How to Map the Customer Journey on Your Website


This visual representation of the path a visitor takes through your website from the time they first enter the site until the time they leave it shows all of the ways they interact with the website as they move toward the goal they set for themselves.

Not only can mapping the customer journey provide you with a better understanding of how your visitors interact with your site, but it can also reveal what actions they take to complete specific tasks, identify points of friction they encounter, and determine whether or not they are able to achieve their objectives successfully.

A customer journey map contains critical information such as the following:

  • Which pages people visit and in what order they do so.
  • The specific actions that customers take in order to achieve their desired outcomes
  • All points of contact between your company and your customer can be handled through your website.
  • Which aspects of your website visitors find useful, and which aspects they find frustrating
  • Understand when and where you should be providing assistance, from brand discovery to post-purchase.

Making a Customer Journey Map is an important step

Creating a customer journey map can take many shapes and forms, ranging from a collection of sticky notes on a whiteboard to a complex flow chart with lines showing all of the paths a customer might take. However, the simplest way to create a customer journey map is through the use of a spreadsheet.

First, you must identify your target customer personas—profiles of the people who are most likely to use your website, which should include their basic demographics, motivations, priorities and purchasing behaviors, as well as the criteria that they use to make their purchasing decisions.

Create a customer journey map for each target persona by opening a new worksheet for each persona. The first column should be labeled “Current Customer State,” and the remaining columns should be labeled “Step 1,” “Step 2,” and so on.

Using the rows under the “Current Customer State” column, you will be able to collect valuable information about your customers’ experiences as they navigate from one page to the next on your website. There is no limit to how many rows you can use to collect all of the information you deem important about the customer’s experience at each step.

Increasing the value of the customer experience

You can use your knowledge of the customer journey to improve your website by eliminating unnecessary steps, smoothing out frustration points, honing your messaging to better match customer needs, and even creating content to educate and support the customer as they travel through your site’s various pages and sections.

Because these modifications are in line with the customer journey, they will ensure that your website provides a seamless and effective interaction for customers, resulting in a better user experience and a successful relationship with your brand.

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