The importance of personas and customer journeys
An important step in the process of drawing up journeys and personas is understanding the user. Who comes into contact with your website or brand, and when? What are their goals? What frustrations and needs do they have?
After determining who your users are, you can adjust the content and structure of the website to their characteristics. At the page level, we can now translate users’ goals into a structure and matching content. However, our work doesn’t stop with fulfilling that top goal; but we also want to push or pull them further into their journey. Just like in a physical store, it takes much less effort to keep the customer in the store than to get them into the store.
So, take into consideration which pages or actions are logical next steps for the user. Once we know this, we can provide relevant links to other pages via calls to action (such as ‘contact us’, ‘subscribe to our newsletter’, etc.). Now we know what a page should contain, and we can start creating relevant content. We know where we want to lead the user next.
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There are many more elements that can have a positive or negative impact on user experience and thus help determine the value of your website and pages as determined by Google.