What is e-commerce customer journey mapping?
Customer journey mapping is the process of creating a visual representation of the path a customer takes when interacting with your brand. This includes every stage, from awareness and consideration to purchase and retention. In ecommerce, this journey often takes place entirely online, across a variety of digital touchpoints including ads, social media, product pages, checkout flows, and email communication. Mapping this journey helps brands understand customer needs, pain points, emotions, and behaviours at each step to allow them to notice gaps or friction points in the buying process that may be preventing conversions.
The importance of customer journey mapping
The ecommerce customer journey is rarely linear. Shoppers may enter your site through a Google ad, leave, return through a remarketing email, browse products, and finally make a purchase days later. Without a map to track these interactions, it’s nearly impossible to optimise this experience. This is where mapping comes in. Customer journey mapping helps ecommerce businesses in several key ways:
