Customer Journey Digital Touchpoint Checklists with Questions

The following are checklists for the touchpoints of the digital journey.

Audience Checklist
Creative Checklist
Popup Checklist
Offer Checklist
Landing Page Checklist
Product Page Checklist
Website Checklist
Organic Channels Checklist
Available Products Checklist
Product Checklist
Price Checklist

To view a more in-depth list complete with customer questions see our .

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Audience Checklist

Your click through rate is lower than expected please check that you are targeting the right audience.

• The audience must be known
• The reason for targeting the audience must be clear
• The audience must be backed by data
• The audience is relevant to where they are located
• The audience might be one of many
• The audience might be affected by seasonality
• The audience will care about only certain aspects of the products
• The audience is part of a broader lifestyle trend
• The audience may already own products like yours
• The audience interest can change with life events

Audience Questions

What audience are we targeting?

• Is the audience small enough to be clearly identified?
• Are there traits among the audience that would allow it to be expanded?

Why are we targeting this audience?

• What about this audience makes it a good fit?
• What about other audiences makes them not a good fit?

Do we have the data to support targeting this audience?

• Is there concrete knowledge we have that this audience is a good one?
• Is there a higher correlation between this audience and growth?

Do we ask questions to reinforce our audience beliefs?

• Do we connect this audience to the appropriate landing pages etc.?
• Are we collecting data from sign ups and surveys that confirms our audience?

Where does our audience live?

• Is our audience regional or national?
• Does our audience live in cities, suburbs, or rural areas?

Is our audience affected by seasonal changes?

• Does the weather affect sales of our products?
• Does location in combination with weather affect sales of our products?

Why do our products matter to our audience?

• Is our product a need, want, or a desire?

What are the broader lifestyle trends across our audience?

• Does our audience subscribe to a broader lifestyle of activities?
• Can we expand or focus our audience targeting based on these lifestyle trends?

Does our audience already own products like ours?

• Is our audience aware of our product or products like it?
• Do we use terminology that is something they would recognize?
• Is there education needed for those that don’t own a product like ours?

How do life events affect this audience?

• Is our product dependent on life events?
• Can a life event change our audience?

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Creative Checklist

Your click through rate is lower than expected. Please check that your creative is eye-catching and has a clear goal.

• The creative must stand out in the feed
• The creative must connect with an audience
• The copy must be relevant to the audience
• The creative must focus on one key benefit
• The creative should relate to one activity
• The creative should use images instead of words when possible or in combination
• The creative should have a clear incentive/CTA

Creative Questions

Does my creative stand out in the feed?

• Is the background bright and colorful?
• Is the still image compelling enough for someone to stop?
• Is the product moving to attract the eye?

Does the creative show the product from the start?

• Is there a lag time before you see a product?
• Is the product clearly identifiable in the thumbnail?

Does the creative connect with an audience?

• Is the visual used compelling to the audience?
• Is the visual clear yet

Is the copy related to the audience?

• Is the copy related to the audience that calls out a specific subset of that audience?
• Is the copy humorous to relate to the audience?

Does the creative focus on one key benefit?

• Is there a strong text overlay that connects with the audience?
• Does the text make someone think differently about an existing behavior?

Does the creative relate to one activity?

• Is there a strong but narrow focus on one key activity the product is perfect for?
• Is this activity clear to the target audience?

Does the creative use images to represent words?

• Are the images/icons universally recognizable?
• Is there only one image/icon shown at a time?

Does the creative have a clear incentive/CTA?

• Is there an enhanced offer that provides a reason to click through?
• Is the CTA an invitation to take the next step?

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Popup Checklist

Your view rate is lower than expected please check your pop up display targeting settings.

• The popup should be shown to the correct audience
• The popup should show relevant to the page it shows on
• The popup should show at multiple points during the journey
• The popup should be A/B tested for efficiency
• The popup should vary depending on timing and page
• The popup should carry through from the ad
• The popup should show the coupon code in the pop up
• The popup should ask multiple questions
• The popup should optionally collect a phone number
• The popup should ask about topics relevant to the customer journey
• The pop up should ask about category

Popup Questions

Does the popup show to everyone?

• Should the popup be shown to existing subscribers
• Should the popup be shown to new subscribers
• Should the popup be shown to a subset of existing subscribers (i.e. subscribers that haven’t purchased yet)

Does the popup show on every page?

• Does the popup show at different times to different people?
• Does the popup show only once?

Does the popup show up multiple times during the journey?

• Does the popup show up at times most likely to convert?
• Does the popup show up at different times on different pages?
• Does the popup show up during inflection points in the journey?

Does the popup adequately use A/B testing of offers?

• Is A/B testing being done on multiple pages?
• Is A/B testing being done by platform or device?
• Is A/B testing being done by discount or offer?

