{"id":1520715,"date":"2023-04-25T08:49:52","date_gmt":"2023-04-25T12:49:52","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1520715"},"modified":"2023-04-25T08:49:52","modified_gmt":"2023-04-25T12:49:52","slug":"how-to-map-a-customer-journey","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey","title":{"rendered":"How to Map a Customer Journey"},"content":{"rendered":"<p>An ecommerce customer journey map shows the path of buyers leading to an online purchase. Analyzing those journeys helps merchants understand how shoppers find the site, what they do on it, and what they want to achieve at each step.<\/p>\n<p>Imagine a visitor to an online store looking for a new pair of shoes. The journey map would show everything he does \u2014 searching for shoes, reading reviews, adding a pair of Nikes to the cart, and checking out. The map might also show the shopper&#8217;s emotional state at each step or phase, such as excitement when he finds the perfect running shoes or frustration if the website is confusing.<\/p>\n<p>Creating this sort of map \u2014 often on a spreadsheet \u2014 helps ecommerce marketers discover what makes customers happy and what problems they face while shopping. It&#8217;s an opportunity to improve the buying experience and thus generate more conversions.<\/p>\n<h3>Regions<\/h3>\n<p>To build an ecommerce customer journey map, start with four regions:<\/p>\n<ul>\n<li>Before the purchase,<\/li>\n<li>During the purchase,<\/li>\n<li>After the purchase,<\/li>\n<li>Reengagement.<\/li>\n<\/ul>\n<p>Create these regions on a spreadsheet or a specialized tool such as Figma. Under each region, add the stages a shopper might go through.<\/p>\n<div id=\"attachment_1520716\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-stages.png\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1520716\" class=\"wp-image-1520716 size-large\" title=\"Screenshot of an spreadsheet showing the four regions: Before Purchase, During Purchase, After Purchase, and Reegagement.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-stages-570x179.png\" alt=\"Screenshot of an spreadsheet showing the four regions: Before Purchase, During Purchase, After Purchase, and Reegagement.\" width=\"570\" height=\"179\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-stages-570x179.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-stages-300x94.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-stages-768x241.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-stages-1536x482.png 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-stages-2048x643.png 2048w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-stages-150x47.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-stages-500x157.png 500w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1520716\" class=\"wp-caption-text\">Four regions of a customer journey map are common for ecommerce businesses.<\/p><\/div>\n<h3>Stages<\/h3>\n<p>Next, consider the stages a shopper might go through for each region. These stages could differ for every business, but there are some commonalities.<\/p>\n<p>In the &#8220;Before Purchase&#8221; region, a shopper likely:<\/p>\n<ul>\n<li>Discovers or recognizes a need,<\/li>\n<li>Becomes aware of the product,<\/li>\n<li>Researches and evaluates a product,<\/li>\n<li>Considers potential merchants.<\/li>\n<\/ul>\n<p>Think through these steps and add them to your customer journey map.<\/p>\n<div id=\"attachment_1520720\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-regions-and-stages.png\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1520720\" class=\"wp-image-1520720 size-large\" title=\"Screenshot of the spreadsheet showing the four stages of the &quot;Before Purchase&quot; region.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-regions-and-stages-570x127.png\" alt=\"Screenshot of the spreadsheet showing the four stages of the &quot;Before Purchase&quot; region.\" width=\"570\" height=\"127\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-regions-and-stages-570x127.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-regions-and-stages-300x67.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-regions-and-stages-768x171.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-regions-and-stages-1536x341.png 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-regions-and-stages-150x33.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-regions-and-stages-500x111.png 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-customer-journey-regions-and-stages.png 1810w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1520720\" class=\"wp-caption-text\">In an ecommerce customer journey map, stages are under regions and represent the shopper&#8217;s mindset.<\/p><\/div>\n<h3>Touchpoints<\/h3>\n<p>Next, identify touchpoints in each stage of customers&#8217; journeys. Example touchpoints include ads and content marketing. Some touchpoints are beyond a merchant&#8217;s control, such as medical devices from a physician&#8217;s diagnosis.<\/p>\n<p>Touchpoints occur in various combinations and may be repeated. A prospect could see an ad before she realizes the need for the product.<\/p>\n<div id=\"attachment_1520719\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-touchpoints.png\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1520719\" class=\"wp-image-1520719 size-large\" title=\"Screenshot of spreadsheet showing the touchpoints for the &quot;Need Discovered&quot; stage.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-touchpoints-570x95.png\" alt=\"Screenshot of spreadsheet showing the touchpoints for the &quot;Need Discovered&quot; stage.