E-commerce Customer Journey

An E-commerce customer journey includes all the steps and interactions a customer goes through when discovering, researching, purchasing and using a product from an online store. The purpose of mapping the customer journey is to better understand and improve the customer experience.

What are the stages of a customer journey?

The most common way of describing a customer journey includes the following 5 stages:

  1. Awareness:
    The customer becomes aware of a need or problem.
  2. Research:
    The client begins to gather information and explore possible solutions.
  3. Decision-making:
    The customer compares options and makes a decision about which product or service to choose.
  4. Purchase:
    The customer completes the purchase and obtains the chosen product or service.
  5. Use and Evaluation:
    The customer uses the product, evaluates whether it meets his/her expectations, and decides to keep, exchange or return it.

How do you map a customer journey?

Mapping a customer journey includes identifying the target audience, researching interaction points and analyzing data to gain insight into the customer journey and identify areas for improvement.

Understanding the customer journey gives organizations insights into the customer experience that can be used to identify both positive and negative aspects.

Customer journey mapping is an iterative process that helps organizations better understand customer needs and expectations so they can more effectively tailor their products, services and processes to the customer.

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