Are you tired of wandering aimlessly in the customer journey, trying to figure out what your buyers really want? Do you feel like you’re constantly hitting dead ends and facing roadblocks in the customer experience? If so, it’s time to map your way out with customer journey mapping!
This process can help you pinpoint exactly where your customers are getting stuck, identify their pain points, and find solutions to make their experience smoother and more enjoyable. So why continue to navigate the customer journey blindly, when you can use customer journey mapping to chart a course for success?
Being able to offer your customers a personalized experience is the power of customer journey mapping. So why wait? Let’s start mapping and make your customers fall in love with your brand!
This article outlines eight customer journey mapping best practices to help you optimize every stage of the buyer journey—and start building a brilliant product experience (PX) your users will love
Customer Journey Map best practices
Establish concrete objectives
Define your objectives for creating a customer journey map before you begin. Having specific goals in mind throughout the mapping process will ensure that your map aligns with both customer and business objectives.
Finding and fixing pain points along the customer journey is essential to a successful business. Having complete clarity on what your MVP needs to do is key, and achieving this at a reasonably granular level will help you to succeed.
To establish well-defined, impactful objectives, begin by inquiring about the following:
- What is the purpose of creating this customer journey map? It could be to gain a deeper understanding of your users’ needs or to enhance website performance by identifying areas where users abandon the journey.
- What are the targeted Key Performance Indicators (KPIs)? Determine the crucial customer journey metrics to monitor based on your overall customer and business objectives. These could be customer satisfaction metrics, conversion rates, or engagement metrics such as page dwell time, click-through rate, or social media shares. Having specific KPIs in place will assist you in tracking vital customer journey points and evaluating the success of your efforts once you start using the map to improve the user experience.
Discover Your Customers
To deliver exceptional customer experiences, it’s essential to understand your target audience and the different personas that make up your customer base. This can be achieved by conducting thorough research and creating detailed customer personas that accurately reflect the users who engage with your product.
One effective strategy is to use customer success survey tools such as Churn360 to gather information directly from users. Ensure diversity in your interviews by considering demographic factors such as age, location, gender, and socio-economic status.
“Say Goodbye to Generic Journeys and Hello to Tailored Treks – Create a Map for Every Type of Buyer
Why settle for a one-size-fits-all approach when you can cater to each buyer’s unique journey? Once you’ve got your buyer personas down pat, create a bespoke map for each. After all, different demographics and roles result in varying buying habits.
For example, Gen Z may discover your brand via social media and place more importance on touchpoints before and after their purchase. Meanwhile, a group of savvy millennials might connect more through paid ads and organic search, while craving email follow-up.
On your website, some users might skip right over your homepage’s text and head straight for a more visually-appealing element like a video or gif. Others, however, crave written content. With Churn360, you can pinpoint which elements on your pages are popular and which are not, and make adjustments so that no matter what their journey looks like, all users can easily find what they’re after.”
Personalization isn’t just about making the customer feel special. It’s about creating a better user experience, driving more conversions and ultimately, boosting customer loyalty. – Marketing expert, Neil Patel
Bringing Together a Wide Range of Perspectives from Stakeholders
When it comes to creating a top-notch customer journey map, it’s crucial to gather perspectives from all the right people. After all, a customer’s experience with your brand involves many different touchpoints and interactions across various teams.
Customer experience expert, Don Peppers, highlights the importance of cross-functional collaboration, stating
“A customer’s experience with a brand is the result of interactions with multiple teams, making it crucial to involve multiple departments in mapping the customer journey.
That’s why it’s important to involve everyone who has a say in how customers interact with your brand, from sales and marketing to operations, design, customer service, and even the tech team. By getting insights from all these areas, you’ll have a well-rounded understanding of the customer journey.
And don’t forget to involve high-level decision-makers, too! Having their support will make sure your customer journey map is in line with your overall business goals and that everyone is working towards the same objectives.
Following the Customer’s Footsteps: Charting Every Twist and Turn of the Journey
Creating a comprehensive customer journey map requires attention to detail and a deep understanding of the customer experience. This means tracking every step a customer takes, from the moment they discover your product to well after they’ve made a purchase.
For example, the journey could begin with an advertisement for your product on a search engine, continue to the first time they visit your homepage, and then extend all the way until they’ve completed the checkout process.
To create an effective map, it’s not enough to just focus on the big touchpoints. You also need to map out the smaller details, such as the touchpoints on your website, like homepage, landing page, checkout pages, CTAs, sign-up forms, and media elements.
As Brent Dykes, the Director of Analytics & Data Science at Domo, suggests, “When mapping out the customer journey, it’s important to consider all touchpoints and interactions, both big and small. This allows you to get a complete picture of the customer experience and identify areas for improvement.”
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Assessing the Results: Analyzing the Impact of Your Customer Journey Map
To determine the effectiveness of your customer journey mapping efforts, it’s important to monitor specific key performance indicators (KPIs). This will help you understand how different touchpoints impact customer behavior and conversions. The following KPIs are worth tracking at each stage of the customer journey:
Awareness: To gauge how well customers understand the problem you solve and are finding your solution, keep an eye on metrics such as impressions, reach, SEO ranking, bounce rate, and time on page.
Consideration: As customers start to seriously consider your product solutions, track clicks, click-through rate (CTR), engagement rate, and cost-per-click (CPC) to see how they’re interacting with your offerings.
Decision: To understand the factors that influence customer purchasing decisions, measure the conversion rate, sales, and cost-per-conversion (CPC) at the decision stage.
Retention: To see how well you’re engaging customers long-term, monitor metrics such as customer loyalty, satisfaction, and lifetime value (CLV).
Advocacy: Finally, track referrals and Net Promoter Score® (NPS) to see how well customers are promoting your solution to others.
As Avinash Kaushik, a Digital Marketing Evangelist at Google, reminds us,
Data helps you make informed decisions. Continuously monitoring KPIs helps you identify areas for improvement, validate assumptions, and optimize your customer journey map.
Embrace the Journey’s Natural Flow: Create a Cyclical Customer Map
It’s time to throw the old, straight line customer journey map out the window. The truth is, customers don’t just go from awareness to consideration to decision in a neat, linear fashion.
Nope, it’s a cyclical ride! The journey never really ends. Returning customers or subscribers won’t be back at square one, but they might jump back and forth between considering and making a decision on a new purchase.
And, if you want to keep those customers coming back for more and spreading the good word, it’s crucial to understand these different purchasing paths. Happy customers equal loyalty, and that’s a recipe for a high CLV.
Track Changes and Adapt Accordingly
A customer journey map is not a one-and-done project, but rather a dynamic, evolving tool. To truly understand your customers, you need to keep your map up to date, incorporating changes in the market, your business, and customer behavior.
As Colin Shaw, CEO of Beyond Philosophy, says,
“Customer journey mapping is not just a project, it’s a way of life.” It requires continuous monitoring and refinement.
To make sure your map accurately reflects your customers’ experiences, utilize tools like Churn360. With its Session Recordings, you can see how users are interacting with your site, pinpoint any problem areas, and make updates to your map accordingly. This way, you’ll always have a clear picture of your customers’ needs and how best to meet them.
Craft a Customer Journey Map to Win Over Customers
Investing time and effort into creating a well-designed customer journey map will pay off by providing a deeper understanding of your customers’ behavior and needs. By incorporating user-focused best practices, you can ensure that your map accurately reflects their experiences and helps turn curious prospects into loyal repeat customers.