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Customer Journey Mapping to Power Up Your Business


There are a lot of factors, that influence your business “fate”.

The customer journey mapping is one of the most significant ones.

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Having a website stuffed with different offers is not enough anymore.

You need a strategy, strong as a wall.

This strategy has to make the whole customer journey smooth and thought to the nails.

To do this, you have to know about each step your customer takes starting from learning about your business and right to becoming your client.

This is when customer journey mapping is the right choice.

In this article, you will learn about the main goals of customer journey mapping and best strategies on how you can do it.

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What You Should Know Before Customer Journey Mapping

Before digging into the concept of mapping and its goals, let`s specify what you need to know first of all.

The aim of customer journey mapping is to jump into your user`s head and predict their preferences and experiences.

But to do that, you need to know who your customer is, as there is no sense to “get inside” the mind of the person you don`t know.

You have to create the buyer persona portrait, that will describe your perfect client in the best way ever.

Here are the main things you need to know about your buyer persona

  1. Background
  2. Pain points
  3. Preferences and needs

And the most important – your tailored offer to this buyer that will just hit the mark.

Nowadays people are tired from general and similar marketing messages.

Personalization, instead, will build loyalty around your product.

If you know your customer, it will be easier to predict his or her expectations from your business.

In addition, you will see what type of customer converts better and adjust your strategy accordingly.

If you already know who your customer is, it`s time to understand what turns a viewer into the loyal customer from your buyer persona portrait.

What Is Customer Journey Mapping and Why You Should Care?

Customer Journey Mapping

Customer journey mapping is the technique that illustrates what steps your customers take when they enter your website and what their goal is.

Usually,  a customer goes through the funnel that consists of five stages: search, test, experiment, purchase, and retain.

The aim of customer journey mapping is to support the visitor at each stage of this funnel and provide them with the answers to their questions.

In other words, you have to find the touchpoints (specific pages of your website) that will keep the customer going further.

If you miss one or more stages, you will not prompt the visitor to take the next step and he or she will leave your website without converting.

That is why your main task is to ensure that you have taken into account every detail.

Here are the main things you need to know to keep your clients interested and satisfied.

  1. Search – How and where the person can find your business?
  2. Evaluate – What is your business about? How is it different from others?
  3. Experiment – How can prospects check or ensure that your solutions are worth trying?
  4. Purchase – How can clients pay for your offer?
  5. Retain – How do you work with your clients after selling?

Now you should define the customer`s goal for each of these stages.

Now let’s define the goals your user should achieve.

  1. Search – Find the companies that can solve a problem and offer the best solution.
  2. Evaluate – Ensure that the offer of this company is really better than other alternatives.
  3. Experiment – Decide if your services are worth paying for.
  4. Purchase – Have a detailed list of all features he or she is paying for.
  5. Retain – Get support and assistance after the product is bought.

After you have completed these two steps, it`s time to define the touchpoints.

According to SurveyMonkey, the touch point is any time a potential customer comes in contact with your brand before, during or after they make a purchase.

Your Aim Is to Identify These Touchpoints for Each Stage of the Journey

Try to come up with as many touchpoints as possible and test what works better.

Customer journey mapping is not a single action, it`s a process, that should be flexible and fruitful.

Let`s imagine that you have a car rental business.

Here are the main touchpoints you customers face on each stage of a sales funnel:

  1. Search – Google, Facebook, Linkedin, Twitter
  2. Evaluate – Reviews, pricing, listings, FAQ page
  3. Experiment – Insurance, terms and conditions
  4. Purchase – cart, payment conditions, invoice
  5. Retain – loyalty programs, bonuses, discounts, help pages, customer support.

These touchpoints should be easy to find and understand.

Don`t make it too messy or complicated.

Make your message clear and simple to perceive your users stay on your website.

What Do You Need to Create a Customer Journey Map

You don’t need a lot of resources to build a customer journey map.

Of course, there are a lot of advanced tools, but, in fact, you can do it in Excel or even on paper.

The basic customer journey illustration may look like a simple grid with horizontal stages of the journey.

If you work in a big company, you can take a large poster, sticking notes, and markers and do it together with your team.

Put in on the wall, so everyone can see what your customers expect to get when entering your website.

Such strategy will improve the workflow and generate new ideas on how to attract new prospects.

When the whole team is working on improving the customer experience, the result will come soon!

Except these, there are also a lot of tools that allow you to build creative customer journey maps.

Tools for Creating Customer Journey Maps

  • Visio

This is an advanced tool that allows creating flowcharts network diagrams, org charts with modern templates. The good thing is that you can also collaborate with others and share your ideas.

  • Gliffy

With Gliffy you can create custom diagrams and choose templates according to your type of business.  It offers all the necessary tools for flow charts, site maps, wireframes, and other drawings.

  • UX Pressia

A great tool for visualizing your customer`s journey, iterating user experience, maps, buyer personas, exporting them to PDF/PNG, and sharing them with your colleges.

  • Canvanizer

Interactive business brainstorming, blackboard, a modeling tool for creating canvases, that will help you to create a creative business strategy with different canvas templates.

  • Smaply Web Software

Web-based software to visualize customer experience that allows you to create professional personas and journey maps.

Find the way that is convenient for you and your team.

