Why You Need a Customer Journey Map and How To Build One

Imagine travelling to a rustic for the primary time by your self. 

Without a information or some kind of map, you’ll undoubtedly get misplaced. 

The similar factor occurs while you don’t map out your clients’ journey; you’ll get prospects misplaced as a result of they gained’t discover it straightforward to equate your corporation to the answer they’re searching for. 

Worse, you’ll lose them to rivals who've their buyer journey mapped out already. And you’ll perceive this higher as you proceed with this information.

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Without a buyer journey map, you possibly can’t simply plan out the interactions potential clients ought to have with your corporation that can convert them into clients. In different phrases, you possibly can’t have interaction along with your viewers, successfully.

And apart from that, you gained’t have the ability to simply strategize what they need to do after shopping for your product. Should they be advocating for your corporation? Should they be part of a web based group of your current clients? These are some questions you’ll have the ability to reply with a buyer journey map.

But let’s outline what it truly is – simply to make sure we’re on the identical web page:

What’s a buyer journey map?

To put it merely, a buyer journey is the method a possible buyer goes by way of earlier than, throughout, and after making a purchase order from you. 

It covers all the client journey levels from the time they hear about your model by way of the interval they’re contemplating your services or products, to even after they’ve purchased from you. 

Unfortunately, your buyer’s journey isn’t all the time linear. 

A prospect can go to your website, add a product to cart or begin filling your contact type, undergo your testimonials web page, and depart for days earlier than coming again to lastly make a purchase order.  

To perceive this higher, let’s take a look at this instance: Mr A wants to purchase a pair of reasonably priced, high-quality blue footwear. There are a few locations (Google, Amazon, and many others.) that he might go to begin his shopping for journey, however he chooses Instagram. He searches Instagram, scrolls by way of the feed, and sees a web page that guarantees what he’s searching for. 

Impressed by the product descriptions and their web page’s aesthetics, he clicks on their web site hyperlink and lands on their homepage. Then, he browses by way of their web page and, that’s proper, sees a blue shoe. 

There, Mr A turns into a buyer of the model he’s purchased the product from.

This is an instance of a easy buyer’s buyer journey, and mapping it out visually helps you create your buyer journey map.

But a buyer journey might be rather more complicated than this straightforward illustration we simply gave, relying on the character of your corporation and the complexity of your services or products. 

The picture beneath is an instance of a buyer journey map; it may be easy or complicated based mostly on what you embrace, the timeframe, and your sort of firm. 

By now, you most likely have sufficient the reason why you need to be mapping out your buyer journey, however when you’re nonetheless not sure you want it, listed below are three different causes you must take into account:

Three main the reason why you want a buyer journey map

Smart enterprise house owners use buyer journey maps. Research reveals that corporations utilizing buyer journey maps have a 54% larger return on advertising funding than those who don’t. 

Even extra, the chart beneath exhibits a side-by-side comparability of manufacturers that use buyer journey maps and others that don’t. You can see that in each space in contrast, manufacturers that use buyer journey have the next share than manufacturers that don’t.

With a very good buyer journey map, you possibly can:

Reason 1: Improve your clients’ expertise 

Brands with superior buyer expertise usher in 5.7 instances extra income than their rivals that don’t. 

Since a buyer journey map is a visible illustration of your clients’ journey, you’d have the ability to see their expertise along with your model and enhance on it. When you do that, your clients may have a seamless expertise shopping for from you. 
And the extra seamless their expertise along with your model, the extra gross sales you get; no marvel 43% of all shoppers would pay extra for larger comfort.

Reason 2: Reduce value and improve gross sales

Brands that use buyer journey maps cut back prices and improve gross sales. A examine by the Aberdeen Group exhibits that such manufacturers expertise greater than 10 instances the advance in customer support prices and a 21% yearly progress, whereas manufacturers that don’t truly expertise a decline in progress at -2.2%. 

The similar analysis exhibits that manufacturers that use buyer journey maps get pleasure from a mean gross sales cycle that's 18 instances sooner, with 56% extra income from upselling and cross-selling efforts.

Reason three: Improve your inbound advertising efforts

Mapping out buyer journeys requires you to analysis your clients. And as you do buyer analysis, you get higher at creating content material that’ll entice them to your model.

As a outcome, constructing buyer journey maps strengthens your inbound advertising efforts. With inbound advertising producing 54% extra leads than outbound methods, it’s undoubtedly value it to spend money on realizing your clients so you possibly can serve them higher content material. 

How to construct a buyer journey map

Customer journey maps differ for each enterprise. For occasion, a B2B enterprise would have a distinct map than an ecommerce model or a advisor.

But you must observe these 7 steps to create the precise buyer journey map to your model:

Step 1: Create your purchaser persona 

A purchaser persona is a semi-fictional illustration of your potential clients.

Ideally, it's essential to create your purchaser personas based mostly on what you realize about your current clients. Here’s an instance of a purchaser persona from Brightspark Consulting.

Image showing an example of a buyer persona from Brightspark.

The knowledge you have got about your current clients is what helps you perceive your potential clients as properly.

After you’ve decided your purchaser persona, map out the journey you need that persona to take to grow to be a buyer.

Step 2: If you have got multiple purchaser persona, map out a journey for each 

Your enterprise can have multiple sort of buyer. But it's essential to construct a journey map for each to maintain your advertising and gross sales methods easy. Having a journey map for every buyer can even allow you to personalize your corporation for every buyer. 

