4 eCommerce Site Design Tips For User Journey Mapping

Much like a film, a website is a journey that is mapped out to elicit specific reactions from the audience at the right time. In eCommerce, this is crucial, as a user’s website experience is a key indicator of how users view your product and brand identity. Many eCommerce stores fail by not properly considering the user journey of their website design, which can leave users confused, unsure or unwilling to buy into your services or products.

To help this, user journey mapping is a process of visually presenting the route that users can or should take when navigating your website. Moving through different stages and sales funnels, each potential customer touchpoint, including where they may discover, consider or engage with your product, is noted to ensure that you get a complete picture of your brand’s identity. Moreover, this can be a great way to spot and fix any moments of friction in your website structure and UX, which could improve your website’s digital performance in the future.

Obtaining quality data on this is invaluable for enhancing your website’s UX, which we have already explained is imperative for driving up conversion rates. Now, we’ll go through 5 ways to use journey mapping to take your web design one step further.

Outline Your Journey Structure

Firstly, physically mapping your current user journey will give you an all-in-one visual understanding of how your website operates.

A template for the graph you should create is available here, where the horizontal axis represents the time elapsed in the journey, and each point is a touchpoint with the customer. These can include product awareness, consideration, conversion and adoption stages, and this is most effective when it is done in this chronological order. Your customer cannot consider a product without first being aware of it, for example.

Identify Experience Qualifiers

Not all user interactions are created equal, and a bad experience with a website or brand touchpoint can heavily impact a user’s overall impression of the brand and the likelihood of purchasing its products. Poorly-designed features and website bugs are the main causes of this, and drawing a line between which touchpoints are up to standard can help focus on the problem areas in the ‘big four’ – awareness, consideration, conversion and adoption.

Plot Points of User Interaction

Now that the stages are mapped out, it’s time to dive into the specifics. Focusing on one customer persona rather than trying to add every single point all at once, add individual interactions to your map both website-related and not. These can include website UX, social media accounts, email campaigns, digital advertising and the product itself.

The result should allow you to pinpoint which interaction should happen in which channel to ensure that the customer persona engages with the brand in the right place. Younger people are more likely to interact with social media accounts, for example, whereas more business-focused customers will prefer email campaigns as a channel.

Once your initial touchpoint is established, start to move through the phases in logical order. As you add each event to the graph, determine whether the experience is positive, negative, or neutral, and log them on the vertical axis accordingly. From here, you can work on building more efficient, targeted experiences for individual customer personas so that you can capture their engagement.

Work With an eCommerce Website Design Agency

User journey mapping and audience targeting are essential for a successful eCommerce brand, but it does require a significant amount of time. Working with a digital performance marketing agency could be the answer for you if you wish to have it done by experts in this field.

Brave Agency is the supreme web design and digital marketing agency in the Peterborough and Cambridgeshire area, and our development and design work in tandem to craft a website that suits your target audience perfectly. Additionally, our dedicated marketing team are masters of SEO, CRO and website analysis, so we are the perfect fit for mapping out your website’s user journey and improving your key interactions. Contact our team today and see what your company can achieve with a quality eCommerce website design agency behind it.

Written bybrave

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