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In this blog article, I present a possible customer journey in an e-commerce store. In the example, Lina decides to buy tea and becomes a loyal customer. The example has to be adapted & changed for your own business situation.
Lina and her friend are tea lovers, so Lina wants to give her an exclusive tea for her birthday. She enters "tea as a gift" in the Ecosia search engine and receives over a million search results. An engaging ad with a picture appears at the top. Lina looks at the organic search results on the first page and again sees the same tea store as in the ad. There is a preview of a blog article comparing different types of tea and their effects.
Lina clicks on the interesting blog article and lands on the website of tee-ritual.ch. In the blog article, two types of tea are presented, which sound very exciting to her. Lina clicks on the logo of tee-ritual.ch to get to the start page. She wants to take a closer look at the different teas.
Lina checks out an exclusive black tea on the product details page. Here she finds the usual information such as the price, the taste, the quantity and all other important data about the product. Here Lina also sees whether the tea can be delivered directly from stock and approximately how long the delivery time is.
Lina is convinced by the tea, as it is super suitable as a gift. However, she would like to look at a few more tea varieties. At the bottom she finds the two CTA buttons: "Add to cart" or "Add to wish list".
She adds the tea to the shopping cart list and looks at a few more products. Lina is excited about the selection, chooses another lemongrass tea and finally clicks on the shopping cart.
In the shopping cart, Lina goes through the ordering process. First, she has to fill in a form with her contact details, billing and delivery address, and select the desired payment method. She clicks on next and once again sees an overview of the entire order. For Lina, all the details are correct. At the bottom of the order overview, she sees the checkbox, "I would like to receive all the latest teas directly in my e-mail inbox in the future." Lina selects the checkbox and finally clicks on the "Complete order" button. She lands on a confirmation page that the order has been successfully completed.
As Lina always wants to be informed about the latest tea products, she selected the checkbox for the newsletter during the ordering process.
Lina has received the tea in the meantime and has already given it to her friend. A few months later, she once again receives an email with the new teas. She sees a Moroccan tea set in it. Lina wants to have a look at the tea set and clicks the button "To the Moroccan tea set" in the newsletter. She likes the tea set, and since her friend keeps raving about her tea gift, she orders the set for herself. In the shopping cart, her data is still saved from the last visit, which is why the whole ordering process is now much faster.
After her last purchase, Lina receives an email with a survey asking her which teas she would like to see in the future or if she has any other feedback on the ordering process. She has some time on her hands, so she fills out the survey. After submitting the survey, Lina receives a 5% discount on her next purchase as a small thank you.
It is important to consider what (potential) customers experience in your company. To do this, you need to put yourself in your customers' shoes at every step of the customer journey. This is how you find the right tools from the digital marketing toolbox.
That's exactly what we do in the Digital Marketing Strategy workshop for half a day. Together we work out the most important target groups & personas, define the most relevant problems & associated goals, set up the customer journey with the respective touchpoints and crystallize the most suitable measures with possible automation.
Is this something for you and your company? Find out more in the description of the Digital Marketing Strategy Workshop.