How to Create a Customer Journey Map


Do you know your customer journeys as they travel around your website? When you have a business, you need to know your audience like the back of your hand and, more specifically, how they navigate your site and why they take the actions they do.

According to Harvard Business Review, a customer journey map illustrates the steps your visitors take when they engage with your company, which could be products, services, online experiences and so forth. The map allows you to gain a clearer insight into your audience’s motivations, needs and pain points as they move through the conversion funnel.

If you have yet to create a customer journey map for your audience, now is the perfect time to start. There are endless benefits that come with it that can help you understand your target market so you can serve them better.

Why you need a customer journey map

You might be wondering why your business needs a customer journey map in the first place. For one, it helps you find out more about your visitors so you can provide them with a seamless user experience. A journey map also helps you refine your target market so that you aren’t trying to target too broad or general an audience. The more you can narrow down your target, the better off you’ll be.

According to the Huffington Post, only 34% of businesses have implemented a customer journey map into their marketing strategy, meaning that too few marketers understand its importance in business growth and success. You can stay one step ahead of your competitors by creating a CJM that’s effective and brings about results.

1. Create customer personas.

You should already have customer personas, or buyer personas, for your ideal customers so you have details on how to cater to their needs. If not, now is the perfect time to flesh them out. Include as much information as you can, including their demographics, buying behaviors, income, education level and issues they need resolved. Monitor your analytics to get this information or send out a customer survey to your existing customers.

Good questions to ask are …

    2. Determine touchpoints.

    Touchpoints are essential in creating your CJM. They’re all the places on your site where your visitors can engage with you. List out these points to figure out where there could be a smoother transition or simply see what’s working well. Pay attention to how many touchpoints users encounter before they’re able to take the action they want. Is there a way you can cut back on the navigation so it takes fewer steps for them to get where they want to go?

    Pay attention to the Behavior Flow report and Goal Flow report in Google Analytics. Behavior flow shows you the path your website visitors took while they were on your site. This can tell you what content keeps them engaged and what content adds to your bounce rate. Goal flow shows the path visitors traveled through a funnel while trying to achieve a goal.

    These two reports will show you which touchpoints are most popular with your audience and which ones only present obstacles during their journey. As you look at your list of touchpoints, pay attention to the actions your visitors perform, what motivates them to do so, and which obstacles they face.

    3. Draw your map.

    There are a few different ways you can document your map:

      You need to think about which map best suits your business needs in the present, although you could create more than one type. Go back to your goals to determine which map will give you the most refined strategy to work with so you can improve your lead generation, capture emails and increase your ROI.

      Wrapping up

      If you haven’t yet created a customer journey map to boost your business success, now is a good time to start. They can help you understand your audience clearly, solve their pain points and keep them engaged. It’s important for any business to map out how users spend time on their website engaging with their brand so they can cater to their needs and give them what they want.

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