesitate to reach out: laura@oser.io