customer digital journey tracking

Customer Journey Maps: How to Create Really Good Ones [Examples + Template]

Updated: April 17, 2024

Published: May 04, 2023

Did you know 70% of online shoppers abandoned their carts in 2022? Why would someone spend time adding products to their cart just to fall off the customer journey map at the last second?

The thing is — understanding your customer base can be very challenging. Even when you think you’ve got a good read on them, the journey from awareness to purchase for each customer will always be unpredictable, at least to some level.

While it isn’t possible to predict every experience with 100% accuracy, customer journey mapping is a convenient tool for keeping track of critical milestones that every customer hits. In this post, I’ll explain everything you need to know about customer journey mapping — what it is, how to create one, and best practices.

Table of Contents

What is the customer journey?

What is a customer journey map, benefits of customer journey mapping, customer journey stages.

• What’s included in a customer journey map?

The Customer Journey Mapping Process

Steps for creating a customer journey map.

• Types of Customer Journey Maps

Customer Journey Mapping Best Practices

• Customer Journey Design
• Customer Journey Map Examples

Free Customer Journey Map Templates

Free Customer Journey Template

Outline your company's customer journey and experience with these 7 free templates.

• Buyer's Journey Template
• Future State Template
• Day-in-the-Life Template

You're all set!

Click this link to access this resource at any time.

The customer journey is the series of interactions a customer has with a brand, product, or business as they become aware of a pain point and make a purchase decision. While the buyer’s journey refers to the general process of arriving at a purchase, the customer journey refers to a buyer's purchasing experience with a specific company or service.

Customer Journey vs. Buyer Journey

Many businesses that I’ve worked with were confused about the differences between the customer’s journey and the buyer’s journey. The buyer’s journey is the entire buying experience from pre-purchase to post-purchase. It covers the path from customer awareness to becoming a product or service user.

In other words, buyers don’t wake up and decide to buy on a whim. They go through a process of considering, evaluating, and purchasing a new product or service.

The customer journey refers to your brand’s place within the buyer’s journey. These are the customer touchpoints where you will meet your customers as they go through the stages of the buyer’s journey. When you create a customer journey map, you’re taking control of every touchpoint at every stage of the journey instead of leaving it up to chance.

For example, at HubSpot, our customer’s journey is divided into three stages — pre-purchase/sales, onboarding/migration, and normal use/renewal.

1. Use customer journey map templates.

Why make a customer journey map from scratch when you can use a template? Save yourself some time by downloading HubSpot’s free customer journey map templates .

This has templates that map out a buyer’s journey, a day in your customer’s life, lead nurturing, and more.

These templates can help sales, marketing, and customer support teams learn more about your company’s buyer persona. This will improve your product and customer experience.

2. Set clear objectives for the map.

Before you dive into your customer journey map, you need to ask yourself why you’re creating one in the first place.

What goals are you directing this map towards? Who is it for? What experience is it based upon?

If you don’t have one, I recommend creating a buyer persona . This persona is a fictitious customer with all the demographics and psychographics of your average customer. This persona reminds you to direct every aspect of your customer journey map toward the right audience.

3. Profile your personas and define their goals.

Next, you should conduct research. This is where it helps to have customer journey analytics ready.

Don’t have them? No worries. You can check out HubSpot’s Customer Journey Analytics tool to get started.

Questionnaires and user testing are great ways to obtain valuable customer feedback. The important thing is to only contact actual customers or prospects.

You want feedback from people interested in purchasing your products and services who have either interacted with your company or plan to do so.

Some examples of good questions to ask are:

• How did you hear about our company?
• What first attracted you to our website?
• What are the goals you want to achieve with our company? In other words, what problems are you trying to solve?
• How long have you/do you typically spend on our website?
• Have you ever made a purchase with us? If so, what was your deciding factor?
• Have you ever interacted with our website to make a purchase but decided not to? If so, what led you to this decision?
• On a scale of 1 to 10, how easily can you navigate our website?
• Did you ever require customer support? If so, how helpful was it, on a scale of 1 to 10?
• Can we further support you to make your process easier?

You can use this buyer persona tool to fill in the details you procure from customer feedback.

4. Highlight your target customer personas.

Once you’ve learned about the customer personas that interact with your business, I recommend narrowing your focus to one or two.

Remember, a customer journey map tracks the experience of a customer taking a particular path with your company. If you group too many personas into one journey, your map won’t accurately reflect that experience.

When creating your first map, it’s best to pick your most common customer persona and consider the route they would typically take when engaging with your business for the first time.

You can use a marketing dashboard to compare each and determine the best fit for your journey map. Don’t worry about the ones you leave out, as you can always go back and create a new map specific to those customer types.

5. List out all touchpoints.

Begin by listing the touchpoints on your website.

What is a touchpoint in a customer journey map?

A touchpoint in a customer journey map is an instance where your customer can form an opinion of your business. You can find touchpoints in places where your business comes in direct contact with a potential or existing customer.

For example, if I were to view a display ad, interact with an employee, reach a 404 error, or leave a Google review, all of those interactions would be considered a customer touchpoint.

Your brand exists beyond your website and marketing materials, so you must consider the different types of touchpoints in your customer journey map. These touchpoints can help uncover opportunities for improvement in the buying journey.

Based on your research, you should have a list of all the touchpoints your customers are currently using and the ones you believe they should be using if there’s no overlap.

This is essential in creating a customer journey map because it provides insight into your customers’ actions.

For instance, if they use fewer touchpoints than expected, does this mean they’re quickly getting turned away and leaving your site early? If they are using more than expected, does this mean your website is complicated and requires several steps to reach an end goal?

Whatever the case, understanding touchpoints help you understand the ease or difficulties of the customer journey.

Aside from your website, you must also look at how your customers might find you online. These channels might include:

• Social channels.
• Email marketing.
• Third-party review sites or mentions.

Run a quick Google search of your brand to see all the pages that mention you. Verify these by checking your Google Analytics to see where your traffic is coming from. Whittle your list down to those touchpoints that are the most common and will be most likely to see an action associated with it.

At HubSpot, we hosted workshops where employees from all over the company highlighted instances where our product, service, or brand impacted a customer. Those moments were recorded and logged as touchpoints. This showed us multiple areas of our customer journey where our communication was inconsistent.

The proof is in the pudding — you can see us literally mapping these touch points out with sticky notes in the image below.

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Outline your company's customer journey and experience with these 7 free customer journey map templates.

Service Hub provides everything you need to delight and retain customers while supporting the success of your whole front office

Customer Journey Tracking: How to Map Your Customer’s Path to Conversion

What is customer journey tracking, why is customer journey tracking important, benefits of customer journey tracking, why use customer journey analytics.

• How to map your customer's path to conversion

What are user behavior tools?

How to use fullsession for customer journey tracking, track customer journeys with fullsession, faqs in relation to customer journey tracking, what is the customer journey mapping tool.

We all know that it’s essential to track website conversion rates, but what about monitoring customer journeys on your website? By mapping out the customer’s path to conversion, you can identify potential obstacles and optimize your website accordingly.

In this article, we will go in-depth about the different methods you can use to map customer journeys. We will also explain how to use FullSession, our user behavior analytics tool , and its features, such as session recordings and replays, interactive heatmaps , and customer feedback to map customers’ journeys quickly and efficiently. If you want to try out FullSession, you can register your account today and start a 14-day free trial .

Understanding how your customers go from observers to promoters will help you create a more personalized experience, which is why you should start mapping their journeys as soon as possible. Let’s start with the basics.

Customer journey tracking helps you monitor all digital interactions between the customer and your business. That journey starts when customers first interact with your company (visit the website, sign up for newsletters), and it ends when they stop all activities. It is an excellent way to analyze your customers’ engagement with your company and learn more about retaining them longer and increasing customer lifetime value.

Customer journey mapping is essential because it gives you a unique perspective and helps you optimize and maximize your marketing efforts. To understand how customers interact with your brand, it is necessary to track their journey from beginning to end. By mapping out the customer’s path to conversion, you can identify crucial touchpoints and increase conversions .

Additionally, customer journey tracking can help you identify areas where the customer may drop off in your marketing funnel, allowing you to make necessary changes to your marketing strategy. It is essential to collect data from various sources, such as web analytics, customer surveys, and sales data, to track the customer journey effectively. You can use this data to create a customer journey map that helps you understand the customer’s experience and make improvements.

There are many benefits of customer journey tracking. Businesses can optimize their marketing and sales efforts to meet customer needs better. Companies can build stronger relationships with their customers by learning how they interact with their products and services.

Here’s a quick list of other customer journey mapping benefits you might not have thought of before:

• Creating a better experience for your customers
• Providing more accessible content
• Personalizing products and services
• Increasing customer retention
• Creating a more user-friendly website
• Making marketing efforts more targeted and effective
• Receiving accurate retargeting insights
• Learning more about your customer base
• Accelerating sales cycle
• Increasing profits and revenue
• Identifying problem areas and pain points
• Increasing customer loyalty

As you know, customer satisfaction is essential to success. Happy customers are more likely to return and recommend your company to others. Therefore, it is necessary to understand the customer journey, from first contact to post-purchase follow-up. That is where customer journey analytics comes in.

By tracking customer behavior and interactions across touchpoints, you can gain valuable insights into what works and what doesn’t. You can then use this information to improve and personalize the customer experience. In today’s competitive marketplace, customer journey analytics is essential for any business that wants to stay one step ahead of the competition.

How to map your customer’s path to conversion

Mapping your customer’s path to conversion is a great way to optimize your website and improve your marketing strategy. By understanding your customers’ steps to make a purchase, you can make the process as smooth as possible. So, let’s get started!

     1) Establishing business goals

Establishing business goals gives you and your sales and marketing teams a clear idea of what you want to achieve. Without setting business goals, you won’t be able to effectively track the success and effectiveness of your customer journey maps. Undefined business goals cause a lot of confusion and stress for companies. Here’s what you need to focus on:

• Implement a performance management system
• Define each goal
• Define key performance indicators
• Allocate resources
• Establish a timeline

     2) Identifying touch points and critical moments

The first step is to identify the customer’s entry point into the journey. With the first touchpoint, the customer begins engaging with your company through social media, Google searches, referrals, or other sources.

Once you’ve identified the entry point, you can track the customer’s journey through your sales funnel. It will help you see where customers are dropping off and identify potential roadblocks. Once you have a clear understanding of the customer journey, you can start to make improvements that will lead to more conversions.

     3) Tracking and analyzing data

Tracking and analyzing data is a significant part of customer journey mapping. It allows you to get a precise insight into what your customers are doing and how your optimizations are performing. You can track and analyze user behavior with tools like FullSession that monitor all user activity on your website , web app, or landing page and provide you with statistics and visual data that help you understand your customers better.

FullSession offers session recordings and replays , interactive heatmaps, customer feedback, and analytics, which are extremely important for keeping track of customer journeys. You can try FullSession for free , or stay tuned to learn more about each feature.

     4) Scoring the performance of customer journeys

Scoring the performance of customer journeys helps you pinpoint which customers require more attention and which conversion efforts aren’t working. You can assign a journey performance score to each customer to see how profitable their interaction is with your business. You should define the score using different metrics that showcase the experience at various touchpoints and the value you receive from each customer experience.

For example, one of the metrics can be the Net Promoter Score which calculates the customer satisfaction level with your business. You get this score by surveying customers about that experience and breaking down the results to see the average impression.

User behavior tools help you understand how visitors interact with your website. By tracking user clicks, scrolling, and other interactions, these tools can provide valuable insight into what users are looking for and where they may be having difficulties.

You can then use this information to improve the user experience and optimize the customer journey by changing your website’s layout, content, or navigation. Your team can also use user behavior tools to identify potential security risks or detect fraud. By understanding how users interact with a site, user behavior tools can help you keep your website safe and user-friendly.

FullSession is your best friend when it comes to customer journey analytics. We offer three main user behavior tracking tools – session replays and recordings, interactive heatmaps , and customer feedback forms .

