Customer Journey Mapping|Understanding the customer journey is one of the most critical aspects in any buying cycle. Whether you run an e-commerce store or running a Brick and mortar shop it is one of the most important puzzles to solve to be profitable for your business.
So What is Customer Journey Exactly?
Simply put, Customer Journey is the typical path used by the customers to buy a product or service.
But measuring the customer’s journey is not an easy thing. With the innovation of technology, customer’s journey has become much more complex these days.
Modern-day customers do not stay loyal to any product or service just because of their price or brand name. They are loyal to that experience they receive. So to be loyal with your customers you have to optimize your customer journey in all aspects.
The cross-device purchase has become a dominant trend these days. According to Wolfgang Digital’s KPI Report 2019, though mobile encounters 53% of total online traffic but only 32% of revenue is generated by mobile traffic.
What does it tell?
It tells us that people generally research first on mobile devices and then end up buying through the desktop or in-store.So if you can’t make the first impression on mobile you will lose a significant number of sales. It’s that simple.
The creation of such a customer journey map allows visualizing individual stages of shopping experience and steps that e-customers must take to finalize a purchase. The aim of mapping of customer journey for entrepreneurs is to check and eliminate obstacles that make the whole process inefficient and problematic.
Customer Journey Mapping -Why do we need it?
It is best to draw such a customer journey map. Graphic programs can be used for that, but it can also be done with simply a sheet of paper and a pen. It is important to have that image in front of your eyes – then it is easier to get into the customer’s shoes.
In the Customer Journey Mapping for Ecommerce article (https://www.growcode.com/blog/customer-journey-mapping/) you can read about how to do it.
If you define each step of a customer during shopping and find places in which the consumer meets a problem, it will be easier for you to eliminate it. Thanks to that you can speed up and increase the productivity of a shopping process − for you some elements can be simple and intuitive, but for clients, they may turn out to be a problem they can’t overcome.
From offline to online
Consumers are becoming e-consumers extremely quickly, going completely from the offline to the online mode. While doing that they use various digital tools and it is on the Internet where they look for information that helps them to make shopping decisions.
That is why online interactions are important – contemporary customers will get into interactions with you as early as at the stage of product search. It is of key importance for the e-commerce industry to understand how they work and how important they are for e-consumers.
If you are in the e-commerce niche then it is strongly recommended to use a good audience insight tool for understanding the full user journey.
Tools like Google Analytics and Quantcast Measure are just meant for that. Google Analytics can tell you what your customers are doing on your website after landing on it.
If you are interested in measuring your customer journey then built-in Cross-Device Google analytics reports like ‘Device Path’,’Device Overlap’ can help you in this. On other hand tools like Quantcast Measure can help you to understand the complete demographics and Psychographics
of your user including their browsing behavior, shopping interest, Media affinity which is invaluable for your custom audience. These data can help you to craft your marketing message and marketing campaigns which is very important in the aspect of new user acquisition and retention.
For example, BuzzFeed has effectively used Quantcast Measure to ensure increased audience engagement which helps them to create more focused content specially crafted for their audience.
Quantcast Measure has a special reporting section called ‘Cross-Platform’ which can help you visualize how your users are consuming your content or using your website via their different devices as a whole.
If you a business and utilizing Google ads for your customer acquisition then you have probably heard about ‘Store Visits’ which can effectively tell you how your investment in Google ads is helping you to drive foot traffic for your business.
If you love Google Analytics 360 suite then you can push your data directly from your CRM to Google analytics to map the online journey to offline.
If you are using the free version of the Google analytics then you can also integrate your CRM data to Google Analytics with the below methods:
There are three ways to send CRM data to Google Analytics (which are not mutually exclusive):
- With analytics.js and via custom dimensions
- With the Measurement Protocol
- Uploading CSV files via Data Import
With the above method, you can not only join cost data but also join other behavioral data like content data to measure your offline efforts online.
For example, if you are a blogger or content marketer you can easily understand which content type or how many words are performing well.
Customer Journey Mapping – advantages
The customer journey map will allow you to stay abreast of the shopping behavior of e-consumers. It will also let you check if they will encounter any obstacles during their shopping experience and if so ─ where such obstacles can be expected. Thanks to that you will be able to eliminate them.
It will translate into greater sales and increased awareness about the brand.
Moreover, you will get to know your customers and you will know what they expect from you and your products. You will also find out why customers abandon their carts and do not finalize transactions in your store.
Try to update the map at least once in three months − e-commerce market is extremely dynamic and whether you want it or not, you have to keep up with the pace of changes to stay on top and to be ahead of your competition.
I hope you will like the article and if you want to know more about how to leverage customer data more, feel free to comment below in the comment box and don’t forget to share the article to your peers.