A compact, printable HTML/CSS template to visualize customer journeys and opportunities.
Searches on Google, sees social ad, visits blog post.
Ads, organic search, social posts, word-of-mouth.
Ad is vague; landing page slow; unclear value prop.
Improve ad clarity, speed up landing page, add clear CTA.
Reads product pages, compares prices, requests demo.
Product pages, comparison sites, demo sign-up, email.
Lack of clear comparison, no pricing transparency, slow support.
Add comparison matrix, publish pricing tiers, improve live chat.
Adds to cart, enters payment, completes order, receives confirmation.
Checkout page, payment gateway, order email, onboarding guide.
Unexpected fees, confusing checkout flow, slow confirmation.
Simplify checkout, show total cost upfront, improve confirmation speed.
Uses product, contacts support, participates in surveys, refers friends.
In-app messages, email campaigns, customer success calls, community forum.
Poor onboarding, unhelpful support, no loyalty incentives.
Create better onboarding flows, reward referrals, proactive outreach.
| Stage | Actions | Touchpoints | Emotions | Pain Points | Opportunities |
|---|---|---|---|---|---|
| Awareness | Searches, sees ad, visits blog | Ads, social, search | 🙂 Neutral | Unclear value | Improve messaging |
| Consideration | Reads pages, compares, requests demo | Product pages, email | 🤔 Unsure | No pricing | Publish pricing & compare |
| Purchase | Checkout, pay, onboard | Checkout, payment gateway | 🎉 Positive | Unexpected fees | Simplify checkout |
| Retention | Uses product, contacts support | In-app, email, support | 🤝 Loyal | Poor onboarding | Reward referrals |