Your website isn’t just a place to showcase content – it’s the digital face of your organisation. For many, it’s the first point of contact, making it crucial that your site is designed with the user in mind. A well-structured website not only communicates what you do but also creates a seamless experience for visitors, helping them easily find what they need.
In 2024, this user-centred approach has become a top priority for many of our clients. Over the past few months, we’ve been sharing our expertise to help arts and culture teams enhance their website user journeys, ensuring their digital platforms engage and retain visitors effectively.
This blog draws from our recent webinar, Culture Segments: Refining Your Website User Journeys, hosted in collaboration with The Audience Agency. Below, we share the key insights and takeaways from the session.
Audience segmentation
To improve user journeys, you first need to understand your audience. The Audience Agency’s Audience Spectrum segmentation tool classifies the UK population into distinct groups based on their engagement with arts and culture. These insights are powerful for enhancing user experience across your digital platforms, enabling you to:
- Prioritise and organise your marketing efforts
- Create more relevant and engaging communications for your audiences
- Make sense of user data on your website, and what it can be used for
- Track and assess how well you’re meeting the needs of different audience segments
User journey planning
A user journey outlines the steps a visitor takes to achieve a specific goal on your website, whether it’s purchasing a ticket, signing up for a newsletter, or making a donation.
If the journey is confusing or frustrating, users may abandon the process altogether. By thoughtfully planning each journey, you can minimise this risk and ensure smooth, enjoyable experiences for your visitors.
Check out the example below to see a well-planned user journey map:
Combining user journey with audience segmentation
Once you’ve mapped out your user journeys, collaborating with your team can help identify pain points and opportunities for improvement. By integrating audience segmentation into this process, you’ll be able to:
- Anticipate your audience’s needs by stepping into their mindset
- Make your brand memorable through personalised experiences
- Strengthen relationships with existing customers
- Sharpen your communication by delivering the right message to the right audience at the right time
Lastly, don’t forget to measure the impact of any changes. Tools like Google Analytics are invaluable for tracking traffic sources, content popularity, and goal conversions, helping you make informed, data-driven updates in the future.
If you’re eager for a more in-depth overview on this topic, you can watch our webinar session. Alternatively, our brilliant Senior Project Manager Antonia recently published a more in-depth blog on the subject. Read her insights on The Audience Agency’s website.