Analyzing Customer Journey in Ecommerce

Are you generating enough value for users net of the value to your company? Business value can only be created when you create so much value for users, that you can “tax” that value and take some for yourself as a business. If you don’t create any value for your users, then you can’t create value for your business. Ed Biden explains how to solve this in this week's guest post: Whilst there are many ways to understand what your users will value, two techniques in particular are incredibly valuable, especially if you’re working on a tight timeframe: 1. Jobs To Be Done 2. Customer Journey Mapping 𝟭. 𝗝𝗼𝗯𝘀 𝗧𝗼 𝗕𝗲 𝗗𝗼𝗻𝗲 (𝗝𝗧𝗕𝗗) “People don’t simply buy products or services, they ‘hire’ them to make progress in specific circumstances.”  – Clayton Christensen The core JTBD concept is that rather than buying a product for its features, customers “hire” a product to get a job done for them … and will ”fire” it for a better solution just as quickly. In practice, JTBD provides a series of lenses for understanding what your customers want, what progress looks like, and what they’ll pay for. This is a powerful way of understanding your users, because their needs are stable and it forces you to think from a user-centric point of view. This allows you to think about more radical solutions, and really focus on where you’re creating value. To use Jobs To Be Done to understand your customers, think through five key steps: 1. Use case – what is the outcome that people want? 2. Alternatives – what solutions are people using now? 3. Progress – where are people blocked? What does a better solution look like? 4. Value Proposition – why would they use your product over the alternatives? 5. Price – what would a customer pay for progress against this problem? 𝟮. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 Customer journey mapping is an effective way to visualize your customer’s experience as they try to reach one of their goals. In basic terms, a customer journey map breaks the user journey down into steps, and then for each step describes what touchpoints the customer has with your product, and how this makes them feel. The touch points are any interaction that the customer has with your company as they go through this flow: • Website and app screens • Notifications and emails • Customer service calls • Account management / sales touch points • Physically interacting with goods (e.g. Amazon), services (e.g. Airbnb) or hardware (e.g. Lime) Users’ feelings can be visualized by noting down: • What they like or feel good about at this step • What they dislike, find frustrating or confusing at this step • How they feel overall By mapping the customer’s subjective experience to the nuts and bolts of what’s going on, and then laying this out in a visual way, you can easily see where you can have the most impact, and align stakeholders on the critical problems to solve.

Are you leaving money on the table? My bulletproof system to find out and fix it. I've spent the last 6+ years helping 100s of entrepreneurs, startups, and small businesses grow faster. This is how I diagnose where they can quickly 2-3x profits. 𝗦𝘁𝗲𝗽 𝗢𝗻𝗲: 𝗠𝗮𝗽 𝘁𝗵𝗲 𝗲𝗻𝘁𝗶𝗿𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 What are the steps someone takes to become a happy, paying customer? - How do they get to the website? - How do they become a lead? - How do they start a sales conversation? - How do they become a customer? - How do they experience value? - How do they refer a friend? - How do they churn? 𝗦𝘁𝗲𝗽 𝗧𝘄𝗼: 𝗧𝗿𝗮𝗰𝗸 𝘁𝗵𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲𝘀. Create a boring old spreadsheet with the conversion rates of each stage of the buyer's journey. 𝘋𝘰 𝘕𝘖𝘛 𝘳𝘦𝘭𝘺 𝘰𝘯 𝘥𝘢𝘴𝘩𝘣𝘰𝘢𝘳𝘥𝘴. 𝘛𝘩𝘦𝘺 𝘢𝘳𝘦 𝘵𝘰𝘰 𝘱𝘳𝘦𝘵𝘵𝘺 𝘢𝘯𝘥 𝘤𝘩𝘢𝘯𝘨𝘦 𝘵𝘰𝘰 𝘲𝘶𝘪𝘤𝘬𝘭𝘺. Then, track the numbers week over week for the last 6 months. You will instantly notice issues: - Bottlenecks - Huge drop-offs - Lack of progress Quantitative data helps spot patterns. Qualitative data tells you why they exist. 𝗦𝘁𝗲𝗽 𝗧𝗵𝗿𝗲𝗲: 𝗗𝗶𝗴 𝗶𝗻 𝘁𝗼 𝗳𝗶𝗴𝘂𝗿𝗲 𝗼𝘂𝘁 𝗪𝗛𝗬 - Talk to your team to get their thoughts - Ask recent customers about their journey - Review it all from your buyer's perspective 𝗦𝘁𝗲𝗽 𝗙𝗼𝘂𝗿: 𝗖𝗿𝗲𝗮𝘁𝗲 𝘆𝗼𝘂𝗿 𝗽𝗹𝗮𝗻 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 Plan them in 3 categories: 1. Low-hanging fruit Simple changes you can make in a few hours. - Add a Contact Us form to the website - Automate sales meeting reminders - Edit your LinkedIn profile 2. Process tweaks Changes you can make to things you are ALREADY doing. - Bring in legal sooner in the sales process - Send a custom video to new prospects - Templatize your proposals 3. Long term projects These will have the biggest impact, but take the longest time. - Rewrite your sales onboarding process - Create a new marketing funnel - Develop a new offer/product 𝗦𝘁𝗲𝗽 𝗙𝗶𝘃𝗲: 𝗘𝘅𝗲𝗰𝘂𝘁𝗲, 𝗺𝗲𝗮𝘀𝘂𝗿𝗲, 𝗮𝗻𝗱 𝗶𝘁𝗲𝗿𝗮𝘁𝗲 Start putting your plan into action! But keep tracking your metrics to see how they change over time. Are they improving? If not, why not? If so, how can we double down? Simple, but effective as hell. Give it a try, and let me know what you find. If you want help, DM me or book some time. ♻️ Repost if this helped or inspired 🔔 Follow me, Kasey Jones for more 👇 Become your industry's go-to expert

