How to Create an eCommerce Customer Journey Map

Kimia Rafiee
Kimia Rafiee
How to Create an eCommerce Customer Journey Map
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The eCommerce markets have been growing nonstop, especially in the COVID-19 pandemic. So no one can underestimate the power of eCommerce marketing.

If you have an eCommerce store or you’re thinking about developing one, you need to learn some information about eCommerce customer journey mapping.

Understanding your customer’s mindset is one of the most important parts of maintaining any eCommerce business. Discovering your customers’ motivations and pain points can positively affect your business. The most effective way to do so is by building an eCommerce customer journey map.

Understanding your customers plays an important part in customer journey mapping. Looking for a tool to help you understand your customers better? Sign up to WatchThemLive and get started.

What Is an eCommerce Customer Journey Map and Why Should You Use It?

Customer journey mapping visualizes your customers’ interactions with your brand or product and gives you insight into the pain points that might be preventing them from purchasing your goods. Customer journey mapping guarantees that customers’ issues are addressed to have a better experience.

The eCommerce customer journey map is an amazing tool that helps you build a common understanding between customers and your brand. So what makes it different from other UX maps? Keep reading to find out customer journey maps’ advantages.

eCommerce Customer Journey Map Advantages

Here, we’re going to discuss why you should use an eCommerce customer journey map:

1. You Can Understand How Customers Interact With the Brand

Customer journey maps enable you to have a solid framework of how your customers interact with your brand. And this framework ensures that you and the whole team members have access to the same data.

2. It Keeps Track of the Various Stages of the Customer’s Journey

You can learn about the numerous steps a customer goes through before making a final purchase by attentively recording how they communicate with you. You may utilize this information to enhance your customer interactions, providing them the push they need to buy from you.

3. It Can Help You Find the Customers’ Motivation for Purchasing Your Product

One of the best points about customer journey mapping is that you can find out what motivates your customers to purchase from you.

Once you understand customer motives, you can supply your store with products they prefer and remove pain points, resulting in more customers and sales.

4.  Addressing Pain Points Helps You Convert Potential Customers

Customers might face difficulties in their journey that make them leave your website without purchasing anything. They might leave you either because gaining information about your products is hard or reaching your support team is time-consuming. In any case, the customer journey mapping process keeps track of the pain points for you to resolve.

How to Create an eCommerce Customer Journey Map?

To create an eCommerce customer journey map, you can follow these steps:

1. Gather Data About Your Customers

Gathering information about your customers is the first step in customer journey mapping. Put yourself in the customer’s shoes; this will help you understand your customer persona. There are some sources to gather your data from; some of them are listed below:

• Social Media

Social media is a great source for gathering information. It’s crucial to compare the data you gather to your website’s information to see if there are any similarities.

• Website

Website visitor tracking provides information about what kind of customers are interested in your brand, where they are from, their gender, age, interests, etc. A vital stage in data collection is analyzing your website’s user flow or user experience. This gives you important information about the pages and sections of your website that your customers visit. It helps you understand what makes them stay or leave. You can also discover pain points to solve them.

If you are looking for a tool to track website visitors, WatchThemLive’s heatmaps and video recordings are for you! Heatmaps enable you to see where customers had more interaction with your website. And by using video recordings, you will be able to watch every mover of your visitors. Sign up now and see what’s next!

• Customer-Facing Team

Customer journey mapping requires talking to customer-facing teams and gaining their feedback on your target audience’s feelings about your brand. After collecting the data you need, you may still have some questions you can answer through surveys. Asking your customers to take part in surveys and customer interviews is the way to answer those questions.

2. Create a Persona For Your Audience Based on the Information You’ve Gathered, and Make Sure Your Goals Are Clear

You have gathered all the data you needed. Now is the time to divide your customers into groups based on demographics, interests,  characteristics, etc. Analyse the data to find any commonalities such as demography, geography, behavior, and the pain points that your customers have in common.

These similarities will help create an audience persona and establish clear objectives for the issues you must address.

