{"id":19066,"date":"2018-08-01T00:00:00","date_gmt":"2018-07-31T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/customer-journey-what-is-it-and-how-does-it-affect-our-ecommerce\/"},"modified":"2018-08-01T00:00:00","modified_gmt":"2018-07-31T22:00:00","slug":"customer-journey-what-is-it-and-how-does-it-affect-our-ecommerce","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/customer-journey-what-is-it-and-how-does-it-affect-our-ecommerce\/","title":{"rendered":"Customer Journey: what is it and how does it affect our eCommerce?"},"content":{"rendered":"<p>There\u2019s a lot of talk lately about the <strong>Customer Journey<\/strong> and its importance in online marketing strategy. But what is it, and how does it affect our eCommerce? Below I outline some key concepts to better understand how it works and how it can affect our online business.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-10229 size-full\" title=\"customer journey\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/architecture-1837176_960_720.jpg\" alt=\"\" width=\"960\" height=\"719\" \/><\/p>\n<h3><span style=\"color: #333333;\">What is the Customer Journey?<\/span><\/h3>\n<p>The <strong>Customer Journey, or Buyer Journey<\/strong>, is the path a customer follows across the various touchpoints during the purchase process.<br \/>\nEvery business has a Customer Journey that it needs to know inside out in order to improve the process and increase revenue. It allows us to monitor behavior and identify the needs and problems customers have during the purchase process.<br \/>\nOnline, to <strong>improve conversion and boost sales<\/strong>, you need to create a Customer Journey for each of the company\u2019s products and services.<\/p>\n<p class=\"curiosidad\"><strong>Defining the Customer Journey is fundamental to your online marketing strategy.<\/strong><\/p>\n<h3><span style=\"color: #333333;\">Stages of a Customer Journey<\/span><\/h3>\n<p>There are 4 well-defined stages:<\/p>\n<h4><span style=\"color: #333333;\"><strong>#1 Attract<\/strong><\/span><\/h4>\n<p>This means <strong>driving traffic<\/strong> to the store.<br \/>\nThere are different options:<\/p>\n<ul>\n<li>Medium- to long-term SEO strategy<\/li>\n<li>Running Google Ads and Social Ads campaigns<\/li>\n<li>Email marketing actions<\/li>\n<li>Social media<\/li>\n<li>Affiliate marketing<\/li>\n<li>Content marketing<\/li>\n<\/ul>\n<p>The most important thing is to <strong>measure the results<\/strong> of each acquisition channel to know its conversion rate and ROI.<br \/>\nThis lets us <strong>optimize our online marketing budget<\/strong>, prioritizing the channels that deliver the best ROI and fit our strategy to meet the goals we\u2019ve set.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#2 Convince<\/strong><\/span><\/h4>\n<p>Once the customer is in our store, we have to convince them of the <strong>advantages and benefits of buying on our website<\/strong> rather than from competitors.<br \/>\nUsers may weigh many factors when deciding to buy: product quality, price, customer service, security, shipping options and costs, payment methods, other customers\u2019 reviews and ratings, after-sales service and guarantees, among others.<br \/>\nOn the website side, product listings, product pages and campaign landing pages need to be handled professionally.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#3 Sell<\/strong><\/span><\/h4>\n<p>This is arguably the most important stage, since in eCommerce <strong>conversion is the main business goal<\/strong>.<br \/>\nTo achieve it, it\u2019s important to use certain tools or strategies: product recommendations for cross-selling and upselling (home, product page and checkout), abandoned cart recovery, on-site and off-site retargeting, remarketing, customer service chat, offering plenty of payment and shipping options (home delivery, in-store pickup, pickup points), etc.<br \/>\nAt this stage, behavioral targeting and marketing automation strategies can be implemented to optimize conversion based on what we know about users\u2019 behavior and transactions.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#4 Retain<\/strong><\/span><\/h4>\n<p>Once a customer has bought from our store, we need to give them <strong>personalized attention so they keep coming back over time<\/strong>.<br \/>\nLoyalty strategies can be implemented: memberships, discount vouchers, purchase rewards, special discounts, referral benefits, etc.