Journey mapping(CJM)
Conversion and UX
Conversion and UX
Journey mapping charts step by step what a customer does, sees, thinks and feels from first contact through to after the purchase.
A usable map lists per step the touchpoint, the customer's question, what happens today and who owns it. That shows where people drop out and which team can fix it.
Base it on data and conversations, not assumptions: analytics, recorded customer calls, search terms and the questions support gets daily.
In practice
A map drawn by marketing alone shows the journey you wish for, not the one customers actually take.
Related terms
- Customer journeyThe customer journey is the route someone travels from first contact to customer and beyond, including every touchpoint along the way.
- Customer experienceCustomer experience (CX) is a customer's total experience with your organisation: from ad and website to delivery, invoice and service.
- FunnelA funnel is the model describing the path from unknown visitor to customer in steps, with a share dropping off at each step.
- Buyer personaA buyer persona describes a typical buyer: their role, goals, doubts and the questions they ask before deciding.