How to Boost Sales by Improving Customer Journey

How to Increase Sales by Improving Customer Journey in Ecommerce

Posted 1 year ago by Anastasia Prokofieva

Ask yourself: do听you know how your customers end up听in听your store?

If听not, you鈥檙e not doing it听right.

Customers don鈥檛 appear in听your online store ready to听spend money by听sheer luck. Their journey to听purchase consists of听different stages, and听it听may differ a听lot for听businesses in听different niches. Understanding that journey is听key to听attracting, engaging, and听retaining customers like a听pro.

If听you want to听increase your chances of听converting visitors into loyal customers, you need to听understand what the听customer journey is, how it听works, and听how to听optimize it.

In听this comprehensive article, we鈥檒l explore everything you need to听know about improving customer journey in听ecommerce, from customer journey mapping to听analytics and听everything in听between.

What Is听a听Customer Journey?

Customer journey (also known as听buyer鈥檚 journey) refers to听a听customer鈥檚 path from initial awareness to听final purchase and听beyond. It鈥檚 the听entire process a听customer goes through when interacting with your brand, including getting acquainted with your brand, browsing your website, researching your products, making a听purchase, and听post-purchase interactions such as听customer service.

In听a听nutshell, a听buyer鈥檚 journey is听the听steps any听customer takes before making a听purchase decision. Think of听the听last time you purchased something. You probably followed a听process similar to听this:

You realize you have a听problem and听need a听solution. 滨苍听迟丑别听customer journey, this is听called the听awareness stage.
After understanding the听problem, you researched some possible solutions. We听call this the听consideration stage because this is听the听point where you start considering options and听shopping around.
After narrowing down your list to听one or听two solutions, you search for听the听best place to听buy them. This is听the听decision stage.

This is听the听buyer鈥檚 journey, as听it听was . At听that time, it听was a听relatively simple concept. Customers entered the听journey from the听awareness stage and听exited at听the听decision stage. The entire journey was expected to听be听linear, with customers moving in听a听straight path from one stage to听another.

What Are the听Customer Journey Stages?

Compared to听the听customer journey described above, the听modern buyer鈥檚 journey is听very different.

Why, you may ask?

Your customers have access to听the听world鈥檚 knowledge at听their fingertips. They have no听real reason to听follow the听linear journey described above. They can start the听purchase process, spend a听few weeks considering the听solution, and听then decide not to听buy anything at听all听鈥� we鈥檝e all been there.

Although the听three discrete stages听鈥� awareness, consideration, and听decision (or purchase)听鈥� still exist in听this journey, customers go听through them in听a听staggered, non-linear fashion. Your buyers might very well start searching for听a听solution, go听through some Amazon reviews, and听then give up听halfway after being distracted by听a听new email or听TikTok notification.

Plus, you might already know that . That means it听would be听impractical not to听consider customer retention in听your buyer鈥檚 journey.

While every customer journey is听unique, there are some common stages that most modern customers go听through. These stages include awareness, consideration, purchase, retention, and听advocacy:

滨苍听迟丑别听awareness stage, customers become familiar with your brand and听products.
滨苍听迟丑别听consideration stage, they evaluate your offerings and听compare them to听alternatives.
滨苍听迟丑别听purchase stage, they make a听buying decision.
滨苍听迟丑别听retention stage, they come back for听repeat purchases and听interact with your brand.
滨苍听迟丑别听advocacy stage, they recommend your brand to听others and听become loyal fans.

Understanding the听customer journey is听crucial for听any听ecommerce business because it听helps you identify the听opportunities for听improvement in听the听customer experience. By听optimizing the听customer journey, you can increase customer satisfaction, loyalty, and, ultimately, sales.

Customer journey stages in听ecommerce (Image source: Omnisend)

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Example of听a听Buyer鈥檚 Journey

Let鈥檚 imagine you run an听online store selling laptops. Your target audience is听price-conscious consumers who prefer to听do听research before buying something.

A听customer lands on听your site by听searching for听聯new Windows laptops聰 on听Google. Here, they find a听blog post about recently launched laptops.