It doesn’t matter what tools or methods you use when creating a customer journey map, the most important thing is to do it with the customer in your mind.

Concentrate on a customer, not on your product or service.

Try to outline all the emotions your customer may feel and the ways to make these emotions more vivid.

Useful Tips on How to Make Your Customer Journey Effective

  • If you have different customer personas, create the separate journey for each buyer persona
  • Create a separate journey for people that take different positions in the company
  • Take into account the needs and preferences of each buyer persona
  • Make sure that each journey has touchpoints that correspond to different buyer personas
  • Always test, improve, and change your customer journey template

Testing Your Customer Journey Map

Remember that customer journey mapping is not a single action, it’s the whole process.

You should always test what touchpoints work and what needs to be improved or changed.

If you see that your website visitors don’t convert and the bounce rate is high, it means that your offers don’t coincide with their needs

Here are some tips on how you can optimize the content on your website

  • Enrich your content with powerful copywriting words
  • Make your CTA buttons more compelling
  • Describe the services you offer in a detailed and distinct way
  • Outline the values your company offers to its customers
  • Describe what makes you different from your competitors

Try different variants and test what works better for you.

One more way to test your customer journey map is to conduct a survey.

Directly ask your customers, leads, and stakeholders about what they feel when entering your website.

 Some examples of the questions you can ask

  1. When you enter my website, is it clear what services does your company offer and what are the values for the customers?
  2. What impressions does your brand invoke?
  3. What do you think about company services? Is there something that lacks on the list?
  4. Is the content on the website useful and interesting for the target audience?

These are just some questions.

New answers always lead to new questions.

You can continuously complete and improve your questions in order to get at the truth.

Storytelling in customer journey

Storytelling – this is what makes your business stand out and invokes associations with your brand.

Stories enhance customer experience and make people feel these are real people, who stand behind your business.

If you enrich every customer journey stage with storytelling, you will be a step closer to success.

Let’s see how storytelling can improve the user experience at each stage of the customer journey.

Evaluate stage

At this stage, your visitors want to learn what your company is doing, its approach to working process and its difference from others.

This is how you can use storytelling to make people stay on your website

  • Client reviews

Ask your clients to write reviews about your service or product.

In such a way you will build a trust around your brand

  • Company history

Show your clients who stands behind your brand.

Try to tell as much as possible about the idea of your company, its history, people who work in it, and your internal work processes.

  • Blog

Post useful articles that solve problems of your clients and answer their questions

Show as much expertise in your articles as possible as it shows your visitors that you know what you are doing and why.

If your clients see that you solve their problems and give useful advice for free, there is more chance that they will choose your company

Purchase stage

  • Case studies

Give people a chance to see how your product works in practice, what benefits it brings to your clients, and how their life has changed after they have chosen your company

  • Workflow description

Describe the way you work with your clients in a very detail.

Each company has its own approach to clients.

Make your own one unique.

Retain stage

  • Interviews and surveys

You can take interviews with your former clients and ask them what they would like to see in your product or service

  • Tutorials

You can create different courses or tutorials on how to make your product or service even more effective.

After that, you can test what type of content performs better.

Keep in mind that each business has its story.

Your task is to make others remember you and story that stands behind your brand.

Even if your business is small, there should be some power that drives you.

This is what becomes your own story.

If you show your love to what you do, your clients and prospects definitely feel it.

In such a way customers know that you not only care about how to sell your services.

You care about your clients.

By endeavoring storytelling in your website strategy you show clients your true “face”.

Besides, you increase the chance of conversions and chance that the visitor will go through all the stages of the customer journey.

Analyzing your customer journey map

In-depth metrics about your customer behavior will help you to fill the gaps in your strategy and make it more effective.

Customer journey analytics is the essential stage in any type of business.

The analytics will help you to find out the following factors:

  • Pages your visitors have visited before entering the purchase stage
  • Pages that had the smallest number of views and high bounce rate
  • Content that does not convert
  • Best channels to attract customers
  • The best time to attract visitors

By integrating such tools as Google Analytics, KissMetrics, FullStory, etc. you will get an access to the valuable data about your customers.

Qualitative analytics will help you to understand your users.

You can also use screen recorders in order to see what pages are the most attractive for your visitors.

Also, remember not only about the web but also about marketing analytics.

Sometimes marketing analytics performs better and provides you with the information web analytics can`t offer.

For example, marketing analytics can help you to evaluate the effectiveness of different marketing channels and indicate which one brings you more clients.

Marketing analytics allows you to test different messages, CTAs, content, and social media posts to find out what works more and when.

Customer Journey Mapping Is an Effective Strategy

Customer journey mapping is an effective strategy that will help you get into the mind of your customers.

Put yourself in the place of your clients and think what you want to receive when entering a website.

Think about the emotions your customers feel at each stage of the customer journey.

Then create strategies that will allow you to satisfy these emotions in the best way ever.

Try to make the whole journey of your customers smooth, simple, and intuitive.

Don’t make them think what to do, each detail on your website should stir them into action.

Appropriate customer journey mapping will make your customers feel like everything is designed especially for their needs and preferences.

Such tailored approach will evoke the interest in your website visitors.

As a result, it will bring you more loyal and dedicated audience.

Nothing works better more than feeling what your customers feel and doing what your customers want.

Try customer journey mapping once and you will understand its power.

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