\" width=\"570\" height=\"95\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-touchpoints-570x95.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-touchpoints-300x50.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-touchpoints-768x128.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-touchpoints-1536x257.png 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-touchpoints-150x25.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-touchpoints-500x83.png 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042123-touchpoints.png 2006w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1520719\" class=\"wp-caption-text\">Touchpoints are shoppers&#8217; interactions with a company, its products, or its industry.<\/p><\/div>\n<h3>The Questions<\/h3>\n<p>In the context of each touchpoint, ask a series of questions about the shopper. Answering these questions should provide insights into improving the customer journey.<\/p>\n<ul>\n<li>What is the shopper doing?<\/li>\n<li>What is the shopper trying to accomplish?<\/li>\n<li>Where is the action taking place?<\/li>\n<li>What is the shopper thinking or feeling?<\/li>\n<li>How will we move the buyer along the journey with our store or product in mind?<\/li>\n<\/ul>\n<div id=\"attachment_1520718\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042223-journey-questions.png\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1520718\" class=\"wp-image-1520718 size-large\" title=\"Screenshot of a spreadsheet showing the questions for each touchpoint.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042223-journey-questions-570x270.png\" alt=\"Screenshot of a spreadsheet showing the questions for each touchpoint.\" width=\"570\" height=\"270\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042223-journey-questions-570x270.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042223-journey-questions-300x142.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042223-journey-questions-768x364.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042223-journey-questions-150x71.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042223-journey-questions-500x237.png 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/042223-journey-questions.png 1492w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1520718\" class=\"wp-caption-text\">For each touchpoint, develop a series of questions.<\/p><\/div>\n<p>Let&#8217;s consider each of these questions in turn.<\/p>\n<p><strong>What is the shopper doing?<\/strong> At each touchpoint, consider shoppers&#8217; actions. Is the shopper browsing products, reading reviews, interacting with ads, or watching a product demo video? From this behavior, identify the best ways to engage and improve the buying experience.<\/p>\n<p><strong>What is the shopper trying to accomplish?<\/strong> Think about the shopper&#8217;s motivations for each touchpoint. Is she trying to learn about a product, compare options, find the best deal, or obtain support? Understanding those objectives will help meet prospects&#8217; needs and expectations.<\/p>\n<p><strong>Where is the action taking place?<\/strong> Identify where the touchpoint occurs, such as the online store, social media, <a href=\"https:\/\/www.practicalecommerce.com\/email-triggers-for-max-conversions\">email<\/a>, or search engines. Knowing where the interaction takes place can help optimize the experience and ensure a consistent and seamless journey across channels.<\/p>\n<p><strong>What is the shopper thinking?<\/strong> At each touchpoint, consider the shopper&#8217;s thoughts. Is he excited about a new product, frustrated by a <a href=\"https:\/\/www.practicalecommerce.com\/6-tweaks-to-streamline-the-checkout-process\">complicated checkout<\/a>, or confused about a promotion? Understanding shoppers&#8217; thoughts can identify pain points or negative emotions.<\/p>\n<p><strong>How will we move the buyer along the journey with our store or product in mind?<\/strong> For each touchpoint, think about how to guide the shopper to the <a href=\"https:\/\/www.practicalecommerce.com\/design-every-web-page-for-a-desired-outcome\">next stage<\/a> of the journey. This may involve providing helpful information, personalized recommendations, or exceptional customer support. Proactively addressing shoppers&#8217; needs increases the likelihood of conversion and long-term loyalty.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A customer journey map outlines the process of buyers leading to a purchase. Optimizing each step can greatly increase conversions.<\/p>\n","protected":false},"author":391,"featured_media":1520821,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58303],"tags":[],"class_list":["post-1520715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-retention",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Map a Customer Journey - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"A customer journey map outlines the process of buyers leading to a purchase. Optimizing each step can greatly increase conversions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Map a Customer Journey\" \/>\n<meta property=\"og:description\" content=\"A customer journey map outlines the process of buyers leading to a purchase. Optimizing each step can greatly increase conversions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-25T12:49:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Armando Roggio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ecommerceboy\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Armando