Marketers are starting to learn just how complicated the customer journey really is. Your buyers rarely hear about your brand or an upcoming sale and immediately take action. Instead, they need to be persuaded, coached, and sold to. Ecommerce journey mapping is the process of writing out the various channels and roadblocks your customers experience before they make a purchase. With this information, you can share the right marketing messages with your customers at the right time.
Keep reading to discover the tools you need for successful customer journey mapping to convert more customers to your business.
How Can Mapping the Customer Journey Benefit Your Business?
Ecommerce journey mapping offers tangible insights that you can see within your company. The goal of this exercise is to get clarity into what your customers think and how they act. When you mirror customer information with the messages you’re sending you can see whether or not your marketing efforts are effective.
The team at Perficient created a useful infographic on the benefits of mapping your customer journey. A few key ways that this process helps your brand include:
- Providing a better understanding of your customers and their motives.
- Highlighting gaps in your marketing plan and find where information is lacking.
- Showing why your marketing team should break down silos so every department can address various parts of the customer journey.
- Identifying how your company can form better processes to address client issues and problems.
For example, 92% of content on average is created for the top of the sales funnel. This means that social media posts, press releases, and blog content often address customers who are still in the awareness stage of the buying process. This only leaves eight percent for any other part of the buyer’s journey.
With eCommerce journey mapping, your brand might realize that you create too much top-funnel content and decide to take steps to guide customers through the rest of the process. Alternatively, you could realize that you try to convert customers too often, and need to provide more high-level information about your brand.
What Should Your Customer Journey Map Include?
Wanting to invest in eCommerce journey mapping is the first step. The next step is actually creating the materials to analyze your customers. Shopify addressed how easy it is for brands to get lost in the complexities of various target personas and funnel paths. Instead, they encourage users to create a simple chart for each target persona with clearly-stated information. There are six key elements that your map should include.
What parts of the buying process do your customers visit?
Your customers move from the awareness stage to consideration and purchasing, but loyal customers likely need less persuasion than new customers.
How long do customers spend in each stage of the buying process?
Is your buying process in months and weeks, or hours and minutes? Knowing this can guide your sales process and help your team learn what marketing tactics are working.
3. The Buyer’s Goal
What do your customers need at each stage of the purchase funnel?
The goal of each stage isn’t to make a purchase. Your customers need information, comparison options, and details about your brand. Addressing these needs is key to get your customers to advance to the next stage.
4. The Brand’s Goal
How would you define a successful customer interaction?
Your goals also change along the buyer’s journey. What steps do you want customers to take to show that they are ready to move on to the next marketing message?
What platforms do your customers use before they buy?
How will your marketing platforms change as customers move through the sales process? For example, an interaction that starts on social media could move on to a Google search, your blog, or your website.
Which pages on your website are customers likely engaging with?
Are you providing information about your brand, products, and return policies? When do your customers want to learn about these various elements?
All of these factors work together to help you understand what your customers are doing — and why they are or aren’t buying from you.
Where Can You Find Insights for Ecommerce Journey Mapping?
You don’t have to contract out a third-party firm to conduct eCommerce journey mapping — though in some cases it might help. There are tools right at your fingertips you can use to get the information you need.
Google has a variety of options to review your buyer’s journey. In some cases, you can literally see the steps your customers take to buy a product. A few valuable tools include:
- Time Lag: the timeframe for how long your customers spend shopping before they buy.
- Path Length: the number of steps (on average) your customers take.
- Top Conversion Paths: the typical paths your customers follow during the buying process.
- Attribution Modeling: what channels your customers engage within the top, middle, and bottom parts of the funnel. (Use with the Assisted Conversions tab).
All of these metrics are found in Google Analytics — and that’s just one tool. There are dozens of tools across the web that you can try for your eCommerce journey mapping. Each one will provide its own insights and help you paint a picture of your customers.
How Can You Take Action from this Information?
With this map, you can assign tasks to your team to close gaps and improve the buying process. This might mean changing your marketing messages on various channels or improving the content on certain landing pages. Either way, the goal is to provide clarity to your marketing process.
You can’t figure out where you’re going unless you know where you are. Ecommerce journey mapping is meant to give you bearings to move forward and create amazing marketing materials that help your buyers. Without it, your team is left pushing its message into the void and hoping someone listens and cares.
If you want to give your marketing efforts a boost, contact Trinity Insight for a free consultation. We offer Shopify Development and Support, along with free consultations on your user experience, marketing efforts, and SEO opportunities.