Customer journey audits: the secret to higher conversions
Your customer journey isn’t just a theory—it’s a trail your buyers are walking every day. But if you haven’t audited it recently, you’re likely leaving conversions on the table.
A customer journey audit helps you see the gaps, fix the friction, and turn engagement into revenue.
1. Map the full journey, start to (re)start
Begin by mapping the journey from first touch to repeat purchase. Think stages:
Awareness (social, blogs, ads)
Consideration (email, demos, webinars)
Decision (proposals, onboarding)
Retention (upsell, feedback, loyalty)
Tools: Miro, Lucidchart, Notion, or even a whiteboard.
Involve all teams: what looks smooth to marketing may be a black hole for sales.
2. Identify friction points
This is where the audit gets powerful. Look at:
Drop-offs in funnel metrics
High bounce rates or cart abandonment
Delays in follow-up emails or sales calls
Overlay qualitative and quantitative data:
CRM records
Hotjar or FullStory recordings
GA4 behaviour flows
Ask: where are we losing people and why?
3. Check for messaging misalignment
Often, the issue isn’t your product, it’s confusion. Mixed messages across channels create distrust and disinterest.
Audit:
Are ad promises aligned with landing pages?
Does email copy match the sales pitch?
Is your brand tone consistent across assets?
Fixing this alone can lift conversions by double digits.
4. Optimise based on what you find
After spotting friction, turn insights into action:
Shorten forms (3 fields beats 9 every time)
Improve CTA clarity (“Get Started” → “Book Your Free Demo”)
Add social proof where confidence drops
Always A/B test your changes and track results over time.
5. Use the right tools
Here’s what you’ll need:
Hotjar/FullStory for session insights
Google Analytics 4 for funnel and event tracking
CRM for engagement gaps and delays
Surveys/feedback tools to ask customers directly
Together, these give you a 360° view of what's really happening.
Quick win: one client’s journey fix
A fintech client had a strong ad funnel but underperforming conversions. I discovered the landing page had no trust indicators. One simple change—adding case studies and testimonials—lifted conversions by 22% in 30 days.
Want to see where you’re losing leads?
Let’s find the hidden friction in your funnel and turn it into growth.
Book a free mini-audit. I’ll show you where the money’s leaking (and how to fix it).