What are the best ways to map user journeys for e-commerce websites?

2 Identify user scenarios and goals

Once you have your user personas, you need to identify the different scenarios and goals that they have when they visit your site. A scenario is a situation or context that triggers a user to look for a solution, such as buying a gift, comparing products, or finding information. A goal is the desired outcome or benefit that the user wants to achieve, such as saving money, finding the best quality, or solving a problem. To identify user scenarios and goals, you can use tools like brainstorming, customer reviews, and competitor analysis. You should aim to have 1-2 scenarios and goals for each persona.

4 Validate and test your user journeys

After you have mapped your user journeys, you need to validate and test them to make sure they are accurate and realistic. You can do this by using tools like user testing, feedback, and analytics. You should aim to test your user journeys with real or potential users who match your personas, and observe how they navigate your site, what they think and feel, and what problems or opportunities they encounter. You should also measure and track key metrics like completion rate, satisfaction rate, and conversion rate.

5 Optimize and iterate your user journeys

The final step is to optimize and iterate your user journeys based on the results of your validation and testing. You can do this by using tools like A/B testing, heatmaps, and funnel analysis. You should aim to identify and prioritize the areas of improvement or innovation that can enhance your user experience and conversions. You should also keep updating and refining your user journeys as your site, users, and market change.

6 Avoid common user journey pitfalls

Mapping user journeys is an ongoing process that requires attention and care. To avoid common user journey pitfalls, you should base your user journeys on research and data, and focus on your users' needs and emotions. It's important to balance the breadth and depth of your user journeys, while also aligning them with your business goals and value proposition. Additionally, don't forget to communicate and collaborate with your team and stakeholders on your user journeys.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?