Understanding your customers can be challenging when dealing with a vast amount of unstructured data.
On average, businesses source their customer data from 28 different channels and house it in 17 different applications. This data may help to gain insights about their customer experience and meet their expectations, but a lack of control over siloed data fails to serve the purpose.
That’s where data visualization comes into play.
Using customer journey mapping tools, you get a comprehensive view of how your customers interact with your brand and identify the different touchpoints and conversion paths they take to convert. More importantly, you can put all your collected customer data into use by visualizing it into customer journey maps without having to navigate through different platforms.
We’ve compiled a list of 11 customer journey mapping tools to help you get started and create the most accurate and data-backed maps to help with your marketing decisions.
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Funnelytics is a customer journey mapping tool that uses whiteboard technology to help you draw your entire customer journey on a canvas.
“I am able to show my clients exactly how their funnel will look in a clean visual way. This is a great sales tool.” – Sam K.
Integrations with top analytics software allow for real-time, in-depth sales funnel data on an intuitive drag-and-drop interface. You can present this data visually to your clients and stakeholders with ease, which is very handy for agencies.
Even better, using funnel simulations, you can forecast the results of your funnel plan before implementing it. This allows you to test out the probability of success vs failure for every approach you take, and an opportunity to optimize for best results.
The learning curve to start with Funnelytics can be a little steep for people who are new to creating visual maps to track and understand customer journeys. This is why our team created a great resource in our vault of funnels (essentially templates.) You can import these funnels into your builder easily, which will jumpstart your project whether you’re a beginner or a visualization veteran.
Moreover, you’ll enjoy our onboarding process, where we help you get acquainted with the tool while also offering clients optimization workshops and same-day support to get you unstuck whenever you need.
“Tracking multiple traffic sources across multiple domains is not easy. This is why I use Funnelytics.” — Quentin P.
We help performance-driven marketing teams plan and improve the customer journey at every level
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Pricing: $199–$999 per month
Key features:
Smaply is a customer journey mapping platform that allows you to centralize and digitize your customer experience insights. Its simple drag-and-drop features help you visualize different types of data to review your customer experience and identify key friction points.
You can see a lot of customer data at once in Smaply, because it displays multiple channels and customer journeys simultaneously. This allows you to show the differences between the two tracks for better decision-making.
Smaply also offers customizable templates that can be duplicated and re-used and collaboration features, which allow sharing of customer journey insights to the team in real-time.
A downside to Smaply is that its users find the cost on the higher end compared to the features it offers, which can be off-putting for those with tighter budgets.
Pricing: $0 – $29 EUR per month, offers custom pricing
Key features:
Custellence allows you and your team to collaborate and combine your customer journey efforts into a single dashboard. It helps you create your customer journey map in minutes, which allows you to present a strong customer case and get a buy-in from stakeholders.
With Custellence, you can create elaborate customer journey maps, easily share them with your teams, and collaborate with them on your workspace. Like Smaply, it offers a stack of templates you can adapt and tailor for your own purposes.
However, when it comes to adapting the tool for more complex journey maps, many users find it difficult to apply customer journeys for different use cases.
Pricing: $0 to $34 per member per month, offers custom pricing
Key features:
UXPressia is more of an all-in-one tool that helps you create customer journey maps, user personas and impact maps—that means all your customer experience assets stay in one place. See statuses, tags, and ownerships of each journey map you create and visualize everything from the big picture to the micro journeys.
This makes it easier to align your team and stakeholders from different parts of your organization for better collaboration. You can create designer-quality journey maps and tweak them to present to different people, which can save you a lot of time and effort.
Moreover, you can embed website, product, or service prototypes, marketing presentations, survey results, etc. into your journey map so you don’t leave out any crucial information.
Given the vast variety of features UXPressia offers, it can be a little clunky and complex, which often bugs users looking for simpler solutions.
Pricing: $0 to $36 per user per month, also offers custom pricing
Key features:
Lucidchart is a visual whiteboard tool that allows teams to collaborate seamlessly—from initial ideas to successful delivery. This tool’s user-friendly interface and diverse tools make it easy to create diagrams.
Unlike tools like Funnelytics, it’s not specifically designed for mapping customer journeys around marketing and sales funnels. It’s more of a general intelligent diagramming tool that helps you assemble funnel maps, customer journeys, and flow charts.
However, that makes it suitable for any team for different purposes—the marketing team can create elaborate funnel maps while the design team can create flowcharts for their processes.
As a general-purpose tool, Lucidchart lacks several advanced features compared to its competitors, making it less of a versatile option for users looking for high-end functionalities.
