Journey Maps Optimize Conversion Rates
Marketers are finding journey map analysis helps optimize conversion rates better than any other marketing methods. In a survey by Econsultancy/Redeye, more than 90% of marketers believe journey mapping is key to future conversions.
Other top areas included:
- A/B testing
- Online surveys/feedback
- Copy optimization
- Usability testing
- Website personalization
It makes sense that journey mapping would yield high results. What journey mapping does is provide a single seamless look at how people move through all the touchpoints of an organization from the initial inquiry to the final work. However, most of our businesses are built with internal silos that do little to connect the dots from one touchpoint to the next.
A journey map finds the gaps, or as some call it “the moment of truth” as to what kind of experience someone is going to have. This happens on the web, on the phone and in person.
The journey map provides:
- A single, cross business unit view of the customer/patient experience
- A look at each critical touchpoint and the best experience
- Highlights development areas
A journey map shows the direction in which your marketing and your personnel efforts should be focused. As consumers shift the ways in which they interact with your organization, it is important to safeguard your future. The journey is map is the first step on that journey.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle.
After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant.
He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.”
Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.”
One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College.
Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board.
Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.