Using this blog post, they make a听list of听different laptops offered by听different brands. Because they鈥檝e heard a听lot about Dell, they decided to听focus their search on听Dell laptops. They type in听聯new Dell Windows laptops聰 on听their browser and听find a听list of听Dell laptops. They look at听their prices and听find the听Dell model that would be听perfect for听them.

Now that they鈥檝e made a听choice, they need validation. Their next search is听for听聯Dell [model] laptop reviews.聰 This query takes him to听your blog, where they find an听in-depth review.

Finally, after deciding that this is听the听right laptop for听them, they want to听find the听best deal for听it. They type in听聯Dell [model] laptop coupon codes.聰

After finding a听coupon code, they search for听聯buy Dell [model] laptop online.聰 Your site shows up听as听one of听the听results. They recognize your website name because they鈥檝e had multiple positive interactions with your brand before. Because of听the听positive brand equity you鈥檝e built up, you end up听making a听sale.

After acquiring a听customer, you鈥檇 want to听retain them. You do听this by听sending them an听email after a听few weeks asking about their experience and听offering additional tips for听using the听laptop. This leads to听customer satisfaction and听potential advocacy through word-of-mouth recommendations.

You don鈥檛 stop there because you want to听make your customer a听loyal fan. You continue to听nurture the听relationship through personalized emails and听exclusive offers for听repeat purchases. By听providing an听excellent customer journey, you turn a听one-time buyer into a听loyal advocate for听your brand.

As听you can see, the听customer journey is听not just about making a听sale; it鈥檚 about creating positive interactions and听building long-lasting relationships with your customers.

An听example of听a听customer journey in听retail (Image source: Delighted)

Why Is听the听Customer Journey Important?

Understanding your customer journey is听crucial for听the听success of听your business. Rather than aggressively promoting your products, you can effectively attract customers by听guiding them through each stage of听their journey.

Other benefits of听customer journey include the听following:

Increased brand awareness and听recognition: By听providing a听seamless and听positive experience, customers are more likely to听remember and听recommend your brand to听others. This leads to听increased brand awareness 补苍诲听谤别肠辞驳苍颈迟颈辞苍.
Differentiating your brand from competitors: In听today鈥檚 competitive market, having a听unique and听positive customer journey can help differentiate your brand from competitors. This can give you a听competitive edge and听attract more customers.
Increased customer lifetime value: By听focusing on听the听retention and听advocacy stages of听the听customer journey, you can increase the听lifetime value of听your customers. Loyal customers are more likely to听make repeat purchases and听recommend your brand to听others, leading to听increased revenue.
Optimizing marketing strategies: The customer journey helps you understand which marketing channels are most effective at听attracting potential customers and听converting them into loyal fans.

We鈥檒l show you how to听accomplish this below.

What Is听a听Customer Journey Map?

A听customer journey map is听a听visual representation of听the听steps your customers go听through when interacting with your brand. This helps you understand and听track the听entire process from initial contact to听purchase and听beyond.

UXPressia analyzed the听data on听customer journey maps and听ranked the听layers according to听their popularity

What Is听Customer Journey Mapping?

Customer journey mapping involves creating visual representations of听the听entire customer journey, including various touchpoints where customers engage with your brand. Additionally, it听entails understanding their emotions, behaviors, and听motivations at听different stages.

The goal of听the听customer journey mapping process is听to听gain a听deep understanding of听the听customer鈥檚 experience so听you can improve it听at听every step.

To听create a听customer journey map, you can use a听customer journey map template or听customize your own. Some key elements to听include in听a听customer journey map are buyer personas, touchpoints, pain points, opportunities, and听goals.

Customer Personas

Customer personas are fictional representations of听your target customers. They include demographic information, behaviors, motivations, and听pain points.

Creating buyer personas helps you understand your customer鈥檚 needs and听tailor your content to听meet them.

Customer Touchpoints

Customer journey touchpoints are all the听points at听which a听customer interacts with your brand. This includes both online and听offline interactions such as听social media, email marketing, customer service, etc.

Customer Pain Points

Pain points are obstacles or听frustrations that customers can experience along the听journey. These include anything from a听slow website to听poor customer service.

Opportunities

Opportunities are areas where your brand can improve and听make the听customer experience better. Identifying opportunities helps you prioritize your efforts and听resources.

