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Are you struggling to map out your eCommerce customer journey? You’re not alone. Many businesses face challenges in understanding the key touchpoints that drive customer behavior and influence purchasing decisions. Whether you’re overwhelmed by complex buyer paths or unsure where to focus your efforts, this guide will simplify the process. We’ll walk you through the essential stages of the customer journey, share real-life examples, and offer a proven template to help you create an engaging, streamlined experience that converts. Let’s unlock the potential of your eCommerce strategy!
See more:
- Ecommerce Analytics: Examples, Types, Tools And Ways To Measure
- Convert More Visitors to Buyers with 12 Actionable eCommerce Search Strategies
- eCommerce Sales Funnel: Stages, Benchmarks And Best Ways To Optimize
What is the eCommerce customer journey?
eCommerce customer journey describes the entire experience of a customer with an online business, from the moment they first become aware of its products to the moment they complete a purchase and reach out for support.
What is an eCommerce customer journey map?
An eCommerce customer journey map is a diagram that illustrates the complete lifecycle of a customer’s interactions with an online store. It encompasses every phase of the customer experience, including:
- Awareness: The stage where customers first learn about the brand
- Consideration: Customers evaluate options and consider purchasing
- Action: The actual purchase process
- Retention: Post-purchase engagement to ensure customer satisfaction
- Advocacy: Satisfied customers promote the brand to others
Key stages and touchpoints of eCommerce journey
In order to map an eCommerce shopping journey, first, we need to understand each stage and key touchpoint of the journey.
1. Awareness
This is the first stage of an eCommerce customer journey. During this stage, a problem occurs, causing the customer to go online and do research about their issue.
The customer at this stage may discover brands passively. It can be an advertisement they see, a social media or blog post, or actively through organic search.
A brand needs to extend its site visibility to customers to raise enough awareness and interest, urging them to find out more. As a business, you may learn how the customer arrived on your site and their behaviors – whether they just browse or look at a particular landing page. This can give you an idea about their interest.
Key eCommerce customer journey touchpoints: Social media ads, search engine results, content marketing (blogs, videos), influencer endorsements, and word-of-mouth referrals.
2. Consideration
The customer may find something that interests them from your website. They are considering purchasing a specific item that can solve their problem, but also weighing different options.
For instance, a person is looking to purchase a mountain bike, and you are offering this product. The customer would look between your bike and a few others from your competitors. Factors such as features, price, reviews, return & refund policy, or promotion for the bike, may impact their decision.
You can influence a customer’s consideration by explaining your product’s advantages to make it appear as a potential solution.
Key eCommerce customer journey touchpoints: Product pages, comparison charts, customer reviews, detailed product descriptions, and email newsletters.
3. Decision
At this stage, the customer is narrowing down their options for purchase. And a potential customer may turn into an actual one at this point, as long as you can convince your product is what they need.
It’s important to align other aspects of your business to make the purchase. For example, in-time customer support if they have any questions or an optimized checkout process with just 1 or 2 steps. Or if they have added the item in their cart but have yet to pay, you can provide a sense of urgency with a limited-time offer.
Key eCommerce customer journey touchpoints: Shopping cart, checkout page, payment gateways, and promotional offers (discounts or free shipping).
4. Retention
Getting a customer to purchase is nice, but seeing them return for more is much better for your business. It isn’t only cheaper to retain customers but also brings more revenue in return. According to Harvard Business Review, the cost for acquiring new customers is 5 to 25 times that of retaining an existing customer. And only a 5% increase in customer retention can increase company revenue by 25-95%.
However, this isn’t a stage that every business can achieve. A business may have provided excellent customer service once or twice post-purchase, but the real challenge is for them to keep up their standard support for the next time. And even just one negative experience is enough to turn your customer away.
Key eCommerce customer journey touchpoints: Post-purchase emails, loyalty programs, customer support interactions, and feedback requests.
5. Advocacy
Customers at this stage are your brand ambassadors. They actively interact with your brand through channels – on your site or social media. Better than that, they would share about your brand with family and friends. With their recommendation, these people may turn into your potential customers.
Besides, they also help boost your reputation by leaving positive reviews on social media or other review platforms. About 95% of customers read online reviews before making a purchase. And 94% of consumers saying positive reviews make them more likely to buy from a business. So having positive reviews from loyal customers is extremely important for your business.
Key eCommerce customer journey touchpoints: Exclusive offers for returning customers, personalized recommendations based on past purchases, and community engagement (social media interactions).
eCommerce customer journey example in real-life
1. Amazon eCommerce customer journey example
Amazon’s customer journey is meticulously designed to guide customers through five key stages: Awareness, Consideration, Action, Retention, and Advocacy. Here’s an overview of each stage:
1. Awareness
At this initial stage, potential customers become aware of Amazon through various channels:
- Online Advertising: Targeted ads are displayed across websites and social media platforms to reach a broad audience.
- Search Engine Visibility: Amazon’s strong SEO ensures high rankings in search results, increasing organic traffic.
- Social Media Engagement: Active presence on platforms like Facebook, Twitter, and Instagram helps in reaching potential customers.