Our user behavior suite also includes comprehensive analytics that helps you monitor behavior flow and receive actionable insights about how your customers interact with your website. Tools like FullSession are imperative in any customer journey mapping process.

They give you a clear idea of what needs to be improved and which elements are working or not, and they help you identify challenging areas on your website that impact your customers’ purchasing decisions.

Here’s how FullSession can help with your customer journey mapping efforts.

     1. Behavior flow

By combining all of FullSession’s features and incorporating them into your customer satisfaction strategy, you will get a unique overview of your customers’ behavior flow. Identifying the behavior flow is crucial because it gives you a visual map of how your customers behave while on your website.

For example, let’s say that you have a big sale button on your homepage just below the fold. You’ll see how many customers scroll past it, click on it, or ignore it altogether by tracking the behavior flow. Or, if you have a new collection, the behavior flow will help you identify whether your customers prioritize it over existing items.

Keeping track and noting down these bits and pieces of customer behavioral information helps you create a better offer and speeds up the process of turning window shoppers into customers.

     2. Session recordings and replays

Session recordings are the embodiment of customer journey mapping. FullSession session recording and replay feature records every click, move, and action the user takes while on your website. You can install FullSession with a couple of clicks, and our software will automatically record the user activities across the whole website, web app, or landing page.

Customer behavior is predictable as long as you gather enough information while they browse your website. People shop in patterns. These patterns are important because they allow you to be proactive with your marketing strategy and stay ahead of your customers. Our session recording tool helps you do just that.

You can replay user sessions as many times as you want. That is particularly useful if you notice a lot of users bouncing off your website. Replaying a couple of user sessions can help you spot the issue causing an increase in the bounce rate, allowing you to fix it and prevent further losses.

Our team has also added advanced filtering options to complement session recordings and make navigation more accessible and more convenient. You can segment sessions by:

• Browser type
• Email address
• Operating systems
• Referrer URL
• Clicked text
• Dead clicks
• Thrashed cursor
• Abandoned forms
• Page load speed

     3. Interactive heatmaps

Heatmaps create a graphic overview of the most and least popular elements and sections of your website, web app, or landing page. It represents this data in a color-coded system where warm colors (orange-yellow-red) represent popular areas users frequently interact with, while cold colors (blue-green) represent areas users often overlook or completely ignore.

What sets FullSession’s heatmap feature ahead of competitors is that it’s interactive and doesn’t slow down your website, unlike other similar tools like Hotjar . Besides static, it also lets you track dynamic elements like pop-ups, drop-down menus, and hidden items. It relays this information in real-time, meaning that you’ll be able to analyze an interaction as soon as it happens.

     4. Customer feedback

Feedback forms are a great way to find out what bothers or impresses your customers directly from them. Feedback forms remove the need for any guesswork because they gather information straight from the source. You can use the FullSession customer feedback feature to create pop-up forms and other types of surveys.

You can set up different triggers that prompt the survey to appear and enjoy a visual overview of the results. For example, if a customer is about to exit the website, you can set up a trigger and ask them about their experience on your website. With the FullSession user behavior suite, the options are endless, and you can create attractive customer feedback surveys in minutes.

Try FullSession now and see how our tool can help map customer journeys and increase customer satisfaction.

     5. Insights

Insight is a handy tool for gathering, sorting, and reviewing different analytics that will help you understand your customer’s journey. The results will indicate what you need to work on and what you need to keep up with. There are many benefits of using the FullSession insight tool, such as:

• Increasing time spent on the website
• Testing features
• Segmenting and filtering different types of users
• Monitoring user progress
• Discovering errors and pain points
• Improving customer experience

Every customer interacts with a business uniquely, and it’s important to understand how they progress during the journey to optimize their experience. FullSession is a user behavior analytics platform that assists businesses with mapping customer journeys and identifying opportunities for improvement.

FullSession provides detailed data and analysis on every customer interaction, helping businesses to see where there are potential issues and make changes accordingly. With FullSession, you can take control of the customer journey and improve your overall performance. Sign up for free to see why dozens of business owners choose our solution.

FullSession pricing plans

The FullSession platform offers a 14-day free trial. It provides two paid plans — Basic and Business . Here are more details on each plan.

• The Basic plan costs $39/month and allows you to monitor up to 5,000 monthly sessions
• The Business plan costs $149/month and helps you to track and analyze up to 25,000 monthly sessions
• The Enterprise plan starts from 100,000 monthly sessions and has custom pricing

If you need more information, you can get a demo.

Customer journey mapping tools collect and visually present customer journey data for easy access and quality insights. These can be user behavior tools, map and chart designing tools, or customer experience solutions.

What are the best customer journey mapping tools?

There are many different customer journey mapping tools on the market that can make your choice very difficult. However, some tools stand out from the rest:

• FullSession
• Microsoft Visio
• Custellence
• Omnigraffle
• IBM Journey Designer

Five ways business teams benefit from customer journey analytics

The five main ways in which your teams can benefit from customer journey analytics are:

• Increased revenue
• Improved customer experience
• Increased customer retention rate
• Reduced marketing costs
• Predicting customer behavior

Why do companies use customer journey analytics?

Customer data and journey tracking are vital for understanding how your customers interact with your brand. By mapping out the customer’s path to conversion, you can identify pain points and develop strategies to improve the customer experience.  Analytics is a significant component because it quantifies the experience and gives you the statistical information necessary for any growth strategy.

What are the customer journey stages?

There are five main stages of every customer journey which all marketers and business owners should know:

• Awareness stage
• Consideration stage
• Decision stage
• Retention stage

How do you optimize customer journeys?

You can do that by gathering customer data and analyzing your customer’s experience. For example, let’s say you notice a user frequently visiting your website and looking at products or services but is still not converting.

You would use FullSession session recording and replay tools to see the point they decide to exit. You notice that each time they want to add an item to the cart, the previous cart items reset. You can easily conclude that this error causes frustration and that an easy fix can make them convert in minutes.

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Customer journey mapping: The path to loyalty

A version of this tutorial originally appeared in the free Primer app .

In an ideal world, the journey people take to become loyal customers would be a straight shot down a highway: See your product. Buy your product. Use your product. Repeat.

In reality, this journey is often more like a sightseeing tour with stops, exploration, and discussion along the way—all moments when you need to convince people to pick your brand and stick with it instead of switching to a competitor.

Staying on top of all of these moments might seem overwhelming, but mapping your customer’s journey can help. It can give you and your team a greater understanding of how your customers are currently interacting and engaging with your brand, and also help illustrate how your products and services fit into their lives, schedules, goals, and aspirations.

Let’s take a look at five steps your team can take to start journey mapping.

1. Find the sweet spot where your customers’ goals and your own align

Before you start journey mapping, nail down your business goals. Any marketing and communication you deliver during the customer journey should be focused on helping your brand reach those goals.

However, it’s important to acknowledge that your customers’ goals might be different from yours. For example, let’s say your goal is to sell more sunglasses with new, improved lenses that have a better profit margin. Meanwhile, your customers’ top concern might be getting sunglasses that match their personal style. Lens protection could be their second or even third priority.

Consider how your marketing and communication strategies can help your customers reach their goals while also getting you closer to yours.

2. Identify all of the communication touchpoints in your customer’s journey

When do you traditionally communicate or engage with customers? Make a list of these moments and group them based on when they happen during the journey: pre-purchase, purchase, and post-purchase.

Now find communication touchpoints you may have missed. Track what actions and interactions between your brand and your customers happen just before and after each of the pre-purchase, purchase, and post-purchase stages.

For example, you might decide that a major moment in your purchase stage is when your customers are guided through your website to buy an item in their shopping cart. But you might notice other communication touchpoints right before that purchase moment, like your website confirming to customers that an item has been added to their shopping cart, then suggesting related products.

Looking for all these touchpoints can quickly bog your team down in a lot of details and micro-interactions. To avoid that, prioritize the moments that get you closer to achieving your business goals.

3. Recognize pain points and moments of delight

How might your customers feel at the pre-purchase, purchase, and post-purchase stages as they attempt to achieve their goals? For example, could your customers be happy that your website makes browsing easy, but frustrated at how confusing it is to purchase a product?

Find the moments where your customers might have negative experiences. Who on your team is involved in those touchpoints? Your web designers? Your marketing team? Your copywriters? Are there other team members who could collaborate and improve the situation?

Say a customer likes how your online ad describes your product. But when they go to your store, salespeople present the product differently. That’s an opportunity for your copywriters and salespeople to better align their language and sales pitches.

4. Experience the customer journey yourself

Imagining how your customers might feel during their journey is valuable, but actually experiencing it for yourself can uncover much-needed insights.

If your business is run online, open a browser and experience what it’s like to be your customer. Similarly, if you have a brick-and-mortar store, go into a location that sells your product. Afterwards, ask yourself about the main communication touchpoints you encountered. Did they work well? Did they help you complete your journey? What was missing?

And don’t forget about the competition. Become one of their customers and experience the journey they’ve created. Then ask yourself all of the same questions.

5. Visualize your customer journey map

Go beyond just writing down your customer journey and communication touchpoints, and actually create a visual map of them. This doesn’t need to be a polished, heavily-designed visualization. Simply write each of your touchpoints down on individual sticky notes or papers, then pin them in order to a wall.

By doing this exercise, you’re helping your team take a bird’s eye view of the entire customer journey. You can organize your thoughts and collaboratively brainstorm new ideas for changing or adding to your communication at these touchpoints.

Make sure to create hypotheses around why new communication touchpoints will improve the customer journey, then implement and test them. If your hypotheses are wrong, go back to your journey map, reassess, tweak, and improve.

Yes, the journey mapping process can be fairly intensive, but it can have a big impact on your business. That’s why it shouldn’t be just a one-time event. Customer tastes can shift, new technology can become available, and your brand itself might evolve. So it’s important to do journey mapping at least once a year and evaluate what communication touchpoints are still working and what needs to be revisited.

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Stuart Hogg is a marketing consultant who has worked with a number of Fortune 500 brands. He created “Journey Mapping: Connect the Customer Dots” for the Primer app.

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21 customer journey KPIs to track to improve PX

You want to improve your customers’ journey through your site or product page—and you know that what’s measured can also be managed and improved. But with so many customer data points available, what should you measure? It’s hard to know where to start—or what to track.

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We’ve put together a guide on the most important key performance indicators (KPIs) to help you measure the success of your customer journey and connect the dots between your users and your business objectives to understand how to improve your customer's experience at every stage.

Improve your customer journey with product experience insights

Use Hotjar to understand how real users are experiencing your website—then optimize their journey!

21 customer journey KPIs to track user success 

KPIs measure how well your business or team is achieving your most important user and company goals. KPI metrics act as progress milestones that show whether you’re meeting your targets, helping you make data-informed decisions.  

Tracking quantifiable, user-centric KPIs across the customer journey helps you understand whether you’re converting and retaining users, and how you can improve the customer experience . 

We’ve created a ‘KPI starter pack’ for your business: learn which metrics to track—and how —at every point in the buyer’s journey, from the awareness, consideration, decision, and retention stages right through to post-purchase advocacy. 

Let’s get started!

7 KPIs for measuring the awareness stage 

At this stage, your potential customers are aware that they have a specific need or problem they need solving and have usually started researching answers to their questions when they come across your company or website.

Use the following KPIs to track how well you’re engaging awareness-stage users to find your site and consider your brand as a possible solution to their pain points. 

1. Impressions

Impressions are metrics that quantify the number of times your content is displayed to users, regardless of whether they click on it or not. Every time a piece of content is shown to a user, it counts as an impression—so one user can have multiple impressions of one ad, page, post, or media element. 

Measuring impressions gives you insight into your findability, search ranking, web traffic, and content shareability . 

Use tools like Google Analytics to track impressions on your website, content, product pages, and ads.

How to optimize impressions:

Emphasize quality: great, shareable content is shown to more users—use targeted copy, keywords, and segmenting to make sure your content helps users achieve their goals.

