Mapping Your Customer's Journey Through Your Online Store
Customer journey mapping is the process of visually outlining your customer’s behavior and how they perceive your brand when they interact with your content online. It helps you step into your customer’s shoes and get a clearer idea about their preferences, hesitations, and overall experience with your business.
Read on to learn about the importance of customer journey mapping for ecommerce stores and how you can build one from scratch.
Benefits Of Mapping Your Customer's Journey
When you understand your customer’s journeys, you’ll be in a position to optimize and improve your offerings in a way that better resonates with your prospects. Breaking down the customer’s journey into phases allows you to align each step with a predefined goal, which in turn, maximizes customer success.
This also helps you achieve long-term success and increase brand loyalty.
Other benefits include:
- You’ll be able to get better results with your inbound marketing efforts. Once you map out the customer’s journey, you’ll have a clearer idea of what your customers find interesting and helpful. Based on this, you can easily create content that attracts and engages them
- The data from the mapping will also enable you to create new target audience groups. With the customer preferences in your armory, you’ll be able to reach out to more like-minded prospects
- This will help you to enhance your customer service process, thus increasing brand loyalty and retention rates
Steps To Map A Customer’s Journey
Defining a customer journey map is a step-by-step process. You need to get everything right to be able to gather the correct data.
Here’s how you can do it.
Gather Data About How Customers Navigate Your Site
Understanding how users navigate through your website is extremely critical to building journey maps that reflect your customer’s persona. It is important to understand that not everyone who visits your store will buy from you. You need to gather data on how customers found your site, which pages they clicked on, the pages where they spent most time on, where they bounced off, and more.
The more you analyze this data, the easier it gets to realize the problem points. Segment the data based on customer’s age, demographics, dwell time, and other actions that they take on your site. Refine the data to gain detailed insights about each and every user visiting your store. You can find most of the data by using Google Analytics. If you own a Shopify store, you can also use Hindsight to record visitor sessions and learn more about their behavior on your site.
Analyze The Best Conversion Points
Not every CTA yields results. Almost every online store needs to place multiple touchpoints on multiple online channels to drive the customer through the sales funnel. Hence, it is even more important to keep track of user behavior as they move from one platform to another. Some users may find you on social media, click on the referral link, and be redirected to your store. Other users may have found you through a direct search, while some might have been redirected from a blog post.
Knowing these paths is one thing, but understanding why and when customers use different conversion points is another. Luckily, you can gather these insights by employing Google Analytics’ Conversions module. Select the “Top Conversion Paths” option and you’ll have a detailed report of the paths your customers take on different platforms before buying from your store.
The third step is to mold your conversion funnels based on the data you have accumulated from different sources. The decision to purchase boils down to one thing: how you have added value to each step of the buyer’s journey. Data analysis will help you discover what your customer cares most about. This, in turn, helps you serve content, products, and offerings that align with your customer’s needs.
You’ll be able to segregate customers by the different phases of their journey. Based on the data, you’ll have a better idea on generating targeted content for the Top-of-the-Funnel (ToFu), Middle-of-the-Funnel (MoFu), and Bottom-of-the-Funnel (BoFu) users. You’ll be able to test different variations of content and run targeted campaigns for each stage.
A customer journey map touches almost every part of your online business. It gives you different ways to improve user experience by allowing you to focus beyond actions and emotions. Above all, it helps you adapt to the ever-changing needs of the customers, thereby improving loyalty, retention, and conversions.