It can often be overwhelming to think of all the touch points a potential customer has had with your brand. It can be difficult to find out which interactions lead an individual to engage with, or even make a purchase, from your website. Even more difficult, is to figure out why a potential customer did not actually make a purchase or engage. This is why you need a journey map.
A digital user journey map can aggregate all of the information regarding the entire relationship of an individual with your company. This information can be used to give you critical insights into customer and user experiences to inform business strategies. Customer journey mapping solutions are one way to better understand the digital journeys that customers take across your website or app.
When Does the Digital Customer Journey Begin?
By creating user journeys, you can easily see the path to purchase. A digital user journey map starts with the very first time an individual engaged with your brand online.
This is a specific touch point that can provide a lot of information to your marketing team. Exactly where did the customer first learn about your product? Was it from an advertisement seen on a specific social media website, or from a review delivered by their friend or family member? Every digital consumer journey takes a different path to reach your website or mobile app.
From there, specific marketing tools can be leveraged to engage future customers. But, before we get to how you can market your product or services by using customer journey digital marketing, you must understand how consumer mapping works. Journey management is key.
What Is Customer Journey Mapping?
From this first point of engagement, you can follow the individual’s relationship with your company to see the path they took to become a customer and how brand loyalty was then built. This information can help your company learn what worked and recreate it for others.
Not all individuals who engage with your company become customers. Mapping a customer’s digital journey, using session replay tools, allows you to see exactly when individuals disengage with your company. You can also see where individuals experienced difficulty from when they switched from viewing your website on their mobile device to viewing on their laptop. You can use this information to improve the features of your mobile website, or mobile app.
You can use this information to improve the features of your mobile website or mobile app. Comparing the customer journey on the mobile app with the customer journey map of the website can help you see if different customers are experiencing different journeys based on their device choice.
It is important to remember that a large percentage of individuals who engage with your company but do not become customers will not stop to tell you why. Only 4% of customers will reach out to your customer service team to explain what went wrong. The rest just leave.
A well-made customer journey map, made with the help of a digital customer journey mapping tool, will help you understand what went wrong for these individuals. It will further provide your company with the insights it needs to create the right marketing campaigns to engage new customers.
Creating an Improved Strategy for the Future
Companies spend a lot of money in marketing their product to current and potential new customers. A digital customer journey map can help you understand what customers need to hear and when they need to hear it, allowing you to deliver the right message at the right time to increase your customer acquisition rate and help with customer journey lead generation.
Just because a customer does not make a purchase, does not mean that an analysis of their digital customer journey is not important. When trying to determine what drives a customer purchase, journey mapping can be used to create targeted marketing in the forms of advertisements for products similar to what the customer was viewing. The customer journey on a website can be incredibly useful data.
Information derived from mapping the digital journeys of customers can also be used to increase retention. Seeing your company through the eyes of your customer can help your employees better empathize with your customer. This can improve customer service interactions, user experience designs, and even your website’s content. Once you understand exactly how customers interact with your website, you can begin to use this information to influence policy changes, website improvements, and digital marketing for customer journey improvements.
Digital customer journey mapping and digital marketing can benefit your company in many ways. In order to be effective, ensure that your journey mapping software helps you chart your customer’s journeys in a holistic manner to inform your teams as to what strategies worked and which fell flat.
Looking for ways to improve the customer journey on mobile? Check out our Ultimate Guide to Successful Enterprise Mobile Apps
Originally published October 2018. Updated May 25 2020.