Customers expect seamless and intuitive website experiences. This course takes a practical grid-based approach to understanding how users actually engage with a website, rather than how marketers assume they will, moving beyond straight-line funnel models to reflect multiple visits, different routes and more fragmented decision-making.
The emphasis is on moving beyond surface-level audits to identify where journeys break down, what creates meaningful friction and which barriers prevent progress or conversion. Analytics, AI and automation support faster review and sharper optimisation, allowing marketers to spend less time on manual analysis and more time improving content, testing priorities and customer experience.
For marketers responsible for improving website performance and customer journeys. Ideal for those who want a more practical approach to identifying friction, prioritising improvements and using testing, analytics and AI to strengthen conversion and website effectiveness.
- Map customer behaviour using a “Snakes and Ladders” grid
- Use AI to identify “leaks” in data without manual spreadsheeting
- Write content that is clear for users and easy for AI tools to recommend
- Distinguish between minor friction and major barriers to conversion
- Prioritise actions based on what is most likely to improve performance
- Run simple tests to validate ideas before committing development resource
- Move beyond clicks towards longer-term customer relationships
- Build a team culture that values learning from failures as well as wins
- Use automated tools to support accessibility and machine readability
Speak to one of our specialist learning advisers about making a group booking and discuss how your business can work with CIM to achieve your marketing goals
Call us on +44(0)1628 427 360
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Speak to one of our expert learning advisers to understand more about this course, how it fits into your CIM learning journey and how we can help you with group bookings.
Phone: +44 (0)1628 427 360
Email: training@cim.co.uk
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