Customer Journey Mapping

5 Common Mistakes Made During The Customer Journey

Tiago Santana

86% of customers are happy to pay more for products and services if they can have a good customer experience. But still, at the same time, four out of five customers give up during the journey to conversion. Research done by the Baymard Institute shows that the average abandonment rate on shopping carts is 68.8%. If that isn't alarming enough, most consumers are unaware of how this affects businesses. They must realize that the businesses they love are losing money due to poor online conversion rates. Listen up if you need help improving your customer's journey.

Many businesses need to pay more attention to the importance of understanding the customer's experience and the customer journey. So they still think it’s okay to put customers through a confusing and frustrating ordering process. And this is what makes your customers give up on you. Every business needs a well-defined path for prospects to follow on their journey to becoming customers, with the ultimate goal of making a sale. However, many businesses fail to execute the steps in the customer's journey.

The Customer Journey

When we look at a website visitor's journey, the primary goals include understanding the visitor’s intention and tracking conversions. This can be done by using Google Analytics or other similar tools. I’m sure most of you know that already. But conversion rates vary from industry to industry. In e-commerce, for example, if you are not pushing over a 9% conversion rate, you're doing something wrong. The journey from visitor to customer can be rough if you don't know how to help your prospects navigate it wisely. One mistake in buying your product can be the difference between earning the trust of a new customer and losing them forever.

The customers' journey is a vital framework. As such, a customer journey map aims to identify potential high-level problems that can affect sales. It enables businesses to focus on making the purchasing process as effective as possible for the customer. We live in a fast-paced world. And we are always trying to get things done faster and get ahead of the competition. Nowadays, the customer experience that an organization provides is more critical than ever before. And that's, quite simply, because people don’t want to wait anymore. Customers expect to be able to do their shopping on their time, not when the shop is open.

So let’s dig deeper to uncover some moments that can cause your customer journey to fail. This blog will also show you the best practices and ways to fix them!

1. Not setting clear goals

If you don’t have a goal for the customer journey map, that's the biggest mistake out the gate. When no one knows where they need to go, they can get lost in your site and end up leaving because there is no clear path to follow.

A good goal is this: “When someone enters my eCommerce store, they will know what to do next based on their current state.”

Visualizing your customers progress through a solid customer journey map packs a punch! It simplifies communication with your team, uncovering customer needs, and sets the stage for future business success. Remember that your customers interact with you through a wide variety of channels. So you want your customer experience to be uniformed across your channels. Pay close attention to each touchpoint to ensure that you provide a great experience.

When it comes to customer journey mapping, it’s all about setting your goals and having a clear vision of your target persona. When mapping your customer journey, it is essential that you can put yourself in your customers' shoes. To do this effectively, you need to have a well-defined target persona and set clear goals. Furthermore, conducting research and testing is key to understanding the steps and emotions involved in your customers' journey.

Therefore, having a solid plan in place will help keep them engaged and loyal to your brand. So, if you haven't already, it's time to get focused and create a roadmap for your customers' journey. After all, if you don't know where you're headed, how can you expect your customers to follow? If prospects keep getting lost and giving up along the way, you'll only end up wasting people's time as well as your own.

2. A lack of communication with your customer base

Your customers need to love you. And it's your job to make the buying experience delightful by catering to the customer's point of view. If they don't love you, you can't expect them to come back for more in the future. Consider for a moment the rise of eCommerce - more and more people buy directly from companies like Amazon or Walmart. So if you are not getting feedback about your buyers' purchasing journey, you are most certainly missing out on sales. Proper communication is an essential tool when trying to serve your target audience.

There is no denying that gathering all the information you can about your customers is essential. But you should be more concerned about getting feedback on the buying experience. The feedback that you receive from your customers during their buying journey will help you improve your product and service offering. And this will ultimately help you to grow your business. The first step to growing your business is using the data to determine your customers' pain points and understand customer needs.

While getting customer feedback is important for any company, it is even more so when you are trying to scale up. The more customers you have, the more critical it becomes to understand what they want to buy. You need to know how they are interacting with your brand online. And you need to understand how well your team is serving them. Your customer-facing team should be able to read a situation and show empathy if needed. There are many ways that you can get this feedback. You can use social media, email marketing campaigns, surveys, forms, or even reviews that they leave on your site.