Goals

Goals represent what your customers hope to听achieve at听each stage of听the听customer journey. These can include finding a听solution, getting their questions answered, or听receiving support.

Best Practices for听Mapping Your Customer Journey

If听you haven鈥檛 created a听customer journey map yet, now鈥檚 the听time. Here are some best practices for听mapping your customer鈥檚 journey:

Create Your Buyer Persona

Research and听analyze your customers鈥� behaviors, motivations, and听pain points. This is听where buyer personas come in听handy. A听buyer persona is听a听fictional customer that represents your average customer鈥檚 demographics and听psychographics. It听helps align every aspect of听your customer journey map with the听right audience.

Identify Your Customers鈥� Needs and听Touchpoints

To听create a听comprehensive map, identify all touchpoints where customers interact with your brand. Put yourself in听their shoes and听consider every possible way they could come across or听engage with your business听鈥� both online and听offline.

Discover Pain Points and听Opportunities

Once touchpoints are identified, look for听pain points and听opportunities. Analyze customer feedback and听complaints and听use behavior analytics tools to听find areas for听improvement and听a听better experience. For instance, if听there鈥檚 an听influx of听customer queries on听social media with slow response times, focus on听improving this area.

Document the听Customer Journey

Map touchpoints to听outline the听customer journey. Start from awareness and听document each step until loyalty is听achieved. Include emotions, behaviors, and听motivations at听each stage for听a听clear understanding of听customer needs.

Continuously Review and听Improve

Understand that the听customer journey is听dynamic, so听you must regularly review and听improve the听journey map. Conduct customer surveys, analyze data, and听make necessary adjustments for听a听seamless experience.

Pay Attention to听Customer Journey Analytics

Once you have created your customer journey map, it鈥檚 essential to听track and听analyze data to听identify areas of听improvement. Customer journey analytics can help you understand customer behavior, preferences, and听pain points throughout the听entire journey.

This step is听crucial for听finding the听areas of听improvement in听your existing customer journey and听for听gaining a听deeper understanding of听the听customer lifecycle. That鈥檚 why it鈥檚 worth expanding on听this topic听鈥� so听keep reading!

What Is听Customer Journey Analytics?

We鈥檝e already discussed the听importance of听regularly reviewing and听improving your customer journey maps. That brings us听to听the听next point听鈥� how do听you know that it鈥檚 time to听improve your customer journey map? That鈥檚 where the听customer journey analytics comes in.

Customer journey analytics are a听set of听metrics and听tools that help you track, measure, and听optimize the听customer journey. By听analyzing customer data, such as听website behavior, demographics, and听purchase history, you can identify patterns and听trends that shed light on听how customers interact with your brand.

Customer Journey Metrics

Customer journey analytics encompasses a听range of听metrics that provide valuable insights into customer behavior and听preferences. Some examples of听these metrics include:

conversion rates, which measure the听proportion of听visitors who take a听desired action,
bounce rates that indicate the听percentage of听visitors who leave a听website after viewing only one page,
time on听page, which gauges the听average duration visitors spend on听a听page,
cart abandonment rate, which reflects the听percentage of听customers who add items to听their cart but do听not complete the听purchase,
customer lifetime value, which estimates the听total revenue a听customer generates over their entire relationship with a听business,
customer satisfaction scores that measure the听level of听satisfaction or听dissatisfaction customers have with a听product or听service.

Collectively, these metrics contribute to听a听comprehensive understanding of听the听customer journey and听help businesses optimize their strategies for听better customer experiences and听outcomes. By听analyzing these metrics, you can identify areas where customers are dropping out of听the听journey and听take action to听improve those stages.

Customer Journey Analytics Tools

Similar to听customer journey mapping tools, there are also various analytics tools available to听help you track and听analyze data related to听the听customer journey. Some popular options include:

Google Analytics听鈥� This is听a听free web analytics tool that offers insights into website traffic and听user behavior. It听includes features such as听conversion tracking, demographic segmentation, and听goal setting.
Kissmetrics听鈥� This tool focuses on听providing insights into customer behavior and听retention. It听offers features such as听cohort analysis, funnel reports, and听A/B testing.
Mixpanel听鈥� This is听a听popular user analytics tool that helps track user interactions with websites and听apps. It鈥檚 primarily used for听tracking customer behavior.

