Помогите разобраться! Работаю над проектом для американского рынка и понимаю, что наш российский подход может не сработать. Какие особенности учесть при создании customer journey map для США?
Ran campaigns for a Russian SaaS expanding to the US - learned this the hard way. American users want way faster conversion paths. What took 7-10 touchpoints in Russia? Only needed 3-4 in the US. Had to gut our funnel and pull out all the educational content from early stages since Americans were ready to buy immediately. The difference in purchase speed between cultures completely changed our CPA optimization.
Expanding our fintech into the US taught us that our Russian customer journey map was ineffective. While Russian users transition quickly from awareness to trial, Americans require substantial social proof and regulatory information at each stage. We had to overhaul our entire bottom-funnel content strategy, focusing on addressing skepticism rather than merely selling features. Ultimately, this experience highlighted that varying cultural risk tolerances can significantly alter your approach and content requirements.
Had a B2B client move from Moscow to Chicago and learned Americans handle email sequences totally differently. In Russia, we’d send 12 nurture emails over 6 weeks. But when we A/B tested here? US prospects converted best with just 5 emails in 2 weeks. Americans decide way faster, so we had to scrap our original drip campaigns and cut everything in half.
In a recent cross-market audit for a Russian e-commerce client entering the US, we found that they underestimated the differences in search intent. Our log file analysis revealed that American users conduct 40% more comparison searches. This prompted us to overhaul the schema markup for product comparisons. Additionally, we discovered that US users prefer detailed filtering options much earlier in the customer journey, contrasting with the deeper placement we initially designed.
We had a tough time collecting UGC when we brought our Russian beauty brand to the US. Back in Russia, customers would share their experiences after using products for months. But Americans? They wanted that social validation right away during the consideration stage. Our social listening showed Americans were posting content within days of buying something, so we completely changed when we ran our UGC campaigns. Learned that different cultures have totally different expectations about sharing personal stuff - and that changes where social proof actually works in the customer journey.