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Are You Ready to Create a Conversion-Powered Customer Journey Map?

Are you able to track your customers’ journey with your brand from start to finish? If the answer is no, you likely have a major blindspot into your customers’ motivations and needs. And therefore, you probably aren’t providing a great customer experience.

Understanding the route your customers take to purchase means stepping into their shoes and getting to grips with their pain points, objections, and goals. Doing this will ensure you give them all the information they need, exactly when they need it. 

The customer’s experience is everything for ecommerce brands. The sheer amount of competition means that if a customer isn’t happy with the service or can’t find what they’re looking for, there are plenty of other places for them to go. On the flip side, if you provide a stellar experience that’s smooth and enjoyable, there’s a good chance customers will come back and become loyal over time. 

In fact, a study by XM found:

Ramping up the customer experience from an “okay” experience to “very good” can improve the chances of customers returning by 22%.

But where do you even start? 

Identifying your customers’ key needs and pain points can feel daunting, especially if you don’t have a clear idea about who you’re serving. However, once you start to dig into the different stages of the customer journey, you can determine what customers need at each and every touchpoint. 

What is a customer journey map? 

A customer journey map illustrates the journey a customer might take with your brand. Essentially, it covers each step they take from start to finish, from how they find you to where they end up (whether that’s making a purchase or jumping ship to a competitor). 

Having a meaningful customer journey map is the first step in creating a strong conversion rate. The better you understand the journey your customers take, the easier it is to optimize each stage for more engagement and sales.

For example, a simple customer journey map for an ecommerce brand might look something like this: 

Some customers might skip one stage of the journey completely if they’ve received a solid recommendation from a friend, while others might hang around the research stage for a bit longer, especially if they’re buying a high ticket item. 

Don’t confuse the term customer journey with buyer lifecycle, either. 

It’s a common mistake ecommerce brands make, but defining the key differences between each one will help you take on a customer-centric mindset. 

The customer journey is all about understanding the route to purchase from the customer’s perspective, while the buyer lifecycle is understanding it from the business side. Put simply, the customer journey covers all of the customer-facing experiences that visitors to your ecommerce store will have. 

Why Do You Need a Journey Map and When Should You Have One?

Journey maps should always be created to support a known business goal. Maps that do not align to a business goal will not result in applicable insight. The goal could be an external issue, such as learning about a specific persona’s purchasing behaviors, or an internal issue, such as addressing lack of ownership over certain parts of the customer experience. Some potential business goals that journey mapping could be applied toward are listed below.

Your customer journey map is the backbone of the customer experience. 

Your customer journey map drives buyers from one stage to the next by understanding their unique pain points and offering content that tackles any objections. As a result, customers will glide seamlessly through the process, hitting each relevant touchpoint and getting the exact information they need, exactly when they need it. 

It’s a no-brainer that a strong customer journey map leads to a stronger conversion rate. When you have a strong map, less customers drop out of the journey, and more make it all the way to the point of sale.

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