Roggio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey\"},\"author\":{\"name\":\"Armando Roggio\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722\"},\"headline\":\"How to Map a Customer Journey\",\"datePublished\":\"2023-04-25T12:49:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey\"},\"wordCount\":688,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg\",\"articleSection\":[\"Customer Retention\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2023\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey\",\"url\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey\",\"name\":\"How to Map a Customer Journey - Practical Ecommerce\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg\",\"datePublished\":\"2023-04-25T12:49:52+00:00\",\"description\":\"A customer journey map outlines the process of buyers leading to a purchase. Optimizing each step can greatly increase conversions.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#primaryimage\",\"url\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg\",\"contentUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg\",\"width\":360,\"height\":240,\"caption\":\"Illustration of the words \\\"Customer Journey\\\" on an arrow\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.practicalecommerce.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Map a Customer Journey\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#website\",\"url\":\"https:\/\/www.practicalecommerce.com\/\",\"name\":\"Practical Ecommerce\",\"description\":\"Independent analysis and strategy for online merchants\",\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.practicalecommerce.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\",\"name\":\"Practical Ecommerce\",\"url\":\"https:\/\/www.practicalecommerce.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2017\/12\/practical-ecommerce-stacked-hires.jpg\",\"contentUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2017\/12\/practical-ecommerce-stacked-hires.jpg\",\"width\":250,\"height\":100,\"caption\":\"Practical Ecommerce\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/practicalecommerce\",\"https:\/\/x.com\/practicalecomm\",\"https:\/\/www.linkedin.com\/company\/practical-ecommerce\/\",\"https:\/\/podcasts.apple.com\/us\/podcast\/ecommerce-conversations\/id874457373\",\"https:\/\/www.crunchbase.com\/organization\/practical-ecommerce\",\"https:\/\/bsky.app\/profile\/practicalecommerce.com\"],\"description\":\"Practical Ecommerce is an independent digital publication founded in 2005 that helps online merchants improve their businesses through expert articles, guides, webcasts, and podcasts. The site has published over 7,000 articles and serves millions of readers worldwide.\",\"foundingDate\":\"2005-07-01\",\"duns\":\"09-076-7155\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"},\"publishingPrinciples\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\",\"ownershipFundingInfo\":\"https:\/\/www.practicalecommerce.com\/about-us\",\"actionableFeedbackPolicy\":\"https:\/\/www.practicalecommerce.com\/contact\",\"ethicsPolicy\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722\",\"name\":\"Armando Roggio\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g\",\"caption\":\"Armando Roggio\"},\"description\":\"Armando Roggio is the longtime senior contributor to Practical Ecommerce. He's a global ecommerce authority and a practicing merchant, developer, and journalist. Since 2008 he's written over 1,300 articles for Practical Ecommerce addressing all matters of ecommerce and presented dozens of webinars. His previous positions include director of ecommerce for a regional retail chain and marketing publications manager at Micron Technology, a publicly-traded computer-chip manufacturer. He holds a B.A. in English Writing and Journalism from The University of Pittsburgh. Contact Armando via email or LinkedIn. Follow his ecommerce tweets at @ecommerceboy.\",\"sameAs\":[\"https:\/\/www.linkedin.com\/in\/armandoroggio\/\",\"https:\/\/x.com\/ecommerceboy\"],\"gender\":\"Male\",\"knowsAbout\":[\"https:\/\/en.wikipedia.org\/wiki\/E-commerce\"],\"knowsLanguage\":[\"English\"],\"url\":\"https:\/\/www.practicalecommerce.com\/author\/armando-roggio\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Map a Customer Journey - Practical Ecommerce","description":"A customer journey map outlines the process of buyers leading to a purchase. Optimizing each step can greatly increase conversions.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey","og_locale":"en_US","og_type":"article","og_title":"How to Map a Customer Journey","og_description":"A customer journey map outlines the process of buyers leading to a purchase. Optimizing each step can greatly increase conversions.","og_url":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey","og_site_name":"Practical Ecommerce","article_publisher":"https:\/\/www.facebook.com\/practicalecommerce","article_published_time":"2023-04-25T12:49:52+00:00","og_image":[{"width":360,"height":240,"url":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg","type":"image\/jpeg"}],"author":"Armando Roggio","twitter_card":"summary_large_image","twitter_creator":"@ecommerceboy","twitter_site":"@practicalecomm","twitter_misc":{"Written by":"Armando Roggio","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#article","isPartOf":{"@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey"},"author":{"name":"Armando Roggio","@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722"},"headline":"How to Map a Customer Journey","datePublished":"2023-04-25T12:49:52+00:00","mainEntityOfPage":{"@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey"},"wordCount":688,"publisher":{"@id":"https:\/\/www.practicalecommerce.com\/#organization"},"image":{"@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#primaryimage"},"thumbnailUrl":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg","articleSection":["Customer Retention"],"inLanguage":"en-US","copyrightYear":"2023","copyrightHolder":{"@id":"https:\/\/www.practicalecommerce.com\/#organization"}},{"@type":"WebPage","@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey","url":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey","name":"How to Map a Customer Journey - Practical Ecommerce","isPartOf":{"@id":"https:\/\/www.practicalecommerce.