What’s a Buyer Journey Map? [Free Template]


Mapping the shopper journey can provide you a solution to higher perceive your clients and their wants. As a instrument, it lets you visualize the totally different phases {that a} buyer goes by way of when interacting with your online business; their ideas, emotions, and ache factors.

And, it’s proven that the friction from these ache factors prices huge: in 2019, ecommerce friction totaled an estimated 213 billion in lost US revenue.

Buyer journey maps may also help you to determine any issues or areas the place you can improve your customer experience. On this article, we’ll clarify what the shopper journey mapping course of is and supply a free template that you should utilize to create your personal map. Let’s get began!

What is a customer journey map?

So, what is customer journey mapping? Essentially, customer journey maps are a tool that you can use to understand the customer experience. Customer journey maps are often visual representations showing you the customer’s journey from beginning to end. They include all the touchpoints along the way.

There are often four main stages in your sales funnel, and knowing these can help you create your customer journey maps:

  1. Inquiry or awareness
  2. Interest, comparison, or decision-making
  3. Purchase or preparation
  4. Installation, activation, or feedback

Customer journey maps are used to track customer behavior and pinpoint areas where the customer experiences pain points. With this information uncovered, you can improve the customer experience, giving your customers a positive experience with your company.

You can use customer journey mapping software like Excel or Google sheets, Google Decks, infographics, illustrations, or diagrams to create your maps. But you don’t actually need customer journey mapping tools. You can create these maps with a blank wall and a pack of sticky notes.

Though they can be scribbled on a sticky note, it’s often easier to create these journeys digitally. That way, you have a record of your journey map, and you can share it with colleagues. We’ve provided free customer journey mapping templates at the end of this article to make your life a little easier.

5 benefits of using customer journey maps

The main benefit of customer journey mapping is a better understanding of how your customers feel and interact with your business touchpoints. With this knowledge, you can create strategies that better serve your customer at each touchpoint.

Give them what they want and make it easy to use, and they’ll keep coming back. But, there are a couple of other great knock-on benefits too.

1. Improved customer support

Your customer journey map will highlight moments where you can add some fun to a customer’s day. And it will also highlight the pain points of your customer’s experience. Knowing where these moments are will let you address them before your customer gets there. Then, watch your customer service metrics spike!

2. Efficient advertising and marketing ways

A better understanding of who your clients are and what motivates them will assist you to to promote to them.

Let’s say you promote a sleep support services or products. A possible goal market on your buyer base is younger, working moms who’re strapped for time.

The tone of your advertising and marketing materials can empathize with their struggles, saying, “The very last thing you want is somebody asking in case you’re drained. However we all know that over half of working mothers get lower than 6 hours of sleep at evening. Whereas we will’t offer you extra time, we all know how one can profit from these 6 hours. Attempt our Sleep Assist at the moment and sleep higher tonight.”

Constructing out buyer personas will present potential goal audiences and their motivation, like working mothers who need to profit from their hours asleep.

3. Product developments or service enhancements

By mapping your buyer’s journey, you’ll acquire insights into what motivates them to make a purchase order or prevents them from doing so. You’ll have readability on when or why they return objects and which objects they purchase subsequent. With this data and extra, you’ll be capable to determine alternatives to upsell or cross-sell merchandise.

4. A extra fulfilling and environment friendly consumer expertise

Buyer journey mapping will present you the place clients get caught and bounce off your web site. You’ll be able to work your method by way of the map, fixing any friction factors as you go. The top consequence will likely be a smoothly-running, logical web site or app.

5. A customer-focused mindset

As a substitute of working with the motivation of enterprise success, a buyer journey map can shift your focus to the shopper. As a substitute of asking your self, “how can I enhance earnings?” ask your self, “what would higher serve my buyer?” The earnings will come whenever you put your buyer first.

On the finish of the day, buyer journey maps assist you to to enhance your buyer expertise and increase gross sales. They’re a helpful tool in your customer experience strategy.

The way to create a buyer journey map

There are lots of alternative ways to create a buyer journey map. However, there are a number of steps you’ll need to take no matter the way you go about mapping your buyer’s journey.

Step 1. Set your focus

Are you trying to drive the adoption of a brand new product? Or maybe you’ve observed points along with your buyer expertise. Possibly you’re in search of new areas of alternative for your online business. No matter it’s, make sure you set your targets earlier than you start mapping the shopper journey.

