February 9, 2025

Using data to refine and improve your customer journey

So, we’ve covered what a customer journey is, how to understand customer pain points, and how to map out their experience from start to finish. Now, it’s time for the final piece… using data to refine and improve that journey.

Just because you’ve mapped it out doesn’t mean it’s working as well as it could be. What you think your ideal clients want and how they actually behave aren’t always the same. That’s where data helps.

Today I’ll explain how to use your insights without you needing to be a data analyst. Understanding your insights means you’re better able to understand your ideal client, and therefore, create a smoother, more effective experience, aka customer journey, for your ideal clients.

If you missed the earlier blogs, check out:

Otherwise, let’s get into it.

And remember, yu don’t have to be a data analyst to make this work. You just need to know what to look at and how to use it.

Why data matters in shaping your customer journey

Data helps you see what’s working and what’s not. You might think you know what your ideal clients want, but assumptions don’t always match reality.

When you use data, you’re making decisions based on facts, not just gut feelings.

Some of the biggest ways data helps:

Spotting patterns – Do people drop off at a certain point in their journey?
Understanding behaviour – What are your ideal clients actually clicking on, asking about, or struggling with?
Measuring what works – Are your emails, website, or social media posts doing what you need them to?

Now, let’s look at how you can start using data without making it complicated.

Where to find useful data

You don’t need fancy software to start collecting valuable insights. You probably already have access to plenty of useful data, you just need to know where to look.

1. Website analytics

If you have a website (which, let’s be honest, you should), Google Analytics is your best friend. It can tell you:

Which pages get the most traffic
How long people spend on each page
Where visitors drop off (aka when they lose interest)

For example, if people are leaving your Contact Us page without filling out a form, something might be turning them off. Maybe the form is too hard to find, or it might be too much effort to complete, or not convincing enough.

2. Social media insights

If you’re using social media, don’t just post and hope for the best. Check your insights.

Which posts are getting the most engagement?
What topics are people responding to?
Are your call-to-action (CTA) posts converting, or are people scrolling past?

If a certain type of post always gets comments or shares, that’s a sign your ideal clients resonate with that content. Do more of what works.

3. Customer feedback & reviews

Your existing clients are telling you what they love (or don’t love) all the time. And sometimes directly, sometimes without realising it.

Check:

Reviews (yours and even your competitors’)
Testimonials
Support requests or FAQs (Frequently Asked Questions)
Conversations in emails, social media comments, or phone calls

This is gold. If multiple people mention the same frustration, that’s a pain point you need to address.

4. Email marketing stats

If you send emails (newsletters, reminders, or promotions), check your open and click rates.

Are people opening your emails? If not, your subject lines might need tweaking.
Are they clicking the links? If not, maybe your message isn’t clear enough.

Small changes like making subject lines more engaging or simplifying your CTA (Call To Action) can lead to big improvements.

How to use data to refine your customer journey

1. Fix pain points

Look at where people drop off or hesitate in their journey. This could be:

A confusing website layout
Too many steps to book a service
A missing FAQ that could answer common questions upfront

If your data shows people aren’t converting where they should be, that’s your clue to make improvements.

2. Create content your ideal clients actually want

Let’s say your most-read blog is about “How to Choose the Right Accountant,” but your least-read blog is about “Tax Law Updates for 2024.”

That tells you something. It tells you your audience is more interested in choosing the right provider than reading technical updates.

Let’s go down the rabbit hole of interpreting data.

Think about why your clients would be interested in choosing an accountant – are they unhappy with your services? Is there something you’re not providing them? Are they, therefore, looking for another accountant? Not only understanding this provides you with valuable information – it’s an opportunity for you to have a discussion with your clients too. After all, happy clients are (to use a marketing term) sticky clients, as in they are less likely to leave you for a competitor. And sticky clients will, most of the time, be open to having a discussion with you about how you can best meet their needs.

Coming out of the rabbit hole now.

So, instead of spending time writing content your ideal clients are not engaging with, double down on the topics they care about.

3. Personalise their experience

People expect relevant content.

If someone’s downloaded a free checklist from your website about “marketing strategy,” they probably don’t need an email about “how to set up a business from scratch.”

Use what you know about your ideal clients’ interests to segment your emails, target your ads, and tailor your messaging. It makes your marketing feel less like a sales pitch and more like you actually understand them.

4. Make the most of social proof

If reviews and testimonials consistently mention the same strengths (e.g., “fast response,” “easy to work with,” “super reliable”), highlight those in your marketing.

Your ideal clients want reassurance they’re making the right choice. Showing real experiences helps build confidence.

5. Test, tweak, repeat

Using data isn’t a one-off task. Check in regularly.

What’s working?
What’s not?
Where can you improve?

Small changes (like tweaking a headline, adjusting a CTA, or simplifying a process) can make a big difference in how people interact with your business.

Keep improving your customer journey

Your ideal clients’ needs and behaviours aren’t set in stone. They evolve. So, keep listening, keep adjusting, and keep refining.

By using data alongside what you already know about their journey and pain points, you can create a smoother, more effective client experience that makes choosing you the obvious decision.

And if you’re not sure where to start, or just don’t have the time, that’s exactly what I help with. Let’s chat about how I can help you make your marketing work for you.

If you need help making your marketing happen, lets have a coffee and a chat.

Using data to refine and improve your customer journey