What is Automated Journey Logic? (+Dos & Don’ts of Using it)

Most social media platforms have an algorithm knitted into their inner workings, which can successfully deliver relevant content to users. For example, if you have a history of liking home renovation videos, an app will start suggesting more renovation and design content than you know what to do with.

Users appreciate when an app tunes into their likes and interests to create a personalized experience. In other words, they receive content and actions that match their emotions without having to think about what comes next.

If you want to nurture leads and connect with customers, your company’s site can take this same approach with automated journey logic. On this page, we’ll cover everything you need to know about automated journey logic, including, so keep reading to learn more!

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What is automated journey logic?

Automated journey logic is the process of automating the decision-making process for the customer journey. This technique uses an “if-then” logic to automate the customer’s journey, so businesses can anticipate changes in customer behavior and proactively adapt for them.

In short, automated journey logic enhances the customer journey beyond the average sales funnel. Every marketer is familiar with the sales funnel and how it gives the customer purchasing experience structure — introduce someone to your brand, provide them with the information to make the purchase, and convert them into a customer.

While this process is tried and true, the automated journey uses a more individualized approach to reach the next level. Automated journey logic analyzes how a customer interacts with a brand and immediately sends the next best message to move them towards a purchase.

Overview of the customer journey

To better understand why automated journey logic is so successful, it’s essential to understand the basics of the customer journey.

Instead of focusing on the information you can offer a potential customer, — as depicted in the sales funnel model — the customer journey targets the buying phases and emotional and psychological responses from the customer’s point of view. Once emotions are involved, it gets personal.

Let’s take a look at the three primary customer journey stages:

1. Awareness: From the beginning, the customer seeks a solution to their problem. At the awareness stage, they’ve just discovered a pain point and want to find resources. They haven’t decided if this issue is a top priority yet.
2. Consideration: This stage is when the customer has committed to solving their problem and takes action to reach their goal. To catch their attention, you’ll need to be relatable and inviting. Ensure that your page can answer their questions or lead them to another resource that will.
3. Decision: The customer may have looked at several pages to answer their question along the way. The decision stage is when they start to narrow down their options and focus on one. Your goal is to make sure you are the chosen one. Make your page engaging and highlight what makes your company unique.

How automated journey logic and the customer journey interact

Putting all of these steps together may seem like a lot. Luckily, automated journey logic is the brains behind the operation. As soon as your customer completes part of the process, this programming automatically takes them to the next step.

For example, let’s say you have a knitting business and run your company’s website. You offer newsletters with fun patterns and a variety of yarn colors to choose from.

A customer, Gladys, is looking for the best knitting brands. She checks out your website and a few others at the beginning. Gladys is excited to learn she can receive free monthly knitting patterns if she signs up for your newsletter. She types in her email address and immediately receives a welcome email with introductions and information about your company. These emails are from automated journey logic.

Next, Gladys adds a few things to her cart, but isn’t so sure about making the purchase. She leaves her cart full and abandons the website. After a few days, she receives an email from your company reminding her she was about to make a purchase — plus a coupon for free shipping. Gladys remembers how excited she was to pick out her new knitting supplies, so she logs back in and makes the purchase.

These occasional emails were very impactful with Gladys. She may have needed a little nudging to complete the purchase, but that’s no match for automated journey logic. This process recognized how she interacted with your knitting company’s content, anticipated her next move, and reminded her how important her loyalty was to you.

The dos and don’ts of automated journey logic

When using this strategy, do:

• ✅Treat every customer individually: Automated journey logic follows each customer and understands their specific journey. It seeks to move customers toward a particular goal, following their lead to determine the best course. Later, automated journey logic will know what to show the returning customer based on their previous purchases or interactions.

• ✅Identify problem areas of the customer journey: Since every customer journey is unique, you can use this data to detect problem areas. If every customer drops off at the same point, you know there’s an issue at that point in your funnel. Automated journeys help you recognize these problem points and fix them based on previous customer interactions.

Don’t:

• ❌Go overboard: While companies may try anticipating each customer’s every move from the very beginning, this skill takes time to develop. Start broader and then narrow down your automation based on how your target audience interacts. Doing too much at once can become overwhelming and create a more confusing experience rather than a well-timed one.

Succeed automated journey logic with WebFX

Marketing involves many strategies to ensure customers your company is the right choice. At WebFX, our digital marketing services can help you get ahead of your competitors.

To speak with a strategist today, call 888-601-5359 or contact us online to see how we can help you move more customers through your sales funnel!