2. Consideration
Once aware, customers evaluate Amazon as a potential shopping destination:
- Website and App Experience: User-friendly interfaces on both the website and mobile app facilitate easy navigation and product discovery.
- Customer Reviews: Access to extensive product reviews aids in informed decision-making.
- Prime Membership Benefits: Perks like free shipping and exclusive deals make Amazon a compelling choice.
3. Action
This stage involves the actual purchase process:
- Streamlined Checkout: Features like one-click purchasing simplify transactions.
- Secure Payment Options: Multiple payment methods and robust security measures build trust.
- Efficient Customer Service: Responsive support addresses any purchase-related concerns promptly.
4. Retention
Post-purchase, Amazon focuses on retaining customers:
- Amazon Prime Membership: Encourages repeat purchases through benefits like fast shipping and exclusive content.
- Personalized Recommendations: Tailored suggestions based on past purchases enhance the shopping experience.
- Loyalty Programs: Initiatives that reward repeat customers foster loyalty.
5. Advocacy
Satisfied customers become brand advocates:
- Encouraging Reviews: Amazon prompts customers to leave feedback, influencing future buyers.
- Referral Programs: Incentives for referring new customers expand Amazon’s user base.
- Social Media Sharing: Positive experiences shared online enhance Amazon’s reputation.
>> See more: 8 Amazon Ecommerce Strategies for Newbie Merchants’s Success
2. Rail Europe eCommerce customer journey example
Rail Europe, a B2C e-commerce travel provider, has meticulously mapped its customer journey to enhance the travel experience for its users. Their comprehensive journey map spans interactions before, during, and after a trip, providing valuable insights into customer behaviors and emotions at each stage.
1. Research and Planning
- Activities: Customers begin by researching destinations, routes, and products. They utilize resources like Kayak for airfare comparisons, Google searches for destination information, and consult friends for recommendations.
- Thoughts and Feelings: At this stage, travelers are excited about their upcoming trip but also experience concerns about affordability and making the right choices.
- Opportunities: Rail Europe can enhance this phase by providing clear value propositions and engaging content that addresses travelers’ concerns and helps them make informed decisions.
2. Shopping
- Activities: Customers explore Rail Europe’s website to compare fares, select passes, and review itineraries. They may also use interactive maps to plan their routes.
- Thoughts and Feelings: Users appreciate the ease of navigation but may feel overwhelmed by the variety of options and the complexity of planning multiple destinations.
- Opportunities: Simplifying the selection process and offering personalized recommendations can improve the shopping experience.
3. Booking
- Activities: Travelers enter their trip details, confirm itineraries, and choose delivery options for their tickets. They proceed to payment and review their booking.
- Thoughts and Feelings: Customers value a straightforward booking process but may feel anxious about ticket delivery methods and the accuracy of their bookings.
- Opportunities: Providing clear communication about ticket delivery options and ensuring timely delivery can alleviate customer concerns.
4. Post-Booking, Pre-Travel
- Activities: Customers prepare for their trip by reviewing itineraries, printing e-tickets, and making additional travel plans. They may also contact customer service for assistance.
- Thoughts and Feelings: Travelers are eager to embark on their journey but may feel stressed about last-minute preparations and potential issues with their bookings.
- Opportunities: Offering proactive support and clear communication can help reduce pre-travel stress.
5. Travel
- Activities: During their trip, customers use their tickets to board trains, manage unexpected changes, and seek assistance when needed.
- Thoughts and Feelings: Travelers experience a mix of excitement and stress, especially when facing unexpected changes or challenges during their journey.
- Opportunities: Providing real-time updates and responsive customer support can enhance the travel experience.
6. Post-Travel
- Activities: After their trip, customers may request refunds for unused tickets, share their experiences on social media, and provide feedback.
- Thoughts and Feelings: Travelers are eager to share their experiences but may feel frustrated with refund processes or unresolved issues.
- Opportunities: Streamlining refund processes and encouraging feedback can improve customer satisfaction and loyalty.
Steps to create a customer journey map
“An eCommerce customer journey map is a visual representation of all the touchpoints on a customer journey.” (Hubspot).
By creating an eCommerce customer journey map, you can further understand your customers and plan how to make the shopping experience enjoyable at every touchpoint.
1. Set your goals
Before starting working on mapping out the journey map, it’s crucial to identify what you want to achieve from this process. Doing so would make it easier to choose the most efficient ways to hit your targets.
It’s best if you have answers to these questions beforehand:
- Why are you making this map?
- Whose perspective will it be from?
- What experiences will you be factoring in?
2. Define customer personas
To build an effective map, you need to create customer personas. A customer persona is a semi-fictional character that represents a specific customer segment for your brand. Characteristics to be considered when creating personas include background, demographics, lifestyle, personality, information sources, and shopping preferences. It’s recommended that the personas are built based on real data.
There are many ways to gather customer data. You can use data tools like Google Analytics or collect direct feedback from buyers with surveys and questionnaires.
Then you need to combine their traits into numerous specific personas with memorable characteristics, even a name. The closer the personas are to the customer segment they represent, the higher chance you can improve the shopping experience for them in real life.
