Analysis of the Customer Journey through Two Different E-Commerce Businesses

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Analysis of the Customer Journey through Two Different E-Commerce Businesses
Student’s Name
Foundation Course
Tutor
Institution
Department
Date

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Contents
Introduction......................................................................................................................................3
Homepage........................................................................................................................................3
Getting started..................................................................................................................................4
Navigation....................................................................................................................................5
Offers...........................................................................................................................................6
Search tools and results................................................................................................................6
product information......................................................................................................................6
Adding an item................................................................................................................................6
Registration and check out...............................................................................................................7
Customer engagement..............................................................................................................................................7
Customer retention..................................................................................................................................................8
Conclusion.................................................................................................................................................................8

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Analysis of the Customer Journey through Two Different E-Commerce Businesses
Introduction
One of the key ways to establish a successful e-commerce business is by understanding
the customer journey. The customer journey is the sales funnel. A successful customer journey
leads to successful sales and profits which is at the heart of every business (Lee, 2018).
Analyzing them and understanding the process that the customer goes through before a sale is
done is critical in knowing which strategies to use to drive sales and knowing what areas to work
on along the way.
There are three major stages of the customer journey that each e-commerce is supposed
to understand to improve on their sales. The stages include the awareness, consideration and the
acquisition stage (Moon, 2016). Firstly, the awareness stage is when the customer first discovers
the e-commerce products and the products begin to make sense to the customer (Bilgihan, 2016).
Secondly is the consideration where the customer analyses and evaluate whether buying the
product is worth his or her money. Finally, the acquisition which is the hope for every e-
commerce vendor is the actual buying of the product. Through all these three stages the e-
commerce shops should be aware of the customer's feelings and the interaction with the website
for a successful customer journey.
Ocado and Sainsbury's Customer Journey Comparison
Homepage
The avocados home page is easy to use, and it displays the categories of items that a
customer could be interested in buying. The categories include the electronics, the fashion items,