Edwin Goodwin, associate product manager at Rocket Mortgage recently spoke at CXN’s Customer Data, Insight and Analytics 2021 on how companies can build seamless customer journeys.
Leveraging consumer insights to enhance customer journeys
When considering how to understand the customer journey, Rocket Mortgage uses a number of metrics to measure how frictionless the customer journey is. These include time spent by customers at a certain stage and how long it takes them to complete the task, like filling out forms.
In his session Goodwin also notes the importance of understanding where customers are reaching your website from, whether the traffic is from an advert, an organic search or directly from another website. He explains that this context allows Rocket Mortgage to understand the behaviors and goals of site visitors.
Goodwin adds, “Understanding the why behind [a customer’s] journey is vital to us in providing the best journey possible. Dead clicks and exit rates all matter, and it is important to look at how all these things contribute to the overall experience.”
Measuring customer KPIs
Prime Key Performance Indicators (KPIs) to evaluate according to Goodwin are:
- How quickly customers can reach the page they are looking for from your homepage
- The time spent within your digital platform
- How easily customers can navigate your digital platform
When these metrics are measured and understood, it allows companies to better understand the reasons behind drop offs and conversion rates, he says.
To learn more from Edwin Goodwin on how to build a frictionless digital journey for your customers across digital platforms, watch his full session from CXN Live Customer Data, Insights and Analytics below.