So when you’ve decided your purchaser personas, determine what their journeys would appear to be earlier than they grow to be a buyer and what occurs after they do. 

Do you need them to search out your weblog publish on social media, learn it, uncover your product/service, and join it? Or would you like them to search out your advert on Instagram, try your product, and purchase it?

These are solely examples. You can map out your clients’ journey nonetheless you need based mostly on what you realize about their preferences. But ideally, it's essential to break their journey to turning into clients into levels.

Example of a simple marketing automation workflow that could lead new leads through your nurturing email series.Example of a buyer journey workflow devoted for guests excited about a specific subject.

Step three: Divide the client journey into three levels

At this level, you have got an thought of what your potential clients’ preferences are. 

The subsequent step is to determine what they need to obtain along with your model at totally different levels of their shopping for journey. ( A shopping for journey is identical because the route prospects take to turning into your clients.)

There are three levels a possible buyer usually goes by way of earlier than turning into a paying buyer:

Stage 1: Discovery

At this stage, the customer has an issue that must be solved, so their aim is to search out some content material or device that may assist them resolve that downside. 

Using the customer persona you’ve created, you must have the ability to discern what channel the potential buyer would take at this stage to determine learn how to resolve their downside — so you possibly can place your content material or product there for them to search out it.

For instance, will they be searching for some design inspiration on Pinterest? Do they usually search Google? Based on what you realize, you possibly can meet them at this stage and get them conversant in your product or content material.

Stage 2: Consideration

Once they see your model, they'd need to discover your web site and social media pages to see if your corporation is the precise match for what they’re searching for.

At this level, they might or is probably not prepared to purchase from you. But regardless of the case, you need to be sure to gather their emails so you possibly can observe them up. With their emails, you possibly can ship them useful content material and get them to make a purchase order resolution.

Stage three: Decision

The final stage is their ultimate resolution. After contemplating all issues, they then determine when you’re the perfect match for them. At this stage, it's essential to show to them that your corporation can present the answer they’re searching for. Show them case research, testimonials, and every other proof you need to persuade them to grow to be clients.

Knowing their objectives at every stage will present you what they count on to expertise so you may make it occur.

Step four: Use the precise instruments 

Using the precise instruments will make your buyer journey mapping faster and fewer daunting. You can use the instruments beneath that can assist you.

Survey Monkey: This device helps you to create surveys to your clients. With it, you will get suggestions and ask your current clients questions that’ll allow you to construct your buyer journey maps.

For instance, let’s say you run a survey that asks them, “How did you discover us?” Their reply will present you ways new clients will probably be discovering your model — so you possibly can higher place your corporation. 

Crazy Egg: Crazy Egg is a warmth mapping device you should use to find out the areas your clients work together with essentially the most in your web site and their actions earlier than taking motion.

This software program exhibits you what the person clicked on, pages they visited, and the way far they scrolled. You use it to decipher the objectives of your clients. 

For instance: When a person visits your web site, you’ll have the ability to see the aim of their go to and in the event that they achieved it.

Did they arrive to learn a weblog? View your worth? Does the person come again over time? If sure, why?

The better part is, it may be built-in with Survey Monkey and Google Analytics. So you possibly can ship surveys and emails to the person based mostly on their motion, and in addition view their profile.

GetResponse: GetResponse is an all-in-one on-line advertising platform that allows you to improve your buyer journey map by operating paid advert campaigns, accumulating your prospects’ emails, and nurturing them with messages and automatic replies based mostly on sure triggers and actions they take.
Visualization of GetResponse Marketing Automation tools that let you automate your customer journey.

Google Analytics: This is a digital analytics device that’ll will let you see in-depth particulars about your guests — location, pages they go to, and their actions in your website. This device helps you construct your purchaser personas based mostly on the form of customers that go to your web site. 

Step 5: Determine what you need to present on the map

Finally, right here’s the place you determine how your map ought to look and what you’re seeking to put in it. 

For essentially the most half, you merely want it to depict the potential present states of your purchaser persona and what they’ll be making an attempt to do subsequent till they uncover your corporation. 

Ideally, you want your map detailing issues like:

Who your buyer persona(s) is or areTypes of supplies or content material they usually search for after they want your services or productsHow they’ll discover these supplies in your web site or social media pagesHow they’ll go out of your web site to creating a purchase orderWhat occurs after they make a purchase order

That’s just about it. Of course, these maps are barely totally different for many companies relying on a number of variables. But all in all, they've info just like what we’ve outlined above.

Step 6: Go by way of the journey your self 

After creating the map, actively undergo your buyer’s journey. 

Log in to the websites your potential purchasers could come from and take the actions they're prone to take there. 

Go by way of the steps you need them to go by way of to grow to be clients and see how easy or complicated the journey is. 

Step 7: Make the required modifications

Improve, enhance, and maintain enhancing as a result of buyer habits is all the time altering. Review the map month-to-month, bi-monthly, or nonetheless you see match. And tweak, add, and take away what wants enchancment. 

The buyer journey map might be tedious and tiring to make, nevertheless it’s value it. 


 Here are the most important takeaways from this text:

Customer journey is the entire sum of the expertise your prospects have after they work together along with your model earlier than and after they grow to be clients.Customer journey maps assist enhance your clients’ total expertise and your model’s inbound advertising technique reduces the associated fee spent on customer support and will increase gross sales. When constructing your journey map, you must:have a purchaser persona. map out your clients’ interactions with your corporation.plan how their interactions will result in extra gross sales for you.

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