Step 2. Select your purchaser personas

To create a buyer journey map, you’ll first have to determine your clients and perceive their wants. To do that, you’ll want to entry your purchaser personas.

Purchaser personas are caricatures or representations of somebody who represents your target market. These personas are created from real-world knowledge and strategic targets.

For those who don’t have already got them, create your own buyer personas with our simple step-by-step information and free template.

Select one or two of your personas to be the main target of your buyer journey map. You’ll be able to all the time return and create maps on your remaining personas.

Step 3. Carry out consumer analysis

Interview potential or previous clients in your goal market. You don’t want to gamble your total buyer journey on assumptions you’ve made. Discover out straight from the supply what their pathways are like, the place their ache factors are, and what they love about your model.

You are able to do this by sending out surveys, organising interviews, and inspecting knowledge out of your business chatbot. Remember to have a look at what essentially the most ceaselessly requested questions are. For those who don’t have a FAQ chatbot like Heyday, that automates customer support and pulls knowledge for you, you’re lacking out!

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Additionally, you will need to communicate along with your gross sales crew, your customer support crew, and another crew member who might have perception into interacting along with your clients.

Step 4. Checklist buyer touchpoints

The next step is to trace and record the shopper’s interactions with the corporate, each on-line and offline.

A buyer touchpoint means anyplace your buyer interacts along with your model. This may very well be your social media posts, anyplace they could discover themselves in your web site, your brick-and-mortar retailer, scores and evaluations, or out-of-home promoting.

Write as many as you possibly can down, then put in your buyer footwear and undergo the method your self. Monitor the touchpoints, after all, but in addition write down the way you felt at every juncture and why. This knowledge will ultimately function a information on your map.

Step 5. Construct your buyer journey map

You’ve executed your analysis and gathered as a lot data as doable, now it’s time for the enjoyable stuff. Compile the entire data you’ve collected into one place. Then, begin mapping out your buyer journey! You should utilize the templates we’ve created under for a straightforward plug-and-play execution.

Step 6. Analyze your buyer journey map

As soon as the shopper journey has been mapped out, you’ll want to undergo it your self. You have to expertise first-hand what your clients do to completely perceive their expertise.

As you journey by way of your gross sales funnel, search for methods to enhance your buyer expertise. By analyzing your buyer’s wants and ache factors, you possibly can see areas the place they could bounce off your web site or get annoyed along with your app. Then, you possibly can take motion to enhance it.

Varieties of buyer journey maps

There are lots of several types of buyer journey maps. We’ll take you thru 4 to get began: present state, future state, a day within the life, and empathy maps. We’ll break down every of them and clarify what they’ll do for your online business.

Present state

This buyer journey map focuses on your online business as it’s at the moment. With it, you’ll visualize the expertise a buyer has when making an attempt to perform their aim with your online business or product. A present state buyer journey uncovers and provides options for ache factors.

Future state

This buyer journey map focuses on the way you need your online business to be. This is a perfect future state. With it, you’ll visualize a buyer’s best-case expertise when making an attempt to perform their aim with your online business or product.

Upon getting your future state buyer journey mapped out, you’ll be capable to see the place you need to go and methods to get there.


A day-in-the-life buyer journey is loads like the present state buyer journey, nevertheless it goals to spotlight facets of a buyer’s day by day life outdoors of how they work together along with your model.

Day-in-the-life mapping appears to be like at every part that the patron does throughout their day. It exhibits what they suppose and really feel inside an space of focus with or with out your organization.

When you know the way a shopper spends their day, you possibly can extra precisely strategize the place your brand communication can meet them. Are they checking Instagram on their lunch break, feeling open and optimistic about discovering new merchandise? In that case, you’ll need to goal advertisements on that platform to them at the moment.

Day-in-the-life buyer journey examples can look vastly totally different relying in your goal demographic.

Empathy maps

Empathy maps don’t observe a specific sequence of occasions alongside the consumer journey. As a substitute, these are divided into 4 sections and monitor what somebody says about their expertise along with your product when it’s in use.

It’s best to create empathy maps after consumer analysis and testing. You’ll be able to consider them as an account of all that was noticed throughout analysis or testing whenever you requested questions straight relating to how individuals really feel whereas utilizing merchandise. Empathy maps can provide you surprising insights into your customers’ wants and needs.