Focus on keyword match types: you don’t just want impressions: you want to get your content in front of hyper-relevant, qualified users. Use a mix of keyword match types (like broad, phrase, and exact types) to discover new search queries and get a good impression share. 

Geo-targeting: market your content to target a certain region that’s relevant to your ideal customer profile to reach more users within that area.

Create engaging headlines: use emotional words, numbers, questions, or how-to and listicle headlines to attract customers.   

2. Cost per 1,000 impressions (CPM) 

CPM refers to the price of 1,000 impressions on a web page: it helps you understand how many users are seeing your content, relative to its cost, to help you decide what to invest in for maximum visibility and impact. 

You can use free CPM calculators like WebFX or ClickZ —or this formula to calculate CPM:

CPM = Total cost of campaign / (Total number of impressions/1000)

How to optimize CPM: 

Use A/B testing tools : test out different content, banner, and website visuals and copy on your users to see what’s working and what you could improve to save money on pages or campaigns that don’t grab your users' attention.

Add a CTA: make sure you’re adding attractive calls to action (CTAs) on your product pages so users know what action to take when they see them, helping your business drive conversions. Use Hotjar's Observe tools—like Heatmaps —to understand where to place your CTAs so they get more user attention and traction.   

Reach describes the number of potential users who could possibly see your content, helping you figure out if the cost of the content or campaign is worth the number of new users it might attract . Reach can be measured over various channels or campaigns: for example, you can measure reach for your social media, your blog, your landing pages, and specific marketing or ad campaigns.

Understanding your reach helps you increase brand awareness, minimize campaign risk, fine-tune your messaging, and maximize your resources. 

Use tools like Google Adwords to quantify your reach for specific campaigns or calculate it yourself: 

Reach = impressions/frequency 

How to optimize your reach:

Make your website relatable: create strong content and web pages relevant to your users so they'll want to share it on their channels.

Master referral marketing: delighted users help you spread the word about your brand or website, and grow your reach. According to HubSpot , 90% of people trust suggestions from family and friends, which means that referrals help you sustainably grow your product awareness and increase conversion rates .

Partner with other brands: increase your network by working with other businesses that target a similar audience. 

4. SEO ranking

Your Search Engine Optimization (SEO) ranking shows how visible your content is to users who are ‘organically’ searching for relevant terms. A strong SEO ranking also gets you prime positioning on Search Engine Results Pages (SERPs). 

If your content or website doesn’t appear on the first few pages of search engines like Google when users look for potential answers to their problems, they’ll be less likely to turn to your solution.  

Many factors influence your SEO ranking: having a secure and accessible website, page speed, mobile-friendliness, optimized content and keywords, domain authority, user experience (UX), and backlinks. 

Use tools like Google Analytics , SEMrush , and Moz to measure your SEO ranking, taking all these factors into account to help identify areas of improvement. 

How to optimize your SEO ranking: 

Optimize your URLs and content: make sure your ‘slug’ (the part of the URL that identifies a particular page) includes important keywords and shows users what your page is about. Optimize your content with tools like Google Search Console .  

Focus on content quality: high-quality content ranks better on search engines. Make sure your content is well-researched, educational, and useful to users.  

Use relevant keywords: keep your keywords focused and relevant to your content. 

Improve your page loading times: test and optimize your page speed to 2 seconds or less to prevent users from bouncing. 

Make your website mobile-friendly: a responsive website will help you reach mobile users. Use the Google Mobile-Friendly Test to make sure you’re optimized for cell phone devices.  

5. Bounce rate

A website’s bounce rate tells you the number of users who leave a web page without performing an action. Seeing a high bounce rate indicates you’re not attracting the right customers to your website, or that you’re failing to keep them engaged. An increasing bounce rate could mean there are problem areas on your website: users may be leaving due to poor website usability, slow page speed, unnecessary pop-ups, or low-quality content. 

Calculate bounce rate by dividing the number of single-page sessions by the number of total sessions on your site. For example, if 1,000 users land on your site (total sessions) and 60 of them leave without performing an action (single-page sessions), your bounce rate is 6%. 

How to optimize your bounce rate: 

Improve UX: make website elements findable, create a responsive design, build intuitive navigation, and remove unnecessary pop-ups or plugins to make the user experience more enjoyable. 

Include strong CTAs: if you’ve enticed users to click on your website, don’t lose them with a weak call to action that doesn’t encourage them to keep browsing. Make your CTAs relevant to your content so they hit home with your audience and help them make the crucial next step to converting.  

Make your content consistent and high value: update your content regularly and make sure it’s high-quality to provide users with real value before they’ve even made a purchase.

Improve your brand storytelling: ensure your brand story is relatable and your product experience (PX) is interesting and emotionally compelling to establish a real connection between users and your brand and mission.

Pro tip : use Hotjar's Observe tools—like Session Recordings —to dig deeper into understanding why users bounce.

Bounce rates are good indicators that something might be wrong: but considered alone, they tell you very little about what’s really happening on your site. Recordings help you put bounce rate metrics into context by showing you playbacks of how users are navigating individual web pages and what’s blocking them.

Once you’ve learned what’s making users click or ‘bounce’ away, use your targeted insights to optimize key pages and site elements and remove blockers .

6. Time on page 

Time on page KPIs measure how much time users spend on each web page, helping you determine your business's best-performing or most engaging pages, and which ones you need to improve. It also tells you if you’re attracting the right users to your site, or whether they're just false leads.

Use tools like Google Analytics to determine your time on page metric. 

7. Pages per visit 

The pages per visit on a website indicate the average number of web pages a user visits during their session. When the average user is interested in exploring your site beyond the homepage or landing page they arrive at, it’s a good sign you’re engaging visitors.

Calculate pages per visit by taking the total number of page views and dividing it by the total number of sessions. 

How to optimize time on page and pages per visit:

Make your web pages more engaging: ensure you’re giving users a consistent, engaging product experience. Do this by focusing on intuitive and pleasing design, easy navigation, and interactive elements on your site. 

Session recordings: watch as users navigate your site with Hotjar Recordings to know which pages to optimize to improve user delight. 

4 KPIs for measuring the customer journey's consideration stage

At the consideration stage, potential buyers start comparing and analyzing existing options: they’re probably aware of some of the options they can choose from but haven’t yet made up their mind. 

Because the consideration stage involves several different customer journey touchpoints , your business needs to offer a strong product offering and great content marketing and messaging.

So, what are some of the KPIs you need to use to measure your website’s success when users are considering buying your product? 

Clicks show visitors engaging with website elements, media content, links, and CTAs: a click means a user is looking to trigger an action. 

Analyze clicks with tools like Hotjar Heatmaps and Recordings , which give you deep insights into exactly how users click, move, and scroll through your site. 

How to optimize clicks: 

Session Recordings: Hotjar Recordings let you watch full user sessions to determine what’s driving clicks. For example, if you see users ’rage-clicking’, on a non-responsive site element, but failing to click on your CTA, it’s a good indicator there’s navigation confusion or a broken link.

Heatmaps: Hotjar Heatmaps give you context into which key elements, features, and CTAs users are clicking on and which they’re ignoring to help you make effective changes that drive conversions.

2. Click-through rate (CTR) 

Click-through rate measures the number of clicks on a specific link to the number of times users were exposed to the link (the number of impressions). Here’s a simple formula for calculating CTR:

CTR = (click-throughs / impressions) x 100

Use CTR to measure the success of CTAs on your landing pages , pay-per-click search results, or hyperlinks in email campaigns or blog posts.   

Measuring click-through rate helps you better understand whether users are taking key actions or not, so you know what works (and what doesn’t) on your website or product pages. 

How to optimize CTR: 

Optimize headlines and copy: use a maximum of two focus keywords in your headline and copy. Make sure your content is designed to appeal to users , not just to search engines, by addressing and solving their problems. 

Use images: break up text with attractive images or visuals to engage users. 

Include clear, attractive CTAs so users know exactly where to click: write targeted CTAs that compel visitors to click, and position them clearly above the fold. 

3. Cost-per-click (CPC)

CPC measures the amount of money you pay for each click in pay-per-click (PPC) marketing campaigns to help you target the right users and get a return on your investment. 

You can calculate CPC by dividing the total cost of an ad, post, or campaign element by the number of clicks it gets.

How to optimize CPC: 

Improve your Quality Score: your Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Improving the quality of each directly impacts your cost-per-click. 

Bid on long-tail keywords: use ‘long-tail’ keywords—like questions or longer search queries—to reduce your cost-per-click. Since ad placement is ‘auctioned’, this means bidding on long-tail search queries relevant to your business.

Schedule your ads: make sure your ads are displayed at times when your users are active and converting.

4. Engagement rate 

Tracking engagement rates shows you how involved users are with your content—you know users are engaged when they comment, ‘like’, or share your content. 

This shows you how effective your website and brand campaigns are since users who show high interest by spending time interacting with blogs, videos, and product pages are more likely to convert. 

Measuring engagement on social media is calculated by dividing the total engagement by total followers, multiplied by 100.

Measuring interaction on your website can be tricky, as there are many metrics that fall under the category. Use tools like Google Analytics to help you measure engagement by aggregating other metrics such as time spent on page, clicks, open rate, and click-through rate.

How to optimize engagement rate: 

Use web analytics: Google Analytics will give you insights into which page and website elements you need to optimize.  

Use Session Recordings: Hotjar Recordings give you an in-depth window into how users interact with your website across an entire session. This helps you spot problem areas on your site, such as pages that load incorrectly on certain browsers or devices, broken or missing page elements, and unclear or confusing functionality—like a login timeout that’s causing user frustration. Then, you can make improvements that keep your users engaged.

3 KPIs for measuring the customer journey's decision stage

At this stage, your prospect is ready to make the final decision about their purchase. 

Customer testimonials, case studies, reviews, and a great checkout experience all play a critical role in winning your user over so they convert into paying customers.  

Let’s explore the KPIs you can use to measure your success at the conversion decision stage:

1. Conversion rate

Your conversion rate is the percentage of users that complete a desired conversion action out of your total number of website visitors.

A good conversion rate indicates that you’re successfully targeting the right people with the right solution and giving them a compelling, friction-free customer experience . 

How to optimize your conversion rate: 

1. Find out why users aren’t converting: use Hotjar's Survey tools to place an exit-intent survey on your website that asks visitors why they’re leaving a page or abandoning their cart. Understanding why users aren’t converting gives you valuable insight into what to fix to remove blockers, improve their product experience, and promote future conversions.

2. A/B tests: test your site’s CTAs, landing pages, buttons, and key elements to see which variations drive the most conversions. 

3. Use high-quality product images: users won’t be tempted to convert if they’re looking at poor-quality images. Invest in professional product images to improve conversions. 

4. Optimize your headline: make sure your headline clearly communicates your product's value proposition . 

Making a high number of sales transactions in a specific time period is a good sign you’re succeeding at converting users into customers at the decision stage.

Here’s a simple formula to calculate your sales total: 

Sales = Number of units sold x average selling price per unit

How to optimize sales: 

Track and analyze sales data: use sales analytics software to track and analyze your sales data and make data-driven user decisions that drive more revenue.

Add testimonials, reviews, and logos: use social proof to build confidence in your users—if your product has helped others, it could also help them. 

Listen to your users: get to know your audience and what they experience with Hotjar's Ask tools to tailor your solution and marketing to user needs.

3. Cost per conversion (CPC)

Cost per conversion refers to the total cost of a website element or advertisement in relation to the conversions it drives. 

You can calculate the CPC with this easy formula: 

Cost per conversion = Total cost of ads, content, or media/number of conversions

Calculating CPC helps you understand how well your ads, posts, and other media are performing. A high CPC means you’re spending more than you’re converting, while a low CPC means your ads and content are optimized for your target buyers.

How to optimize your CPC: 

Focus on your best-performing pages: use web analytics to determine which pages convert the most. Refocus your budget to spend more promoting those pages. 

