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How to Map a Customer Journey – Practical Ecommerce

An ecommerce customer journey map shows the path of buyers leading to an online purchase. Analyzing those journeys helps merchants understand how shoppers find the site, what they do on it, and what they want to achieve at each step.Imagine a visitor to an online store looking for a new pair of shoes. The journey map would show everything he does — searching for shoes, reading reviews, adding a pair of Nikes to the cart, and checking out. The map might also show the shopper’s emotional state at each step or phase, such as excitement when he finds the perfect running shoes… 

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