Consumer Journey Optimization for Conversion

Customer journey optimization (CJO) is the new way to optimize conversion rates. In today's competitive eCommerce market, it's essential to have a data-driven customer journey map and the expertise to make it relevant and seamless. Otherwise, your competitors will. So, CJO is more important than ever.
Written by
Fredrick Eghosa
Published on
October 23, 2023
Read time

Customer journey optimization (CJO) is the new way to optimize conversion rates. In today's competitive eCommerce market, it's essential to have a data-driven customer journey map and the expertise to make it relevant and seamless. Otherwise, your competitors will. So, CJO is more important than ever.

By optimizing the customer journey to improve their overall experience, you can increase conversions and boost retention. According to a Forbes article, businesses that lead in customer experience outperform others by 80%, and 84% of companies that work to improve customer experience report increased revenue. CJO is a process, not a solution, so it requires careful planning and execution. However, the investment is worth it, as CJO can have a significant impact on your business at the end of the day. CJO can be a complex task, but it's essential for e-commerce businesses like yours that want to stay competitive and succeed in the long term.

So, in this article, we will be sharing with you the essential strategies and insights for maximizing consumer journey optimization to boost your conversion rates. We will also show you the significance of understanding consumer behavior, implementing the right tools, and crafting a seamless experience that leads to increased conversions. Let's begin.

Consumer Journey Optimization (CJO) Overview

Consumer journey optimization (CJO) is the process of understanding and improving the customer experience at every stage of the customer journey. It involves identifying customer pain points and opportunities for improvement and then developing and implementing strategies to address them.

CJO is important for conversion because it helps to create a seamless and positive customer experience. When customers have a positive experience, they are more likely to convert and become repeat customers.

Here are some benefits of consumer journey optimization:

  • Increased conversion rates
  • Improved customer satisfaction
  • Reduced churn rate
  • Increased customer loyalty
  • Increased brand awareness
  • Improved revenue

To get started with consumer journey optimization, here’s what you need to do:

  1. Define your customer personas. Know who your ideal customers are and what their needs and wants are.
  2. Identify key touchpoints. You need to know where your customers interact with your brand. This could include your website, social media, email, and customer support.
  3. Map out the customer journey. Write down the steps your customers take to purchase your products or services.
  4. Analyze the customer journey. Identify your customers’ pain points and look for opportunities for improvement.
  5. Develop strategies to improve the customer journey. Make it easy for customers to find the information they need, complete their purchase, and get support when needed.
  6. Measure the results of your efforts. Track key metrics such as conversion rate, customer satisfaction, and churn rate.

Since CJO is an ongoing process, it's important to continually monitor and improve your customer journey over time.


Understanding consumer behavior

Consumer research and profiling are essential for you to understand your customers and their needs. By understanding your customers' demographics, psychographics, and purchase history, you can develop more effective marketing and sales strategies for your business. Here’s how:

  • Demographics include factors such as age, gender, income, education level, and occupation.
  • Psychographics include factors such as interests, values, and lifestyle.
  • Purchase history includes information about the products and services that customers have purchased in the past.

All of these factors can have a significant impact on consumer behavior. For instance, traditional advertising is more likely to influence older consumers than social media is to influence younger consumers. Consumers with higher incomes are more likely to purchase luxury goods, while consumers with lower incomes are more likely to be budget-conscious. Consumers with certain interests or hobbies may be more likely to purchase products or services related to those interests.

Using data analytics and user tracking tools like Deepbux can provide you with valuable insights into consumer behavior. For example, you can use Deepbux to track what part of your website your customers visit the most, what products they view, and how they interact with your brand generally. This information can be used to create more personalised customer experiences and identify opportunities to improve the customer journey.

An example of how data analytics and user tracking tools like Deepbux can be used to improve consumer research and profiling is a clothing retailer. You could use web analytics to track which pages your customers visit most often and which products they view most frequently. This information could be used to identify your most popular products and develop targeted marketing campaigns. Or, as a food delivery service, you could use purchase history data to identify customers' favorite restaurants and dishes. This information could be used to recommend new restaurants and dishes to customers and to offer personalised discounts and promotions.


Mapping the customer journey

When mapping out the consumer journey, you need to first identify the stages of the journey there are. There are four stages of the consumer journey. They are awareness, consideration, decision of purchase, and post-purchase or retention.

