In e-commerce, Journey Mapping is a set of information that exposes the digital footprints, that is, the path that consumers take from when they are looking for a solution to a specific problem until they find and buy in your virtual store the product that can resolve such a problem.
- As soon as you can, read also: “Self-attribution: how to use this feature in your e-commerce?"
Just as a GPS application allows you to discover and graph where a person has been over time, Journey Mapping allows you to do the same, but in terms of interaction data with your brand. That is, through this feature it is possible to see, for example, that a visitor entered your blog and read content about smartphones. Afterwards, he went to his virtual store, but did not buy anything. Later, he received an email from you that made him go back to the store and complete the purchase of a smartphone.
Indeed, more than just allowing you to visualize consumers' digital steps, Journey Mapping can guide your advertising. In other words, this feature makes it possible for you to send the right advertising, at the right time, to the right consumer, which will increase the chances of completing more sales online.
JOURNEY MAPPING TOOLS
There are many tools for Journey Mapping, among them, Lead Scoring . Through a scoring system, this tool allows you to identify which leads (contacts) from your online store are closest to making a purchase.
Lead scoring assigns alphanumeric scores to each consumer every time they interact with your brand. This way, it assesses how interested each consumer is in making a purchase. Therefore, you can send educational advertising to consumers with low interest ( cold leads ), and more persuasive advertising to consumers with high interest ( hot leads ). Ultimately, this segmentation gives you the opportunity to nurture and prepare cold leads , and efficiently push hot leads towards purchases.
Another very interesting tool for Journey Mapping purposes is Lead Tracking . With this feature, you can monitor the visits that consumers make to your e-commerce websites. This way, you can discover when, how, and why they access the sales pages of your online store or e-commerce blog. This can help you understand the behavior of each consumer and offer them the best solutions in the right way and at the right time.
You can access Lead Scoring and Lead Tracking features through Marketing Automation software such as RD Station Marketing and E-goi, for example. It's possible to integrate these systems with your e-commerce platform to achieve perfect Journey Mapping.
HOW TO IMPLEMENT THE RESOURCE IN YOUR E-COMMERCE?
To implement software like RD Station Marketing and E-goi, which have Journey Mapping features, turn to our partner agencies. The e-Plus Agency , for example, is a partner of both RD and E-goi and serves e-commerce companies in Brazil, Portugal, Spain, Argentina, Colombia, Costa Rica, Ecuador, and other countries. To learn more, click the button below and start a conversation with our team via our messaging app:
