The path to purchase is far from linear in the digital age. It makes journey maps a little more complex but all the more necessary.There are 9 steps to follow when journey mapping.
So, how do you do it?
So, how do you do it?
The Steps at a Glance
The Steps at a Glance
1. Set Your Goals2. Create a Persona3. List All Journey Phases4. List All Touchpoints5. Identify User Goals6. Identify User Actions7. List Opportunities8. Use It!9. Revisit and Revise
1. Set Your Goals
1. Set Your Goals
A map without purpose is unfocused and doesn’t provide actionable insight. Examples of goals are:• Assigning responsibility for touchpoints• Preventing abandoned carts• Making an app user-friendly
2. Create a Persona
2. Create a Persona
A persona represents your users through demographics and psychographics to help you understand them better. You may have many personas based on your audience segments.
3. List All Journey Phases
3. List All Journey Phases
List all phases in the customer journey related to your goal. Example phases are awareness, consideration, purchase, retention and advocacy. Try to make them unique to your company.
4. List All Touchpoints
4. List All Touchpoints
Your touchpoints are where your audience interacts with your business, from ads to social.
Assign touchpoints to the phases that they belong to. They may belong to more than one.
5. Identify User Goals
5. Identify User Goals
List users’ goals at each touchpoint. Knowing their motivations will help you to give them what they want.
With an understanding of their expectations, you can exceed them.
6. Identify User Actions
6. Identify User Actions
Fill out the map with user actions and emotions at each touchpoint and phase.
Where do they drop off? Do they go through loops? Are they sad? Happy?
7. List Opportunities
7. List Opportunities
Learn from all you’ve gathered. Note customer successes and pain points: drop offs, long and short task times, high conversion rates and so on.
List obstacles and everywhere you can improve.
8. Use It!
8. Use It!
Now you know where you can do better, so do it. Assign growth tasks to specific individuals or departments. Have everyone review the map, and use it in daily practice.
9. Revisit and Revise
9. Revisit and Revise
Continue to re-evaluate your map. Your business, customers and industry are always changing. Revisiting it is necessary to meet new expectations and foster growth.