Figure out the best time to display ads and conversion content: use analytics to tell you when users are most active, and show key promotional content during those specific times. 

5 KPIs for measuring customer retention 

This is arguably the most important stage in the buyer’s journey—by simply retaining your existing customers, you can support sustainable business growth. 

According to research done by Frederick Reichheld at Bain & Company (the inventor of the Net Promoter Score®), increasing customer retention rates by 5% increases profits by 25% to 95%.

Use the following KPIs to track and measure your customer retention rates to understand what keeps customers satisfied and improve the customer experience: 

Pro tip: use Hotjar churn Surveys to get feedback from product users who decide to cancel their subscriptions or memberships to pinpoint what’s not working for them and make changes to prevent cancellations. 

1. Customer loyalty 

Customer loyalty measures a customer’s likelihood to do repeat business with your company . It’s a significant metric that speaks to your ability to provide value and positive experiences to your users. 

You can measure customer loyalty by calculating the number of customers who have purchased more than four times in a year and dividing it by the number of unique customers in the same time period. 

How to optimize customer loyalty: 

Provide value: always look for ways to add value to your users’ experience and better solve their pain points.

Increase responsiveness: support your customers with excellent customer service. 

Reward your customers: let your customers know you value their loyalty and create a loyalty rewards program that provides users with exclusive gifts, discounts, and offers. 

2. Customer satisfaction 

Customer Satisfaction Score (CSAT) is a short-term measure of whether your product, service, and user experience meets user needs. 

You can measure CSAT scores by asking users to rate their experience on scales of one to 10, poor to excellent, or whatever metric you choose. 

Use Hotjar CSAT surveys to easily gauge satisfaction levels and customize surveys to fit your unique business and user needs. 

How to optimize customer satisfaction: 

Experience the journey yourself: go through all the touchpoints your users experience on their customer journey to get a closer look at what you could enhance. Use Hotjar Recordings to follow your users through their journey and get firsthand insights into journey-specific improvements. 

Offer multi-channel help: make sure you’re equipping your users with educational videos, documents, information hubs, and other supporting elements to guide them through product adoption. 

3. Net Promoter Score® (NPS) 

Net Promoter Score ® is a metric used to gauge customer loyalty, satisfaction, and excitement with a company that’s calculated by asking customers one question: “On a scale of 0 to 10, how likely are you to recommend this company/product to a friend or colleague?”

Use tools like Hotjar's on-page NPS Surveys to track and measure NPS scores and visualize how your NPS is trending over time.

How to optimize NPS scores: 

Use NPS feedback: implement the feedback you receive from your NPS surveys to drive improvements and meet user needs. With Hotjar Survey tools, you can ask users why they’ve given you a specific score to understand what you’re doing well and what you could do better.

Conduct root cause analysis: identify the main causes of problems your users face to prevent them from happening in the future. 

4. Customer lifetime value (CLV)

Customer lifetime value measures the revenue generated over the lifecycle of a customer’s relationship with your company: tracking your CLV tells you how profitable your business is. 

Measure CLV by calculating the average purchase value and multiplying it by the average number of purchases. 

How to optimize customer lifetime value: 

Improve onboarding experience: a poor onboarding experience leads to customer churn—continually test onboarding experiences to streamline product adoption. 

Improve UX: constantly look for ways to improve the user's experience for them to seamlessly navigate your site and product pages. 

Live chat support: respond to your customers swiftly, every time, to ease user frustration fast. 

Keep communication relevant: don’t send customers emails just to fill their inboxes. Keep your marketing emails value-based and to the point. 

5. Feedback 

Tracking customer feedback is important to understand the quality of your users' product experience. 

Use surveys, interviews, and feedback forms to gauge how well you’re meeting user needs and what you could do to improve the user experience. 

Hotjar Surveys and Feedback tools let you access user feedback ‘in the wild’, as users navigate your website and product pages, giving you actionable insights while their experience is still fresh to help you make customer-centric changes with major impact.

How to optimize user feedback: 

Ask a mix of open- and closed-ended questions: ask your users a range of survey questions to get a granular understanding of their experience and possible enhancements. 

Make surveys short: don’t bombard users with long surveys that deter them from participating. 

Use feedback tools: use integrated, non-intrusive feedback tools—like Hotjar's Feedback widgets—where users can quickly and easily provide their inputs.

2 KPIs for measuring customer advocacy 

Advocacy is an important customer journey stage: it means your customer is so delighted with their experience that they become an active cheerleader for your product and brand with their contacts. 

Below, we look at KPIs you can use to measure customer advocacy to turn users into promoters for your product . 

1. Referrals 

Customer referrals build user trust in your brand and compel visitors to convert. The number of referrals your brand gets tells you you’re delighting users—while generating high-quality leads for your business. 

To calculate the referral rate, find out the number of referred purchases divided by the total number of purchases . Ask users if they were referred to your product or brand, or how they heard about you with Hotjar Survey and Feedback forms. 

How to optimize referrals: 

Gamify your referral program: make it easy for users to refer your brand with rewards, or points that count toward a discount per referral. 

NPS surveys: use Hotjar NPS Surveys to get insight into how likely users are to refer or recommend your product or brand. 

As mentioned above, measure your net promoter score with NPS surveys that ask customers if they’d recommend your product or brand for direct insight into how well you’re retaining customers and meeting their needs. 

Tips on identifying KPIs for your business 

KPIs should be tailored to your specific business objectives and user needs. So how can you identify the best KPIs for you? 

Use web analytics tools to look into the behavior patterns of users who converted

Use product experience insights tools like Hotjar to ask your customers about their decision-making process: which factors were they paying attention to at each stage?

Use this combined data to see which metrics are most likely to predict a successful customer journey, and use these as your KPI

Determine business and user objectives by setting Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals and aligning them to your KPIs

Use qualitative (feedback & surveys) and quantitative (analytics) data to inform your KPIs 

Pitfalls to avoid when identifying and tracking KPIs

Avoid these common mistakes for successful KPI tracking: 

Don’t try to track everything ; be specific about choosing the KPIs that matter to your customer and business and stick to them

Don’t map your customer’s journey on assumptions—talk to your customers first

Don’t just measure KPIs then forget about them—use them to prioritize updates and remove blockers along the customer journey

Don’t rely on generic industry KPIs or targets alone—use them to inform your KPIs, but make sure they’re realistic and relevant to your customers and company

Use KPIs to delight customers on their journeys 

KPIs are important signals of whether you’re on the right track to achieve your business and user goals—or whether you need to make adjustments to better meet customer needs . 

Use our guide to help you find the right KPIs to measure and optimize the user journey for delighted customers and brilliant business results.

Use Hotjar to understand how real users are experiencing your website—then optimize their product experience!

FAQs about customer journey KPIs

What are customer journey kpis.

Customer journey key performance indicators (KPIs) are metrics that show businesses whether they’re meeting their goals during all stages of the customer journey: awareness, consideration, decision, retention, and advocacy. 

What are the most important KPIs to track for the customer journey?

The most important KPIs to track at each stage of the customer journey include: 

Awareness stage: impressions, reach, time on page, etc. 

Consideration stage: clicks, click-through rate, engagement rate. 

Decision stage: conversion rate, sales. 

Retention stage: customer loyalty, NPS scores. 

Advocacy stage: referrals, NPS scores.

How do KPIs help?

KPIs measure how well your business or team is achieving its goals. By understanding which goals you’re meeting, and which goals you’re not, you can make better decisions and improve the customer experience to achieve your most important objectives. KPI metrics act as milestones to measure progress and provide insights that help businesses prioritize brilliantly. 

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15 Customer Journey KPIs to Track Across Different Stages

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Wondering what customer journey KPIs align with your business goals?

Customer journey KPIs, alongside product analytics , help product teams understand if they’re meeting their goals. This insight can help you make informed decisions to optimize your user experience.

This article will explore 15 essential customer journey KPIs that help you better understand your customers and make data-driven strategies.

• The 5 stages of the customer journey maps are Awareness, Activation , Adoption , Retention , and Referral.
• The awareness stage is the initial phase of the customer journey, where you should focus on making potential customers aware of your and its benefits. So here are the crucial KPIs to track during this stage:
• Impressions to assess your initial customer interactions .
• Click-through rate to gauge the effectiveness of various communication channels.
• SEO ranking to monitor and improve product visibility on search engine results.
• When customers enter the activation stage, they are taking the first steps to use your product actively. Therefore, you should track the following KPIs:
• Onboarding completion rate to see if users are experiencing the initial value.
• Trial-to-paid conversion rate to assess if enough users are finding your product worth it.
• New user growth to evaluate if the product is expanding or not.
• During the adoption stage, customers start to use your product more regularly and incorporate it into their daily workflows. It signifies a deeper level of engagement and commitment compared to the activation stage. So here are the important KPIs to keep a tab on:
• Product usage to understand how customers interact with your product.
• Feature adoption rate to see if users are engaging with specific features.
• Customer Effort Score (CES) to see the perceived effort users give for interacting with your product.
• The retention stage is all about keeping your existing customers satisfied and engaged with your product to ensure they continue using it over the long term. And that’s why you should track the following:
• Customer satisfaction to assess how content your users are.
• Lifetime value to understand how much revenue you generate from the customers.
• Retention rate to assess if you can keep your customers with your product.
• Churn rate to understand how many users leave and the reasonings behind it.
• The referral stage refers to a phase in the customer journey where satisfied customers become advocates for your product and actively refer new customers or clients for you. Therefore, the KPIs for this stage should include:
• Net Promoter Score (NPS) to measure customer loyalty and satisfaction.
• Reviews and ratings to gather testimonials and build advocacy for your product.
• You can use Userpilot to track and improve your customer journey KPIs with features like user segmentation , in-app surveys , advanced product analytics , etc. Book a demo today to see it in action!

How to choose the right customer journey KPIs?

Selecting the right KPIs is critical if you want to gain actionable insights about your customer journey. When choosing customer journey KPIs (key performance indicators) , it is important to:

• Look at specific metrics that might be relevant for you at different customer journey stages . It will help you understand where users drop off and where you should focus your attention.
• Make sure the KPIs fit the SMART (Specific, Measurable, Attainable, Relevant, and Time-bound) goals criteria. It’ll help you track the KPIs effectively and ensure that there are no vanity or unnecessary metrics wasting your time.
• Consider both leading (future-oriented) and lagging (past outcome-based) indicators for the KPIs. A balance between them will give you a holistic view of your customer journey .
• Regularly evaluate the KPI’s relevance and ability to offer actionable insights. You should adjust them from time to time as needed.

What are the 5 main stages of a customer journey?

Building the customer journey map is a critical process for businesses aiming to understand and optimize the experiences of their customers. It helps you define what success looks like at each stage, which in turn informs the selection of appropriate KPIs.

There are 5 main stages when you map out a customer journey. These 5 main stages include:

• Awareness: When potential customers start seeing your product as a potential solution to get their job done.
• Activation : This is when customers take your product for a spin, often through a trial or demo. They get to experience its core features firsthand and gauge its value for themselves.
• Adoption : When customers become active users and embrace your product for their routine work.
• Retention : At this stage, the focus is on continuously providing value to your customers and keeping customers continuing their subscriptions.
• Referral: At this point, they’ve gone from satisfied customers to loyal advocates. They’ve seen your product’s value and eagerly recommend it to others.

3 key performance indicators for the awareness stage

Let’s look at the KPIs for the awareness stage that can help you create a lasting impression on customers.

Impressions are the number of times when your content is displayed to a user. It can be of different channels, like emails, digital ads, social media, etc. This KPI offers insights into the initial phase of customer interactions and the visibility of your presence to customers.

You can easily determine your total impressions by using tools like Google Search Console. For that, you can go to the search results under the performance tab of the Google Search Console and select web as the search type to see the number of total impressions.

