How do you experiment with customer journey scenarios?

1 Define your goals and metrics

Before you start experimenting, you need to have a clear idea of what you want to achieve and how you will measure it. Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). Your metrics should be aligned with your goals and reflect the key stages of the customer journey, such as awareness, consideration, conversion, retention, and advocacy. For example, if your goal is to increase conversions, you might use metrics such as conversion rate, average order value, and customer lifetime value.

2 Map out your current customer journey

The next step is to map out your current customer journey, based on the data you have from various sources, such as web analytics, CRM, surveys, interviews, and social media. You can use tools like customer journey maps, personas, empathy maps, and touchpoints to visualize and analyze your current customer journey. You should identify the main steps, channels, actions, emotions, pain points, and opportunities that your customers experience along the way. This will help you understand where you can improve your customer experience and marketing performance.

3 Create your customer journey scenarios

Now that you have a baseline of your current customer journey, you can create different scenarios that reflect how you want to change or improve it. You can use tools like storyboards, flowcharts, or wireframes to illustrate your scenarios. You should consider different factors that might influence your customer journey, such as customer segments, personas, needs, preferences, motivations, behaviors, triggers, barriers, and incentives. You should also consider how you can leverage different marketing channels, tactics, and technologies to deliver the right message, at the right time, to the right customer.

4 Test your customer journey scenarios

Once you have your customer journey scenarios, you need to test them and see how they perform against your goals and metrics. You can use different methods to test your scenarios, such as A/B testing, multivariate testing, or split testing. You should choose the method that best suits your resources, objectives, and hypotheses. You should also define your sample size, duration, and criteria for success. You should monitor and analyze your data using tools like dashboards, reports, or analytics platforms. You should compare your results with your current customer journey and see which scenario performs better.

5 Learn from your experiments and iterate

The final step is to learn from your experiments and iterate your customer journey scenarios based on your findings. You should evaluate your results and see what worked and what didn't. You should also look for insights and patterns that can help you understand your customers better. You should document your learnings and share them with your team and stakeholders. You should also update your goals and metrics if needed. You should then repeat the process and create new or improved scenarios that can further optimize your customer journey and marketing outcomes.