We’ve already covered the basics of touchpoints. Now let’s dive into them in detail.
In other words, you create a landing page for your audience to discover and follow with a call to action. Similarly, you create an Instagram conversation with your target audience.
In your customer journey maps, you want the touchpoints to reflect real life—not your fantasy journey. It would be great if your customers saw your brand, visited your sales page, and purchased your product. But that usually doesn’t happen.
Instead, a consumer may interact with your brand through six or seven touchpoints—or even more—before making a purchase. The price of a product usually correlates with the number of touchpoints. More expensive products require more touchpoints because consumers are more hesitant to make a purchase.
Emotions/motivations
Think of a customer journey map as a series of causes and effects. In other words, behind every shareholder database action there is a reason and a result.
Emotions and motivations act as catalysts. Why does a consumer land on one of your touchpoints?
Maybe a young mother searches Google for educational toys. She finds your blog post about the best educational toys and clicks. After reading your recommendations, she clicks through to the product page and makes a purchase.
The motivation was her desire to provide her child with educational toys.
Emotions and motivation can also come from negative places. For example, if a man wants to lose weight, he might ask his friends on Facebook for recommendations for weight loss products. Someone recommends your supplements, so they click through and buy.
In this case, the pain point – wanting to lose weight – was the motivation.
Objections/Questions/Weaknesses
Now we come to the reason why people may or may not buy your product – the touchpoint effect.
Price is often an objection. The consumer says, "I like the product, but I'm not ready to spend $99."
A weakness may be a lack of motivation to achieve a goal, while questions usually relate to the product itself.
Your customer journey maps can help you find ways to resolve objections, pain points, and questions.
Include an FAQ on the page that answers the most common questions. Offer a discount code in a pop-up for people who might click away because of the price. Hit a pain point on the page copy to overcome a weakness.
Conduct a comprehensive user experience survey
This is where you can implement a tool or two to help you better understand how to build customer journey maps. But don’t panic. You don’t have to spend money or analyze indecipherable data to achieve this.
In fact, Google Analytics can give you all the information you need.
If you have had Google Analytics for at least six months to a year – create a behavior flowchart.