How to optimise your website customer journey


Design, Digital Performance

Customer journey is at the heart of the design work we do here at Zinc. We love designing beautiful sites, but we also like to make sure that we’re not style over substance. Our sites are designed to perform alongside looking great. Customer journey is a big part of this. We listen to you and look at the data your site can give our team to create a design that’s made to succeed.

Define your customer

Not sure where to start with your customer journey? Knowing your customer is the most important first step. It’s the foundation that everything you do afterwards is built on, so take the time to make sure it’s strong. Do this by looking at your current customers and sorting them into personas. Though everybody is different, you’ll be able to see the things they have in common, and the types of people who tend to be your customers. With this, you can understand what they’re looking for, what is important to them and how best to reach them. 


Define your journey

Now you know who you’re selling to, it’s time to work out what part of the customer journey you’re entering into. At Zinc, we work within the ‘See, Think, Do, Care’ methodology. This helps us to work out which of our services are the right fit. We try to help our customers work within the same framework: 

 See: Your customer is browsing

Think: Your customer is researching

Do: Your customer is taking action

Care: Your customer is seeking support or communication

Therefore, if your customer journey starts on your home page, they’re within the ‘Think’ stage. They might not know specifically what you do, so it’s time to streamline your site and offer something to move them along. On the other hand, if you’re targeting existing customers, you should be treating them as if they were within the ‘Care’ stage, providing them with something that’s more personal.  


Define your goals

You have a beginning and a middle, now it’s time for the end. What’s the end goal of your customer journey. It’s never as simple as ‘a conversion’. We like to know what that looks like for you; a site that’s leading towards a form fill can look very different to a site that’s leading towards a download. 


User Testing

One of the most common issues we see with a customer journey is that the only people testing it are those who know the site inside out. If you’re not sure why you’re not getting the results that you’d like, ask somebody who has never been on your site to have a look around and try to get in touch. Ask them what might put them off, what was hard to find, and whether they felt like they’d want to get in touch. You might find that it’s difficult to fill out your forms, or that your phone number isn’t clickable. Small details like this can make the biggest difference to a conversion rate. 



Conversion Rate Optimisation is like user testing on a global scale. We’ll input some code on your site to track what every user is doing. This can be incredibly helpful to see the parts of the design that might benefit from being in a different place, or the important information that’s never being read. We can then implement tests to ascertain what the best fix is, to constantly improve the website and the number of people enquiring. 

Your customers are the most important factor within your business. Make sure that your site isn’t just designed for you, but for them. 


If you’re interested in working with a design team that thinks it through from beginning to end, speak to Zinc.

We’re experienced, passionate, and we can’t wait to hear from you.

Learn more today

Should Your Brand Launch a Google Ads Remarketing Campaign?

Learn More

Why You Should Make Landing Pages Part Of Your Digital Marketing Strategy

Learn More

The Shift To Instant Response - Is Live Chat Replacing Website Forms?

Learn More

Get great content, tips and news straight to your inbox