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A Guide to E-commerce Customer Journey Mapping for Improved Sales Funnel Optimization


As the e-commerce landscape continues to evolve, businesses must constantly adapt their strategies to stay ahead of the competition. One such strategy that has gained significant attention in recent years is customer journey mapping. By understanding the various touchpoints and interactions customers have with your brand, you can better optimize your sales funnel and ultimately drive increased conversions and revenue.

In this guide, we will discuss the importance of e-commerce customer journey mapping and provide a step-by-step process for creating your own map. We’ll also discuss some of the key benefits of this approach and how it can lead to improved sales funnel optimization.

What is Customer Journey Mapping?

Customer journey mapping is the process of visually representing the various stages and touchpoints a customer goes through while interacting with your brand. This includes everything from the initial discovery of your brand all the way through post-purchase interactions. The goal of a customer journey map is to help you understand the customer’s experience, uncover opportunities for improvement, and ultimately optimize your sales funnel.

Why is Customer Journey Mapping Important for E-commerce Businesses?

For e-commerce businesses, understanding the customer journey is critical for several reasons:

1. Identify pain points and areas of improvement: By mapping out the customer journey, you can identify areas where customers may be struggling, experiencing frustration, or encountering barriers to conversion. This information can be used to make improvements to your website, marketing strategies, and overall customer experience.

2. Optimize the sales funnel: A well-defined customer journey map can help you understand the steps customers take before making a purchase decision. This insight allows you to optimize your sales funnel, ensuring that customers move smoothly from one stage to the next.

3. Personalize marketing efforts: Understanding the various touchpoints and interactions customers have with your brand enables you to create more personalized and targeted marketing campaigns. This can lead to improved engagement and conversion rates.

4. Improve customer retention: By understanding the post-purchase journey, you can identify opportunities to enhance customer support, encourage repeat purchases, and ultimately build customer loyalty.

Step-by-Step Guide to E-commerce Customer Journey Mapping

Creating a customer journey map for your e-commerce business involves several steps:

1. Define your buyer personas

Before you can map out the customer journey, you need to understand who your customers are. Develop detailed buyer personas that represent your target audience, including demographic information, interests, needs, and pain points. These personas will help you understand the different types of customers who interact with your brand and how their journeys may differ.

2. Identify the stages of the customer journey

The customer journey can be broken down into several stages, from initial awareness to purchase and beyond. While the exact stages may vary depending on your business, a typical e-commerce customer journey includes the following:

– Awareness: The customer becomes aware of your brand and products.
– Consideration: The customer conducts research, compares options, and evaluates your products.
– Conversion: The customer makes a purchase decision and completes the transaction.
– Retention: The customer engages with your brand post-purchase and may become a repeat customer.
– Advocacy: The customer shares their positive experience with others, potentially driving new customers to your brand.

3. Map out the touchpoints and channels

For each stage of the customer journey, identify the various touchpoints and channels through which customers interact with your brand. This may include social media, email marketing, search engines, your website, and more. Be sure to consider both online and offline interactions, as well as any third-party channels that may influence the customer journey (e.g., review websites, influencer marketing, etc.).

4. Evaluate the customer experience at each touchpoint

Once you’ve identified the touchpoints and channels for each stage of the customer journey, evaluate the customer experience at each of these interactions. Are customers finding the information they need? Are there any barriers or pain points preventing them from moving forward in the journey? This evaluation will help you uncover opportunities for improvement and optimization.

5. Prioritize improvements and create an action plan

With a clear understanding of the areas where your customer journey can be improved, prioritize these opportunities based on their potential impact on the overall customer experience and your bottom line. Develop an action plan to address these improvements, and continuously monitor and update your customer journey map as you make changes and gather new insights.

Key Benefits of E-commerce Customer Journey Mapping

By investing the time and effort into creating a comprehensive customer journey map, e-commerce businesses can reap several benefits:

Improved customer experience: By identifying and addressing pain points and barriers in the customer journey, you can create a more seamless and enjoyable experience for your customers.
Increased conversions and revenue: Optimizing the sales funnel based on customer journey insights can lead to higher conversion rates and ultimately increased revenue for your business.
Personalized marketing: Understanding the various touchpoints and interactions customers have with your brand enables you to create more personalized and targeted marketing campaigns, leading to improved engagement and conversion rates.
Enhanced customer loyalty: By focusing on the post-purchase journey and identifying opportunities to build relationships with your customers, you can encourage repeat purchases and foster long-term loyalty.


E-commerce customer journey mapping is a powerful tool for understanding your customers’ experiences and optimizing your sales funnel. By following the steps outlined in this guide, you can create a comprehensive map that highlights the various touchpoints and interactions customers have with your brand. This information can be used to improve the overall customer experience, personalize marketing efforts, and ultimately drive increased conversions and revenue for your e-commerce business.

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