Quick overview

Journey mapping visualizes your customer’s full experience, starting before they know that you exist and running all the way through conversion and long-term retention. The goal of customer journey mapping is to identify and analyze every customer touchpoint so that each can be optimized for bottom line growth.

Things to consider

Emphasizing the customer’s perspective, most journey maps delve into customer details such as their desired outcome, what they encounter in pursuit of that outcome, when and how key actions are taken, and what emotions and pain points occur throughout.

Touchpoint optimizations can include any number of actions, such as UX/UI improvements, streamlining automation schedules, or tailoring creative and content to support the various phases of the acquisition process.

Highlights

• Customer journey mapping analyzes earned, owned, and paid touchpoints, plus the customer’s other relevant marketplace experiences, with the goal of gaining net new and repeat business
• Apiary only recommends touchpoint optimizations based on quantitative data. (If A/B tests had a fan club, we’d be president and treasurer.) 
• We’ve developed journey maps across the B2B, D2C and eCommerce spectrums, from consumer-focused retailers to professional services firms to SaaS and enterprise organizations, and more.