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Buyer's Journey: How to Map the Visitors' Experience on your Website

Published 08 Mar 2022 by Chris Glover, CANDDi
Read this in about 5 minutes

One of the most important aspects of any successful website is understanding how your visitors are interacting with it. By mapping out their experience, youC can identify where they are in the buying process, and provide them with the information and tools they need to continue moving forward.

The buyer's journey is a framework that helps you do just that. It identifies the three main stages that a potential buyer goes through when considering a purchase: Awareness, Consideration, and Decision. Each stage has its own associated tasks, goals, and needs.

standard map


In the awareness stage, the buyer is just becoming aware of their need or problem. They may not even know that there is a solution available. The goal in this stage is to educate the buyer and help them understand their problem. This can be done through blog posts, infographics, eBooks, or even just simple website copy.


In the consideration stage, the buyer is aware of their need or problem and is actively searching for a solution. They are comparing different options and considering which one is the best fit for their needs.

The goal in this stage is to help the buyer understand your product or service as a potential solution to their problem. This can be done through product pages, case studies, testimonials, or even just more detailed blog posts.


In the Decision stage, the buyer has made up their mind and is ready to buy. They are now just trying to decide which supplier to go with.

The goal in this stage is to help the buyer understand why your product or service is the best solution for their needs. This can be done through pricing pages, feature comparisons, or even just a phone call.

Once you have mapped out the buyer’s journey for your website, it’s important to create content that aligns with each stage. This content will help educate and guide your visitors through the buying process, ultimately leading to more sales.

How to Build a Customer Journey Map

Now that you understand the buyer’s journey, it’s time to start building your customer journey map. The first step is to identify the stages that your visitors go through. This can be done by looking at your analytics data and identifying which pages are most visited and which ones result in the most conversions.

Once you have identified the stages, it’s time to start creating content for each one. Here are 7 tips for creating content that aligns with the buyer’s journey:

1. Educate your Visitors

Use clear wording to describe what you are offering your customers and how your products or service would benefit them. Being direct on your website helps to inform the customer of how you are able to resolve their problem.

2. Help them Understand your Product

Decrease the chance of customers clicking off your site quickly by helping them to understand what your brand is and what your product service is. By offering pages like FAQ’s, blogs, about us, customers can easily answer questions they may have about your business or product.

3. Convince Them to Buy

Your goal is to get a purchase from the potential buyer, so you need to offer information on why your service is the best and outweighs those of your competitors. Simple things like call to actions, feature comparisons or ways to contact can be the best way to convince the buyer.

4. Keep it Consistent

It’s important to keep your content consistent throughout the buyer’s journey. This means using the same tone, voice, and style throughout all of your content. This will help create a cohesive experience for your visitors and make it more likely that they will convert.

5. Make it Easy to Consume

Your content should be easy to consume and understand. This means using simple language and avoiding jargon.

6. Address their Needs

Make sure that your content addresses the needs of your visitors. This will help you connect with them on a deeper level and increase the chances of conversion.

7. Test and Measure

Once you’ve created your content, it’s important to test and measure the results. This will help you fine-tune your content and make sure that it’s aligning with the buyer’s journey.

Benefits Of Customer Journey Mapping

Customer journey mapping is a process of understanding the steps your customer takes to complete a task or purchase from you. It’s important to understand this process so you can create a smooth and enjoyable experience for your customers, which will lead to more sales. There are many benefits to creating a customer journey map, including:

1. Improved Customer Satisfaction

If you can create a great experience for your customers, they will be more satisfied with your product or service. This increased satisfaction will lead to more word-of-mouth marketing and a higher chance of conversion.

2. Improved Conversion Rates

A good customer journey map will help you understand the needs of your customers and how to best meet them. This understanding will lead to more sales and a higher conversion rate.

3. Easier Customer Support

If you understand the process that your customers go through, it will be much easier to provide customer support that meets their needs. This improved customer support will lead to happier customers and fewer complaints.

4. Improved Customer Retention

Creating a great customer experience will help you retain more customers. If they are happy with your product or service, they are more likely to stick with you rather than shop around for a better deal.

5. Improved ROI

All of the benefits of customer journey mapping mentioned above lead to one thing: improved ROI (Return on Investment). When you create a great experience for your customers, they are more likely to buy from you, stay with you, and recommend you to others. This increased loyalty and word-of-mouth marketing will result in a higher ROI for your business.


If you’re looking to improve your website’s performance, it’s important to understand the buyer’s journey and how your visitors experience your site. By mapping out the customer journey and understanding which stages of the buying process your visitors are in, you can make strategic changes that will help move them closer to becoming a customer. CANDDi can help with this process by providing detailed data on where your website visitors are coming from and what actions they’re taking on your site.

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