3. Make a List of All of the Touchpoints

Customers’ experiences and interactions with your brand are visually represented in an eCommerce customer journey map, and each journey is unique to business processes with different touchpoints. It’s crucial to keep track of how your consumers contact and interact with you. 

Analyzing your website’s initial touchpoints isn’t enough; you also need to collect data from a variety of sources (social media channels, targeted ads, marketing content), and track how customers explore your site. By gathering this data, you’ll be able to see how accessible you are and whether there’s room for improvement. Providing the proper information to your customer at the right moment is essential for converting them.

4. Analyze the Various Phases of the Customer Journey

The customer journey includes 4 phases that analyzing them is very important to map your customer’s journey with your website. You should design a template that encompasses all of these phases. That’s because you need to understand all major issues and touchpoints that the potential customer might go through and continuously refine it to map your customer journey. Here we will explain each phase and some of the questions you should ask to map the journey for each of them.

Related Article: Customer Journey Analytics: A Simple but Complete Guide

1. Awareness Phase

It all begins when a potential customer comes across your brand and attempts to figure out what you have to offer. Here, they already know their pain points and are looking for a solution. Your customers might be starting a new business, or having problems with their current business, or they might have a physical store and want to develop an online system for their shop. To help them, you have to ask a number of important questions:

1. Why Is the Customer Looking for a Solution from You?

First, you need to find out the major challenge your customer was facing without your product. You need to find out what made them look for a solution in the first place. Putting together a list of the primary causes can help you in identifying customers’ challenges.

2. How Did They Find out About You?

Find the source that they came to know about you. Learn if it was a recommendation from someone or they came across you via an internet search. Or they might have found your product via social media and realized it was a good solution for their problem.

3. How Did They Reach You Once They Found Out About You?

What did they do when they became aware of your existence? They might have reached you through social media or left their information on your site. You need to find all the touchpoints at this stage.

4. What Kind of Information Are They Looking For?

What does the customer want to know about you or your business? Did they read a whitepaper, or were they just curious about an article you wrote? For this purpose, you can also track your website to see what pages they visit. 

5. What Questions Do They Have?

Your customer might still have some questions and uncertainty before considering your brand. Make a list of these questions and answer them on your website.

2. Consideration Phase 

Now, you have recognized your customer mindset and answered their questions. In this phase, your customer knows about you and the solutions you offer for their problem. They’re comparing you with your rivals to decide whether they should choose you over them or not and you have to show them why you are the best in the market. The customer identified the main problem that you will solve for them. Questions you should consider in this phase are:

1. What Makes People Want to Learn More About You?

Find the customer’s motives that make them want to know about you. What makes them excited about your product?

2. What Are Your Customers’ Touchpoints?

Learn which part of your website they clicked on the most and which pages they visit to find out more about you. They might click on your home page, contact us page, blog articles, etc. By understanding these touchpoints, you can ensure that you are giving them all the information they need.

Looking for a tool to track your customers’ interactions with your website? Sign up to WatchThemLive and get started.

3. What May Be Their Current Pain Points?

Learn if they like your products more or your rivals. By understanding their pain points, you can understand why they are choosing your opponents over you. 

3. Purchase Phase

After you gain all the information about your customers’ mindset, you should work on the purchase phase. At this stage, your customers have weighed all of the options and have decided to purchase your goods. It would be excellent if you proceeded to map their journey to guarantee that they have a pleasant shopping experience with you. Questions you should consider in this phase are:

1. What Led Them to Purchase the Item?

Which factors drew the customers to you? What was the final push for them to choose you over the other options they had? What changes the game to make a potential consumer choose you? Understanding their motivation can help you improve the effectiveness of your message even more.

2. What Steps Did They Take to Complete the Purchase?

When someone buys something on your website, they go through a procedure. Make a list of the steps involved in making a purchase. The customer has probably entered their credit card information, shipping address, and billing address. Did they try to save money by using a coupon? Was the transaction a success? Did they get an order confirmation email after they made the purchase? Did they open the email?

3. What Are Their Thoughts on the Purchase?

Is the customer sure of their choice? Are they satisfied or disappointed? You can improve their experience by understanding their feelings.

