Customer Journey Map Analysis
Posted: Sat Dec 28, 2024 8:29 am
It is necessary to analyze the map to determine where barriers arise, where the path to purchase can be simplified. Here is what you should pay attention to.
What are the main sources of referrals and what is the conversion rate for each of them. This will help you prioritize the creation of touchpoints in each channel.
Is the presence of a product or brand in search, advertising, social networks sufficient to inform the user and remind about itself. In other words, have touchpoints been created in organic and paid channels?
Which product or company mentions are more: positive or negative? This applies to reviews, mentions in social networks, in the mass media.
Does the business communicate with the user via mail or messenger mailings, marketing calls and messages? If so, how positively does the client perceive them, does he consider them intrusive advertising?
Is there enough information about the product on the official website or product page, or is the visitor forced to return to the search engine and look for information on competitors' resources.
How effectively the call center works when contacting by phone buy lawyer contacts or a call back on the website. If the phone is unavailable, the employee does not call back or cannot answer questions, this reduces conversion.
Whether the client used a chatbot on the website or in messengers, how effectively did this functionality shorten the path to purchase.
Is the price of the product relevant to the market, is it possible to buy on credit or in installments for expensive goods?
Are there any difficulties with placing or paying for an order on the website, for example, a registration form that is too long or technical errors? Are there enough payment, delivery or pick-up options for the customer to find the one that suits them?
Is the customer satisfied with the delivery, after-sales and warranty service, is he ready to recommend the company if asked. If not, it is necessary to analyze the specific reasons: why the buyer is ultimately not satisfied with how his need is met.
Customer Journey Map Examples
Here are a few cases where an effective customer journey map was created.
Spotify
Spotify is one of the most popular audio streaming services. Here you can both listen to music and share it with other users .
The goal of CJM was to find out where the audio sharing functionality fits best into the user experience. The goal was also to increase the number of accounts that share music via the mobile app .
What we did: We conducted a study of business data, direct and indirect competitors, and then created a user persona. We followed his path to determine how platform clients exchange music and how comfortable it is to do so .
What are the main sources of referrals and what is the conversion rate for each of them. This will help you prioritize the creation of touchpoints in each channel.
Is the presence of a product or brand in search, advertising, social networks sufficient to inform the user and remind about itself. In other words, have touchpoints been created in organic and paid channels?
Which product or company mentions are more: positive or negative? This applies to reviews, mentions in social networks, in the mass media.
Does the business communicate with the user via mail or messenger mailings, marketing calls and messages? If so, how positively does the client perceive them, does he consider them intrusive advertising?
Is there enough information about the product on the official website or product page, or is the visitor forced to return to the search engine and look for information on competitors' resources.
How effectively the call center works when contacting by phone buy lawyer contacts or a call back on the website. If the phone is unavailable, the employee does not call back or cannot answer questions, this reduces conversion.
Whether the client used a chatbot on the website or in messengers, how effectively did this functionality shorten the path to purchase.
Is the price of the product relevant to the market, is it possible to buy on credit or in installments for expensive goods?
Are there any difficulties with placing or paying for an order on the website, for example, a registration form that is too long or technical errors? Are there enough payment, delivery or pick-up options for the customer to find the one that suits them?
Is the customer satisfied with the delivery, after-sales and warranty service, is he ready to recommend the company if asked. If not, it is necessary to analyze the specific reasons: why the buyer is ultimately not satisfied with how his need is met.
Customer Journey Map Examples
Here are a few cases where an effective customer journey map was created.
Spotify
Spotify is one of the most popular audio streaming services. Here you can both listen to music and share it with other users .
The goal of CJM was to find out where the audio sharing functionality fits best into the user experience. The goal was also to increase the number of accounts that share music via the mobile app .
What we did: We conducted a study of business data, direct and indirect competitors, and then created a user persona. We followed his path to determine how platform clients exchange music and how comfortable it is to do so .