Customer Journey in E-commerce

Customer Journey in E-commerce


The customer journey is an integral part of e-commerce which must be acknowledged by every online business. They need to understand the real process of the journey which will ultimately result in sales.

It is not an easy task to know what to implement to attract and retain customers as customers of this era have become more demanding and want each and every product to be their own way. This is why you need to learn the customer's journey which helps in providing the customer the exact thing that he wants at that particular moment.

Mapping a customer journey

The best way to trace a customer's journey is relying on DATA. Moving forward without proper information is something which must not be replicated when working with the customer journey. You have to start with a profound research of your customers and their behavior at every stage.

Every e-commerce store's KPI (Key Performance Indicator) holds the secret that is related to the customer's journey and the successful are the ones who have made their strategies based on that analytics.

KPI (Key Performance Indicator) that affect the customer journey:

  • The number of visitors to your site
  • The average time spent your site
  • The number pages viewed by the customer
  • The number of products added to the cart without purchase

Customer Touchpoints and behavior pattern

A touchpoint is defined as a mode of interaction with your brand in some fashion. In digital marketing, On-site touchpoints work as an important tool to understand the customer's journey and can be tracked directly on your site.

Touchpoints helps in building a trust in your store and helps a customer making an informed decision. It is interesting to notice that a recent study has announced that almost 5.5 touch points between marketer and consumer are required on an average to make a purchase happen.

Each time a customer interacts with you through any media, s/he takes a step closer to buy from you. Now, these touch points fall into 5 different phrases as the customer's emotions and attitude change gradually. Let us discuss them in brief-

1. Awareness-where Customer gets to know about you-

This is the first phase which is called Marketing Stimulus as here the customer gets to know about you and your product through the first click to your site. It also involves social media, email marketing, social marketing, video advertising etc.

2. Findability-as they search for local business before purchase-

Customers are likely to search for a specific product before actually visiting a store and buy it. This involves organic search or Google search, Google Maps, paid search advertising and search directories.

3. Consideration-they start to decide whether they want to buy or not-

This is the stage where customers look into your products and start to decide if they would like to purchase from you. In this phase, you will notice low intent and high intent customer.

Low intent customers are window shoppers and have no intention of purchase. While high intent customers are the ones who get involved more and more which increases the possibility of purchase.

4. Reputation-they read about a local business to understand them

Today consumers are likely to read about a certain product after knowing and before making the ultimate decision of buying it. They refer to what other consumers are saying about the product before building trust with a local.

5. Acquisition:

The acquisition is the last stage of the customer journey where the customer has decided to purchase. They are brought close to the conversion through your funnel-like site structure.

Understand your Data and achieve your goal

Successful entrepreneurs today are at peak heights because they have learned the use and effectiveness of Data. Data can help you understand the customer behavior and the way they are interacting with your store.

And from that very moment, you will be able to 'optimize the way your e-commerce store functions' and get more and more conversion which should be the ultimate goal of any business. So, set a goal and be active enough to achieve it.

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