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Customer journey canvas

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by

Yanina Trofimenko

on 14 June 2016

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Transcript of Customer journey canvas

Knowledge and Desire stages of the customer journey are deliberately presented as one stage in order to show the opportunity to shorten the path to demo request.
Direct visits and organic search dominates the retention to desire stage. When building desire to choose ZoneFox, visitors do substantial research and only then, supposedly, share their findings with their senior management.
According to the customer journey above there is a good opportunity to shorten the journey to demo request for more independent visitors. At the same time, there is still a big swing to unmanaged touchpoints when team discussions are likely to happen.
It should be pointed out that the research on demo request stage included only page views of the trial page since there was not enough data for the analysis of trial requests. The change of the final lead to Demo request should make the decision about making a request easier and accessible for all personas.
Customer journey canvas
Awareness of IS problems
Security regulations & Compliance
Data loss prevention
Endpoint security
Intellectual property as critical business assets
Privacy and data protection
Fraud and Insider threat
Security requirements for mergers, acquisitions and selling a company
This first stage of the funnel takes users from limited awareness of the problem through to being aware of the specific issues they have around information security.
For example, a user may have read news of a breach at Company XYZ. From there they may investigate to see if they have the same vulnerability. In doing so, they become aware of the specific issue.
Personas: All (particularly Admin Adam)

Content:
- Tech trends
- IS integration across the business
- Employment & HR
- IS compliance & upcoming legislation
- InfoSec issues & solutions

Traffic Channels:
- SEO for non-branded search though on-site optimisation and keyword content
- Adapting the content for micro-moments (easy-to-browse & insightful content in bite
sizes, SEO optimisation for different screen resolutions & mobile)
- Paid media for both brand and non-brand keywords

Funnel:
- Using newsletter / Twitter subscription for getting the audience more interested in
the content
- Reading 4+ pages on the website to make ZF perceived as trusted resource on IS
Knowledge about ZoneFox
Desire & Demo request
Managed touch points
Unmanaged touch points
Entering ZF website
Organic Search Visibility
Social Traffic
ZoneFox Snapshot: Awareness on IS issues
Whilst organic search plays an important role for all of the personas, ZoneFox is currently visible only for a few relevant non-brand keywords "data theft cases". Other relevant non-brand keywords are positioned far lower than first 20 positions. Creating a problem-focused information architecture and tailoring the content to the priority keywords should bridge this gap.
Traffic from link referrals is not yet reaching target audience. Most of the resources that drive referral traffic to the website are either about investments/startups or the CodeBase community.
Social traffic seems to be logically proportioned with major traffic coming from Twitter. However, there is still an opportunity to reach wider target audience by connecting to thought leaders and creating the buzz about ZoneFox content.
Link Traffic
User behaviour on ZF website
Organic Search Visibility
ZoneFox Snapshot: Knowledge about ZoneFox
User behaviour on ZF website: Funnel Stage Two
Mostly users go back to the ZoneFox website from brand traffic, direct visits (shared link between colleagues would also appear as direct visits). and tailored search on the problems relevant to ZoneFox (for example, "data theft cases").
New visitors still dominate (where awareness stage was immediately followed by reading such content as whitepapers and case studies).
Returning visitors go back to the website after short awareness visits, viewing 1-3 pages.
Newsletter visits would not be identified if the tracking has not been implemented in the body of email.
More pages are viewed and more time is spent on the website when learning about ZoneFox protection. This is in comparison to the brief visits to the website on the awareness stage.
Several visits on Knowledge stage is typical for busy C-level and Admin personas. C-level would skim information rather than reading. Admins would search for specific details and dwell on technical details.

Personas: Admin Adam and Security Steve

Content:
- Blog articles on more specific and industry problems
- Tailored content how ZoneFox solution helps to deal with InfoSec issues
(whitepapers, case studies, industry-specific info)
- Product comparisons


Traffic Channels:
- Amplifying retention channels
(tailored search for InfoSec solutions, digital PR, customised newsletters, remarketing)
- Making navigation more intuitive to gain greater management of the home page
(top menu, right-hand side links, call-to-actions and inbound links on the site and in
newsletters)
- Making sharing with the colleagues easy
(marketing and tech spec collateral, "send to colleague" call-to-action, etc.)

Funnel:
- Nurturing the leads from newsletters and information requests with targeted email content
Blog
ZoneFox
Assets
Main
page
Digital
PR
Direct
visit
Tailored
search
Branded
search
Social
links
Main
page
About
ZoneFox
ZoneFox
Assets
Blog
Why ZF
How ZF
Personas: There are two major scenarios.
- Admin Adam researches ZoneFox thoroughly and then reports
to his senior stakeholders (IT Isabel and Security Steve)
- Security Steve or a more independent Admin Adam request a demo.