After analyzing data from 1,000s of eCom brands in the past decade. There’s 1 thing I’m convinced of… A VAST majority of brands have their customer journey wrong. They think it looks like this: Ad → Click → Purchase. When in reality… It’s more like a chaotic mess of touchpoints. A prospect might: → See a Facebook ad → Notice a friend using the product → Read about it in a newsletter → Catch an influencer post Then, finally visit the site… and leave 20 seconds later. And you might sit there and ask, why?? Well, there’s only 1 explanation. SOMETHING during the journey broke their trust. It could have been: → A broken link → A checkout page that doesn’t match the ad → A product page with inconsistent branding → A last-minute surprise (e.g., unexpected $12 shipping) And the second a buyer hesitates, you’ve lost. This is what I call the "Gator vs. Judge" problem. (cc @DylanAnder) The Gator Brain buys impulsively. The Judge Brain hesitates, second-guesses, and walks away. Your entire job as a marketer is to make sure the Judge never wakes up. The Fix: 1️⃣ Audit every touchpoint. Click every link. Check every email. Ensure every step is seamless and congruent. 2️⃣ Stop relying on "hacks." Most brands try to brute force revenue with cheap tricks. Instead, build a real system that doesn’t collapse when trends shift. 3️⃣ Think like a customer experience scientist. If a single issue is costing you even 2% of conversions. That’s millions of dollars in lost revenue over a year. Most brands won’t do this work… but if you hate wasting money on ads that don’t turn into buyers - you will. Give it a shot and I bet you’ll dig up something valuable.

Ever wondered exactly how your customers interact with your campaigns? Or how different ad formats work together to drive conversions? With the new Conversion Path Report (currently in beta), you’re about to get that clarity. This report breaks down the customer journey step-by-step. For example: 👉 Display (Sponsored Brands) > Sponsored Products > Purchase For the first time, brands can see: ▪ What percentage of sales come from specific ad paths ▪ New-to-brand sales, showing how many first-time customers each path brings in Now imagine this: A customer’s journey starts with a Display ad, moves to Sponsored Products, and ends with a purchase. The Conversion Path Report doesn’t just track this—it helps you: ➤ Identify which campaign types are driving the most influence ➤ Spot weak links in your ad strategy ➤ Shift resources to the paths delivering the best ROI Here’s how to put it to work: 𝗙𝗶𝗻𝗱 𝗮𝗻𝗱 𝗙𝗶𝘅 𝗜𝗻𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝘁 𝗣𝗮𝘁𝗵𝘀 → Analyze paths with low purchases and compare spend for those campaign types. Then: - Redirect resources to better-performing paths. - Experiment with restructuring weaker campaigns. 𝗕𝗼𝗼𝘀𝘁 𝗥𝗲𝗽𝗲𝗮𝘁 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 → Calculate the percentage of repeat customers within each path. → Double down on campaigns that retarget loyal customers to maximize repeat revenue. 𝗥𝗲𝗳𝗶𝗻𝗲 𝗟𝗶𝗳𝗲𝘁𝗶𝗺𝗲 𝗩𝗮𝗹𝘂𝗲 (𝗟𝗧𝗩) 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 → Use repeat customer data to refine campaigns that target high-LTV customers. → Experiment with ad formats to drive both new acquisitions and long-term retention. For example: If a path has 1,000 total purchases but 700 are new-to-brand, you’ve got 300 repeat customers. Divide that by total conversions (1,000), and you’ll see 30% of customers are loyal repeat buyers. If you’re focused on lifetime value (LTV), this is gold. The report is still in beta, and yes, it’s missing some crucial metrics like ACoS, CPC breakdowns, and conversion rates. But even as it stands, it’s a game-changer for sellers looking to optimize ad strategies and uncover growth opportunities. Got questions? DM me—I’d love to hear how you’re using this!