Buyer journey map templates

Buyer journey map template for the present state:

customer journey map template

The long run state buyer journey mapping template:

future state customer journey mapping template

A day-in-the-life buyer journey map template:

day-in-the-life customer journey map

An empathy map template:

empathy map template

A buyer journey map instance

It may be useful to see buyer journey mapping examples. To present you some perspective on what these appear like executed, we’ve created a buyer journey mapping instance of the present state.

Purchaser Persona:

Curious Colleen, a 32-year-old feminine, is in a double-income no-kids marriage. Colleen and her associate work for themselves; whereas they’ve analysis expertise, they lack time. She is motivated by high quality merchandise and annoyed by having to sift by way of content material to get the knowledge she wants.

What are their key targets and wishes?
Colleen wants a brand new vacuum. Her key aim is to search out one that won’t break once more.

What are their struggles?

She is annoyed that her previous vacuum broke and that she has to spend time discovering a brand new one. Colleen feels as if this drawback occurred as a result of the vacuum she purchased beforehand was of poor high quality.

What duties have they got?

Colleen should analysis vacuums to search out one that won’t break. She should then buy a vacuum and have it delivered to her home.

Gross sales funnel stageOutlineEvaluateNegotiateBuy
ActionsColleen begins by taking a look at evaluations of her previous vacuum on-line and begins to make an inventory of options she desires in her new vacuum.Colleen begins researching ‘greatest cordless vacuums’ and evaluating merchandise.

She appears to be like at our web site however bounces off pretty shortly, although she additionally bounces off our opponents’ websites shortly, too.

She searches “the highest ten cordless vacuums” and as soon as once more, finds our product on the record.

Colleen appears to be like into opponents’ offers on vacuums utilizing “the highest ten cordless vacuums” as a information.

Colleen particularly appears to be like for high quality. She additionally considers delivery prices as she doesn’t need to spend extra time choosing a vacuum up

She calls her present vacuum firm to inform them the mannequin she purchased broke.

Colleen decides to buy our cordless vacuum.

In her suggestions, she provides us 3 stars out of 5 for her internet expertise however 5 out of 5 stars for her product expertise. She feedback on the problem of getting the knowledge she needed.

Emotional stateShe is annoyed by how a lot time she should now spend researching vacuums. She can be excited on the prospect of getting a brand new vacuum that may do a greater jobShe is annoyed by all of the vacuum websites she appears to be like at as a result of they don’t instantly and concisely define advantages.She is annoyed by her previous vacuum firm’s lack of customer support and having to attend on-hold on the cellphone.She feels safe as a result of now we have a 5-year guarantee and good buyer evaluations.

She feels validated by the free delivery and is joyful to share her suggestions.

TouchpointsShe hears about us due to our commercials on Google and Instagram.She lands on our web site, makes use of the search bar to search for ‘cordless vacuums’ and finds certainly one of our fashions.

She clicks on our hyperlink by way of the ‘high ten’ record.

She reads buyer evaluations on our product on Reddit and Google evaluations.

After taking a look at opponents, she comes again to our web site, places a cordless vacuum in her cart, however waits to buy in case she alters her thoughts. Within the meantime, she goes again to our social media feed to take a look at publish feedback and ‘tagged pictures’. She desires to make certain that is the fitting alternative.

Colleen receives an e-mail from our deserted cart e-mail circulate that offers her free delivery and ensures her a reimbursement if one thing occurs to the vacuum within the first 5 years.

Colleen receives an e-mail survey asking about her expertise.

Alternatives: Colleen desires to grasp shortly and instantly the advantages our product provides; how can we make this simpler? Colleen upholds social proof as a decision-making issue. How can we higher present our joyful clients? There is a chance right here to restructure our web site data hierarchy or implement customer support instruments to provide Colleen the knowledge she wants sooner. We are able to create comparability charts with opponents, have advantages instantly and clearly said, and create social campaigns.

Motion Plan:

  1. Implement a chatbot so clients like Colleen can get the solutions they need shortly and simply.
  2. Create a comparability instrument for opponents and us, exhibiting advantages and prices.
  3. Implement benefit-forward statements on all touchdown pages.
  4. Create a social marketing campaign devoted to UGC to foster social proof.
  5. Ship out surveys devoted to gathering buyer suggestions. Pull out testimonial quotes from right here when doable.

Interact with consumers on social media and switch buyer conversations into gross sales with Heyday, our devoted conversational AI chatbot for social commerce retailers. Ship 5-star buyer experiences — at scale.

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