Ask yourself: do you know how your customers end up in your store?

If not, you’re not doing it right.

Customers don’t appear in your online store ready to spend money by sheer luck. Their journey to purchase consists of different stages, and it may differ a lot for businesses in different niches. Understanding that journey is key to attracting, engaging, and retaining customers like a pro.

If you want to increase your chances of converting visitors into loyal customers, you need to understand what the customer journey is, how it works, and how to optimize it.

In this comprehensive article, we’ll explore everything you need to know about improving customer journey in ecommerce, from customer journey mapping to analytics and everything in between.

What Is a Customer Journey?

Customer journey (also known as buyer’s journey) refers to a customer’s path from initial awareness to final purchase and beyond. It’s the entire process a customer goes through when interacting with your brand, including getting acquainted with your brand, browsing your website, researching your products, making a purchase, and post-purchase interactions such as customer service.

In a nutshell, a buyer’s journey is the steps any customer takes before making a purchase decision. Think of the last time you purchased something. You probably followed a process similar to this:

  • You realize you have a problem and need a solution. In the customer journey, this is called the awareness stage.
  • After understanding the problem, you researched some possible solutions. We call this the consideration stage because this is the point where you start considering options and shopping around.
  • After narrowing down your list to one or two solutions, you search for the best place to buy them. This is the decision stage.

This is the buyer’s journey, as it was first described in 1978. At that time, it was a relatively simple…


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