Content:
- More industry-specific content and case studies
- Both business and technical perspective on how ZoneFox helps the business
- Supporting content for internal team discussions

Traffic Channels:
- Nurturing email leads to create desire for working with ZoneFox
- Supporting perception of ZoneFox through digital PR
- Guiding users from how-to pages, case studies and industry-specific info towards demo
request
Funnel:
- Making demo request perceived as an easy solution to answer all questions about insider
threat monitor
- Helping a junior person to justify ROI of ZoneFox solution for the whole IS team
ZoneFox Snapshot: Knowledge about ZoneFox
UX - Building desire to choose ZoneFox
UX - Users viewing trial page
Tailored
search
LinkedIn
More
ZoneFox
Assets
Why ZF
How ZF
Industries
Main
page
About
ZoneFox
Tailored
search
Competitors
websites
Main
page
Blog
More
ZoneFox
Assets
Sharing
with
colleagues
How ZF
Case studies
Industries
Case studies
Contact
ZoneFox
Entering ZF website
Branded
search
Social
links
Nurtured
email
leads
Direct
visit
Main
page
Industries
Case
studies
How ZF
How ZF
Industries
Demo
request
page
Case
studies
Industries
Case
studies
How ZF
Main
page
About
ZoneFox
Main
page
Contact
ZoneFox
Partnership
Internal
discussions
with
colleagues
Branded
search
Direct
visit
Contact
ZoneFox
Demo
request
page
Challenges on customer journey
- Direct visits are not controllable - we can only influence through strong CTAs
- Exits from the ZoneFox site to LinkedIn, organic search and competitors sites
- Users often come back to the main page due to the lack of intuitive navigation
- Sharing with colleagues at the end of Desire stage is uncontrollable - we can only
influence
Challenges on customer journey
- Navigating towards more industry-specific whitepapers and case studies
- Retaining the visits after internal discussions
- Reassuring that ZoneFox demo request is a "must"

Challenges on customer journey
- Getting visibility on the first page of search for priority IS keywords
- Getting more exposure from social network shares
- Reaching out with digital PR
- Getting attention from developers environments
- Encouraging viewing full articles on ZoneFox website
Awareness: Strategy based on Persona
Knowledge: Strategy based on Persona
Desire & Demo: Strategy based on Persona
Overview
Overview
The second stage of the funnel takes an already semi-educated user, aware of the main issue, through a journey of discovery which helps to flesh out the issue in more detail and provide specific solutions. This stage equips the user with the language and concepts to assess the market. For example, a user may be aware from research that they have no endpoint security. From there they need to know what the best types of endpoint security software are and the benefits and drawbacks of each. In doing so they become experts on the topic with ZoneFox's assistance.
Overview
The third stage of the funnel convinces a well-educated user that ZoneFox is the best endpoint security solution on the market. This is much easier if they have been through the first two stages as shown.
For example, an educated user may be looking for a lightweight endpoint security solution. By offering industry-specific information, case studies, value-added benefits and expected ROI, we minimise the buyer's risk, leading to a demo request.
Problem Focused Content
Paid Search
Paid Media Search recommendations to be inserted here...
How to read customer journey:
Entrance or Exit on the site
Page category on the site
Main user path
User Search Behaviour
Small search volumes in Insider threat protection and Endpoint security makes us to focus on wider content areas such as Data compliance, Intellectual property protection, Espionage prevention and Cyber security in UK & US.
We need to increase ZoneFox visibility in search by creating content hubs relevant to high search volume areas in IS.
Users usually search a solution by problem name.
Using Content to Create Engagement
The majority of users are leaving after viewing one blog post.

The opportunities are in
creating more content relevant to content hubs
create seamless in-page navigation for users to engage with several relevant pieces of content
creating clear call-to-action for busy users
Amplifying Off-site
Content Engagement
Twitter allows us to reach wide audience and learn about their interests.

Newsletter subscription is the opportunity to customize the content and create further engagement

LinkedIn is an opportunity to reach out for different personas by their job title and company.
Subscription to the news updates is the main call-to-action for busy users.
Sign up
Creating Effective Content On-Site

IS problems are attention grabbers so writing the content around the main hubs and grouping them together for easy navigation are the main opportunity to make the learning process seamless.
It is not enough to have some content on the site. The content should also be tailored to search trends and grouped by users' areas of interest.
Content Hubs
IP protection
Endpoint IS
IS culture
Cybersecurity
Espionage cases
Data compliance
Insider threat
Understanding
What ZoneFox solution is
Some highly visited pages are not efficient enough to provide the information needed by users:
Contact us - users do not use the contact form
How ZoneFox protects - not leading to case studies
Why choose ZoneFox - not leading to demo requests

The format and content of those pages should be reconsidered to help users on their journey.
Off-Site
User Behaviour
Touchpoints
:
inforisktoday.com
infosecisland.com
theregister.co.uk
Experts' blogs
The most trusted knowledge resources in IS could be used:
to create
ZoneFox brand visibility
to increase the number of
new visits to the website
to create
reassurance in ZoneFox
value for IS
to enhance
link profile
C-level
Chris
Data Security
Steve
IT
Isabelle
Admin
Adam
Touchpoints
:
Stack Overflow
MSDN
InfoSec blogs
Different personas can be reached off-site with Digital Marketing Channels.
InfoSec Events
Full transcript