Whether you’re just launching an ecommerce web designs store or optimizing an existing one, mapping the customer journey is crucial for guiding buyers seamlessly from initial awareness to final purchase.
By identifying key touchpoints and pain points, you can employ proven tactics to convert at each stage.
As an e-commerce business owner myself, I’ve learned this firsthand. When I launched my own online store selling handmade quilts and blankets, I made the rookie mistake of only focusing on aesthetics and products.
My website looked beautiful but barely made any sales those first few months.
It wasn’t until I started examining my site analytics and surveying customers that I realized the problem: shoppers were dropping off at multiple points in their journey, especially during checkout.
By optimizing my website copy, adding live chat customer support, and streamlining my checkout process, I was able to significantly boost conversions across every stage.
Below I’ll walk you through the key phases of the e-commerce customer journey and proven strategies to maximize sales at each one:
Awareness Stage
This initial phase is when a potential customer first becomes aware of your brand and products. Your goal here is to get on their radar.
Some effective tactics include:
- Keyword-optimized blog content and SEO to rank highly in relevant searches
- Active social media presence with eye-catching visuals and promotions
- Targeted digital ads (e.g. Google Shopping campaigns)
- Guest posting on industry blogs and niche websites
- Influencer marketing and UGC content
Consideration Stage
Once aware of your store, the customer starts actively researching and comparing options. Here you need to:
- Highlight your USPs – Why should they choose you vs a competitor? Emphasize this in all site content.
- Build trust through reviews, testimonials, secure checkout badges, etc.
- Provide ample product info – specs, images, videos, size guides, etc.
- Offer high-quality content like comparison articles, guides, and visual tutorials.
Conversion Stage
The shopper has decided to buy from you – time to guide them smoothly to checkout.
- Simplify your checkout process – have guest checkout, offer multiple payment options, and highlight policies and shipping info.
- Make mobile user-friendly – over 50% of purchases happen on mobile. Optimize checkout for mobile.
- Add urgency with limited-time promotions or low-stock warnings.
- Upsell/cross-sell – offer relevant complementary products and deals.
Retention Stage
The purchase is complete, but the customer journey isn’t over. You want to retain them as repeat buyers. Useful tactics:
- Post-purchase follow-up emails with support info, feedback surveys, and deals.
- Loyalty programs to incentivize return purchases.
- Social media and email collectors at checkout to continue engagement.
- Retargeting and cart abandonment ads for those who left without purchasing.
Key Takeaways
- Map each stage of your e-commerce customer journey – awareness, consideration, conversion, and retention.
- Identify touchpoints and use proven tactics to maximize sales and engagement at each phase.
- Continually optimize based on site analytics, feedback, and changing shopper behaviors over time.
By mastering the customer journey from start to finish, you can seamlessly guide shoppers from strangers to sales to loyal brand advocates over time.
Just avoid making my early mistake of hyper-focusing on aesthetics alone – take a data-driven approach to provide the right information, experiences, and incentives throughout their journey with your brand.