There are tools available to help you with quickly sketching a customer persona like Xtensio, Hubspot, etc.
3. Map out the customer journey stages and identify touchpoints
It’s time to create the stages in your framework for your customer journey map. Depending on your industry, the stages may vary, but a typical one has 5 stages as we mentioned above.
After you have the stages, identify all the touchpoints and include them in your framework. Touchpoint is an interaction a customer can have with the brand throughout their journey.
In this step, you can put yourself in the customer’s shoes to understand their journey. Try asking yourself:
“Where do I go (and how do I get there) when…”
…I have a problem (that your product/company solves)?
…I find the product or business that may solve my problem?
…I’m making my purchase decision?
…I reach out to the business for support after the purchase?
…I make my next purchase for similar products?
Another technique is to use data tools like Google Analytics to gain insight into the typical customer journey with the Behavior Flow report. The reports show exactly where the majority of users stop and leave, and the common flow of customers with touchpoints.
4. Bring your data together to find pain points
After you’ve created the framework for the journey, it’s time to combine the data from customer personas. The main goal of this step is to identify pain points and see the gap(s) in your customer experience.
Here are useful collections you can ask to understand your customers and figure out the pain points that are preventing them from making purchases:
- What is my customer thinking and feeling at each stage/ touchpoint?
- What questions are they asking, and what actions are they taking?
- What are their needs, expectations, and concerns for each of those points?
- How are their behaviors affected by personal emotions and goals?
- How is my business fulfilling the customer’s goals?
- How does their experience change as they move through the stages?
- What are the opportunities for generating more trust and building a stronger relationship with customers?
Once you’re done identifying the pain points, put them on the journey map for the next step.
5. Analyze and fix the gap(s) in your customer experience
Now that you have an eCommerce customer journey map with all the touchpoints and pain points, it’s time to work on analyzing the gap(s).
For example, if you see that customers leave their cart because of the complicated checkout process (too many steps or they have to register), a simplified one-page checkout may be the solution.
To achieve the best result, it’s recommended that you carry out A/B testing. If you want to urge new registered customers to come back to your site, you can try sending a normal welcome email and another one with a discount code and observe which’s more attractive for them. Or when your email’s open rate is under average, try to personalize it by adding the recipient’s name (this is one of the most impactful words to add to your subject line). Adding recipients’ names can increase your open rate by 14%!
Or if you realize that your site hasn’t been optimized for mobile, which annoys your potential customers, a mobile-friendly website may be the answer. There are various scenarios of changes that can improve eCommerce conversion rate, as long as you know the gap(s) and understand how to close or minimize them.
Your eCommerce customer journey map can take a table form, or you can make it in a more creative way using available tools. Below you can find 2 journey maps – one in a table form, and the other has a few tweaks with drawings and colors.
Tools like UXPRESSIA, Smaply, Lucidchart, Venngage, … are useful in visualizing your journey map with details.
eCommerce customer journey map template
Simicart offers an online customer journey map template (powered by Zendesk) designed to help businesses better understand their customers’ experiences and improve engagement. This template offers a structured approach to mapping out the customer journey, including all the key touchpoints and interactions across different stages of the buying process.
With this template, you can seamlessly visualize your customers’ path from the initial awareness stage to post-purchase retention and advocacy.
The eCommerce customer journey map template includes:
- Current-state customer journey map
- Day-in-the-life customer journey map
- Future-state customer journey map
- Service-blueprint customer journey map
- Circular customer journey map
- Empathy customer journey map
- Experience customer journey map
- Strategic customer journey map
- Tactical customer journey map
- Persona-based customer journey map
Download e-commerce customer journey map template for free!
FAQs
What is e-commerce customer journey analysis?
E-commerce Customer Journey Analysis involves examining the various stages and interactions a customer experiences while engaging with an online store. This analysis helps identify pain points and areas for improvement, ultimately enhancing customer satisfaction and driving sales.
What is the digital commerce customer journey?
The digital commerce customer journey encompasses all interactions a customer has with an online store, starting from brand awareness through to post-purchase engagement. It is typically broken down into stages: awareness, consideration, conversion, retention, and advocacy.
What is the buyer journey in e-commerce?
The buyer journey in e-commerce refers to the specific process a potential customer goes through when considering a purchase. This journey includes stages such as awareness of a need, researching options, making a decision, and completing the purchase.
What is Route e-commerce?
Route eCommerce refers to a digital platform or service that facilitates the direct sale of products to consumers through online channels. It often emphasizes efficiency in logistics and delivery, aiming to streamline the purchasing process for both businesses and customers.
So what’s next?
Creating a customer journey map is an essential process for any business, and eCommerce is no exception.
After identifying the gap(s), you may have plenty on hand to fix. Gaps may be discovered in different business aspects – sales, marketing, or customer support. So our advice is to check and prioritize tasks. The adjustments may not work right on the first try, but it’s ok. You can make tweaks until getting the desired results that will boost your bottom line.
Customer behavior changes constantly, which means you don’t settle with one eCommerce customer journey map and hope it’d work forever. The best practice is to work on the mapping every few months to make sure you know what’s going on and are ready to provide customers with a smooth shopping experience.
