Harness the full potential of your digital team with a customer journey approach
In many organizations, digital teams work extremely hard to optimize websites, funnels and campaigns. They run A/B tests, analyze user behavior, improve load times and fine-tune copy. Yet the question often lingers: are we doing the right things?
When digital growth stagnates or optimizations make only limited impact, it is rarely due to commitment or skills. The problem usually lies in where the focus is. And that’s where customer journey-focused work comes in.
From internal data to external insight
Many teams base their optimization decisions on data from proprietary tools: web analytics, user recordings, surveys. Useful, but limited. Because this data only shows what’s happening on your own website – not why people are dropping out or actually choosing the competitor.
A customer journey approach is all about the bigger picture: you’re not just looking at what visitors do on your site, but how they experience your brand within the broader orientation in the marketplace. Where are they coming from? What other providers are they considering? Why don’t they ultimately choose you?
Gathering those insights creates something valuable: focus.
Better prioritization, smarter deployment
Digital teams working from customer journey insight know exactly where to intervene and where not to intervene. You avoid wasting time and budget on optimizations that make little difference. Instead, you work on the parts of the customer journey that are proven to increase conversion and customer satisfaction.
✅ You prioritize based on what consumers really care about.
✅ You translate insights directly into concrete improvement actions.
✅ You better coordinate work within the team.
The result? More impact with the same resources.
Also read: Speed up your A/B testing with a targeted strategy based on Customer Experience Data
More growth, less guesswork
By focusing on the customer journey, you don’t turn your digital team into an executive factory, but a strategic growth team. You avoid loose initiatives and direct what is actually happening in the market. That not only increases conversions, but also strengthens your position in the market.
Or as one of our clients put it:
“We were very busy optimizing from our own data, but it wasn’t until we saw how customers compared us to competitors that we discovered where the real opportunities lay.”
Ready to do things differently?
Want to know how your team can become more customer journey-focused? Start by mapping the entire customer journey, including competitive comparisons. The resulting insights will guide everything you do – from defining your digital strategy to CRO and development.
