Digital Marketing

How to Effectively Map your Customer’s Journey Online

Have you ever wondered why a customer spends so long browsing your site and adding products to their cart just to later abandon the cart or why it’s taking your customers much time to just navigate from Point A to Point B when it should only take them a shorter time?

Whatever the confusion may be, it’s more like that you haven’t gotten a clear grasp of the customer journey with your company.

The customer journey is the process by which a customer interacts with a company in order to achieve a goal.

How Today’s consumers interact with brands is very dynamic. It is becoming more tricky to get into consumers’ minds for their needs and interaction with brands online keeps changing and this isn’t something you can now assume or predict based on your internal perspective. A customer journey is very specific to the physical experiences your customers have. The best way to understand the journeys of your customers is by asking them, researching how they interact with brands like yours, actively listening and also time to time putting yourself in their shoes and going through the same journeys with other brands.

Customer Journey

According to Hubspot, A customer journey map is a visual representation of the process a customer or prospect goes through to achieve a goal with your company. With the help of a customer journey map, you can get a sense of your customers’ motivations — their needs and pain points.

How to Create a Customer Journey Map

  1. Set clear objectives for the map.
  2. Profile your personas and define their goals.
  3. Highlight your target customer personas. 
  4. List out all the touchpoints.
  5. Determine the resources you have and the ones you’ll need.  
  6. Take the customer journey yourself.
  7. Make the necessary changes.

01. Set clear objectives for the map.

Before diving into Content Mapping you have to first understand why you are making one, what goals do you want to achieve, and who you are targeting with what content at what stage in their Lifecycle.

Based on this, before Mapping, you will need to create a buyer persona. Buyer Persona is a semi-fictitious customer with all of their demographics and psychographics who represents your average customer. Having a clear persona is helpful in reminding you to direct every aspect of your customer journey map towards them.

02. Profile your personas and define their goals.

Next, you should carry out research on target audience. Some great ways to get valuable customer feedback is through questionnaires and user testing. Set yourself and strategy to follow up with your customers to get feedback from people who are actually interested in purchasing your products and services and who have interacted with your company before or plan to do so.

Here are some of the questions recommended by Hubspot for your customer:

  • How did you hear about our company?
  • What first attracted you to our website?
  • What are the goals you want to achieve with our company? In other words, what problems are you trying to solve?
  • How long have you / do you typically spend on our website?
  • Have you ever made a purchase with us? If so, what was your deciding factor?
  • Have you ever interacted with our website with the intent of making a purchase but decided not to? If so, what led you to this decision?
  • On a scale of 1 to 10, how easy is it for you to navigate our website?
  • Did you ever require customer support? If so, how helpful was it, on a scale of 1 to 10?
  • Is there any way that we can further support you to make your process easier?

03. Highlight your target customer personas. 

Once you’ve learned about the different customer personas that interact with your business, you’ll need to narrow your focus to one or two of them. Remember, a customer journey map tracks the experience of one customer type who’s taking a very specific path with your company. If you group too many personas into one journey, your map won’t accurately reflect your customers’ experience. 

04. List out all the touch-points.

Touchpoints are all the places on your website that your customers can interact with you. Based on your research, you should list out all the touchpoints your customers and prospects are currently using, as well as the ones you believe they should be used if there is no overlap. Therefore what does Touchpoint Mean?

Touchpoint definition: A touchpoint is any time a potential customer or customer comes in contact with your brand–before, during, or after they purchase something from you.

You will need to list all these touch-points and the likely action to be taken by your customers and prospects in those touch-points so you can better understand how to tailor relevant content and improve User Experience.

05. Determine the resources you have and the ones you’ll need.

Your customer journey map is going to touch on nearly every part of your business. This will highlight all of the resources that go into creating the customer experience. So, it’s important to take inventory of the resources you have and the ones you’ll need to improve the customer’s journey. 

06. Take the customer journey yourself.

Just because you’ve designed your map doesn’t mean your work is done. You can never say your food is tasty without literally tasting it. Putting yourself in your customers’ shoes is the most important part of the process: analyzing the results. You need to understand their struggle online finding and interacting with your brand. Also you will nee to know how many people are clicking to your website but then closing out before making a purchase? How can you better support customers? These are some of the questions you should be able to answer with your finished map.

07. Analyze & Make the necessary changes.

Your data analysis should give you a sense of where your website is and what you want your it to be. You can then make the appropriate changes to your website to achieve these goals. Perhaps this is making more distinct call-to-action links. Or, maybe, it’s writing longer descriptions under each product to make its purpose more clear.

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