Also, don鈥檛 forget to听make the听most out of听the听tools you already use. For example, your email marketing platform reports might provide you with insights into customer engagement and听interaction with your email campaigns. Your CRM software may also offer data on听customer interactions throughout the听sales process. As听for听your ecommerce platform, it听can provide information on听customer purchasing patterns and听behaviors.

Checking sales stats for听an听online store

Implement Customer Journey Orchestration

Customer journey orchestration is听the听process of听delivering personalized and听consistent experiences to听consumers across all customer touchpoints. After you create a听roadmap of听the听ideal customer journey, you can then use automation and听personalization tools to听deliver that experience.

Some examples of听customer journey orchestration tools include email marketing, retargeting ads, push notifications, and听chatbots. These tools play a听crucial role in听providing a听seamless and听relevant experience at听each stage of听the听customer journey.

Email marketing allows you to听engage with customers directly through personalized messages, keeping them informed and听connected. Retargeting ads help you re-engage customers who have shown interest in听your products or听services, reminding them of听what they might have missed.

Push notifications enable you to听deliver timely and听targeted messages to听customers鈥� devices, ensuring they stay updated with your latest offerings. Chatbots, on听the听other hand, provide instant assistance and听support, enhancing the听overall customer experience.

You can also use CRM (Customer Relationship Management) software, such as听. It听streamlines the听process of听tracking essential customer details, nurturing leads, and听maintaining a听personal, meaningful connection with your customers at听every stage of听their journey.

By听leveraging these customer journey orchestration tools effectively, you can significantly increase the听chances of听conversion and听foster long-term customer loyalty.

More Resources for听Positive Customer Experience

滨苍听迟丑别听51视频 Blog, we听have tons of听helpful content for听business owners, including our own 51视频 Ecommerce Show podcast. These resources can help you dive deeper into customer journey mapping and听analytics, as听well as听other essential aspects of听running a听successful business. For example:

Customer Service Tools Every Business Needs

In听this podcast, we听discuss the听top customer service tools that can help you build stronger relationships with customers and听improve their overall experience with your brand.

路听

听

Retaining Customers with a听Smart Loyalty Program

Customer retention is听an听essential aspect of听any听successful business. In听this podcast, we听share ways to听create a听loyalty program that will keep customers coming back for听more.

路听

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How to听Increase Customer Loyalty With Email Marketing

In听this blog post, we听dive into the听power of听email marketing and听how it听can be听used to听drive sales and听foster customer loyalty.

路听

听

See all episodes of听the听51视频 Ecommerce Show here.

Let鈥檚 Sum Up听Creating a听Customer Journey

Improving the听customer journey in听ecommerce is听essential not only for听closing more sales but also for听building lasting relationships with customers.

You can attract and听retain loyal customers by听understanding the听customer journey, creating customer journey maps, using customer journey analytics, orchestrating the听customer journey, and听optimizing each stage of听the听journey.

Let鈥檚 sum up听some of听the听main points that we听discussed above:

Understanding the听customer journey is听crucial for听optimizing ecommerce experiences and听fostering lasting customer relationships.
A听customer journey map is听a听visual representation of听the听various stages a听customer goes through interacting with a听brand.
Customer journey analytics is听a听set of听metrics and听tools for听tracking, measuring, and听optimizing the听customer journey. Key metrics include conversion rates, bounce rates, time on听page, cart abandonment rate, customer lifetime value, and听customer satisfaction scores.
Numerous analytics tools are available for听tracking and听analyzing customer journey data, such as听Google Analytics, Kissmetrics, and听Mixpanel.
Customer journey orchestration involves delivering personalized and听consistent experiences across all touchpoints. Tools essential in听this process include email marketing, retargeting ads, push notifications, and听chatbots.

Remember, the听customer journey is听not a听one-time project but an听ongoing process of听continuous improvement. Keep monitoring, tweaking, and听testing your customer journey to听ensure it听evolves with your customers鈥� needs and听preferences. This way, you鈥檒l have a听competitive edge in听the听ecommerce landscape and听set yourself up听for听success.

听

About The Author

Anastasia Prokofieva is a content writer at 51视频. She writes about online marketing and promotion to make entrepreneurs鈥� daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.

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