4. Did They Face Any Challenges While Checking Out?

Was the customer’s purchasing experience simple? Understanding the difficulties can help in refining the process.

5. What Questions Do They Have?

Your customer, like everyone else, will have a number of questions after making a purchase. They’d like to know about additional expenses, what they’ll get, whether the purchase is refundable or exchangeable, and so on. Having a repository of such questions can assist you in dealing with them and responding to them in the future.

4. Retention Phase 

The final phase in the customer journey mapping process is to ensure that your customers are satisfied. Providing the greatest and most timely solutions to their difficulties will help them remember you and become loyal to your brand.

During the retention phase, you give your clients more reasons to adore you so that they keep buying from you and become lifelong customers. Questions you should consider in this phase are:

1. Are They Enticed to Make Another Purchase from You?

What motivates your customer to keep buying from you? To reduce churn, you should recreate the motivation. Did you send them a follow-up email that persuaded them to come back? Were they enticed to purchase more as a result of the special offers or coupons you sent? Are their issues resolved to encourage them to continue to buy from you? 

2. What Did They Do Following the First Purchase?

Did they continue to use your goods, or were they dissatisfied? Was it such a memorable experience that they left you a review? Did they contact you several times because they were perplexed, or did everything go smoothly? Understanding what your customers do after they make their initial purchase might help you improve the customer experience.

3. Have They Created Any New Touchpoints with Your Brand?

After a customer makes a purchase, you should keep track of how they interact with your business. To deliver exceptional customer service in the long run, you must first identify every touchpoint and communication channel they use, such as emails, chatbots, support calls, surveys, feedback forms, etc.

4. What Was Their Overall Impression of the Situation?

Even if the initial customer experience was fantastic, the overall experience is what matters the most. In order to determine the success of your product, you must first understand your customers’ whole experience with your brand.

5. Consider Yourself a Customer and Take the Journey Yourself

If you don’t take the journey yourself, the eCommerce customer journey map will be incomplete. Analyzing the mapping process is vital, but putting out the effort to take the journey yourself completes the process. Follow each of your personas through the four stages of the process, adding any new information you discover along the way.

6. Optimize Your eCommerce Customer Journey Map

Now that you have a complete eCommerce customer journey map, including your own experience. Make sure your official channels (websites/social media/marketing materials/ads) are your consumers’ first touchpoints so they have the proper information about you. To ensure your customers have a hassle-free experience with your business, address the concerns during the customer journey mapping process.

Tools and Software You Can Use to Create Customer Journey Map

You now have all the information you need to build a customer journey map. But how can you build one? Here are some tools that can help you in visualizing your eCommerce customer journey map:

1. WatchThemLive

WatchThemLive homepage

WatchThemLive’s services include a user behavior tracking tool that provides you with valuable information about the visitors to your website. This data is the most effective technique for developing a customer journey map and identifying your website’s weak and strong points. We accomplish this through two primary services:

  1. Session Replay

With session replay, you can observe the customer journey from beginning to end and identify areas where they may struggle or fail.

  1. Heat Mapping

With heat mapping in hand, you can determine where the customer’s interest is focused on your website.

Sign up to WatchThemLive for FREE and get started.

2. Microsoft Visio 

Microsoft Visio is a powerful diagramming tool that can help build a customer journey map. You can draw any kind of diagram. These include floor plans, process floor diagrams, 3D maps, flow charts, etc.

Microsoft Visio homepage

3. LucidChart

LucidChart is a smart diagramming program that turns seeing into doing and can help you with your mapping process. With this tool, you can style shapes, create diagrams, expand your canvas, and more. 

Lucidchart homepage


In this article, we talked about what an eCommerce journey map is, its characteristics, and why you should use it. After that, we gave you tips on how you can make one, the different phases it includes, and the questions you might need to answer. In the end, we introduced some tools that you can use to build a successful eCommerce customer journey map.

Among these tools, WatchThemLive is the best tool for user tracking as it provides you with session replays and heatmaps. Sign up for FREE and see for yourself.

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