A user journey is a visual way of users through a particular website. It refers to the path that a client goes through: from the emergence of a need for a product to the moment of purchasing it. Customer journey is partly related to the sales cycle although there are some significant differences between these concepts:
- A user journey is not a linear process. A potential buyer may skip some stages or return to the same points a couple of times.
- A journey’s result is not always a purchase. The process also includes relations with a brand after purchasing its products or services.
- It is not only the physical interaction with a product that is taken into account when analyzing a customer’s journey but also the goals and emotions of a consumer at each stage of the journey.
Due to the multitude of channels and scenarios, the customer journey is usually a complex and time-consuming process. However, the information about a client’s life before and after performing a purchase is extremely helpful when it comes to launching an advertising campaign. It is a way to understand how an ordinary observer becomes a regular customer.