  1. Awareness: This is the stage where customers become aware of your brand and its products or services. They may be exposed to your brand through advertising, social media, word-of-mouth, or Search Engine Results Pages (SERPs).
  2. Consideration: Once customers are aware of your brand, they start to consider whether or not to purchase your products or services. They may compare different brands, read reviews, and ask for recommendations from friends and family.
  3. Decision of Purchase: This is the stage where customers make a purchase decision. They may choose to purchase your products or services, or they may choose to go with a competitor.
  4. Post-purchase or retention: This is the stage after customers have made a purchase. It's important to continue engaging with customers during this stage to ensure that they have a positive experience and that they are likely to become repeat customers.

It's important to align your marketing efforts with each stage of the consumer journey because it allows you to deliver the right message at the right time. For example, you wouldn't want to deliver a sales pitch to a customer who is just becoming aware of your brand. Instead, you would want to focus on providing educational content and building trust.

Here are tips on how to properly align your marketing efforts with each stage of the consumer journey:

For the awareness stage:

  • Create educational content, such as blog posts, e-books, and infographics.
  • Run social media ads that target potential customers who are interested in the topics that your brand covers.
  • Partner with other brands in your industry to cross-promote your products or services.

For the consideration stage:

  • Create product comparison pages on your website.
  • Offer free trials or demos of your products or services.
  • Send email marketing campaigns to potential customers who have abandoned their shopping carts.

For the decision-to-purchase stage:

  • Offer discounts and promotions to encourage customers to make a purchase.
  • Make it easy for customers to purchase your products or services with a variety of payment options.
  • Provide excellent customer support to help customers with any questions or problems they may have.

For the post-purchase or retention stage:

  • Send thank-you emails to customers after they have made a purchase.
  • Offer loyalty programs and rewards to encourage customers to repeat business.
  • Collect feedback from customers to learn how you can improve your products or services.


The next thing when mapping is to identify key touchpoints in the consumer journey. To identify them, you have to understand the role of touchpoints and customer interactions throughout the journey.

Touchpoints are the places where customers interact with your brand. They can be online or offline, and they can include your website, social media pages, email marketing, customer support, and physical stores. Customer interactions are simply the conversations and experiences that customers have with your brand. They can be positive or negative, and they can have a significant impact on the customer's journey.

It's important to optimize your touchpoints and customer interactions at each stage of the consumer journey. For instance, you should make it easy for customers to find the information they need when they're in the awareness stage, and you should provide them with opportunities to compare your products or services to those of your competitors when they're in the consideration stage.


Analyzing the Customer Journey

To analyze the customer journey, you need to collect data on customer interactions. This data can come from a variety of sources. This can include:

  • Using web analytics to track customer behavior on your website This data can show you which pages customers are visiting, how long they are staying on each page, and what actions they are taking.
  • Analyze your email marketing data to see how customers are interacting with your emails. This data can show you which emails are most likely to be opened and clicked, and which emails are leading to conversions.
  • Using your CRM data to track customer interactions with your sales team This data can show you which customers are most engaged, what their needs are, and which opportunities are most likely to close.
  • Conducting customer surveys to get feedback on their experience. This feedback can help you identify direct pain points and opportunities for improvement.
  • Interviewing customers to learn more about their motivations and behaviors. This information can be used to develop more effective marketing and sales strategies.
  • Using user tracking tools to track how customers move through your sales funnel. This data can show you where customers are dropping off and what you can do to improve the customer journey.

Once you have collected data on customer interactions, you need to identify pain points and find opportunities to improve them. For example, you may find that a lot of customers are abandoning their shopping carts during the checkout process. This could be a sign of a pain point, such as a complicated checkout process or high shipping costs. So, you find ways to either reduce shipping costs, like giving checkout discounts, or make the checkout process seamless.

You can also use data to understand customer motivations and behaviors. For example, you may find that customers who visit your blog are more likely to purchase your products or services. This information can be used to develop targeted marketing campaigns for blog readers.


Measuring the results of consumer journey optimization

Key metrics play a crucial role in evaluating your customers' overall experience and contentment with your product or service. Additionally, these indicators yield valuable insights into customer perceptions, preferences, and behaviors, facilitating businesses in fine-tuning their journey.

However, how can you gauge customer experience and monitor the progress of customer journey enhancement? Below is a compilation of the essential metrics that you can use in gauging:

  1. Customer Satisfaction (CSAT) Score: The Customer Satisfaction Score is used to assess the level of customer contentment with the product, service, and overall experience.
  2. Net Promoter Score (NPS): The Net Promoter Score serves as a metric designed to gauge customer loyalty towards your brand, product, or service.
  3. Customer Effort Score (CES): The Customer Effort Score functions as a metric aimed at measuring the ease with which customers can interact and engage with your brand, product, or service.
  4. Conversion Rate: The conversion rate serves as a metric that quantifies the number of customers who have progressed through the sales funnel and completed a desired action.
  5. Customer Churn Rate: The Customer Churn Rate acts as a metric to measure the percentage of customers who have ceased interacting, engaging, and utilizing your brand, product, or service.
  6. Customer Lifetime Value (CLV): The Customer Lifetime Value metric is employed to estimate the total net profit your business can accrue from a customer throughout their relationship with the company.

