The Role of Customer Journey Mapping for Fashion Labels
It’s not been so long when the quality of the product or delivery service tends to be the key aspect for winning the customers.
Things have changed.
According to the marketing experts across the globe, providing the utmost Customer Experience is believed to be a perfect winning strategy for Fashion eCommerce Marketing brands.
In case my words don’t satisfy the fact, let the data paint the picture for you.
To illustrate, the Walker Study suggests that the customer experience will supersede the price and product as the principal brand differentiator.
It’s the end of 2020 and the fact has proven to be true that Customer experience has become prime precedence for businesses.
Though so many businesses centering on the customer experience, and in this article, we will provide the evidence as to why it is essential for the companies that choose to ignore it?
Understanding the customer’s need and their behaviors could play a key role in the efficient execution of your eCommerce fashion brand strategies. It’s pretty surprising to know that your customer could have been through various steps in order to select products they like, which must be a straightforward process otherwise.
However, despite all prophecies, the bottleneck is that your fashion brand does not possess an exact comprehension as to what all the steps your customer is going through.
Therefore, the term “Digital Marketing Customer Journey” may be defined as the actual path that your customer chooses encompassing all interactions, touchpoints & experiences with your fashion brand to make a final purchase.
And this digital marketing customer journey typically comprised of five stages through a complete purchase funnel, namely:
A visual representation of this path (digital marketing customer journey) comprising all the interactions between the customer and your product at all stages is known as digital marketing Customer Journey Mapping. This fits into the larger picture of Conversion Rate Optimization for your Fashion eCommerce Store.
Let’s get started with it.
How to channel your eCommerce Customer Journey Mapping
1. Be in your customer’s shoes
The foremost step for creating a perfect customer journey map is to think like your ideal customer. Analyze a product on your fashion eCommerce store and think about what process you would follow to buy it.
Start by searching the product online, read the reviews, and compare it with other similar products. This activity will lead you with a fair idea about discovering the interactions and the touch points throughout the journey.
2. Monitor Customer Behavior Patterns
It’s pretty vital for you to comprehend the exact way the customers think and how they move around your fashion brand.
Which page are they visiting? What are they clicking? What content do they find most useful? and importantly, How many of them are buying?
Try to fetch the trends from your Google Analytics report including:
- Drop-off points: The points where a majority of users leave your website after going through different pages. Examine what’s happening in that specific point that spurs visitors away?
- Pageviews: What pages do visitors generally open after arriving at your homepage?
- Finding the part of the funnel in which your customers are? Are they viewing more blog listings? If so, that can imply they’re gaining more insights about your product to build awareness.
Behavior Flow report could render a better perception of what your visitors do while being on your site. Scrutinizing each pause can assist you to find where to focus more in order to prompt visitors to become final customers.
3. Comprehend all Touchpoints
As discussed above, touchpoints are the spots over the internet that urges the customer to contact you or browse for your product. Your research should define all the list of touchpoints that your customers and prospects are using.
This is a crucial step for creating a perfect customer journey mapping. Look for all the ways that can drive your customers to your fashion website such as:
- Email Marketing
- Paid Social Ads
- Social Media posts
- Third-party review sites
You can do this by running the Google Analytics report to know different traffic sources to your fashion website.
4. Try to examine the buyer goals and their pain points
After developing the basic step for your social media customer journey map creation including interactions, touchpoints, and engagements. Enrich the process with these three key insights:
- Goals: What is the prime objective of your customer?
- Feelings: What fascinates or hinders your customers?
- Pain Points: What improvements do they need from your fashion brand?
5. Analyzing the conversion path
Examining the conversion path is vital for your understanding to develop your fashion brand presence over several channels be it paid social media marketing or paid ads or Google SERP. Given that your potential customers may search for your products over Facebook, Instagram, or Google, it is of the utmost importance to analyze what performs the best.
Google Analytics Top Conversion Path report will offer you the insights, such as:
- Which path your customer takes to enter your website
- Which platform is best suited for them to gain information about your products and services
- How visitors have encountered your website over the internet
If the report demonstrates the majority of influx from a particular social network, like Instagram or Facebook, focus more on it. Strategize to share more content on that channel that will build on your fashion brand, revealing what your product is about and the experience of your selling.
Just like the companies we mentioned, who ignore Customer Experience, you might be thinking, “This doesn’t seem significant for me or my business. As we already know the needs and pain points of our customers”
But this may only be true at the surface-level because developing the customer journey step by step, adjusting each step with your goal, and reshaping your touchpoints accordingly, are fundamental treads towards maximizing customer success.
Let’s quickly run through the associated benefits of Customer Journey Mapping:
Considered as a customer journey marketing tool, Customer Journey Mapping has now become one of the principal aspects of shaping an intact fashion eCommerce business model.
Creating New Target Customers
It would otherwise be a waste of time and effort to target a broad audience encompassing the prospects that may not be interested in your products and services.
Thus, mapping the entire customer journey out of your business will enable the search relevant to the audience performing similar actions and interactions similar to your ideal audience.
Offering exceptional customer services
Since customer journey mapping allows businesses to analyze where an ideal customer will either be delighted or face friction, the marketers could be able to plan an effective customer service strategy beforehand.
Leveraging Inbound perspectives
A complete understanding of how an ideal customer finds your products can help your business to strategize the product reach. A customer journey map typically comprises all the touchpoints of the customers to reach your store. This way, you can make sure your content is present at all the touchpoints to engage the customers.
Improved Customer Retention Rate
You can absolutely make enhancements in the required areas while having a complete customer journey mapping. Also, you will be able to spot the customers on the path and could follow an effective strategy to convert them before they bounce out of the shopping journey.
The chief purpose to rely on your eCommerce customer journey is to acknowledge what content to be placed and where. This can cover the idea for the variety of content your visitors crave, from storytelling email campaigns versus marketing campaigns.
It all boils down to your prime focus being on how you correlate to your customers. You need to know who you’re selling your fashion products to and what specifically do they require from your fashion brand.
Psychological perception of where they’re coming from is a chief determinant towards success. The way you acknowledge customer needs is a vital factor for whether or not the customers will remain loyal to your fashion brand. Strive to offer value at each stage of the eCommerce customer journey map, which certainly will lead you on the way to greatness.
Since 2004 Netgains has been building fashion e-commerce website & running effective fashion digital marketing campaigns for fast-growing as well as established fashion brands. Our expertise in fashion eCommerce ensures that your brand and products are delivered to your customers in a way that makes them buy. Get in touch today!