Mapping your website visitor journey is key to optimising conversion. Use this simple template to think through the different section of your page, who your key visitors are, what actions you want them to take and what impressions and feelings your site needs to trigger to achieve the desired outcome.

1. 5 simple steps to map your visitor journey
and optimise your website for conversion
A simple template that helped us almost triple our conversion rate.

2. It’s relatively easy to develop a
website that looks great.
It is a lot harder to develop one
that performs well.

3. …to get your website visitors to do
what you want them to do.
The challenge is…

4. The main goal for our website is to generate
trial signups.
So that’s what we optimised for.
Since we launched the new site, our conversion
rate has almost tripled - So we must have
done a few things right.

5. We believe, one of the keys to success is that we took the time to
think through the experience and journey we want
visitors to have.
This gave us a really good understanding of who our key
visitors are, what we want them to do and what impressions,
experiences and feelings the new website needs to trigger so
visitors are likely to take the desired action.

6. We summarised all of that information on a
very simple 1-pager.
This made it really easy to get everyone one the
same page at the beginning of the development project
and helped us stay on track throughout.

7. Here is what that 1-pager
looked like….

9. Find out how to use the
template to map your website
visitor journey….

10. • First, map out the key sections of your page.
• This does not need to be your final site structure.
• Basically all you need to at this point is a list of pages
or sections you think you will want on your website.
• Keep it simple and top level.
1. Key pages & sections

11. 2. Key visitors
• Identify the key visitors for each page or section.
• It’s not about knowing everyone who visits your
website.
• It’s about understanding who the important visitors
are.

12. Most of our visitors will be on our homepage at some point.
But the really important ones are the new visitors.
Returning visitors are most likely already interested in Roll
and are looking for more information (why else would they be
coming back).
New users are the ones we really have to hock at this point.
For example…

13. • For each page / section think about the action you
want the key visitors to take.
• Think about this from the visitor’s perspective – and
be realistic.
3. Actions

14. Your goal might be to get online purchases.
But the reality is, when someone just landed on your
homepage for the first time they are probably unlikely to
purchase right away.
So a better goal at this point might be to keep them on the
page, get them to scroll down or visit other pages.
For example…

15. • This part is about getting clarity on the impression and
experience you want your website visitors to have for
each individual page / section.
• Think about it this way; If you would ask a page visitor
to tell you in one word what their impression of the
specific page / section is, what would you want them
to say?
4. Impressions / Experience

16. … think about this in context of the first three steps.
Think about; if this is the type of visitor and this is what I want
them to do, what experience / impression would they need to
have to do what I want them to do?
Make sure you…

17. • This last step is actually quite similar to step four but
it’s more about the visitors’ emotions; how they feel
about your page / section.
• This can often be very internal and the visitor might
not even really be aware that’s how they feel.
• It’s about understanding the underlying emotion your
page / section triggers.
4. Thoughts / Feelings

18. … make sure you do this with a specific visitor type and goal
in mind. Think about how a visitor would need to feel to be
likely to take the action you have in mind.
And again…

19. Once we had worked through these 5 steps and completed the
overview we looked at each individual page / section and came
up with specific ideas on how we can achieve the desired
outcomes.
This included thinking about the design, layout and content,
the use of images and videos, what calls to action we want
and where, and technical features like do we use pop-ups or
similar things.

20. Only time will tell if we really got it right (I’m sure there are many
things we haven’t gotten quite right yet).
And if nothing else, working through this was a really good
exercise to get our team on the same page and…
…think about our website from
a visitor’s perspective.

21. About Us…
Roll is everything you need to manage your
business and projects. In one simple tool.
• Manage contacts, opportunities and projects.
• Create and assign tasks, track time and collaborate with your
team.
• Manage payments and get full visibility of how your business is
going.
www.rollhq.com