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Importance of the online user journey

I have come to terms with the fact that my current car can no longer deal with its 46 mile daily commute to work and back.

So while scouting through various car manufacturer’s websites a recurring theme became apparent. Whilst looking visually pleasing, with many I found myself getting increasingly frustrated for not being able to find the relevant information I was searching for. Time and again this ended in my early departure from the site without purchasing anything.

Something that we probably do not realise as we are constantly online in today’s society, is the importance of the user journey and how increasingly impatient we, as browsers, have become.

In short, the user journey is “a path a user may take to reach their goal when using a particular website”.

Ultimately, the user journey in modern society needs to be as linear, direct and quick as possible in order for the user to complete the end goal that the website is designed for.

An SLI Survey found that 73% of customers will leave a site within 2 minutes if they are unable to find what they are looking for, while Harris Interactive in 2013 found that 30% of mobile shoppers will not return to a website ever again if they hit a snag,  showing the importance of having your site mobile and tablet responsive.

This is actually true for myself, after growing increasingly frustrated with one car manufacturer’s site in particular, I no longer include them as one of my potential choices.

With technology constantly developing, the importance of knowing your end goal, the correct touch points and journey mapping your customer’s experience is only going to get more important to any site or business, as customers become increasingly impatient browsers.

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