There are a number of things you can do to improve your website impression, for example:

• Create high-quality content for your target audience: This involves knowing what kind of content your audience needs and making sure to follow Google’s Search Quality Evaluator Guidelines .
• Promote your website on social media. Share your content on social media and interact with your followers. This will help to increase awareness of your website and drive traffic to it.
• Run paid advertising campaigns. Paid advertising can be a great way to reach a wider audience and improve your website impression. However, it is important to target your ads carefully and set a budget that you are comfortable with.

Click through rate

Click-through rate (CTR) is a metric that measures the number of times a user clicks on a specific link or advertisement divided by the number of times the link or ad is shown. You can track it to assess the effectiveness of your communication channels (like blog posts, emails, demo clicks, etc.) in persuading users to click on the content.

To calculate CTR, you can divide the number of clicks by that of impressions and multiply it by 100.

Depending on the specific content you’re aiming to enhance CTR for, there are various strategies to boost click-through rates. But here are some tips for you:

• Your headlines and titles are the first things people see, so it’s important to make them count. Use clear, concise, and attention-grabbing language that accurately reflects the content of your page or ad. You can also try using numbers, power words, and questions in your headlines to make them more appealing.
• Use strong calls to action. Tell people what you want them to do. Whether you want them to visit your website, sign up for your newsletter, or make a purchase, make it clear in your call to action. Use strong, persuasive language and make sure your call to action is easy to find, i.e. by using a banner.
• Use urgency and scarcity. Create a sense of urgency or scarcity in your headlines and copy to encourage people to click. For example, you could use phrases like “Limited time offer” or “Only a few left.”

SEO ranking

The SEO (search engine optimization) ranking is the position a website or a particular web page appears on the search engine result pages (SERPs) for a particular query or keyword. This KPI is important to track and optimize, as the search results directly impact your website’s visibility to potential customers.

You can assess your SEO ranking by checking your website’s average position with Google Search Console.

When we talk about improving SEO ranking, there are a lot of things to do, but the most essential thing is to follow Google Search Central Guidelines before anything else.

As Google wants to provide users with the most relevant and useful results possible, investing in your content quality is also a must. This might involve delivering well-researched, informative, and actionable content.

3 key performance indicators for the activation stage

Now, let’s go through the customer journey KPIs you should track for the activation stage.

Onboarding completion rate

The onboarding completion rate is the percentage of users who complete their onboarding process. It indicates the level of user onboarding engagement, like finishing the onboarding checklist , flow , interactions with tooltip , etc.

You can measure the onboarding completion rate by tracking the completion percentage using custom event tracking – meaning grouping a list of user activities that lead to activation.

Ways to improve onboarding completion rate:

• Use welcome surveys to capture customer data and personalize customer experience during onboarding and later.
• Add step-by-step guides using onboarding elements like tooltips to remove friction and help users experience your product’s value.
• Collect feedback to understand where users struggle and what they find valuable. You can use the collected data to offer help where it is needed.

Trial to paid conversion rate

The trial-to-paid conversion rate measures the percentage of users who convert from free trial users to active paying customers. It lets you assess if your product successfully persuades potential customers to subscribe after they’ve tried it once.

To calculate the trial conversion rate, divide the number of converted users during a period by that of total free trial users in that period.

Ways to improve trial-to-paid conversion rate:

• Set start events, like sign-ups, and end events, like purchasing your subscription, in the conversion funnel. You then need to identify the friction points on this conversion funnel by seeing where most users drop off.
• Use A/B testing to see what drives more conversion, be it a checklist, a tooltip, or any specific flow, and utilize it for an improved conversion rate.

New user growth

The new user growth rate measures the percentage of new users using your product, including the trial users. Therefore, tracking this KPI helps you monitor new user growth during the activation stage and assess the initial impact of your onboarding processes.

You can calculate the new user growth rate by subtracting lost users from new customers, dividing it by total existing customers, and then multiplying the ratio by 100.

Ways to improve new user growth:

• Optimize your sign-up flow by using single sign-on (SSO) to let users log in with a single set of credentials, removing any entry barriers.
• Include welcome surveys to collect customer data at the beginning and use this data to personalize their in-app experiences .

3 key performance indicators for the adoption stage

Let’s look at the 3 crucial customer journey KPIs for the adoption stage.

Product usage

Product usage is the data that represents how your users use the product, which features they engage with most, and how often. So keeping track of this KPI is essential to understanding how customers are using your product.

You can track product usage data (like user activity, session analysis, average events per session, etc.) using feature tagging or event tracking features from tools like Userpilot.

Ways to improve product usage:

• Using product data segmentation , you can identify customers with low engagement levels and take proactive actions to bring them back. For example, you can trigger tooltips for disengaged users to drive high-value feature discovery or re-engage them with important features.
• You can analyze power users’ product usage data and identify engagement drivers. Maybe what turned them from regular users to loyal customers was an onboarding checklist of advanced features for their use case. Then you can implement the same one for the rest of your users who share similar characteristics to increase your product’s overall usage.

Feature adoption rate

The feature adoption rate helps you gauge how effectively your customers are incorporating the new feature into their workflows and whether it aligns with their needs and expectations.

You can calculate the feature adoption rate by dividing the number of a feature’s monthly active users by that of active users during the same session and then multiplying the ratio by 100.

Ways to improve feature adoption:

• You can use in-app guidance like tooltips and interactive walkthroughs to drive user engagement with existing features.
• Trigger in-app feature announcements to introduce customers to new features and show them how they can incorporate the feature into their usual workflow. You can also target relevant user segments and then send them webinar invitations, tooltips, etc.
• Design a second onboarding flow to drive adoption for advanced features. You can build one without coding by using a tool that offers different UI elements like native tooltips, modal, slideout, etc., like Userpilot.

Customer effort score

CES, or customer effort score , measures the customers’ perceived effort in engaging with your product. It offers insights into how easily your customers accomplish their goals with your product.

You can collect customer feedback by sending in-app surveys and then measure it by dividing the total CES by the number of respondents.

Ways to improve CES:

• Identify friction points by including a follow-up question in the CES survey to uncover reasons and act on them accordingly.
• Offering self-serve content within an in-app resource center shortens the learning curve for users and enables them to do any task easily. Customers can also get help at any time they want from self-serve content.

4 key performance indicators for the retention stage

Next, we’ll go through the customer journey KPIs that tell you if you’re retaining your customers.

Customer Satisfaction

Customer satisfaction refers to how happy or content customers feel using your product. By tracking this KPI, you’ll have access to valuable insights into whether your SaaS product aligns with user expectations and satisfies them.

You can measure customer satisfaction by sending customer satisfaction (CSAT) surveys after specific customer interactions or for the overall experience.

Ways to improve customer satisfaction:

• Automate customer service with proactive help by triggering support messages based on any customer’s provided score.
• Act on feedback data to make improvements and showcase your commitment to enhancing satisfaction.

Customer lifetime value

Lifetime value (LTV) is the total expected revenue you will get from paying customers during their relationship with your product. Tracking this KPI is essential to understand if your product is profitable and bringing in enough revenue against the acquisition and retention costs.

To calculate customer lifetime value, you have to multiply customer value by the average customer lifespan.

Ways to improve customer lifetime value:

• You can leverage data from customer behavior analytics to identify upsell opportunities and drive account expansion . For example, you can pinpoint users reaching their subscription plan limits and target them with upgrade messages.
• Using an annual billing system can ensure long-term commitment and more time to prove your product’s worth to customers to increase customer lifetime value.

Customer retention rate

Retention rate refers to the percentage of customers you retain over a period. This retention stage KPI tells you if your customers feel satisfied to continue with your products.

The first step in measuring customer retention rate is to divide the difference between the number of paying users and the total acquired users in a period by the total number of users. You then need to multiply it by 100.

Ways to improve retention rate:

• Use customer data to create and offer personalized experiences and continuously deliver value through in-app communication (like providing updates, feature announcements, and more).
• Build loyalty programs to incentivize customers to stick with your product and do repeat business.

Customer churn rate

The churn rate is the percentage of customers who discontinued your product over time. It offers insight into why customers leave your product and what you need to do to enhance your retention strategies .

You can calculate the customer churn rate by multiplying the ratio of the total number of lost users and that of the total users by 100.

Ways to avoid customer churn:

• Identify the at-risk customers with NPS surveys and engagement level analysis and then proactively reach out to them to address their issues.
• Use your cancellation page to remind customers what they’ll lose and trigger a churn survey to understand why they’re churning.

2 key performance indicators for the referral stage

Let’s look at the KPIs for the referral stage.

Net Promoter Score

NPS, or Net Promoter Score , is an important referral KPI that measures customer loyalty and satisfaction. It asks respondents a simple question, “On a scale of 0 to 10, how likely are you to recommend us to others?”

You can use tools like Userpilot to build and trigger Net Promoter Score (NPS) surveys, determine NPS scores, and visualize your NPS scores with a dashboard .

Ways to improve NPS:

• After identifying passives and detractors through NPS scores, you can learn more about their issues by effectively tagging the responses to close the feedback loop.
• Enhance customer experience by analyzing promotors’ survey data and then offering the same experience promoters have to the passives and detractors.

Reviews and rating

The reviews and ratings your product gets on platforms like G2 are your customer testimonials, and they show how satisfied users are with your product. They can be crucial KPIs, as tracking them helps you understand if you’re getting qualified leads through customer advocacy .

You can assess the reviews and ratings by checking your product’s page on G2.

Ways to improve reviews and ratings:

• Actively persuade customers to leave reviews about how they feel about your product.
• Respond to positive and negative reviews to show customers that you care. It’ll help you have customers’ trust instilled in you.

Understanding and tracking customer journey KPIs are vital for product managers seeking to optimize user experiences. These KPIs can provide valuable insights and help you take on informed strategies to enhance the product’s performance.

Want to get started with customer journey KPIs? Get a Userpilot Demo and see how you can track and improve them to drive growth.

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Beyond the Basics: Unconventional Tactics in Customer Journey Tracking

Whats Inside?

Understanding customer journey tracking, the importance of tracking the customer digital journey, unconventional tactics in customer journey tracking, how to track customer journey effectively.

In the ever-evolving landscape of digital marketing, understanding the customer journey has become a cornerstone for success. Customer journey tracking is not just about observing how customers interact with your brand; it's about delving deep into their experiences and leveraging this knowledge to enhance your marketing strategies. In this comprehensive guide, we will explore unconventional tactics in customer journey tracking, focusing on how to track the customer journey effectively using various tools and software.

Before diving into the unconventional tactics, it's crucial to understand what customer journey tracking entails. It involves monitoring and analyzing how customers interact with your brand across multiple touchpoints. This process helps businesses understand customer behavior, preferences, and pain points. By doing so, companies can tailor their marketing efforts to meet customer needs more effectively.

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In the digital era, where customer interactions predominantly occur online, the significance of tracking the customer digital journey cannot be overstated. This process is not just about collecting data; it's about understanding and responding to the evolving needs and behaviors of customers in the digital realm.

Gaining Comprehensive Insights

Tracking the customer digital journey offers a wealth of insights into how customers interact with your brand online. From the initial point of contact, perhaps through a search engine or social media ad, to the final stages of making a purchase or leaving feedback, each step is crucial. By analyzing these interactions, businesses can identify which aspects of their digital presence are most engaging and effective, and which areas need improvement.

Enhancing User Experience

One of the primary benefits of customer digital journey tracking is the ability to enhance the user experience. By understanding the paths customers take, the challenges they face, and the touchpoints that influence their decisions, businesses can create more intuitive and user-friendly digital platforms. This might involve redesigning a website for easier navigation, optimizing landing pages for higher conversion rates, or tailoring content to meet the specific interests and needs of different customer segments.

Personalization and Targeting

In today's market, personalization is key to capturing customer attention and loyalty. Customer journey tracking allows businesses to personalize experiences at an individual level. By understanding a customer's past interactions, preferences, and behavior, companies can tailor their marketing messages, offers, and recommendations. This level of personalization not only enhances the customer experience but also increases the effectiveness of marketing efforts.

