Getting into your customers’ minds can be quite a challenge. Knowing how your customers use your site isn’t easy. You might be wondering why a visitor spends so much time choosing and adding products to the cart only to abandon it. Perhaps you are wondering why your customers take multiple steps from Point A to Point B where it shouldn’t take more than one.
Creating a customer journey map can get rid of all that confusion. It’s the best way to get a holistic perspective of what your website’s visitors experience when they use your website.
What is a customer journey map?
A customer journey map is a useful tool you can use to visualise the experience of interacting with your business from the customers’ perspective. This map is important because it propels you to imagine how your visitors will experience your brand as compared to how you believe they do.
By getting to understand your customers, you can deliver an experience that meets their expectations. But a mere understanding of the journey isn’t enough. That’s where a map comes handy.
What should a customer journey map cover?
A customer journey map is typically comprised of important information like:
- Which pages customers visit and in what specific order?
- The points of interaction between your brand and your customers on your website
- The steps that visitors have to take to get the desired result
- Which aspects of your website visitors find useful and which elements they find frustrating?
- The stages of the journey where you must be offering support from brand discovery to post-purchase.
How to create a customer journey map?
- Set clear goals for the map. Why are you creating this? What goals do you want to achieve? What experience is this map based on?
- Create customer personas and identify their objectives. Based on the goals you’ve set, it’s time to create a persona of your target customer. Identify all the different personas and pick one persona that represents most of your customers or the ones you want to target.
- Identify touchpoints. A touchpoint is every spot on your site your customers may interact with your brand. Dig deep and list out all the touchpoints your visitors, prospects and customers are using including the ones you believe they should use.
- Find the elements you want the map to show. Choose from 4 different types of customer journey maps – (1) the current state of mind of your customer, (2) the future state, (3) a day in their life or (4) a simplified version of any of the previous three styles.
- Identify the resources you will need. What resources if any will you need to fulfil the customer journey. For instance, if your map identifies a flaw in your customer service, and you identify that you don’t have the tools to follow up with customers after an initial reaction, invest in customer service software tools that can help manage your customers’ demand.
- Test. Be sure to test the customer journey yourself to identify its effectiveness and tweak as necessary.