Customer Journey Maps: Understand the Steps Around a Website Visit

The six points in the video

This is a silent video. The headings, explanations and labels below reproduce the information on screen.

1. 1

   Step 1: Start with the real need

   0:18

   Describe the outcome the person is trying to achieve.

   On-screen labels: Customer need; Intended outcome; Research evidence.

2. 2

   Step 2: Include earlier steps

   0:30

   Search, recommendations or an offline conversation may lead to the website.

   On-screen labels: First trigger; Information search; Route to the site.

3. 3

   Step 3: Map the website task

   0:42

   Show the information and actions needed to make progress.

   On-screen labels: Relevant content; Decision point; Useful action.

4. 4

   Step 4: Follow what happens next

   0:54

   An enquiry, reply or appointment may continue outside the website.

   On-screen labels: Submitted enquiry; Business response; Next customer step.

5. 5

   Step 5: Mark points of difficulty

   1:06

   Record confusing handovers, repeated information and dead ends.

   On-screen labels: Customer confusion; Repeated work; Missing connection.

6. 6

   Step 6: Check the map with evidence

   1:18

   Different people may follow different routes through the task.

   On-screen labels: Research findings; Different journeys; Priority improvement.

See it in a diagram

Read the diagram as text

1. Before the visit: Find a possible provider
2. On the website: Read details and send an enquiry
3. After submission: Receive a useful response

Look for confusing handovers. Check whether the person knows what will happen at each stage.

Do not assume every customer starts at the homepage or follows one route.

Diagram by Jersey Web. Open full size · Source and further detail (opens in a new tab)

Common questions

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