Optimizing Marketing Strategies

Digital journey tracking is invaluable for refining and optimizing marketing strategies. By analyzing how different channels contribute to customer engagement and conversions, businesses can allocate their marketing resources more effectively. This might involve investing more in high-performing channels, reevaluating underperforming campaigns, or experimenting with new strategies to engage customers at different stages of their journey.

Predictive Analysis for Future Trends

Advanced customer journey tracking tools enable predictive analysis, allowing businesses to anticipate future customer behaviors and preferences. This foresight is crucial for staying ahead of market trends and customer expectations. By predicting what customers might need or want in the future, businesses can develop proactive strategies to meet these needs, creating a more dynamic and responsive digital presence.

1. Leveraging AI and Machine Learning

One of the most cutting-edge approaches in customer journey tracking involves the use of AI and machine learning. These technologies can analyze large sets of data to identify patterns and predict future customer behaviors. By implementing AI-driven customer journey tracking tools, businesses can gain deeper insights into customer preferences and predict future trends, allowing for more targeted and effective marketing strategies.

2. Emotional Analytics

Understanding the emotional aspect of the customer journey is a tactic often overlooked. Emotional analytics involves analyzing the sentiments and emotions expressed by customers during their journey. This can be done through social media monitoring, customer feedback analysis, and even through advanced technologies like facial recognition and voice sentiment analysis. By understanding the emotional context, businesses can create more empathetic and personalized marketing messages.

3. Integrating Offline and Online Data

In a world where online and offline channels are increasingly interconnected, integrating data from both realms offers a more comprehensive view of the customer journey. This involves tracking offline behaviors, such as in-store purchases or phone inquiries, and linking them with online interactions. By doing so, businesses can gain a holistic view of the customer journey, leading to more effective cross-channel marketing strategies.

4. Predictive Customer Journey Mapping

Predictive customer journey mapping goes beyond analyzing past and current behaviors. It uses data to forecast future customer actions. This approach requires sophisticated customer journey tracking software capable of processing and analyzing large data sets to predict how customers will interact with your brand in the future. This foresight allows businesses to proactively adjust their strategies to meet anticipated customer needs.

5. Utilizing Blockchain for Enhanced Data Security

In an age where data privacy is paramount, using blockchain technology for customer journey tracking can offer enhanced security and transparency. Blockchain can securely store customer data, ensuring that customer journey tracking is done in a way that respects privacy and complies with regulations like GDPR.

To effectively track the customer journey, businesses need to adopt a multi-faceted approach:

Choose the Right Tools: Select customer journey tracking tools that align with your business goals and customer base. Look for tools that offer advanced analytics, AI capabilities, and integration with other marketing software.

Focus on Data Integration: Ensure that your customer journey tracking software can integrate data from various sources, including social media, CRM systems, and offline channels.

Train Your Team: Equip your team with the knowledge and skills to effectively use customer journey tracking tools. Regular training and updates on best practices are essential.

Analyze and Adapt: Regularly analyze the data collected and adapt your strategies based on the insights gained. This should be an ongoing process where strategies are continually refined.

Customer journey tracking is an essential component of modern marketing strategies. Businesses can gain deeper insights into customer behaviors and preferences by going beyond the basics and employing unconventional tactics. 

Leveraging AI, emotional analytics, integrating offline and online data, predictive mapping, and ensuring data security with blockchain are just a few of the advanced tactics that can be employed. Remember, the key to successful customer journey tracking lies in choosing the right tools, integrating data effectively, training your team, and being adaptable in your strategies.

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Our guide to customer tracking the right way

When companies track and analyze their customer’s data, it helps them identify possible opportunities and challenges — and make data-informed decisions on what’s the best action to take. This is why customer tracking is essential to understanding audiences and creating scalable growth.

But what exactly is customer tracking? And why does it work?

In this blog post, we’ll answer these questions, how to execute it, and why monday sales CRM can help

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What is customer tracking?

Customer tracking allows companies to gather insights to better understand their customer’s behaviors and preferences. With this data, you discover who your customers are, what they need from you, and how you can give them the best experience possible. The different types of customer data a company might track can include:

• Traffic channels like organic search, paid ads, referral, and social networks
• Email metrics
• Support tickets
• Communication like phone calls, appointments, notes, and follow-up items

Customer tracking allows companies to gather insights to better understand their customer’s behaviors and preferences. With this data, you discover who your customers are, what they need from you, and how you can give them the best experience possible.

These insights help companies make data-driven decisions on how to best serve their customers. The results of these decisions can produce:

• Improved customer support
• Better product development
• Personalized marketing campaigns

Ultimately, tracking customers leads to a better experience for the customer . And since 76% of consumers will stop doing business with you after just one bad experience — a tracking system should be part of your business.

What is a customer tracking system?

Customer tracking systems are designed to help companies monitor and analyze customer activity across multiple channels and touchpoints in real time. They provide detailed and crucial insights into your customer’s behaviors and preferences — and your company’s performance.

They often come with powerful features, like automations and customizations, that simplify how teams track customers as they move through the customer journey. And tools like predictive analytics can anticipate customer demand.

Customer insights help companies make data-driven decisions on how to best serve their customers.

Customer tracking systems also ensure growing companies are well-equipped to manage and understand the complexities of their increasing customer base.

All in all, customer tracking systems help businesses streamline their operations and retain customers.

Read also: Know everything about managing effective customer relationships

What is the best customer tracking software?

There are many customer tracking systems on the market. Let’s take a look at five.

1. monday sales CRM

monday sales CRM is for businesses of all sizes. It allows companies to track purchase history, email activity, proposals, signatures, and more. The software comes with an easy-to-use interface and customizable dashboard. Additionally, it has over 50 integrations — ensuring your team can track customer interactions across all its channels.

2. Engagebay

Engagebay comes with sales tracking software that allows companies to log and record customer communications. The software also converts customer data into reports — and it can be filtered using specific criteria.

Kayako is a helpdesk solution. It tracks customer help center visits, transactional metrics like calls or emails, and customer support tickets. It also comes with an easy-to-implement API that allows companies to connect Kayako to other applications.

Hiver helps companies improve customer service with real-time data. It keeps track of and analyzes important metrics like individual turnaround time, average resolution time, and more. Additionally, you can collect customer feedback using CSAT surveys on your website.

Tenfold is a cloud-based solution that helps maintain a clear view of customer data. It does this by integrating your customer traxking, workflow, and engagement systems — allowing you access to CRM data, call controls, and other customer activity in one centralized location.

4 verticals for effective customer tracking

The verticals you use to track your customers will vary depending on your business. You can track your customers across their entire customer journey, for example, or at certain stages. Nevertheless, there are many options for you to choose from. Let’s look at four of them.

1. Email performance

Tracking email performance allows companies to get detailed insights on how to engage their customers effectively. This process often involves using software that tracks metrics like:

• Link clicks
• Click-through rate (CTR)
• Bounce rate
• Unsubscribe rate

If your sales team has this data at hand, they can anticipate when a customer might need additional assistance based on their previous actions. Likewise, they can schedule follow-up emails if potential customers don’t respond.

Not only does this nurture relationships — it’s easier to identify prospects who are ready to buy. You can use integrations to pair tools like monday sales CRM with your email campaign software to make gathering this data much easier.

2. Communications

Customer tracking can extend to calls, meetings, and more. Tracking this type of information allows teams to know the history each customer has with the company.

And all of this data combined provides valuable feedback to ensure sales teams can:

• Measure customer responsiveness
• Answer customer questions quickly
• Identify successful patterns in communication
• Decide who to follow up with

This helps sales reps stay connected with customers throughout the entire buying journey.

3. Quotes and proposals

Has your client gone silent after you sent a business proposal?

Having accurate records of all customer proposals and quotes makes it easy to follow up with leads that may have gone cold. This includes:

• Tracking the progress of negotiations and their status
• Seeing if the documents have been opened
• How leads have interacted with the documents

Ultimately, quote and proposal tracking prevent potential customers from falling through the cracks while at the end of their buying journey.

4. Past purchases

Tracking customers’ past purchases allow businesses to gain insight into spending habits. This helps anticipate customer needs and provide more personalized customer experiences .

This can look like creating discounts for shoppers who frequently purchase the same products, or making customers aware of upcoming deals or sales.

Moreover, tracking past purchases helps companies see what offerings are popular, and if any should be discontinued.

How to use monday sales CRM for advanced customer tracking

monday sales CRM is built on an all-encompassing Work OS. It comes with a fully customizable dashboard that allows you to see all of your customer data in a digestible and visual way.

Additionally, one of its most popular features is automations. How do they work? When you track your customer’s email activity, for example, monday.com lets you build automated workflows. A workflow can notify specific sales reps once a customer has taken an action, like clicking on an email. This makes sure everyone on your sales team is on the same page as your customers — so they can be moved along their buying journey.

Not only that, monday sales CRM features allow businesses to keep track of their customers in different ways like:

• Interactions
• Won, pending, and lost leads

Why should you track your customers?

Every business should track its customer’s behavior across all relevant marketing channels. This allows team members to learn ​​how audiences interact with the brand across multiple touchpoints. Then, they can build in-depth buyer personas and optimize strategies for marketing, pricing, and more.

What is customer journey tracking?

Customer journey tracking is monitoring your customer’s interactions across all digital touchpoints — until they make a purchase. Tracking customer journeys can provide information on how often customers interact with your business, how they find out about it, and where they drop off in the sales cycle.

Utilize customer tracking to better your customer’s experience

Customer tracking helps your company understand its customer’s needs and preferences. With these insights at hand, companies will have a much clearer picture of who their customers are — and know how best to serve them now and in the future.

To that point, using the right customer tracking software can make all the difference. And you should Invest in a platform that provides all the features your business needs. This will allow your sales team to reap the benefits from AI-powered data that’ll help you put optimal strategies in place.

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Blog / Journey Tools

11 Customer Journey Mapping Tools to Navigate & Analyze User Experiences

• February 29, 2024

Table of Contents

Understanding your customers can be challenging when dealing with a vast amount of unstructured data.

On average, businesses source their customer data from 28 different channels and house it in 17 different applications. This data may help to gain insights about their customer experience and meet their expectations, but a lack of control over siloed data fails to serve the purpose.

That’s where data visualization comes into play.

Using customer journey mapping tools, you get a comprehensive view of how your customers interact with your brand and identify the different touchpoints and conversion paths they take to convert. More importantly, you can put all your collected customer data into use by visualizing it into customer journey maps without having to navigate through different platforms.

We’ve compiled a list of 11 customer journey mapping tools to help you get started and create the most accurate and data-backed maps to help with your marketing decisions.

Key Takeaways

Optimize the customer journey with real-time analytics

Visually understand the customer journey from start to finish- and how it can be improved

1. Funnelytics

Funnelytics is a customer journey mapping tool that uses whiteboard technology to help you draw your entire customer journey on a canvas.

“ I am able to show my clients exactly how their funnel will look in a clean visual way. This is a great sales tool. ” – Sam K .

Integrations with top analytics software allow for real-time, in-depth sales funnel data on an intuitive drag-and-drop interface. You can present this data visually to your clients and stakeholders with ease, which is very handy for agencies.

Even better, using funnel simulations, you can forecast the results of your funnel plan before implementing it. This allows you to test out the probability of success vs failure for every approach you take, and an opportunity to optimize for best results.

The learning curve to start with Funnelytics can be a little steep for people who are new to creating visual maps to track and understand customer journeys. This is why our team created a great resource in our vault of funnels (essentially templates.) You can import these funnels into your builder easily, which will jumpstart your project whether you’re a beginner or a visualization veteran.

Moreover, you’ll enjoy our onboarding process, where we help you get acquainted with the tool while also offering clients optimization workshops and same-day support to get you unstuck whenever you need.

“ Tracking multiple traffic sources across multiple domains is not easy. This is why I use Funnelytics. ” — Quentin P.

