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:

Awareness:
The customer becomes aware of a need or problem.
Research:
The client begins to gather information and explore possible solutions.
Decision-making:
The customer compares options and makes a decision about which product or service to choose.
Purchase:
The customer completes the purchase and obtains the chosen product or service.
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.

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

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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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