The Value of a Journey-Driven Website Design

We recently talked about how Google is in the process of moving towards mobile-first indexing and how this will impact your website design. Considering the number of searches that originate on Google (approximately 1.2 trillion annually), it’s important to make sure your website appeals to Google. However, what we personally feel is equally important is that your website design is journey-driven.
What is a journey-driven website?
A journey-driven website design takes into account who is using the website and how they are using it to most effectively map out the way information will be displayed. The difference with a journey-driven website is that the design gives visitors the best of what the company has to offer at their point in the buyer journey.

To most effectively create a journey-driven website, you need to understand how your website visitors accomplish their goals. To most straightforward way to gain this information is to ask your visitors what their goals are at various points in the buyer journey.

How do you design a journey-driven website?
While there are a number of factors that go into designing a journey-driven website, it’s really just a user-centered design. Here are several basic steps to take to design a journey-driven website:

1. Research buyer personas.
We’ve talked about the importance of creating buyer personas, and these will be crucial to helping you map out each buyer’s ideal journey on your website. As you create the journey, make a note of each touchpoint along the way–website visit, email inquiry, participation in webinar, online store visit, etc. Each of these touchpoints can actually be incorporated into the website design to help shape the buyer journey experience.

2. Anticipate pain points.
Once you’ve identified your various buyer personas and researched their buyer journey processes, the next step is to anticipate their pain points. Brainstorming solutions to these pain points will allow you to pave the way for their ideal buyer journeys.

3. Track the steps in the buyer’s journey.
As you incorporate content into the design, don’t lose sight of each step in the buyer’s journey. As a best practice, keep annotations of the buyer’s journey in front of you during the design process.

4. Use analytics to test the journey.
Make sure that your website design contributes to the buyer’s journey by regularly reviewing analytics and taking note of where visitors drop off in the journey. This will provide you with valuable data to continually make tweaks to the buyer’s ideal journey.

Yes, designing websites to appeal to the growing number of mobile users will be crucial in 2017. However, it’s also important that we don’t lose sight of the buyer’s journey as it will continue to play a critical role in converting website visitors.

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