Understand your user flow with Funnelytics

We help performance-driven marketing teams plan and improve the customer journey at every level

Pricing : $199–$999 per month

Key features :

• Highly intuitive.
• Easy-to-use interface with visual drag-and-drop features for easy mapping and customer journey tracking .
• The traffic explorer feature allows you to map backward.

Smaply is a customer journey mapping platform that allows you to centralize and digitize your customer experience insights. Its simple drag-and-drop features help you visualize different types of data to review your customer experience and identify key friction points.

You can see a lot of customer data at once in Smaply, because it displays multiple channels and customer journeys simultaneously. This allows you to show the differences between the two tracks for better decision-making.

Smaply also offers customizable templates that can be duplicated and re-used and collaboration features, which allow sharing of customer journey insights to the team in real-time.

A downside to Smaply is that its users find the cost on the higher end compared to the features it offers, which can be off-putting for those with tighter budgets.

Pricing : $0 – $29 EUR per month, offers custom pricing

• Simple drag-and-drop editor
• Feedback mode and sharing to help with collaboration
• Customizable templates

3. Custellence

Custellence allows you and your team to collaborate and combine your customer journey efforts into a single dashboard. It helps you create your customer journey map in minutes, which allows you to present a strong customer case and get a buy-in from stakeholders.

With Custellence, you can create elaborate customer journey maps, easily share them with your teams, and collaborate with them on your workspace. Like Smaply, it offers a stack of templates you can adapt and tailor for your own purposes.

However, when it comes to adapting the tool for more complex journey maps, many users find it difficult to apply customer journeys for different use cases.

Pricing : $0 to $34 per member per month, offers custom pricing

• Churn management
• Intuitive, lane-based interface,
• Flexible map structure

4. UXPressia

UXPressia is more of an all-in-one tool that helps you create customer journey maps, user personas and impact maps—that means all your customer experience assets stay in one place. See statuses, tags, and ownerships of each journey map you create and visualize everything from the big picture to the micro journeys.

This makes it easier to align your team and stakeholders from different parts of your organization for better collaboration. You can create designer-quality journey maps and tweak them to present to different people, which can save you a lot of time and effort.

Moreover, you can embed website, product, or service prototypes, marketing presentations, survey results, etc. into your journey map so you don’t leave out any crucial information.

Given the vast variety of features UXPressia offers, it can be a little clunky and complex, which often bugs users looking for simpler solutions.

Pricing : $0 to $36 per user per month, also offers custom pricing

• 100+ free customer journey mapping templates
• User roles and teams for access control
• Version history
• Branding elements to help you stay on brand always

5. Lucidchart

Lucidchart is a visual whiteboard tool that allows teams to collaborate seamlessly—from initial ideas to successful delivery. This tool’s user-friendly interface and diverse tools make it easy to create diagrams.

Unlike tools like Funnelytics, it’s not specifically designed for mapping customer journeys around marketing and sales funnels. It’s more of a general intelligent diagramming tool that helps you assemble funnel maps, customer journeys, and flow charts.

However, that makes it suitable for any team for different purposes—the marketing team can create elaborate funnel maps while the design team can create flowcharts for their processes.

As a general-purpose tool, Lucidchart lacks several advanced features compared to its competitors, making it less of a versatile option for users looking for high-end functionalities.

Pricing : $0 to $9 per user per month, also offers custom pricing

• Virtual whiteboard to bring your ideas to life
• Intelligent diagramming to visualize complex data
• Cloud visualization to optimize your cloud environments

Figma is more of a general-purpose design tool that has different modes with different purposes—development, design, whiteboard, and prototyping—all in one platform. It’s mainly an all-in-one tool for product teams to create, test, and ship better products faster and more efficiently.

While the prototyping mode helps you create realistic prototypes to test the interactive experience before launching, the FigJam (whiteboard) is the one you can use to create your customer journey mapping while collaborating with your team on an intuitive interface.

However, one of the limitations of this tool is the lack of advanced prototyping features, which can be a challenge for those looking to build complex customer journey maps.

Pricing : $0 to $75 per editor per month

• Easy collaboration allowing brainstorming and working on complex workflows.
• Open sessions that allow you to invite anyone for 24 hours.
• Live audio calls on the board.
• Timer and voting options.

Miro is a multi-purpose online collaborative whiteboard that can be used to build funnel maps, plan marketing campaigns, develop a roadmap, and more.

It allows distributed teams to come together, work on a common goal and manage the processes throughout different lifecycle stages.

The interactive and easy-to-use whiteboard platform allows you to strategize new initiatives while considering your customers’ needs and designing customer-centric solutions.

Miro offers six core capabilities to help you with a layout to get started under different scenarios such as process mapping, workshop collaboration, product development workflows, etc. However, users find it difficult to follow through, considering its vast range of features and workflows.

Pricing : $0 to $16 per user per month, custom pricing also available

• Miro Assist to help you automatically generate mind maps, diagrams, and codes for you.
• Multiple solutions include mind mapping, flowcharts, wireframing, process mapping, technical diagramming, and more.
• Easy to collaborate

8. Visual Paradigm

Visual Paradigm is a development tool suite consisting of design, analysis, and management tools to help you manage your projects. Its customer journey mapping tool allows you to study customer experience and illustrate customer relationships with your brand.

The interface you get on creating a new customer journey map isn’t very intuitive, and some might find it pretty basic compared to other tools mentioned in this list. However, fewer features and simplicity mean the tool is easy to learn and grasp, and you can create simple customer journey mapping within minutes.

Pricing : $6 to $89 per month

• Visual modeling
• Business analysis and design
• Drag-and-drop editor

Sketch is another multi-purpose collaborative tool like Miro that markets itself as the complete design platform. It’s available as a web app and a Mac app. While you can build websites, icons, apps, illustrations, and design systems using Sketch, you can use its prototyping feature for customer journey research and mapping.

It comes with a powerful vector editor and built-in prototyping, so it’s easy to create stunning journey maps. It also allows you to collaborate with your team using its workspace feature, where you can share designs and prototypes and offer feedback.

Since it’s not specific to customer journey mapping or sales funnel, many advanced features are lacking. To get started, you’ll need to build your journey maps from scratch without the support of dedicated templates.

Pricing : Starting from $10 per month

• Powerful vector editing
• Easy, intuitive prototyping
• Shared Libraries, styles, and components
• Reusable design templates

10. Flowmapp

Flowmapp is a UX design platform popular among startups, agencies, designers, developers, and other teams. Though it’s specifically designed for end-to-end website design and development, it can be easily used for creating customer journey maps with its prototyping and wireframing features.

Using its pre-made templates, workspaces, and collaboration features, you can create stunning customer journey maps while keeping everyone on your team on the same page.

One of the main drawbacks of this tool is that it doesn’t offer a customization feature for adding specific elements to the journey map. For example, information from the SERP will be added as a text block, not a screenshot.

Pricing : $0 to $126 per month

• Visual sitemaps
• Prototyping tools with many templates
• Import and export diagrams

11.  Microsoft Visio

A diagram and flowchart tool by Microsoft, Visio helps you visualize your ideas with dozens of ready-to-use templates and thousands of customizable shapes. You can either choose to purchase Visio directly or get it as part of your Microsoft 365 subscription.

You can create flowcharts, org charts, floor plans, network diagrams, customer journey maps, and more with Visio and its simple user interface. You get all the latest diagramming features such as layers, containers, validation reports, shape sheets & drawing explorer, which allows you to create elaborate journey maps.

Some users find the pricing more costly than its competitors, which can affect those with budget constraints.

Pricing : $5 to $530 per month

• Easy to set up and use
• Workflow automation
• Comprehensive template library

How to choose the right customer journey mapping tool

With these many options, making a choice can be overwhelming. You need to consider your business requirements and the following factors.

• Visual/design capabilities : You should be able to design your customer journey maps in the way you desire—be it flowcharts, value ladders, or elaborate mindmaps.
• Intuitive/easy-to-use platform : You and your team should find it easy to navigate through and put the tool to proper use for creating and analyzing journey maps.
• Collaborative capabilities: The tool should allow you to invite your team members to collaborate and leave comments and feedback.
• Integrations with other tools : You need a customer journey mapping tool with integration capabilities to collect data from multiple platforms.
• Templates : You also need multiple templates to save time on creating maps.
• Customer pain point and journey optimization analytics: Your tool should offer detailed insights into the friction points in the customer journey. For example, in Funnelytics, you can analyze page insights in an elaborate form, which acts as an excellent heatmap alternative .
• Segmentation features : You should be able to segment journey maps into different groups based on the journey stage, touchpoint, channel, etc.
• Customer success team powered by experts : Access to customer support whenever you’re stuck is an absolute must.

Map your customer journey with real-time data

Customer journey mapping is a fun and extensive process that offers great insights into customer behavior and thought process, and Funnelytics is an excellent choice for a mapping tool.

We’ve put it as number one on the list because it connects whiteboarding technology to the user’s data. This allows you to map customer journeys, visually see how well they perform using split testing across the customer journey , and identify what portions of the journey or product to optimize. Moreover, it’s excellent for visual learners—you can visually see how people get to their site, move across pages, and where they drop. This allows for continuous improvement.

Funnelytics also has:

• A thorough onboarding process
• Customer journey experts who host optimization workshops
• Same-day support, as well as weekly live sessions where users can ask platform or strategy questions.

Learn more about customer journey tracking through Funnelytics’ blog , or get started today .

Implement your ideas faster with Funnelytics

Our visual platform makes it easy to see where customers need the most help in their journey

● What does customer journey mapping software do?

● what features do you need in a customer journey mapping software, ● why is a customer journey visualization platform a must-have.

Related resources

Sales Funnel vs. Customer Journey: What are the Differences?

Cracking the Code: Funnel Reporting for Marketers

The Customer Lifecycle Journey: What it is and How to Use it to Create Repeat Customers

9 Best Funnel Tracking Software Tools to Streamline Your Sales Success

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And, just like how you can’t arrive at your vacation resort before you’ve done you’ve found out about it, the customer journey starts with steps to do with discovery, research, understanding, and comparison, before moving on to the buying process.

“Maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20% but also lift revenue up by 15% while lowering the cost of serving customers by as much as 20%”

– McKinsey, The Three Cs of Customer Satisfaction

In short, the customer journey is the path taken by your target audience toward becoming loyal customers. So it’s really important to understand – both in terms of what each step entails and how you can improve each one to provide a maximally impressive and enjoyable experience.

Every customer journey will be different, after all, so getting to grips with the nuances of each customer journey stage is key to removing obstacles from in front of your potential and existing customers’ feet.

Free Course: Customer Journey Management & Improvement

What are the essential customer journey stages?

While many companies will put their own spin on the exact naming of the customer journey stages, the most widely-recognized naming convention is as follows:

• Consideration

These steps are often then sub-categorized into three parts:

• Sale/Purchase

It’s important to understand every part of the puzzle, so let’s look at each sub-category and stage in turn, from the awareness and consideration stage, right through to advocacy:

Customer journey: Pre-sale

In the pre-sale phase, potential customers learn about products, evaluate their needs, make comparisons, and soak up information.

Awareness stage

In the awareness stage, your potential customer becomes aware of a company, product, or service. This might be passive – in that they’re served an ad online, on TV, or when out and about – or active in that they have a need and are searching for a solution. For example, if a customer needs car insurance, they’ll begin searching for providers.

Consideration stage

In the consideration stage, the customer has been made aware of several possible solutions for their particular need and starts doing research to compare them. That might mean looking at reviews or what others are saying on social media, as well as absorbing info on product specs and features on companies’ own channels. They’re receptive to information that can help them make the best decision.

Customer journey: Sale

The sale phase is short but pivotal: it’s when the crucial decision on which option to go with has been made.

Decision stage

The customer has all the information they need on the various options available to them, and they make a purchase. This can be something that’s taken a long time to decide upon, like buying a new computer, or it can be as quick as quickly scouring the different kinds of bread available in the supermarket before picking the one they want.

Customer journey: Post-sale

Post-sale is a really important part of the puzzle because it’s where loyal customers , who come back time and again, are won or lost.

