What is the Customer Journey?

The customer journey is the full path a customer takes from first awareness to purchase and beyond. Mapping it helps you show the right message at the right moment through the right channel, which increases your conversion rate and customer satisfaction.

Stages of the customer journey

The classic stages are awareness, consideration and decision. After the purchase come retention and advocacy. In online marketing this translates into the funnel: from top (TOFU) to bottom (BOFU).

Customer journey and content marketing

Each stage calls for different content. In the awareness stage, blogs and social media work well. In the consideration stage, whitepapers and comparison pages are effective. In the decision stage, customer cases, social proof and strong CTAs do the work.

Customer journey and buyer persona

A customer journey map is different for each buyer persona. Combine the two for a sharp content strategy that meets the customer’s needs at every touchpoint.

How do I create a customer journey map?

Start with customer interviews and link the insights to data from Google Analytics 4 on page behaviour and traffic sources.

Is the customer journey linear?

In theory yes, in practice no. Customers jump back and forth between stages and touchpoints. More at developers.google.com/search.