When it comes to improving your sales, the right time to get a real-time view of what’s going on is to ask customers about their user experience once they’re finished with the purchase. And then, you can start following steps to improve the process. Getting customer feedback at every step can help you understand where to improve. You need to be hearing from them from the point of initial contact and throughout the other stages of the customer journey. It's the only way you're going to add real value. Additionally, following up on the customer's journey is also a great way to identify trends that could be good indicators for future business success.

3. Don't neglect feedback from your frontline team

Your customer support reps are the people who get to interact directly with your customer through the entire customer journey. They understand the scope of the journey. And they can understand the different customer personas and the specific actions you should be paying attention to. While your business is one-to-many, your customers get a one-to-one experience through your reps and the people on your sales team. So taking the opportunity to hear what they have to say is a great starting point on the road to customer satisfaction.

When you go live with your eCommerce store, knowing what's working and what's not is critical. One of the best ways to get this information is through customer service. Ask your reps how their customers are interacting with your website and apps. Are they getting stuck on a page? Does the shopping cart take a long time to load? These issues can be solved by adding or updating a code, adjusting a page, or updating a database.

Every member of your team can provide valuable insights about what is working and what isn't. For example, people sign up with different email addresses than their own or share their personal information with friends. You also might find that people leave without completing the process, so you need to adjust the checkout process to ensure they're not canceling after their credit card has been processed.

The best way to improve your website is to get feedback from your team. Having a shared vision throughout the entire organization is vital to business success. The more feedback you get, your site and your conversion rates will improve.

4. Not factoring in every buyer persona

Every customer makes purchases, not just those you wish to sell to. So you want to craft a unique customer journey map for the different buyer personas. This will show the extent of your research effort. How can you know which customer journey map has the most potential, though? Research and see what content performs best for different buyer personas.

Thinking about how your product will be used is key to understanding this. The customer journey map will help you understand the life cycle of your products, including their purchase, use, and return, among others. So, let’s say you sell a pair of jeans. These products will be worn by someone and need to take up space in their wardrobe for some time before they are removed again. This means that this product has a life cycle. On the other hand, another product might be used as a gift for someone else. Or maybe it is used as a home decor piece and shipped from one place to another. In those cases, it can be essential to understand the purchase and re-purchase process.

Creating customer journeys for each buyer persona is the most effective way to start thinking about your sales process. Each buyer persona has different needs and expectations. So you need to create a different experience for each of them. And your customer journey map is your ability to get a bird's eye view of this beforehand.

As your business grows, it’s very easy to overlook the value of customer journeys. When you’re just starting, it can be hard to think about how you can cater to every buyer persona in a way that will make their life easier. But once you have a few customers using your product or service, going into that level of detail will pay big dividends as you scale up your business.

5. Make your customer journey map easy to access for all relevant teams

We use our customers' journey maps to understand and track our customers’ experiences with us. And this information can also be helpful for other teams. Especially those who need to engage customers in different ways. As you’re working to improve your customers’ experience, keep the customer journey map accessible to cross-functional teams that work together on different projects.

It's important for the user experience design team, product managers, marketing managers, and engineers to have the same view of the user journey. This way, they can build on one another's ideas and input additional layers to the journey map. It's too easy for people to focus on their expertise and forget about other parts of the company. And it's common for teams to have core areas where they are the experts. It's also common for them to have one or two cross-functional teams that are important, but that need a say in decision-making.

One way to ensure that your departments have a standard view is to create an internal customer journey map. The best customer journey maps are accessible to cross-functional teams from design to sales. Everyone involved needs to see how data flows through the system. Most importantly, the team members need to be able to update it as needed. When you make your customer journey map accessible to everyone, you'll see more collaboration between groups and less duplication of effort.


Your user journey map represents the path your customers take to get through your conversion funnel. That's a big part of your marketing efforts. If you want to improve your brand’s experience, understanding the buying journey in the context of users makes a compelling case. And this takes a lot of market research. So you need to find creative ways to get their point of view. Social media is a powerful tool to attract potential customers and nurture existing ones.

The most important step is your user research for the different stages of the customer lifecycle. Focus on the different customer touch points to create great customer experiences and increase customer loyalty. It's a powerful way to grow the relationship between your brand and the end users. Customer journey mapping aims to ensure a fair value exchange to make the most significant impact. Let gardenpatch help you avoid the common mistakes made during the customer journey. Talk to a growth expert today!

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