What sets you apart from ALL the other products in your category?? It’s more than just your product. It’s about understanding your customer better than anyone else. With Enavi’s Customer Canvas, we don’t rely on assumptions.  We help you build detailed, human-first insights into: → What truly motivates your customers: Are they driven by convenience, prestige, or solving a problem? → What’s causing friction in their decision-making process: Is it confusion around pricing, uncertainty about product benefits, or trust issues with your brand? → How to create a seamless customer journey across every touchpoint: Are there gaps in their journey? Do they struggle with navigation, or lose momentum before checkout? We’re driving improvements across your entire business — from marketing to product development. How? We’re not just tracking clicks. We’re uncovering their motivations. Understanding their pain points. Delivering insights that transform every aspect of your marketing strategy. Not just your on-site experience. Be honest… do you REALLY know: — Motivations: What brings customers to your store?  Is it emotional, practical, or social factors that drive them? — Anxieties: Where are they getting frustrated or confused?  Why do they hesitate before making a purchase? — Behavioural Triggers: What’s the final nudge that pushes them to buy?  Is it a discount, a sense of urgency, or something else entirely? My guess is no. To gather this depth of insight, we use qualitative research tools like: 1. Post-Purchase surveys: Asking questions like: “What made you choose this product?” “What almost made you leave without purchasing?” 2. Customer interviews: Delving into their decision-making process with open-ended questions like: “When did you realise you needed this product?” “What would make you feel 100% confident in your purchase?” 3. Review mining: We analyse what customers are already saying, the praises and complaints. We use these to identify recurring themes in their desires and frustrations. 4. Support ticket analysis: We look at common complaints and issues that arise in customer support.  These often reveal hidden blockers in the customer journey that might not be obvious from the data alone. 5. Competitor benchmarking: What are your competitors doing right or wrong? And how can we leverage that insight to give you a competitive edge? And here’s what makes this approach so powerful: the Customer Canvas is not a static report. It’s a living, breathing document that evolves as your business — and your customers — change. Every update, every new product launch, every marketing campaign feeds into this evolving understanding of who your customers are and how best to serve them. Now, ask yourself: Are your current CRO tactics producing the real results you deserve? If not, it’s time to try something different. The Enavi Human Obsessed CRO is your answer.

❌ One mistake that will kill your business? Spending time or money on growth before mapping & measuring your customer journey. Most founders & marketers jump straight into paid ads, social media, and partnerships. But if you don’t understand how your customers move through your product, you’re burning money. 🛑 Growth WITHOUT a mapped journey = wasted effort. ✅ Growth WITH a mapped journey = compounding success. The most successful companies have done 3 things: 1️⃣ Defined their customer journey – from discovery to advocacy. 2️⃣ Optimized every touchpoint – reducing friction & increasing conversions. 3️⃣ Measured & iterated – identifying bottlenecks & doubling down on what works. Before you invest in traffic, ask yourself: 👉 Do I fully understand how my customers move through my product? 👉 Am I tracking & measuring every key step? 👉 Where are the bottlenecks—and how do I fix them? 💡 Your job as a founder or marketer is simple: 📌 Constantly improve the way customers interact with your product. 📌 Map every touchpoint before spending a dime on growth. 📌 Measure, optimize, repeat. This is Step 1 in every business I scale. And it works. 🚀 What’s YOUR biggest challenge in mapping the customer journey? Let’s discuss. 👇

𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗶𝗻𝗴 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀 𝗶𝘀𝗻’𝘁 𝗼𝗽𝘁𝗶𝗼𝗻𝗮𝗹. 𝗜𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗴𝗿𝗼𝘄𝘁𝗵 𝗲𝗻𝗴𝗶𝗻𝗲. 👇 Most brands obsess over traffic, but ignore 𝘄𝗵𝗮𝘁 happens at each interaction. ↳ That’s why your “customer journey” stalls (and conversion rates flatline). 𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝗼𝗻𝗲 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗯𝗿𝗮𝗻𝗱 𝘁𝘂𝗿𝗻𝗲𝗱 𝗶𝘁 𝗮𝗿𝗼𝘂𝗻𝗱: → Mapped every touchpoint: From first ad view to post-purchase follow-up. → Zeroed in on the friction: Missed emails, weak cart recovery, unclear product info. → Revamped with CRO tactics: Personalized emails, frictionless checkout, clarity at every step. 𝗥𝗲𝘀𝘂𝗹𝘁: Revenue +34%. NPS up. Returns down. Customers 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿𝗲𝗱 𝘁𝗵𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲. A few slides from HappyFresh’s playbook say it all—small changes, compounding impact. Want customers who stick (and spend)? Start with the details no one else sweats. How are you optimizing YOUR touchpoints this quarter? https://lnkd.in/gyEU9-vc #eCommerce #CustomerExperience #CRO #Retention