These metrics collectively offer a comprehensive view of customer experience and satisfaction while providing invaluable data for optimizing the customer journey.

Using A/B testing to experiment with different strategies to measure the results of consumer journey optimization can be another metric.

A/B testing is a method of experimentation in which two or more versions of a variable (such as a web page, email subject line, or ad) are shown to different groups of users at random to determine which version performs better. This data can then be used to improve marketing strategies and customer experiences.

Some examples of how you can use A/B testing to experiment with different strategies include:

  • Test different website headlines. This will let you know which headline is more likely to grab visitors' attention and encourage them to click through to your website.
  • Test different email subject lines. This will let you know which subject line is more likely to get subscribers to open your email.
  • Test different call-to-action (CTA) buttons to know what color and text your CTA button should be to encourage more clicks.
  • Test different product images to find out which one is more likely to make customers want to buy your product.
  • Test different pricing strategies. This will let you know what price point will maximize your profits.
  • Test different marketing channels. This will help you find out which marketing channels are most effective at reaching your target audience and driving conversions.

Once you have identified a variable that you want to test, you need to create two or more versions of that variable. For example, if you are testing different website headlines, you would create two different headlines and then randomly assign them to different visitors to your website.

Once your test is running, you need to track the results and see which version of the variable performs better. You can use a variety of metrics to track the results, such as click-through rate (CTR), conversion rate, and revenue.

Once you have determined which version of the variable performs better, you can implement that version on your website or in marketing campaigns.

Some tips to help you conduct effective A/B tests include:

  • Having a clear goal in mind. What do you want to achieve with your A/B test? Are you trying to improve conversion rates, increase customer engagement, or reduce costs? Once you know your goal, you can design a test that is specifically tailored to achieve it.
  • Testing only one variable at a time. If you test multiple variables at the same time, it will be difficult to determine which variable is responsible for the results of your test.
  • Make sure your test is statistically significant. This means that you need to have a large enough sample size to ensure that your results are not due to chance.
  • Running your test for a long enough period. This will give you enough time to collect statistically significant data.
  • Analyze your results carefully. Once your test is complete, take the time to carefully analyze the results. Look for any trends or patterns that can help you understand why one version performed better than the other.

Best Practices for Consumer Journey Optimization:

Understanding customer needs:

  • Knowing your customers and their needs is paramount.
  • Conduct surveys, analyze customer data, and interact with customers to gain insights into their needs and preferences.

Identifying and Analyzing Touchpoints:

  • Locate where customers interact with your brand, identify gaps, and analyze data to develop smarter strategies.
  • Utilize tools like web analytics and customer feedback to understand behavior at different touchpoints.

Utilizing data-driven personalization:

  • Offer personalized experiences based on customer data.
  • Use technologies like AI and machine learning to automate personalization and improve user experiences.

Journey Mapping:

  • Map out the customer journey, from awareness to retention.
  • Identify key touchpoints, pain points, and opportunities for engagement and conversion enhancement.

Implementing A/B Testing and Multivariate Testing (MVT):

  • Conduct experiments to understand what strategies work best.
  • Test different variables like headlines, CTA buttons, and pricing strategies, and analyze the results to make data-driven decisions.


  • Automate processes where possible to provide seamless experiences.
  • Utilize tools and technologies that can automate operations, thus freeing up resources to focus on strategic initiatives. ​

Measuring and Analyzing Performance:

  • Track key metrics like customer satisfaction score, net promoter score, conversion rate, and customer lifetime value to understand the impact of your CJO efforts.
  • Use analytics tools to continually monitor and analyze performance and make necessary



Consumer journey optimization (CJO), in conclusion, is the process of improving the customer experience at every stage of the customer journey. This includes understanding the customer's needs and wants, identifying and addressing pain points, and creating a seamless and positive experience for the customer. All these can be easily done when you have a tracking tool like Deepbux.

Deepbux is an analytics tool that can help you track customer activity across your websites. Deepbux provides you with a variety of reports and insights, like heat maps, that can help you understand how customers are interacting with your brand and where they are dropping off in the customer journey. You can use this information to identify areas where you can improve the customer experience and increase conversions.

With this, try out Deepbux. You can use the free version to try it on your website. When you do this, do let us know your experience with it. We would love to hear your feedback.


Thank you for reading. We hope we provided you with useful details. Until next time.

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