How to Map Your Customer Journey

If you own or manage a business, you know that it can be challenging for your company to understand the thoughts of your customers. You may be wondering why your customer is spending so long browsing your offer, or why they are spending time adding products to their cart, just closing the tab and not buying.

Whatever your concerns, the underlying cause is that you do not have a clear grasp of the journey your customers are taking with your company.

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

Here are 6 steps that show you how you can use data to map the journey your customers take when they visit your website.

1. Set clear objectives for the map

Before you start creating your map, ask yourself why you’re making one in the first place. What goals are you directing this map towards? Who is it for? What experience is it based on?

Based on your collections, you may want to create a buyer persona. This is a fictitious customer with all his demographics and psychographics representing your average customer.

2. Profile your personas and define their goals

With your buyer persona in hand, the next step is research. You can gather lots of valuable information about how your customers think and feel by asking for their feedback, using questionnaires and surveys. The important thing to remember is, only ask genuine customers or prospects who are interested in buying your goods and services.

Some revealing questions you can ask include:

  • How did they hear about your company?
  • What first attracted you to your website?
  • What problems are they trying to solve?
  • Have they ever interacted with your website with the intention of buying but decided not to? If so, what led them to this decision?
  • On a scale of 1 to 10, how easy is it for them to navigate your website?

3. List all contact points

Contact points are all the places on your site that your customers can interact with. This step is essential to creating an accurate customer journey map, for the simple reason it gives you an insight into the steps your customers are performing.

4. Actions

List all the steps your customers perform throughout their interactions on your site. This may include a Google search for your keywords, or a click on an email from you.

5. Emotions and Motives

The emotional driver behind each of your customer’s actions is usually caused by a pain point or problem they want to solve. Knowing what their problems are, will help you deliver the right content at the right time.

6. Make the necessary changes

When all is said and done, the data you collect and analyze should give you a clear picture of what your customers are looking for, and more importantly, how your website should be responsive to those needs. Knowing this, you can then make the appropriate changes that will achieve these goals.

Leave a Reply 0

Your email address will not be published. Required fields are marked *