The Importance of a Digital Customer Journey

Updated: May 31



Customer journeys are a very important part of the way you market and sell to your customers. They lay out the steps that potential customers take, from discovery through to their first purchase.


A customer journey is a way for you to understand what’s important to your customers, why they buy from you and what might be stopping them from making a purchase.

The digital customer journey is the specific route that your customer takes to find out about your product or service and then make a purchase. The exact steps will differ between customers, but it will almost always include researching your business online and reading reviews from other customers.


For certain products, such as those with a high price tag or large commitment, your digital customer journey will also include visiting your store or office in person (if you have one) before committing to a purchase.


The digital customer journey: which stages are most important?

When looking at sales statistics, many online retailers look at conversion rates on their websites as the biggest indicator of success. But it’s not accurate to think that this is the only correct way to measure success across all industries.


Many businesses find that much of their business comes from repeat customers and word of mouth recommendations – both of these can start online but then be completed offline

They are not just walking in the door, you have to go out and get them. You need to fish where the fish are, and they're online. If you're not doing it, your competitors will be.


The importance of a digital customer journey. We live in a digital world, and your customers are accessing the internet via multiple devices throughout the day. So how do you keep up with their changing behaviour patterns? The answer is by creating a digital customer journey that allows you to track your customers' behaviour and respond accordingly.


There's no one-size-fits-all approach but here are 2 key steps to consider when creating yours:

1) Define your goals. What's important to your business? A lot of businesses will say 'sales' but it might be more appropriate for you to focus on something else such as email subscriptions or online enquiries. Whatever it is, make sure it's measurable and realistic so that when you achieve it, you can celebrate!

2) Know your customers and how they interact with your business. This will vary from business to business but generally speaking most people buy from businesses which they trust and/or which offer them something unique.

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