3. Map your customers' journeys
Next, begin mapping out customer journeys. In this stage, you're essentially putting yourself in your customers' shoes, walking through the process of using your store’s resources to locate desired goods as if you were a customer from pre-purchase to post-purchase. For example, you might start on social media and follow a link to a specific product. Search for points of friction or missed opportunities to make the customer experience more satisfying or convenient by minimizing steps to purchase.
As you complete this step, you'll likely discover key gaps in the customer journey that you can improve. For instance, when making the jump from social media to your online store, did a customer have the opportunity to browse for other products they might also be interested in purchasing? Although it's intuitive to begin your customer journey mapping using the channels where your business already has an active presence, like social media outlets, also factor in any channels—like an email newsletter— you might not yet have embraced. This way, you can fully visualize your customers' ideal journeys.