Free editable E-commerce customer journey template


The editable template is available for free after signing up at Out of Dark. Out of Dark is not a whiteboard or diagramming tool, so adding and editing the touchpoints in the template takes seconds, not hours.

Activity map view

Detail view

E-commerce companies are known for having the most extensive marketing and customer experience operations. They want to guide the customer through the whole journey while collecting as much data as possible and tweaking it to perfection. Even small changes in conversion rates can make a huge difference.

What often happens is that all these customer-oriented activities get so disorganized and confusing that it’s hard to make sense and work with them in a more systematic manner which is the best way to reveal any weak links.

Outlining the whole marketing & CX apparatus in a customer journey map where the individual activities can contain key KPIs is the best solution to provide the whole team with an unobstructed view of everything customers come into contact with.

Our E-commerce customer journey template is divided into 4 phases based on the Awareness, Consideration, Purchase, Loyalty framework that addresses all 4 stages of customer engagement.

Here’s the template outline:

1. Awareness

In this phase, the goal is to attract attention and create brand awareness within the target audience. Strategies like social media advertising, influencer partnerships, and content marketing are used to draw potential customers to discover the brand’s products or services.

Social media

To increase brand visibility, we utilize social media, focusing on key metrics like reach, engagement, follower growth, and web traffic.


To establish brand authority and attract interest, we maintain a specialized blog focusing on metrics like gained traffic and time spent on page.


To build and maintain a strong brand reputation, we engage in public relations activities, focusing on metrics such as the number of media appearances and the impact on brand awareness.

2. Consideration

Once the audience is aware of the brand, the focus shifts to the “Consideration” phase. Here, the aim is to provide valuable information and content that educates and assists the potential customer in their decision-making process. This might involve influencer cooperation, display campaigns and informative blog posts to showcase the benefits of the products offered.

Influencer partnerships

To enhance brand reach and credibility, we engage in collaborations with influencers, focusing on metrics such as audience engagement, conversion rates, and brand sentiment.

Display campaign

To increase to increase top-of-mind awareness and increase the likelihood of purchase, we conduct display campaigns focusing on KPIs such as visits, cost per click, CTR (click-through rate), and conversion rates.


To improve online visibility, we implement SEO strategies, focusing on key metrics such as search engine rankings, organic traffic, and keyword performance.

3. Purchase

When customers are considering a purchase, they enter the “Purchase” phase which includes strategies to convert their interest into sales. Tactics include remarketing, discounts, easy checkout processes, and effective call-to-action elements to encourage the customer to complete the purchase.

Search campaign

To capture customers actively looking for a product, we implement paid search campaigns (PPC). Key metrics include conversion rate, cost per acquisition, and ROI (return on investment).

Remarketing campaign

To re-engage previous visitors, we run remarketing campaigns through PPC. We focus on metrics such as return visitor conversion rate, cost per conversion, and click-through rate.


To engage and inform potential customers, we maintain our website, focusing on the number of conversions and overall website traffic as key metrics.


To optimize online sales on various marketplaces, we focus on metrics including sales conversion rate, product ranking, and customer feedback.

4. Loyalty

Post-purchase, the ‘Loyalty’ phase is vital for fostering customer loyalty. It involves providing exceptional customer service, post-purchase follow-ups, loyalty programs, and personalized recommendations to ensure customer satisfaction and encourage repeat business.


To foster customer loyalty, we focus on collecting reviews, emphasizing key metrics like the number of reviews and the average rating.

Customer satisfaction

To continuously improve our services and understand customer needs, we focus on collecting customer feedback, emphasizing metrics like the volume of feedback received and the insights gained from it.

Email marketing

To nurture customer relationships, we engage in email marketing, focusing on metrics such as open rates, click-through rates, and the number of conversions generated.

Loyalty program

To strengthen customer retention, we implement a loyalty program, focusing on metrics like enrollment numbers, repeat purchase rates, and redemption of rewards.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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