Use this template to identify your website's specific job at each phase of the customer journey
Journey Context
Date of Analysis: _
Journey Scenario: _
Primary Customer Segment: _
Analyst Name: _
Phase 1: AWARENESS
Customer realizes they have a problem/need
Website's Primary Job
What ONE thing must your website accomplish if someone visits during this phase?
□ Educate about the problem
□ Validate their concern is real
□ Position as thought leader
□ Capture contact for nurturing
□ Other: ___
Success Metrics
How do you know the website succeeded?
- Metric 1: ___
- Target: ___
- Current Performance: ___
Failure Indicators
What behaviors show the website failed?
□ High bounce rate (>%)
□ Quick exit from education content
□ No content downloads
□ No newsletter signups
□ Other: ___
Connection Points
Before this phase:
- Where do they come from? ___
- What do they already know? ___
- What emotions are they carrying? ___
After this phase:
- Where should they go next? ___
- What should they understand? ___
- What action should they take? ___
Optimization Priority
Rate importance (1-5): _
Rate current performance (1-5): _
Gap Score (Importance - Performance): _
Phase 2: CONSIDERATION
Customer researches possible solutions
Website's Primary Job
What ONE thing must your website accomplish if someone visits during this phase?
□ Demonstrate solution fit
□ Provide comparison tools
□ Show differentiation
□ Build trust/credibility
□ Answer key questions
□ Other: ___
Success Metrics
How do you know the website succeeded?
- Metric 1: ___
- Target: ___
- Current Performance: ___
Failure Indicators
What behaviors show the website failed?
□ Can't find pricing/features
□ Leave for competitor sites
□ No demo requests
□ No resource downloads
□ Other: ___
Connection Points
Before this phase:
- What research have they done? ___
- Which competitors have they seen? ___
- What questions need answers? ___
After this phase:
- What proof do they need? ___
- Who else gets involved? ___
- What triggers decision? ___
Optimization Priority
Rate importance (1-5): _
Rate current performance (1-5): _
Gap Score (Importance - Performance): _
Phase 3: DECISION
Customer evaluates and chooses
Website's Primary Job
What ONE thing must your website accomplish if someone visits during this phase?
□ Provide final validation
□ Remove last objections
□ Make purchase easy
□ Connect to sales/support
□ Offer guarantees/assurance
□ Other: ___
Success Metrics
How do you know the website succeeded?
- Metric 1: ___
- Target: ___
- Current Performance: ___
Failure Indicators
What behaviors show the website failed?
□ Cart abandonment
□ Can't find contact info
□ No trust signals visible
□ Unclear next steps
□ Other: ___
Connection Points
Before this phase:
- What concerns remain? ___
- Who needs convincing? ___
- What approval is needed? ___
After this phase:
- How do they purchase? ___
- What confirmation is needed? ___
- What happens next? ___
Optimization Priority
Rate importance (1-5): _
Rate current performance (1-5): _
Gap Score (Importance - Performance): _
Phase 4: PURCHASE
Customer completes transaction
Website's Primary Job
What ONE thing must your website accomplish if someone visits during this phase?
□ Process transaction smoothly
□ Provide clear confirmation
□ Set expectations
□ Capture key information
□ Begin onboarding
□ Other: ___
Success Metrics
How do you know the website succeeded?
- Metric 1: ___
- Target: ___
- Current Performance: ___
Failure Indicators
What behaviors show the website failed?
□ Payment failures
□ Form abandonment
□ Support contact spike
□ Confusion about next steps
□ Other: ___
Connection Points
Before this phase:
- What final info is needed? ___
- What payment methods expected? ___
- What concerns remain? ___
After this phase:
- What confirmation needed? ___
- When does delivery occur? ___
- How does onboarding begin? ___
Optimization Priority
Rate importance (1-5): _
Rate current performance (1-5): _
Gap Score (Importance - Performance): _
Phase 5: ONBOARDING
Customer begins using solution
Website's Primary Job
What ONE thing must your website accomplish if someone visits during this phase?
□ Provide setup guidance
□ Offer training resources
□ Connect to support
□ Track progress
□ Celebrate early wins
□ Other: ___
Success Metrics
How do you know the website succeeded?
- Metric 1: ___
- Target: ___
- Current Performance: ___
Failure Indicators
What behaviors show the website failed?
□ Can't find help docs
□ High support tickets
□ No login/access
□ Abandonment spike
□ Other: ___
Connection Points
Before this phase:
- What was promised? ___
- What do they expect? ___
- How prepared are they? ___
After this phase:
- When is first value? ___
- What indicates success? ___
- What drives retention? ___
Optimization Priority
Rate importance (1-5): _
Rate current performance (1-5): _
Gap Score (Importance - Performance): _
Phase 6: USAGE
Customer regularly engages with solution
Website's Primary Job
What ONE thing must your website accomplish if someone visits during this phase?
□ Support ongoing needs
□ Announce updates/features
□ Provide account management
□ Enable community connection
□ Facilitate feedback
□ Other: ___
Success Metrics
How do you know the website succeeded?
- Metric 1: ___
- Target: ___
- Current Performance: ___
Failure Indicators
What behaviors show the website failed?
□ Can't self-serve
□ No engagement
□ Support overload
□ No feature adoption
□ Other: ___
Connection Points
Before this phase:
- What value achieved? ___
- What habits formed? ___
- What problems solved? ___
After this phase:
- What drives expansion? ___
- What creates advocacy? ___
- What ensures renewal? ___
Optimization Priority
Rate importance (1-5): _
Rate current performance (1-5): _
Gap Score (Importance - Performance): _
Phase 7: ADVOCACY
Customer recommends to others
Website's Primary Job
What ONE thing must your website accomplish if someone visits during this phase?
□ Provide sharing tools
□ Enable referrals
□ Showcase success stories
□ Offer rewards/recognition
□ Facilitate testimonials
□ Other: ___
Success Metrics
How do you know the website succeeded?
- Metric 1: ___
- Target: ___
- Current Performance: ___
Failure Indicators
What behaviors show the website failed?
□ No referral mechanism
□ Can't share successes
□ No community features
□ Hidden from public
□ Other: ___
Connection Points
Before this phase:
- What success achieved? ___
- What relationship exists? ___
- What motivates sharing? ___
After this phase:
- How do referrals convert? ___
- What rewards exist? ___
- How to maintain engagement? ___
Optimization Priority
Rate importance (1-5): _
Rate current performance (1-5): _
Gap Score (Importance - Performance): _
Overall Analysis
Top 3 Gap Scores
- Phase: _ Gap Score: _ Action Required: ___
- Phase: _ Gap Score: _ Action Required: ___
- Phase: _ Gap Score: _ Action Required: ___
Cross-Phase Connections
Where do handoffs fail?
What context gets lost?
Where do expectations misalign?
Website Role Clarity
Is your website trying to do too much at certain phases? □ Yes □ No
If yes, which phases? ___
Is your website absent when customers need it? □ Yes □ No
If yes, which phases? ___
Action Plan
Phase to optimize first: ___
Specific improvement: ___
Success metric: ___
Timeline: ___
This template is part of the UX Helpdesk Journey Mapping Toolkit. For additional resources, visit your member portal.
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