Conduct audit of audience journeys through to conversion and retention to understand areas of opportunity

Conducting an audit of audience journeys through to conversion and retention will uncover key insights and opportunities for enhancing user experiences, ultimately leading to improved engagement, conversion rates, and retention. By identifying pain points and areas for optimization in the user journey, we anticipate seeing improved conversion rates, retention rates, and user satisfaction scores, contributing to our audience growth and loyalty goals.

• Conversion rate over time

• Retention rate over time

• Time spent on site or engagement with key content/features

• User satisfaction scores, measured through surveys or feedback mechanisms

Without a comprehensive understanding of the audience journeys, it's difficult to identify areas where users may encounter obstacles, friction, or disengagement points along the way. By conducting an audit of audience journeys through to conversion and retention, our test aims to identify these areas of opportunity and improve the overall user experience. This research helps to uncover pain points, bottlenecks, or missed opportunities at various stages of the user journey, such as initial discovery, consideration, decision-making, and post-conversion engagement.

*Note: We may need vendor support.

Define audit scope and objectives: Determine the scope of the audit, including the specific user journeys and conversion paths, as well as the key objectives and outcomes.

Gather data and insights: Collect relevant data and insights from various sources, including web analytics, user feedback, and customer support interactions, to understand current user behaviors and pain points.

Map audience journeys: Create visual maps or diagrams of audience journeys from initial interaction through to conversion and retention, identifying key touchpoints, barriers, and opportunities for improvement.

Identify pain points and opportunities: Analyze the mapped audience journeys to identify pain points, bottlenecks, and areas of opportunity for optimization, focusing on improving user experience and reducing friction.

Develop actionable recommendations: Based on the findings from the audit, develop actionable recommendations for optimizing audience journeys, prioritizing initiatives that have the potential to deliver the greatest impact on user engagement and conversion.

Implement and test recommendations: Implement the recommended changes or optimizations to audience journeys, conducting a/b tests or pilot programs to validate effectiveness and gather additional insights.

Monitor and iterate: Continuously monitor key performance metrics and user feedback to assess the impact of the implemented changes, iterating on strategies and optimizations as needed to further improve user experiences and outcomes.