<br \/>\nAt this stage, email marketing strategy and <a href=\"https:\/\/trilogi.com\/blog\/en\/the-benefits-of-marketing-automation-for-your-ecommerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing automation<\/a> are very important.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-10234 size-full\" title=\"customer journey map\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/6PdCR.jpg\" alt=\"\" width=\"750\" height=\"327\" \/><\/p>\n<h3><span style=\"color: #333333;\">What is a Customer Journey Map?<\/span><\/h3>\n<p>A <strong>Customer Journey Map<\/strong> is a <strong>Design Thinking<\/strong> tool that maps every interaction and touchpoint between the customer and the company throughout the purchase process.<br \/>\nIt helps us build a good customer experience by uncovering the best attraction, conversion and retention actions to increase sales and business volume.<br \/>\nIn other words, it\u2019s a diagram that <strong>describes a customer\u2019s interactions with the company from the attraction stage to the retention stage<\/strong>.<br \/>\nThe map aims to empathize as much as possible with the customer, to understand how to meet their needs at each stage of contact with the company, making it possible to choose the best actions for each one.<\/p>\n<h3><span style=\"color: #333333;\">Steps to design a Customer Journey Map<\/span><\/h3>\n<p>There\u2019s no single model for creating a Customer Journey Map, since each product or service has a different life cycle for the customer.<br \/>\nThe steps below are the most commonly recommended, but they will need to be adapted to each case.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#1 Research<\/strong><\/span><\/h4>\n<p>The first thing we need to do is <strong>get to know our customer in detail<\/strong>. Know who our product or service is for, both in terms of strictly personal and demographic data (age, gender, location) and in terms of feelings and emotions (motivations, behavior, habits, tastes, needs, preferences, etc.).<br \/>\nTo do so, we need to define who they are, gathering as much data as possible to build our buyer persona. If the customer isn\u2019t well defined, the user experience we design won\u2019t work.<br \/>\nInformation can be gathered in different ways:<\/p>\n<ul>\n<li>Online research<br \/>\nSocial media analysis to understand behavior (likes, comments, how they interact, activity, friends, content they like, etc.).<\/li>\n<li>Personalized research<br \/>\nCustomer interviews and surveys.<br \/>\nThere are different types of surveys that go beyond the usual format, since in many cases we can assume customers don\u2019t know what they want or won\u2019t tell us what they really feel. Once all the information has been gathered and classified, we move on to the next step.<\/li>\n<\/ul>\n<h4><span style=\"color: #333333;\"><strong>#2 Defining the buyer persona<\/strong><\/span><\/h4>\n<p>Once the information from the first step has been gathered, classified and analyzed, we need to <strong>define a picture of the customer to serve as our working basis<\/strong>.<br \/>\nDefining the buyer persona means summarizing the most important traits of our ideal customer in a set of characteristics (demographics, behavior, needs and motivations).<br \/>\nThe buyer persona is one of the most important elements of inbound marketing.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#3 Planning the stages<\/strong><\/span><\/h4>\n<p>It\u2019s important to analyze the different stages of the process and identify which ones need attention.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#4 Action plan<\/strong><\/span><\/h4>\n<p>Once the buyer persona and stages are defined, it\u2019s time to take action and improve everything needed for users to feel confident and satisfied throughout the purchase process.<\/p>\n<p class=\"cuidado\">If the customer or buyer persona isn\u2019t well defined, the user experience we design won\u2019t work.<\/p>\n<h3><span style=\"color: #333333;\">A Customer Journey Map example<\/span><\/h3>\n<p>A recent Google study in the US found that only 13% of the budget invested in direct media goes to mobile advertising. Many assets and content used in digital advertising aren\u2019t optimized for mobile phones.<br \/>\nThis is something very important to keep in mind when adjusting and optimizing our campaigns and actions based on our buyer persona.