Hello! Welcome to Webeo Futures. Bite-sized educational resources at the forefront of Digital Marketing.
In this video, we will cover customer journey mapping and why your business needs it!

These maps are a compact visualization of your customer experience, end-to-end – and they can take many forms – for example infographics, diagrams and charts.

They illustrate every touchpoint for a customer with your brand, both online and off.

Creating a visual can help you experience your brand, product, and processes through the customer’s eyes, by allowing you to “walk through” every point of the journey through your funnel.

Why should you map your customer journey?

Throughout the last 20 years there has been an understanding that the path to conversion has been through a funnel, but in today’s modern marketing world, we now understand that the conversion path is not as linear as previously thought.

Buyers have more ways than ever to interact with your organization and by mapping each of these touchpoints you are able to understand each different stage that is needed to convert a prospect.

Customers these days want their experience with a brand to be connected and seamless.

They expect companies to know and remember who they are, and what they’re looking for – so that they can pick up where they left off, without having to repeat or clarify their needs.

Where do you start?


1. Nail down your buyer persona

Fully investigate and understand who your customers are, what they search for and what is driving them to convert.

Always have more than one persona too, as different customers will be at different stages of their buying process. They will have different motivators and varying goals – and you need to understand each of them.

2. Map out buyer touchpoints

To fully understand the customer journey you need to understand each point that both your customers and prospects will interact with your brand. These touchpoints will likely be across multiple platforms, devices and locations.

Mapping out it all out can seem daunting – as when you consider all activity and all of the different places a customer can interact with your brand. These include things like PPC, emails, phone calls, social media, your website, online reviews, events and much more.

To begin put yourself in your customers shoes, what problem are they coming to you to solve?
How do they identify your brand? How do they interact with during the sale process? And how do they interact with you after sale?

3. Identify customer pain points

Once you have mapped out each touchpoint, then you should be looking to identify all of the customer’s pain points.

The most accurate way to get this information – is to – well, ask! Interview or survey your customers to establish:

• Are customers able to achieve their goals on your website?
• Where are the main areas of friction and frustration?
• Where are people abandoning converting/purchases (and why)?

Map out the areas where customers are giving up, run user testing to establish why and look at how you can improve this.

Use analytics tools to help you understand these pain points, Google Analytics can help you establish areas of low conversion rates, Hotjar and CrazyEgg can record your customers on your website and allow you to build heatmaps of how they interact with the website.

4. Prioritize and Fix areas of friction

Once you have established where the problem areas are, you need to look at how and when you can fix them. What impact will this have on your conversion rate and ROI.

Prioritize the areas linked to conversion first, go after the low hanging fruit – the macro changes that will have the biggest impact to your business as a whole.

Remember to test and measure your changes so that you know each change is having a positive impact, keep an eye on your KPI’s.

5. Update and Improve

Once you have mapped out your customer journey – don’t just allow it to gather dust – it is an ever-evolving map and will need to be regularly updated as your customers path changes.

I hope you found this video helpful. Please feel free to comment below the video should you have any questions or requests for future content, and one of the team will get back to you.

We have plenty more exciting videos planned, featuring cutting edge expertise. Please follow @WebeoGlobal on LinkedIn to see the latest Webeo Futures assets in your feed, as they go live!