Retention stage

The retention stage of the customer journey is where you do whatever you can to help leave a lasting, positive impression on the customer, and entice them to purchase more. That means offering best-in-class customer support if they have any issues, but it also means being proactive with follow-up communications that offer personalized offers, information on new products, and rewards for loyalty.

Advocacy stage

If you nail the retention phase, you’ll have yourself a customer who not only wants to keep buying from you but will also advocate on your behalf. Here, the customer will become one of the most powerful tools in your arsenal, in that they’ll actively recommend you to their friends, family, followers, and colleagues.

What’s the difference between the customer journey and the buyer’s journey?

Great question; the two are similar, but not exactly the same. The buyer’s journey is a shorter, three-step process that describes the steps taken to make a purchase. So that’s awareness , consideration, and decision . That’s where things stop, however. The buyer’s journey doesn’t take into account the strategies you’ll use to keep the customer after a purchase has been made.

Why are the customer journey stages important?

The short answer? The customer journey is what shapes your entire business. It’s the method by which you attract and inform customers, how you convince them to purchase from you, and what you do to ensure they’re left feeling positive about every interaction.

Why this matters is that the journey is, in a way, cyclical. Customers who’ve had a smooth ride all the way through their individual journeys are more likely to stay with you, and that can have a massive effect on your operational metrics.

It’s up to five times more expensive to attract a new customer than it is to keep an existing customer, but even besides that: satisfied customers become loyal customers , and customer loyalty reduces churn at the same time as increasing profits .

So companies looking to really make an impact on the market need to think beyond simply attracting potential customers with impressive marketing, and more about the journey as a whole – where the retention and advocacy stages are equally important.

After all, 81% of US and UK consumers trust product advice from friends and family over brand messaging, and 59% of American consumers say that once they’re loyal to a brand, they’re loyal to it for life.

Importantly, to understand the customer journey as a whole is to understand its individual stages, recognize what works, and find things that could be improved to make it a more seamless experience. Because when you do that, you’ll be improving every part of your business proposition that matters.

How can you improve each customer journey stage?

Ok, so this whole customer journey thing is pretty important. Understanding the customer journey phases and how they relate to the overall customer experience is how you encourage customers to stick around and spread the news via word of mouth.

But how do you ensure every part of the journey is performing as it should? Here are some practical strategies to help each customer journey stage sing…

1. Perform customer journey mapping

A customer journey map takes all of the established customer journey stages and attempts to plot how actual target audience personas might travel along them. That means using a mix of data and intuition to map out a range of journeys that utilize a range of touch points along the way.

One customer journey map, for example, might start with a TV ad, then utilize social media and third-party review sites during the consideration stage, before purchasing online and then contacting customer support about you your delivery service. And then, finally, that customer may be served a discount code for a future purchase. That’s just one example.

Customer journey mapping is really about building a myriad of those journeys that are informed by everything you know about how customers interact with you – and then using those maps to discover weaker areas of the journey.

2. Listen like you mean it

The key to building better customer journeys is listening to what customers are saying. Getting feedbac k from every stage of the journey allows you to build a strong, all-encompassing view of what’s happening from those that are experiencing it.

Maybe there’s an issue with the customer sign-up experience, for example. Or maybe the number advertised to contact for a demo doesn’t work. Or maybe you have a customer service agent in need of coaching, who only makes the issue worse. By listening, you’ll understand your customers’ issues and be able to fix them at the source. That customer service agent, for example, may just feel disempowered and unsupported, and in need of the right tools to help them perform better. Fixing that will help to optimize a key stage in the customer journey.

The key is to listen at every stage, and we can do that by employing the right technology at the right customer journey stages.

Customer surveys, for instance, can help you understand what went wrong from the people who’re willing to provide that feedback, but conversational analytics and AI solutions can automatically build insights out of all the structured and unstructured conversational data your customers are creating every time they reach out, or tweet, or leave a review on a third party website.

3. Get personal

The other side of the ‘listening’ equation is that it’s worth remembering that each and every customer’s journey is different – so treating them with a blanket approach won’t necessarily make anything better for them.

The trick instead is to use the tools available to you to build out a personalized view of every customer journey, customer journey stage, and customer engagemen t, and find common solutions.

Qualtrics Experience iD , for example, is an intelligent system that builds customer profiles that are unique to them and can identify through AI, natural language processing , and past interactions what’s not working – and what needs fixing.

On an individual basis, that will help turn each customer into an advocate. But as a whole, you’ll learn about experience gaps that are common to many journeys.

Listening to and understanding the customer experience at each customer journey stage is key to ensuring customers are satisfied and remain loyal on a huge scale.

It’s how you create 1:1 experiences, because, while an issue for one person might be an issue for many others, by fixing it quickly you can minimize the impact it might have on future customers who’re right at the start of their journey.

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Related resources

Customer Journey

Buyer's Journey 16 min read

Customer journey analytics 13 min read, how to create a customer journey map 22 min read, b2b customer journey 13 min read, customer interactions 11 min read, consumer decision journey 14 min read, customer journey orchestration 12 min read, request demo.

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VisitorTracking

Customer Journey Tracking: Beginner’s Guide + Best Practices

• Last Updated: July 2, 2023

Founder of Visitor Tracking

Introduction

Tracking user journeys is an essential tool for businesses that want to optimize their digital presence and maximize customer engagement. Understanding how users interact with your website or app can help you identify pain points, streamline navigation, and ultimately improve the overall user experience. However, figuring out where to begin with user journey tracking can be daunting – especially for beginners who are new to the concept. In this beginner’s guide to mastering user journey tracking, we’ll take a comprehensive look at everything you need to know about this important aspect of digital marketing – from defining what it is and why it matters through exploring various tools and techniques that will help you get started effectively tracking your own users’ journeys. Whether you’re just starting out or looking for ways to enhance your current approach, this resource will provide valuable insights into optimizing your online presence through effective user journey tracking practices.

Understanding User Journey Tracking: A Beginner’s Overview

User journey tracking refers to the process of capturing and analyzing every interaction that a user has with your website or application, from the moment they land on your platform until they leave. The data obtained through this practice provides valuable insights into user behavior and enables businesses to identify areas where improvements could be made. By gathering information such as clicks, scrolls, page views, and form submissions – amongst other parameters – companies can refine their online experiences to ensure that users achieve their goals effortlessly.

There are numerous tools available for user journey tracking ranging from free services such as Google Analytics to premium solutions like Hotjar. These tools capture different types of data depending on what you’re looking for as well as providing varying levels of detail. The results can then be analyzed by marketers or product managers in order to create hypotheses about how users interact with the site/app after which any necessary optimizations will follow based on those assumptions made. User journey tracking is an iterative process requiring both technical skills for setting up these analytics tools correctly and analytical mindset once all metrics are gathered so it’s important that digital teams get started soon enough!

Key Concepts in User Journey Tracking and Web Analytics

User journey tracking and web analytics are crucial tools for businesses that rely on their digital platforms. With user journey tracking, businesses can gain insights into how customers interact with their website or app during each step of the process. This data helps identify any issues or roadblocks a potential customer may encounter along the way, ultimately leading to optimized conversion rates and an overall improved user experience.

Web analytics provide similar benefits by analyzing site performance metrics such as page speed, traffic sources, bounce rates, and visitor demographics. By understanding these key metrics, businesses can make informed decisions about content creation and marketing strategies in order to tailor their website’s offerings more effectively for specific target audiences.

In short, both user journey tracking and web analytics allow businesses to take a closer look at user behavior on their online platforms. These valuable insights help companies optimize digital presences for maximum engagement while providing the best possible experience for customers.

Analyzing User Behavior: How to Make Sense of Data

Analyzing user behavior data is crucial for businesses to optimize their digital presence. By tracking user journeys, companies can gain valuable insights into how customers interact with their website or app, and use this information to enhance the user experience. Identifying pain points, streamlining navigation, and gaining an understanding of customer preferences are just a few of the benefits that come from analyzing user behavior.

For beginners who are new to the concept of journey tracking, getting started can be intimidating. However, with a solid understanding of what journey tracking entails and the right tools in place, it’s possible to master this important aspect of digital marketing. Whether you’re looking to improve your website’s conversion rates or simply want a better understanding of your audience’s needs and behaviors, journey tracking is an essential tool for success in today’s marketplace.

Optimizing Your Website for Maximum Engagement

Optimizing your website for maximum engagement is crucial in today’s digital landscape. By mastering user journey tracking, businesses can understand how their target audience interacts with their platform and identify points of friction. This data can help streamline navigation and improve the overall user experience.

However, beginner business owners may find it challenging to know where to begin with user journey tracking. Fortunately, by utilizing various tools and techniques such as Google Analytics or heatmapping software, website owners can begin collecting data about their visitors’ behavior.

In conclusion, optimizing your website for maximum engagement requires a thorough understanding of the customer journey. By implementing user journey tracking strategies and consistently analyzing this data, businesses can enhance their online presence and drive more conversions over time.

Boosting Conversion Rates: Tips and Tricks

Boosting conversion rates is crucial for businesses that want to increase their online success. There are several tips and tricks that companies can implement to help optimize their digital presence and engage customers more effectively. One important technique is A/B testing, which involves comparing two different versions of a website or app to see which one performs better in terms of drawing in visitors, encouraging them to stay longer, and converting them into paying customers.

Another key strategy is improving the overall user experience through user journey tracking. By monitoring how users interact with your website or app, you can identify areas where people get stuck or frustrated and make changes accordingly. This might involve simplifying navigation, adding new features, or rethinking the layout entirely. Ultimately, by focusing on boosting conversions through smart design choices and data-driven optimizations like A/B testing and user journey tracking, businesses can set themselves up for long-term success online.

Putting It All Together: Case Studies and Best Practices

Putting it all together: case studies and best practices is an integral part of mastering user journey tracking. By analyzing successful real-world examples, businesses can gain valuable insight into what works and what doesn’t when it comes to optimizing the user experience. From studying website analytics to conducting surveys and focus groups, there are a variety of methods that can be used to track user journeys effectively.

One key best practice for user journey tracking is focusing on clear goals and metrics from the outset. Without a specific set of objectives in mind, it can be difficult to make meaningful changes based on collected data. Additionally, regular monitoring and analysis are essential for identifying potential pain points or areas for improvement. By staying tuned in to customer feedback and consistently evaluating your digital presence, you’ll be better equipped to create positive experiences that drive engagement and loyalty long-term.

Overall, while mastering user journey tracking may seem like a steep learning curve at first glance, the benefits for businesses cannot be understated. With careful planning and attention paid to industry best practices, anyone – regardless of prior experience – can begin leveraging this important tool effectively today.

Tools and Resources for User Journey Tracking and Website Optimization

Tools and resources for user journey tracking and website optimization are essential for businesses looking to understand how their digital channels are performing. Website analytics tools such as Google Analytics, Adobe Analytics, or Hotjar can provide insights into user behavior by showing interactions with specific pages or sections of a website as well as tracking conversion rates and other metrics.

In addition to these tools, heat maps can be used to visualize where users click on a webpage and scroll maps show where visitors go on the page. Another effective resource is session recordings – video recordings of individual user sessions that show precisely how they interacted with your site.

Finally, A/B testing platforms like Optimizely allow businesses to test different variations of web pages against each other in order to optimize results based on real-time data collected from users. By combining these tools and resources effectively, companies can create a complete picture of how their customers engage online and make changes that improve overall customer satisfaction.

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Kingdom of the Planet of the Apes

Many years after the reign of Caesar, a young ape goes on a journey that will lead him to question everything he's been taught about the past and make choices that will define a future for a... Read all Many years after the reign of Caesar, a young ape goes on a journey that will lead him to question everything he's been taught about the past and make choices that will define a future for apes and humans alike. Many years after the reign of Caesar, a young ape goes on a journey that will lead him to question everything he's been taught about the past and make choices that will define a future for apes and humans alike.

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