And something about risk-management
So far, there are not many brokers in the world who use customer journey maps. This particular fact was mentioned this March at a MetaQuotes webinar, which was dedicated to analytics.
Today we will reveal how you can greatly improve customer experience, as well as increase the number of registrations and active clients. A trader journey map will help us with this goal. It allows to find out how and why the client chooses your service. You can use it to visualize the analytics of your website and of your customers going through it. And to find problem areas to work them out.
Step 1. Create Client Portraits
Who are these people, what do they want from their lives and from your service? There is no need to invent anything – just trust the analytics. It would be perfect if your website is integrated with Google Analytics. The service provides all the information you need: audience demographics and interests. You will get several groups of client portraits.
Speaking of interests, there are traders who open several accounts with different brokers as part of their thoughtful strategy and go all in, which increases the risk of negative balances. (Moreover, every client may encounter negative balances). Max Position Exposure allows to prevent such scenarios.
Step 2. Highlight the Main Stages of the Interaction
Answer the following questions:
- How does a trader find you?
- Which channels bring him to the site?
- How will he move around the site to register? And then to make the first deal?
- What pages will he interact with?
- What actions will he take at every stage of the journey?
Based on the answers, describe all the stages that the client goes through. There can be several paths for each group in your audience. But first, describe one path for each of them in detail.
You can go through with this step perfectly if you try to get into the client’s shoes. How would you use your own services? Apparently, no one is looking for the “give all money away” button, unless it’s a new iPhone website.
If the bonus is an element of attracting traders to your website, then Real Margin Stopout will come in handy. It doesn’t allow the trader to go negative while he has your bonus in his account.
If your promotional package includes bountiful margin rates, then our Dynamic Leverage will reduce the risks of granting it. The plugin doesn’t allow clients to crash down to a minus or get superprofits.
You have learned about the possibility of investing from Google – went to the website – examined the conditions and reviews – liked everything – and finally registered, and after the registration you were sent to a page with a bonus offer and a proposal to make your first trade. As a result, the whole process is structured in six stages.
Step 3. Find out the Key Actions
Here your goal is to find out what the trader needs to do at each stage to move on to the next stage. You need to think through your contact points and customer actions. See what they do at each stage, where they need to click, what to fill in, which sections of the site to visit, how to go there – describe all of this for each stage.
- The client visited the website → contact point is design and content → he read the advertising messages and brief information about the service.
- He went to the registration block → saw the CTA button and the registration form → did not click on the button / got stuck on complicated fill-in form.
Step 4. Find the Problems That the Trader Encounters
There are no perfect services. So, here your task is to make everything as clear and fast as possible. An easy way to find weaknesses is to look at site analytics. Look at the number of returns, and check out the exit pages – the pages traders leave your website from. Think about what is wrong with them and how to fix it. Pay attention to all those various little things that make the trader journey through your website comfortable.
The client did not click on the CTA, because he did not fully understand how he can earn money. And the registration form is too complicated, because it asks for both the phone and e-mail.
In the end you will get the following table:
- Block 1 – stage name
- Block 2 – user experience (contact points and expected actions)
- Block 3 – recommendations (how to improve user experience).
The exact look of the table doesn’t matter. You can apply a scale of emotions for the stages: which sections are convenient and understandable for customers, and which are not. The key thing is that it can be used not only by you, but also by your team.
Posted by Kate Nutriakova, Marketing Specialist at Takeprofit Tech, and Valentine Piotrovich, Head Of Business Development at Takeprofit Tech
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