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How to create a customer journey map

Entrepreneurs involved in online commerce strive to achieve the highest possible conversion rate from an online store. To achieve this, it is not only necessary to offer a range of quality products, but also to work on improving the usability of the site. You can't do this without understanding how users behave on the pages and in the sections of the online shop. Today on the Step Link blog we're talking about the Customer Journey Map (CJM). It helps to make a resource more comfortable and to find its weak points.


Various visualisation tools are used to visually organise data about user behaviour on a website. One of these is the Customer Journey Map. This is a customer journey map that shows the history of the user's interaction with the site. The CJM, like a sales funnel, shows the customer's journey from the moment they are attracted to the site until they make a purchase. The sales funnel assumes a linear path, while the CJM considers the customer's path, taking into account their doubts, descriptions, expectations and goals at each stage of the decision making process.


The CJM contains detailed information about user behaviour that can be analysed to answer questions such as:

  • How did the user get to the site?

  • What actions did they take on the site?

  • How long did it take them to place an order from the moment they entered the site?

  • What problems did the customer encounter?

  • Did the visitor take any targeted actions?

  • How can the user's interaction with the site be improved?


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What information do you need for CJM?

First, you need data about your users: gender, age, location, interests, income, etc. You can get this from CRM or web analytics systems. You should also be aware of your audience's pain points and needs. To do this, organise surveys on your social media pages, call regular customers, send emails asking them to rate a purchase and make suggestions, study reviews on social networks, review sites and geo-services.


Gather data on site behaviour, traffic sources and conversions from web analytics systems. For example, you can use the Google Analytics Sequence Visualisation report to understand which channels and in what order website visitors used in the decision-making process. This report shows the user's first contact with the site, registration, subscription and so on.


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Step-by-step guide to creating a CJM

Before mapping, you need to gather information about your customers, how they interact with your website, and where they intersect with your organisation.


The order of action in mapping:

  1. Segment the audience. It is necessary to allocate groups of visitors according to their behaviour on the site, their needs and interests, the stages of the purchase decision, selection criteria, etc.

  2. Create a customer journey for each audience. It starts from the moment a need arises and ends with a purchase. The user can then return to the site to make repeat purchases, recommend products to friends, etc.

  3. mark the extreme points of contact with the user. For example, the first point is when a person first visits the site, the second is when they make a purchase two weeks after the first visit.

  4. Identify the audience's intermediate interactions with the site. During the decision-making process, a user may visit the site several times: register, write to the support chat, consult by phone, put a product in the basket, etc.

  5. Identify the tools and channels through which the user arrives on the site: search engines, social networks, email distribution, etc.

  6. Identify the problems that slow down or stop the visitor's movement towards a purchase: inability to find the right product or to contact an advisor, problems when registering on the site, etc.


Creating a CJM is time-consuming. Special tools help you to cover all the points of contact between the customer and the company and all the stages of decision-making: UXPRESSIA, Miro, Gliffy and others. On the basis of CJM, you can set tasks for marketers and managers, improve customer service and website usability, and even use it to draw up a strategic plan for the company's development.

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