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#primaryimage"},"image":{"@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#primaryimage"},"thumbnailUrl":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg","datePublished":"2023-04-25T12:49:52+00:00","description":"A customer journey map outlines the process of buyers leading to a purchase. Optimizing each step can greatly increase conversions.","breadcrumb":{"@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#primaryimage","url":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg","contentUrl":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/04\/How-to-Map-a-Customer-Journey.jpg","width":360,"height":240,"caption":"Illustration of the words \"Customer Journey\" on an arrow"},{"@type":"BreadcrumbList","@id":"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.practicalecommerce.com\/"},{"@type":"ListItem","position":2,"name":"How to Map a Customer Journey"}]},{"@type":"WebSite","@id":"https:\/\/www.practicalecommerce.com\/#website","url":"https:\/\/www.practicalecommerce.com\/","name":"Practical Ecommerce","description":"Independent analysis and strategy for online merchants","publisher":{"@id":"https:\/\/www.practicalecommerce.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.practicalecommerce.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.practicalecommerce.com\/#organization","name":"Practical Ecommerce","url":"https:\/\/www.practicalecommerce.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2017\/12\/practical-ecommerce-stacked-hires.jpg","contentUrl":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2017\/12\/practical-ecommerce-stacked-hires.jpg","width":250,"height":100,"caption":"Practical Ecommerce"},"image":{"@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/practicalecommerce","https:\/\/x.com\/practicalecomm","https:\/\/www.linkedin.com\/company\/practical-ecommerce\/","https:\/\/podcasts.apple.com\/us\/podcast\/ecommerce-conversations\/id874457373","https:\/\/www.crunchbase.com\/organization\/practical-ecommerce","https:\/\/bsky.app\/profile\/practicalecommerce.com"],"description":"Practical Ecommerce is an independent digital publication founded in 2005 that helps online merchants improve their businesses through expert articles, guides, webcasts, and podcasts. The site has published over 7,000 articles and serves millions of readers worldwide.","foundingDate":"2005-07-01","duns":"09-076-7155","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"},"publishingPrinciples":"https:\/\/www.practicalecommerce.com\/editorial-policy","ownershipFundingInfo":"https:\/\/www.practicalecommerce.com\/about-us","actionableFeedbackPolicy":"https:\/\/www.practicalecommerce.com\/contact","ethicsPolicy":"https:\/\/www.practicalecommerce.com\/editorial-policy"},{"@type":"Person","@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722","name":"Armando Roggio","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g","caption":"Armando Roggio"},"description":"Armando Roggio is the longtime senior contributor to Practical Ecommerce. He's a global ecommerce authority and a practicing merchant, developer, and journalist. Since 2008 he's written over 1,300 articles for Practical Ecommerce addressing all matters of ecommerce and presented dozens of webinars. His previous positions include director of ecommerce for a regional retail chain and marketing publications manager at Micron Technology, a publicly-traded computer-chip manufacturer. He holds a B.A. in English Writing and Journalism from The University of Pittsburgh. Contact Armando via email or LinkedIn. Follow his ecommerce tweets at @ecommerceboy.","sameAs":["https:\/\/www.linkedin.com\/in\/armandoroggio\/","https:\/\/x.com\/ecommerceboy"],"gender":"Male","knowsAbout":["https:\/\/en.wikipedia.org\/wiki\/E-commerce"],"knowsLanguage":["English"],"url":"https:\/\/www.practicalecommerce.com\/author\/armando-roggio"}]}},"_links":{"self":[{"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/posts\/1520715","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/users\/391"}],"replies":[{"embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/comments?post=1520715"}],"version-history":[{"count":3,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/posts\/1520715\/revisions"}],"predecessor-version":[{"id":1520823,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/posts\/1520715\/revisions\/1520823"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/media\/1520821"}],"wp:attachment":[{"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/media?parent=1520715"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/categories?post=1520715"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/tags?post=1520715"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}