Did you study literature at school or university?
I did, and I loved it, but that was in my previous non-geek life.
Have you ever heard of the dramatic structure? That sequence of events that compose a play or a drama, a comedy or a tragedy.
The dear old Aristotle, for instance, viewed the plot structure as divided into three parts: protasis, epitasis and catastrophe. Horace, instead, stated in his Ars Poetica that each dramatic play should have a 5-act structure.
For reasons of convenience, we will use Gustav Freytag’s study of the 5-act dramatic structure: Die Technik des Dramas. Freytag stated that a drama is divided into five parts, or acts, which some refer to as a dramatic arc: exposition, rising action, climax, falling action and dénouement, (resolution ou catastrophe).
Yes, but how is this related to the online customer journey?
Well, this is the fun part!
1) EXPOSITION: background information needed to properly understand the story –> HOME PAGE: here is who we are, this is what we sell, here is the context in which we act, this is our identity.
2) RISING ACTION: you have a target but some conflicts arise –> CATEGORY PAGE: you want to find a v-neck warm and cosy black coat. You filter the coats macro category by inserting your preferences: it has to be a size 12, it has to be black, and it has to be long. Gosh, no results. You broaden your search criteria: ok, I’ll be ok if it’s a size 12 and black, but not long. You think about it and …
3) CLIMAX: the turning point, for the better or the worse, in the protagonist’s affairs –> ADD TO CART: yes, you thought about it, you sent the product page’s link to your friend on Skype and she agrees that this is the right coat for you. Good choice! The product page details say this is the last item left: you feel blessed by the God of the World Wide Web and have doubts no more! You do THE action, you click on the add to cart button.
4) FALLING ACTION (or ANTI-CLIMAX): it might contain a moment of final suspense, during which the final outcome is in doubt. –> CHECKOUT: umpf, you have to create an account. Umpf, there are so many fields to fill in, but yes, it’s so worth it that you do it fast. Umpf, credit card number. Where is the credit card? Will it be safe? Gosh, it’s 300£, is it a wise expense? At the end of the day the sales will start just in a couple of months. Do I really need this? Oh, whatever, it’s been a hard week, I worked hard, I deserve this coat. I need it. It’s so cold outside …
5) DÉNOUEMENT (RESOLUTION): The issues are resolved, creating for the character a sense of catharsis, all the tensions are released. –> DELIVERY: Oh my God this coat is amazing. It is amazing! The delivery was super fast, and the fabric is so soft and it fits me perfectly! I’m so happy I spent only 300£ for it. My friends are going to love it, I can’t wait to wear it 🙂
6) DÉNOUEMENT (CATASTROPHE): The bitter end. The story ends with the death of the character, a sense of injustice and unfairness affects everything. –> FAULTY/WRONG ITEM: Oh my God this coat is amazing. It is amazing. The delivery was super fast, and the fabric is so soft and it fits me perfectly! Wait … what is this? Is this a hole? Is this a hole? Jaysus, (the character is Irish) this is a big, huge, irreparable hole! Right under the arm’s seam! Noooo this is so unfair! I spent £300 for this … I even removed the label and washed it. They are never going to refund it … I am never ever shopping online again!