DEFINING INTENT IS ONE THING,
USER JOURNEYS ANOTHER
For a long time, the customer journey is a staple activity in planning
and developing both marketing campaigns and websites.
While mapping out personas and planning how users navigate
the website is important, it’s necessary to understand how a user
searches and at what stage of their own journey they are at.
The word journey often sparks connotations of a straight path, and
a lot of basic user journeys usually follow the path of landing page >
form or homepage > product page > form.
HOW PEOPLE SEARCH: UNDERSTANDING USER INTENT