Pricing: $0 to $9 per user per month, also offers custom pricing
Key features:
Figma is more of a general-purpose design tool that has different modes with different purposes—development, design, whiteboard, and prototyping—all in one platform. It’s mainly an all-in-one tool for product teams to create, test, and ship better products faster and more efficiently.
While the prototyping mode helps you create realistic prototypes to test the interactive experience before launching, the FigJam (whiteboard) is the one you can use to create your customer journey mapping while collaborating with your team on an intuitive interface.
However, one of the limitations of this tool is the lack of advanced prototyping features, which can be a challenge for those looking to build complex customer journey maps.
Pricing: $0 to $75 per editor per month
Key features:
Miro is a multi-purpose online collaborative whiteboard that can be used to build funnel maps, plan marketing campaigns, develop a roadmap, and more.
It allows distributed teams to come together, work on a common goal and manage the processes throughout different lifecycle stages.
The interactive and easy-to-use whiteboard platform allows you to strategize new initiatives while considering your customers’ needs and designing customer-centric solutions.
Miro offers six core capabilities to help you with a layout to get started under different scenarios such as process mapping, workshop collaboration, product development workflows, etc. However, users find it difficult to follow through, considering its vast range of features and workflows.
Pricing: $0 to $16 per user per month, custom pricing also available
Key features:
Visual Paradigm is a development tool suite consisting of design, analysis, and management tools to help you manage your projects. Its customer journey mapping tool allows you to study customer experience and illustrate customer relationships with your brand.
The interface you get on creating a new customer journey map isn’t very intuitive, and some might find it pretty basic compared to other tools mentioned in this list. However, fewer features and simplicity mean the tool is easy to learn and grasp, and you can create simple customer journey mapping within minutes.
Pricing: $6 to $89 per month
Key features:
Sketch is another multi-purpose collaborative tool like Miro that markets itself as the complete design platform. It’s available as a web app and a Mac app. While you can build websites, icons, apps, illustrations, and design systems using Sketch, you can use its prototyping feature for customer journey research and mapping.
It comes with a powerful vector editor and built-in prototyping, so it’s easy to create stunning journey maps. It also allows you to collaborate with your team using its workspace feature, where you can share designs and prototypes and offer feedback.
Since it’s not specific to customer journey mapping or sales funnel, many advanced features are lacking. To get started, you’ll need to build your journey maps from scratch without the support of dedicated templates.
Pricing: Starting from $10 per month
Key features:
Flowmapp is a UX design platform popular among startups, agencies, designers, developers, and other teams. Though it’s specifically designed for end-to-end website design and development, it can be easily used for creating customer journey maps with its prototyping and wireframing features.
Using its pre-made templates, workspaces, and collaboration features, you can create stunning customer journey maps while keeping everyone on your team on the same page.
One of the main drawbacks of this tool is that it doesn’t offer a customization feature for adding specific elements to the journey map. For example, information from the SERP will be added as a text block, not a screenshot.
Pricing: $0 to $126 per month
Key features:
A diagram and flowchart tool by Microsoft, Visio helps you visualize your ideas with dozens of ready-to-use templates and thousands of customizable shapes. You can either choose to purchase Visio directly or get it as part of your Microsoft 365 subscription.
You can create flowcharts, org charts, floor plans, network diagrams, customer journey maps, and more with Visio and its simple user interface. You get all the latest diagramming features such as layers, containers, validation reports, shape sheets & drawing explorer, which allows you to create elaborate journey maps.
Some users find the pricing more costly than its competitors, which can affect those with budget constraints.
Pricing: $5 to $530 per month
Key features:
With these many options, making a choice can be overwhelming. You need to consider your business requirements and the following factors.
Customer journey mapping is a fun and extensive process that offers great insights into customer behavior and thought process, and Funnelytics is an excellent choice for a mapping tool.
We’ve put it as number one on the list because it connects whiteboarding technology to the user’s data. This allows you to map customer journeys, visually see how well they perform using split testing across the customer journey, and identify what portions of the journey or product to optimize. Moreover, it’s excellent for visual learners—you can visually see how people get to their site, move across pages, and where they drop. This allows for continuous improvement.
Funnelytics also has:
Learn more about customer journey tracking through Funnelytics’ blog, or get started today.
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Customer journey mapping software helps businesses visualize and understand the various touchpoints and interactions a customer has with their brand.
When considering customer journey mapping software, several essential features contribute to its effectiveness. Here are key features to look for: ○ User-friendly interface ○ Customization options ○ Collaboration feature ○ Multi-channel mapping ○ Data integration
A customer journey visualization platform is a must-have as it provides a holistic view of the customer journey analytics, allowing businesses to understand the entire end-to-end customer experience with their brand.
Founder & CEO @ Funnelytics Inc.
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