User Journey Optimisation

Create a seamless customer experience that increases your conversions

User journey optimisation is the process of improving how a visitor interacts with your website. Your site isn't just there to look pretty. It needs to fulfil customer needs while providing a seamless end-to-end experience that encourages the customer to take action.

We make your website work harder for you.We make your website work harder for you. Whether you want to drive traffic to a key product or service, we help your customers to convert with user journey optimisation.

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Customer Journey Mapping

We know that the user journey is rarely A-B. This is why we get to truly understand your business processes and put ourselves in your clients' shoes with a customer journey map. The steps a user takes before they convert are called touchpoints, and there are usually multiple touchpoints before they make a purchase.

Too many steps and a user will leave your site. Too few and it's likely your user hasn't found relevant information to engage with. Our team analyse these pain points of your existing customer's journey to understand the relationship between steps and make data-driven recommendations on how to simplify the journey and meet the visitor's intent.

Mobile & Desktop Optimisation

One in four site visitors abandon a site that takes more than four seconds to load. Recent research suggests that 46% of visitors won't return to a site where they experienced poor performance. It's vital that your website is speedy, responsive and easy to navigate on both desktop and mobile devices. We test your site's performance and identify optimisation opportunities to keep customer journeys frustration-free. Ultimately, great customer satisfaction will generate more leads and conversions.

Heatmapping

Heat mapping gives us an invaluable insight into customer behaviour once they click through to your site. We can see how users interact with your site in real time so we can assess the typical customer journey and optimise accordingly to minimise pain points and inform future decisions. This customer feedback is a valuable way to optimise the overall customer journey.

A/B Testing

A/B testing gives us the opportunity to test two versions of a webpage or a page element to determine which performs better. We can test anything from different layout designs to call to action placement and alternative copy to measure which is most effective in driving users to your end goal.

User-Friendly Design

Our digital marketing team liaise with our user experience (UX) design team to ensure that your page layout is easy to navigate and also conveys your brand values. A simple user interface is not only crucial for navigation, but it helps to build brand loyalty too. A customer journey should be clean, with minimal distractions to keep the user engaged and gently nudge them towards call-to-action buttons.

Copywriting and Calls To Action

Copy (the text on your website) has a huge influence on how users interact with your page. If your existing customers aren't engaging with your copy, it's unlikely they'll follow the flow of the page and take action. We ensure pages establish a unique selling proposition (USP) and that key information is summarised in bite-sized chunks, with the option for users to delve into more detailed information later on. We craft powerful calls to action to encourage users to make that all-important purchase or contact form submission.

How long does user journey optimisation take?

An initial review can usually identify priority issues within a few weeks. Ongoing optimisation takes longer because changes need to be designed, implemented and measured over a meaningful volume of traffic. The programme should focus first on high-value journeys with enough data to support reliable decisions. At Ascensor, we can support the full cycle from audit and hypothesis through to implementation, A/B testing and reporting.

How are mobile and desktop user journeys different?

Mobile users have less screen space and may be browsing in shorter sessions, so navigation, forms and calls to action need to be especially clear. Desktop journeys may support more detailed comparison. Both should be reviewed separately because an improvement on one device may have a different effect on the other. At Ascensor, we review mobile and desktop behaviour separately before recommending responsive journey and interface improvements.

Can user journey optimisation increase conversions?

It can increase conversions by making the route to an enquiry, purchase or sign-up clearer and easier. Results depend on the quality of the evidence and the changes tested. Conversion rate, completion rate, abandonment and engagement should be tracked before and after implementation. At Ascensor, we can turn those findings into design, copy and development improvements, then measure whether the journey performs more effectively.

What is customer journey mapping?

Customer journey mapping is a visual record of the stages, questions and touchpoints a person experiences before and after conversion. It helps a business understand what users need at each stage and where gaps in content, navigation or service may be creating friction. At Ascensor, our customer journey mapping links the user's needs with the content, design and calls to action available at each stage.

How do you identify problems in a customer journey?

Problems can be identified through analytics, conversion funnels, heatmaps, session recordings, user research and usability testing. The findings should show where users hesitate, abandon a process or miss important information. Each issue can then be prioritised by its likely effect and the effort needed to fix it. At Ascensor, we combine analytics, heatmapping, journey mapping and user experience expertise to identify where visitors are losing confidence or momentum.

What is user journey optimisation?

User journey optimisation improves the steps a visitor takes from arriving on a website to completing a useful action. It uses behavioural data, journey mapping and user experience analysis to remove friction, clarify choices and make important actions easier to complete. At Ascensor, we apply this process to high-value journeys, using behavioural evidence to prioritise changes that can improve enquiries, sales or sign-ups.

Google Analytics & Behaviour Tracking Set-Up

Google Analytics is a powerful tool at our disposal that measures the traffic visiting your website and how they interact once there. We can gather useful information on demographics and customer persona, average session duration, which pages are performing well and where traffic is visiting your site from. We make sure that tracking is implemented correctly and collecting accurate data to inform future user journey optimisation.

Reporting

Reporting is vital for you to see how users interact each month and to observe the impact of any customer journey optimisation that we implement. We create custom reports that detail the entire customer journey, from acquisition across multiple channels to customer interaction on site.

Interested in how we can use customer journey optimisation to increase your revenue?

Our team specialises in identifying friction points and missed opportunities across your customer journey, then turning them into growth. From first click to final conversion, we analyse every stage to improve engagement, reduce drop-offs, and boost revenue. Let’s work together to make your customer experience seamless and more profitable.