Although it is usually the responsibility of a full-time content marketer, I was able to work on a couple customer experience reports (CXR) as an intern at 97th Floor. The purpose of a CXR is to give the clients a current state of their website. Then based on these observations, the client receives recommendations on how to move their audience down the funnel.
The first thing I looked at for the text-to-pay client was the audience that was targeted in their site. They were targeting the people who would be paying by text and not the companies who would be purchasing service. Creating page elements that target the wrong audience was definitely an issue.
Next, I examined each section of the site and how well it reached audience members in the awareness, consideration, and decision stages. I looked at what was on the site that would answer users' questions in each stage.
Another component of the CXR is call to actions. I took note of each call to action on the site and how well they stood out. I also evaluated the strength of the language used and the page that was linked with the button.
In other CXRs, I would also look at how customers who aren't ready to purchase could still be nurtured. However, because of the status of our contract with this client, I placed a few of the typical nurture observations in an "Other Recommendations" section.
If you would like to see the behind-the-scenes report, view the PDF here. You may have to request access to view this document.