<br \/>\nTo make it clearer, here\u2019s an example of a Customer Journey Map for a customer who wants to buy a pair of shoes.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#1 Stages <\/strong><\/span><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Awareness<\/li>\n<li>Consideration<\/li>\n<li>Acquisition \/ Purchase<\/li>\n<li>Service<\/li>\n<li>Loyalty<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"color: #333333;\"><strong>#2 Detailed steps <\/strong><\/span><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Intends to buy shoes<\/li>\n<li>Clicks on ads and lands on the landing page<\/li>\n<li>Browses the online store<\/li>\n<li>Goes to checkout<\/li>\n<li>Buys and reaches the thank-you page<\/li>\n<li>Waits for shipping and order status notifications<\/li>\n<li>Receives the purchase<\/li>\n<li>Tries on the shoes and the size is wrong<\/li>\n<li>Wants to return the shoes but doesn\u2019t understand the process<\/li>\n<li>Calls the customer service line<\/li>\n<li>Completes the product return process<\/li>\n<li>Waits for return confirmation<\/li>\n<li>Waits for the refund<\/li>\n<li>Receives a review request email<\/li>\n<li>Rates the experience<\/li>\n<li>Uses a \u20ac10 coupon on a new purchase<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"color: #333333;\"><strong>#3 Touchpoints<\/strong><\/span><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Ads<\/li>\n<li>e-Shop<\/li>\n<li>Blog<\/li>\n<li>Banner<\/li>\n<li>Newsletter<\/li>\n<li>Landing page<\/li>\n<li>Form<\/li>\n<li>Product page<\/li>\n<li>APP<\/li>\n<li>e-Shop<\/li>\n<li>Category page<\/li>\n<li>Product page<\/li>\n<li>Shopping cart<\/li>\n<li>Login \/ sign-up<\/li>\n<li>Form<\/li>\n<li>Payment methods<\/li>\n<li>Shipping options<\/li>\n<li>Thank you page<\/li>\n<li>Shipping status updates and information<\/li>\n<li>Web login<\/li>\n<li>Packaging<\/li>\n<li>Invoice<\/li>\n<li>Order<\/li>\n<li>Product<\/li>\n<li>e-Shop<\/li>\n<li>FAQ<\/li>\n<li>Terms and conditions<\/li>\n<li>Customer service<\/li>\n<li>Packaging<\/li>\n<li>Return label<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"color: #333333;\"><strong>#4 Company departments and suppliers involved<\/strong><\/span><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Marketing \/ Online Marketing<\/li>\n<li>Design \/ Content<\/li>\n<li>e-Shop management<\/li>\n<li>Product management<\/li>\n<li>Administration \/ Accounting<\/li>\n<li>Legal<\/li>\n<li>Payment providers<\/li>\n<li>Logistics providers<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>At <a href=\"https:\/\/trilogi.com\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\">TLG Commerce<\/a> we offer a wide range of <a href=\"https:\/\/trilogi.com\/marketing-ecommerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">online marketing<\/a> services and have a multidisciplinary team of highly qualified professionals.<br \/>\nIf you need advice or more information, don\u2019t hesitate to get in <a href=\"https:\/\/trilogi.com\/crear-tienda-web-contacto\/\" target=\"_blank\" rel=\"noopener noreferrer\">touch<\/a> with us; we\u2019ll be happy to help.<\/p>\n<p>Images: <a href=\"https:\/\/pixabay.com\" target=\"_blank\" rel=\"noopener noreferrer\">Pixabay<\/a>, <a href=\"https:\/\/www.brightvessel.com\" target=\"_blank\" rel=\"noopener noreferrer\">Bright Vessel<\/a>, <a href=\"https:\/\/m4comm.com\" target=\"_blank\" rel=\"noopener noreferrer\">M4Comm<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a lot of talk lately about the Customer Journey and its importance in online marketing strategy. But what is it, and how does it affect our eCommerce? Below I outline some key concepts to better understand how it works and how it can affect our online business. What is the Customer Journey? The Customer [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13163,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2507],"tags":[2399,1749,1751,1865,1755,1763,1759,1765],"class_list":["post-19066","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing","tag-ads","tag-e-commerce","tag-ecommerce","tag-ecommerce-email-marketing","tag-marketing","tag-online-marketing","tag-seo","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer Journey: what is it and how does it affect our eCommerce? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"There\u2019s a lot of talk lately about the Customer Journey and its importance in online marketing strategy. 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