The map is built on the basis of CRM, website analytics and advertising tools. We will tell you step by step how to do this.
Create a portrait of your target audience and define its main characteristics. For example, pain points, preferences, behavioral scenarios of your clients, as well as gender, age, income level and other key characteristics. If the audience is heterogeneous, divide it into segments, as their CJM will most likely differ. Data can be obtained from CRM, social networks, surveys.
Find out the channels from which users come. Internet analytics systems will help here - Yandex Metrica, Google Analytics, SimilаrWeb, SpyMetrics, PR-CY, Lucky Orange. Identify the main sources of traffic. It is also important to understand from which sources visitors are most often converted into buyers.
Read also: All types of advertising in Yandex
Clarify the goals users have at each stage of the journey.
Explore customer experience. What sections of the site do buy lawyer contacts users visit, what elements are clicked most often, how do they interact with the catalog, order forms, feedback, site search. Yandex Metrica Webvisor, Lucky Orange, SimilarWeb, SpyMetrics can help with this. Try to see the resource through the eyes of the client: is the navigation and usability convenient, what functionality is missing, what and where prevents conversion.
Try to get feedback from users. Conduct a survey after the purchase and among those who put the product in the basket and left. Make the survey short, simple, think of how to motivate buyers to answer it.
We will tell you what tools will help you build and supplement the map.
Spreadsheets
Google Sheets or Excel are a well-known tool that can be shared with, for example, an advertising contractor. Typically, the user journey stages are arranged horizontally, and the audience segment characteristics are arranged vertically.
Sketch
This is a vector editor for developing website and mobile app interfaces, which allows you to create interactive prototypes. It is similar to Adobe Photoshop, but has a narrower and therefore more precise toolkit. It has the ability to export graphics and presets. The tool allows you to draw a beautiful user map, for example, for a presentation to an agency client. However, you will not be able to make changes to the drawing as quickly as to tables.
Figma
This is an online service for interface development that enables teamwork. With it, CJM is as beautiful as in a graphic editor, and it can be updated quickly from different access points. However, to work in Figma, you need the skills of a designer or developer.
Canvanizer
An online tool with ready-made templates for creating CJMs and aesthetic design. There is a free plan and paid plans with advanced functionality. They allow you to upload images, select fonts, export the diagram to PDF and PNG for inclusion in some documents or reports.
Miro
The online platform positions itself as a workspace for creating projects using a wide range of visual tools. Here you can also build a beautiful CJM based on templates. However, free access is only available to one person; for teamwork on the map, you will have to pay for a tariff plan.
Visual Paradigm Online
Another online toolkit that allows you to collect various documents: PDF files, dashboards, presentations, digital publications. It also has convenient templates for constructing and attractively designing CJM, available on the free plan.
Which tool to choose depends on the task. Usually, tables are quite sufficient for the needs of a marketer and collaboration. Especially if the niche has a long user path and the map needs to be updated frequently. If the CJM is being prepared for a client, the graphic design will be more visual and effective.