How to create a buyer journey

Post by:
Andrej Hribernik

Blueprint for Creating the Ultimate Buyer Journey

One of the most common mistakes web owners make is developing their site around who they are and what they have to offer. The question soon arises as to why the site is not reaching its goals. It is because visitors are not engaging. The problem has been identified and now the solution has to be implemented: creating a positive buyer journey that is going to end with an outcome of meeting the purpose of your site.

The Buyer Journey

This is a process where you as the site owner have to structure your site to lead the visitor step by step throughout your site to have them complete what it is you want them to do. In order to do this, you need to know what your objectives are. Then from this point on it is NOT about you but is all about your visitor. Now is where you put yourself into your visitor’s shoes.


55% of consumers are willing to pay more for a guaranteed good experience (ThinkJar⎪ buyer journey)

54% of UK consumers feel more loyal to brands that show a deep understanding of their preferences and priorities (Wunderman⎪ buyer journey)

Acquiring a new customer costs around 6X more than keeping an existing one (ThinkJar⎪ buyer journey)

Your Target Market

Your preparation for the buyer journey means you need to know your target market, which is your visitor. You need to determine:

  • who are your visitors?
  • what will motivate them?
  • why have they come to your site?
  • what is their thought process?
  • what excites them?
  • what are their pain points – their problems-the answers they are looking for?

Now armed with this information you are able to develop the plan for the journey that each of your visitors should take through your site.

Download the Buyer Journey Blueprint .pdf!

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buyer journey infographic

TIP: share the buyer journey infographic with your audience with a link mention for credibility

The Buyer Journey Plan

An 11 step process to designing a buyer journey for your website

1. State the Problem

Learning about your target market has allowed you to discover what the problem is that your visitor has. You need to state this problem. So you are reiterating that you know exactly why they have come to your site.

2. Empathize With The Problem

Showing that you agree with them that you know what the problem is, you understand it, and you agree that to them it is a big problem, allows you to relate to the visitor.

3. The Problem Solver

Next you want to let the visitor know that you have the solution to their problem. It is whatever your site is offering. It may be a product or a service. You need to clearly identify this as the solution.

4. Give Details of the Solution

Your visitor wants to know the details of your solution. Here is where you can go into more detail about what you are offering.

5. How Your Solution Works

Now you can describe how your product or service works. Visitors need to know that they are going to be able to apply your solution to their problem.

6. Why Your Solution is Different

Chances are your visitors have tried something similar before. You need to make it clear as to why your product is unique.

7. What Makes Your Solution Better

Most likely you have some competition for your product or service. Outline why yours is better and why it’s the best choice.

8. How Does It Solve Their Problem

This portion of your site needs to show that your product or service is the answer to their pain points. How it is the solution for their problem.

9. How it Will Benefit Them

This is a description of “what’s in it for them” and they’ ll want to know how they are going to benefit from what you are offering.

10. Barriers

Deal with the arguments of why the visitor may be telling themselves why they shouldn’t take advantage of your product or service.

11. Give Clear Instructions

Visitors now need clear instructions of where to go on your site and what to do to convert them into customers.


Now you will need to analyze the results. Using different metrics to analyze what takes place on your site. Where the visitors are going. What actions they are taking. How long they are staying. Make changes to the buyer journey process as necessary.

The buyer journey is all about them and your ability to guide them as to what to do, where to go and what actions to take when on your site. This journey is about customer-centric communication.