Let’s discuss the 5 stages through the customer journey, which are essential for understanding how consumers interact with your brand. We will find common break points. These breaks lead to lost sales and disconnection. They often occur at critical moments when customers feel overwhelmed or unsupported. Identifying these pain points is crucial for improving the overall experience. I will also share my thoughts on important metrics for each stage. Understanding these performance indicators can help refine strategies. Stay tuned for benchmarks on key ecommerce metrics in a future post.

Stage 1 – Awareness and Acquisition

Common Break – Ineffective lead capture due to lack of unclear paths to conversion across channels where your target audience is active.

Metrics to Track

• Visitors (aka Traffic)
• Sessions
• Form Conversions

Stage 2 – Consideration

Common Break – Inconsistent messaging across channels due to disjointed tools, siloed data, and disconnected customer profiles. Don’t forget fragmented op model to support digital omnichannel interactions.

Metrics to Track

• Engagement Rate
• Customer channel/communication preferences
• Time on site
• Cart Starts
• Wish Lists
• Click-through on email and SMS

Stage 3 – Decision and Conversion

Common Break – Abandon carts due to generic messaging that does not tackle segment-specific needs.

Metrics to Track

• Conversion rate
• Cart Abandonment rate
• Bounce Rate

Stage 4 – Post-Purchase Experience

Common Break – Poor customer service as a result of disconnected service and marketing platforms. This situation leaves support teams without a full view of the customer data and history.

Metrics to Track

• First Response Time
• Average Handle Time
• First Contact Resolution
• Resolution Time (total time to resolve)
• Customer Satisfaction Score (CSAT)
• Net Promoter Score (NPS)
• Customer Reviews, Email submissions, Chatbot engagement
• FAQ page Tracking (Visits, Time on Page)

Stage 5 – Retention and Optimization

Common Break – Mismanaged lifecycle marketing due to subpar analytics, generic communications, and lack of incentives that keep customers coming back

Metrics to Track

• Repeat Purchase Rate
• Customer Lifetime Value (CLV)
• Customer Retention Rate
• Churn Rate
• Loyalty Program Engagement