Customer journey mapping is used to understand how a customer interacts with your brand and website, at all stages of the buying process. Having a clear picture of this means we can make sure the right information is presented at the right time – by your website as well as other digital marketing channels.

Customer Touchpoints

During any customer journey, they will have numerous touch points with your organisation, both on and offline. Your social media channels, email marketing, radio advertising or shop front all contribute to the customer journey, as do conversations with friends and family. Examples include…

  • Research on your organisation
  • External sources of information
  • Seeing advertising and branding
  • Engagement with your website and other sources of information (such as brochures)
  • Converting or purchasing your product or service
  • Feedback on the experience

Red Routes

By gathering a firm understanding of the current customer journey, we can then identify how to improve it, and speed up conversion. Key conversion funnels are known as ‘red routes’ – a term taken from the double red line road markings used for main routes that must be kept clear for traffic to travel smoothly.


For example, User group A wants to buy more of Product C. So your red route should be minimal for that specific user group, who will frequently be using a common journey through the website. In practical terms, this could mean emailing the group with a link directly to the product, or showing a ‘recently bought’ page when they log into their account on your website.