Identify key stages of user interaction - touchpoints

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It’s time to brainstorm. Write down all the potential touchpoints your customers might have when interacting with your business on a piece of paper or in a Google Doc. These could include:

Social Channels
Landing pages
Blog posts
Paid Ads
About the page
Third party mention
Mention of an influencer
Comparison page
There are many other options. Do business opportunity seekers email list a Google search for your name or your business name (or both). Make a list of pages that come up. Yelp reviews, YouTube videos, and more may come up.

Once you have a complete list, narrow it down to the touchpoints with the greatest potential to drive action and capture your audience's attention.

For example, people won't find your brand if it's mentioned on page 20 of Google search results.

However, if you are active on X and have a subscriber, it should be included in your customer journey maps.

Determine what information you want to include in your customer journey map.
Your customer journey map shouldn’t look like everyone else’s. It should reflect what you want to know about your customers. To do this, gather data from a variety of sources, including your website analytics, customer feedback , and customer data platform .

Every business is different. For example, B2B companies tend to track B2B customer journeys and other interactions than B2C businesses. But let’s say you’re a B2C business that sells toys for young children. Your target audience will likely interact with your brand differently than if you sold sporting goods.

Below is the most common information that needs to be collected:

Tasks/Actions
Make a list of why your customers do it. They might be searching Google, scrolling through social media, checking email, or comparison shopping.

Knowing how your customers search and consume information will allow you to deliver the right message at the right time. If you know that the majority of your target audience spends at least two hours a day on Facebook, you can focus on providing them with information to engage with on that platform.

Likewise, if you know your target audience is very knowledgeable about using Google, you can create blog posts based on long-tail keywords to closely match user queries.

Tasks can also include interactions with your brand. For example, someone follows you on social media , leaves a comment on a blog post, sends you an email, or clicks on your call-to-action (CTA) link on a landing page. These actions need to be tracked.

Touch Points
Customer Journey Maps - Touchpoints

We've already discussed the basics of the point of contact. Now let's discuss it in detail.

The touchpoint is usually designed. In other words, you create a landing page so that your audience can discover and follow the call to action. Similarly, you create an Instagram account to communicate with your target audience.

In your customer journey maps, you want the touchpoints to reflect real life, not your imaginary journey. It would be great if your customers saw your brand, visited your sales page, and bought your product. But that’s usually not the case.

Instead, a consumer may interact with your brand across six or seven touchpoints — or even more — before making a purchase. Typically, the cost of a product correlates with the number of touchpoints. More expensive products require more touchpoints because consumers are more hesitant to buy.

Emotions/Motivations
Think of your customer journey map as a series of causes and effects. In other words, every action has a cause and effect.

Emotions and motivations act as a catalyst. Why does a consumer land on one of your touchpoints?

Perhaps a new mom is searching for educational toys on Google. She finds your blog post about the best educational toys and clicks. Then, after reading your recommendations, she goes to the product page and makes a purchase.

The motive was her desire to provide her child with educational toys.

Emotions and motivations can also come from negative sources. For example, if a man wants to lose weight, he might ask his Facebook friends to recommend weight loss products. Someone recommends your supplements, so he clicks on the link and buys them.

In this case, the pain point is the desire to lose weight - the bill is motivation.

Objections/Questions/Weaknesses
Now we come to the reason why people may or may not buy your product - the touchpoint effect.

Price is often an objection. The consumer says, "I like the product, but I'm not willing to spend $99."

A weakness may be a lack of motivation to achieve a goal, while questions usually concern the product itself.

Customer journey maps can help you find ways to overcome objections, address pain points, and resolve issues.

Provide an FAQ on the page that answers the most common questions. Offer a discount code in an exit pop-up for people who might leave because of the price. Hit the pain point in your page copy to overcome the weakness.

Conducting a comprehensive user experience study
This is where you can introduce a tool or two that will help you better understand how to build customer journey maps. But don’t panic. You don’t have to spend money or analyze incomprehensible data to make this happen.

In fact, Google Analytics can provide you with all the information you need.

If you have been using Google Analytics for at least six months or a year, create a behavior chart.