You can steer customers in the right direction and guide them through the buyer journey if you optimize your web funnel based on crystal-clear data for every stage of decision-making. That’s where Optix can help. Read this blog to learn more about why understanding the user journey is important.

Customers don’t wake up in the morning and decide to buy a product or service. The decision path to buy starts much earlier, when they first recognize their particular need in their business or personal life.

Eventually, prospects will start researching a solution. This is the moment you need to intercept customers, drawing them into your marketing and sales funnel. It’s known as the Zero Moment of Truth (ZMOT).

But just because you get your marketing pitch in front of customers doesn’t mean they’re going to buy. They may go with a competitor or change their mind altogether about what kind of product or service they want.

You can steer customers in the right direction if you optimize your web funnel based on crystal-clear data for every stage of decision-making. That’s where Optix can help. Read on to learn more about why understanding the user journey is important in 2020.

Meet Customers Where They Are

If you were selling cotton candy, a fairground would be a perfect place to station your business. On the other hand, your business would probably fail if you sold cotton candy outside a dietician’s office.

In digital marketing, the same rule applies. You need to meet your ideal customers where they are, but because the digital marketing landscape is less concrete than a brick and mortar location, finding customers can be less intuitive.

Additionally, more steps go into the decision process online. At a fairground, customers may see cotton candy and take a few quick mental steps to decide that they want to buy it. Customers online are more hesitant to enter in their credit card number or reach out to a sales person because of the nature of Internet research.

That’s why you need to rely on user journey data. With a tool like Optix, you can run campaigns and test which ones are most successful – seeing the results across marketing channels – without having to mash data from social media reporting, email marketing tools, your website analytics, and more software.

You can simply see how customers move from A to B to C and pinpoint where they drop out of the user journey. For example, if you aren’t getting much engagement on Facebook and you’re posting about a business-to-business solution, you may want to isolate an A/B test and see whether the same posts perform better on LinkedIn.

Then, you can use data to tell: In relation to the engagement I’m getting on Facebook versus LinkedIn, how much traffic did I get to my website for each source? And once customers get to my website, how far do they scroll down the page toward my conversion point?

This is the advantage of a dashboard that draws from multiple data sources. You have all of the information you need to optimize with confidence.

Demystify Data For Powerful Decision-Making

In 2020, marketers are overwhelmed by data. Between client reporting, weekly and monthly progress reports, and very specific reports like those drawn from Google SMB dashboards, agencies and marketing departments simply don’t have time to put metrics together in a meaningful way and still execute the tactics that drive leads.

Optix makes reporting easier by automatically aggregating data from the tools you already use, such as:

  • Facebook
  • Google AdSense
  • Mailchimp
  • iContact
  • Formstack
  • And more!

The data isn’t just compiled at random: It’s presented in a clear user-journey flow that’s easy to understand, so you can pick out where your marketing is successful and what needs improvement.

In fact, Optix user journey dashboards are so intuitive that we offer white label reporting dashboards on request.

Optix saves time by fetching data for you and showing you a cohesive picture of your marketing performance. It reduces human error and automatically unifies metrics so you never have to worry about logging into multiple tools, exporting data, or reporting incorrectly.

To learn more about Optix, visit