What’s in a customer journey?

Course content (19 lessons)

Now we’ll be looking at a breakdown of the customer journey and the parts that make it up. This can include positive and negative experiences as well! We’ll cover examples for different phases to create some more context!

0:00
[MUSIC PLAYING] As we covered earlier, the customer journey includes every touch point between your customers and your store along their path to purchase. Let's identify the customer journey touch points so that you can strengthen them in your own store. Here's a nice breakdown. You can see five steps in the process along the top-- awareness, consideration, purchase, retention, and advocacy.
0:33
For the purposes of your theme setup, we're going to focus on the first three but we'll address the retention and advocacy stages in a later lesson. On the left, you can also see that each area can split between positive and negative experiences. This method of going through your customer journey allows for a more nuanced look at each step and puts a focus on where you can improve.
1:01
Let's look at some examples. In our customer journey here, we've listed some touch points and their possible outcomes. These are by no means the only touch points your customers will have with your store, but it's a good place to start looking. As you can see, a clear brand identity, concise navigation, and a call to action on the homepage would create a positive experience and the awareness phase.
1:27
The addition of an FAQ page and user reviews could create a positive experience in the consideration phase and the inclusion of detailed information about shipping and returns could create a positive experience in the purchase phase. On the other hand, slow loading on the homepage could result in a negative experience during the awareness phase.
1:50
39% of people will stop engaging with the website if images won't load or take too long to load. Inadequate information about your products could also create a negative experience in the consideration phase. As well, unclear messaging regarding a promotion or a discount not applying in the cart would result in a negative experience in the purchase phase of the journey.
2:15
By understanding the different phases of the customer journey and their possible outcomes, you strengthen the overall shopping experience. You'll also be able to flag areas where customers get stuck and create solutions to increase trust and efficiency as they move through your store. Now it's your turn to go through your existing storefront and make notes for each phase.
2:39
Most new businesses neglect to build out a clear customer journey. This costs them and customer satisfaction retention and conversion. By asking yourself some simple questions about your product's purpose, target audience, and customer data, you can maximize your Return On Investment, also known as ROI. These questions can be used to build out your customer journey.
3:06
Fill up this worksheet to familiarize yourself with the different phases and use it to test the journey from awareness to purchase. Don't have the theme set up yet? No problem. Try going through a site you admire or a competitor in your market. Training yourself to understand the process and what to look for will go a long way when you're setting up your store.

We have another worksheet lined up for you, What’s in a customer journey! We’ll have a blank copy of the first 3 phases of the customer journey ready for you to fill out. You can go through your favourite sites, your competitors, or your site if you have an existing store!

What’s in a customer journey?

Course content (19 lessons)

Overview

01 |Think like a Shopper

02 |First Impressions

03 |Browsing

04 |Sales pitch

05 |Making the Sale

06 |It’s Alive!