Growth Ops
Mapping the customer journey: a template for SaaS teams
Every conversion problem starts with a missing journey map. Use this template to align marketing, product, and success around the exact path customers take—from first ad impression to expansion.
How to build your journey map
- List every touchpoint users hit before, during, and after signup.
- Group them into 4–5 stages (awareness, evaluation, activation, expansion).
- Assign a single owner + success metric to each stage.
- Instrument at least one event per touchpoint so you have evidence when debating priorities.
Awareness → Interest
Ads, podcasts, and word-of-mouth bring visitors to the landing page. Track source, creative, and the narrative they saw so you can mirror it immediately.
Interest → Evaluation
Users read docs, pricing, or watch demos. Capture micro-events like pricing_tab_viewed, faq_clicked, or demo_video_watched to see what convinces them.
Evaluation → Activation
Account created, onboarding steps completed, first core action shipped. This is where most teams lose momentum—measure every step.
Activation → Expansion
Inviting teammates, integrating with other apps, upgrading to paid. Annotate expansions so you can trace them back to the first touch.
Signals to include on your map
- Traffic source + campaign name
- Feature or page viewed just before signup
- Activation trigger (first project, integration, invite)
- Time-to-value and time-to-upgrade
Download the template
We host the journey map in both Notion and FigJam. Duplicate it, plug in your touchpoints, and connect each node to the event that proves it happened.
Turn maps into experiments
Once your journey is mapped, use it to prioritize experiments: highlight the stages with the steepest drop-off, assign an owner, and ship a fix. AnalyzeUser keeps the funnel data fresh so you can see if the stage improved within days.