If you own or run a business, you know it can be challenging for your business to understand the minds of your customers. You may be wondering why your customer spends so much time browsing your offer, or why they spend time adding products to their cart, only to close the tab and not buy.

Whatever your concerns, the root cause is that you most likely don’t have a clear picture of your customers’ journey with your business.

The customer journey is the process by which a customer interacts with a company to achieve a goal.

Here are 6 steps that show you how you can use data to map the journey your customers take when they visit your website.

1. Set clear goals for the map

Before you start creating your map, ask yourself why you’re making one in the first place. What goals are you directing this map towards? Whose is it specifically? What experience is it based on?

Based on your findings, you may want to create a buyer persona. This is a fictional customer with full demographics and psychographics that represents your average customer.

2. Profile your people and define their objectives

With your buyer persona in hand, the next step is research. You can collect a lot of valuable information about how your customers think and feel by asking for their opinion, using questionnaires and surveys. The important thing to remember is to only ask actual customers or prospects who are interested in buying your products and services.

Some revealing questions to ask include:

• How did they find out about your company?
• What was the first thing that attracted them to your website?
• What problems are they trying to solve?
• Have they ever interacted with your website with the intention of making a purchase but decided against it? If so, what led to this decision?
• On a scale of 1 to 10, how easy is it for them to navigate your website?

3. List all touch points

Touchpoints are all the places on your website where your customers can interact with you. This step is essential to creating an accurate customer journey map, for the simple reason that it gives you insight into the actions your customers are taking.

4. Actions

List all the actions your customers take throughout their interaction on your website. This may include a Google search for your keywords or clicking through to an email from you.

5. emotions and motivations

The emotional motivator behind each of your customer’s actions is usually caused by a pain point or a problem they want to fix. Knowing what their issues are will help you deliver the right content at the right time.

6. make the necessary changes

When all is said and done, the data you collect and analyze should give you a clear picture of what your customers are looking for and, more importantly, how responsive your website should be to those needs. Knowing this, you can make the appropriate changes that will achieve these goals.