Does the popup vary by timing and placement based on page?

• Is there a different popup on the product pages?
• Is there a different product on the homepage?
• Is there a different product on the landing page?
• Based on the content does the location or timing change?

Does the popup carry over from the ad that drove the traffic?

• Does it reflect the CTA?

Does the popup contain the coupon code or offer code without the user having to leave the page?

• Is the code also sent through the channel provided?
• Is the code easy to copy or use?

Does the popup ask multiple questions?

• Does the popup lead the person towards making a purchase?
• Does the popup ask questions relevant to the customer journey?
• Does the popup ask about what category people are interested in?
• Does the popup ask about what matters most to people?
• Does the popup ask about current purchases or frequency of use?
• Does the popup ask about when someone is looking to purchase?

Does the popup collect a phone number?

• Does the popup require a phone number?
• Where does the popup ask for a phone number?

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Offer Checklist

Your subscription rate is lower than expected please check your pop up offer.

• The popup offer needs to be presented at the right time
• The popup offer should provide real value relevant to the buying decision or price
• The popup offer should be clearly presented
• The popup offer should present as a % or $ off or unlock a special offer
• The popup offer/coupon code should be available after filling out your info
• The popup should when possible position for multiple offers or bundles
• Bundle pricing should be clear, concise, and easy to compare

Offer Questions

Is the popup offer presented at the right time?

• Is it presented after someone has had a chance to view the page or product?
• Is it presented right away?
• Is the conversion better for the popup based on when it appears?

Does the popup provide real value relevant to the buying decision or price?

• Does the offer relate to making a purchase?
• Does the offer relate to making multiple purchases?
• Can the offer be actioned immediately?

Does the popup offer show as a % or $ off?

• Is the popup value easy to understand relevant to the price of the products?
• Is the popup value clear on how it can be used?
• Are there any restrictions on using the offer?

Does the popup display the coupon code?

• Is the coupon code available without leaving the page?
• Is the coupon code also sent via the channel of sign up?
• What is the delay on getting the coupon code?

Does the popup contain a complicated offer?

• Does the coupon code usage come with strings attached?
• Are the strings attached clearly stated?

Does your website offer bundles or bundle pricing?

• Is the bundle pricing clear?
• Is the bundle pricing easy to compare and understand?

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Landing Page Checklist

Your view rate is lower than expected please check that your Landing Page is clear and has enough information.

• The landing page should be aimed at where the traffic came from
• The landing page should focus on a product, category, or brand
• The landing page should have clear value propositions
• The landing page should answer all common customer questions
• The landing page should provide other similar product alternatives
• The landing page should contain content from the CTA of the source
• The landing page should have crisp, clear, and quotable copy
• The landing page should have a clear CTA inviting the visitor to take action
• The landing page should have a popup, embed, or other offer to collect data
• The landing page should build trust with the brand

Landing Page Questions

Where did the visitor come from?

• What was the ad creative?
• What was the ad copy?
• What channel did they come from?

What does the landing page focus on?

• Does it focus on a product?
• Does it focus on a category?
• Does it focus on your brand?
• Does it focus on building trust?
• Does it focus on a sale at all costs?

Does the landing page have clear value propositions?

• Does the page force a narrative about a product or brand?
• Does it allow the visitor to learn about the brand or product organically?
• Does it have a goal of a sale or building curiosity?

Does the landing page answer all common questions?

• Does it talk about who the product is a good fit for?
• Does it talk about who the product isn’t a good fit for?
• Does it talk about alternatives that you stock?
• Does it talk about what makes it different?
• Does it talk about what’s great for the purchaser?
• Does it talk about what makes it a great gift?
• Does it answer questions about sizing/variants?
• Does it answer questions about being between sizing/variants?
• Does it answer questions about fit and use?
• Does it answer questions about transport or wear?
• Does it lay out situations where it shouldn’t be used?
• Does it have a clear shipping policy with estimates?
• Does it have a clear warranty policy?
• Does it have a clear return policy?
• Does it have a clear refund policy?

Does the landing page connect with the CTA of the source?

• Are the themes carried over from the source to the landing page?
• Is the landing page direct to a product page?
• Is the landing page direct to a collection page?
• Does the CTA from the source transition into the landing page with direction?

Does the landing page have crisp, clear, and quotable copy?

• Are the words easy to understand?
• Are the buzzwords kept to a minimum?
• Can anyone reading the copy understand what it means?
• Would someone quote your copy to explain your product?
• Does your copy entertain?

Does the landing page lay out where to head next via CTA?

• Is the action clear where the person is supposed to go next?
• Does the CTA invite the person to take the next step?

Does the landing page have an offer in exchange for information?

• Is the offer clear and concise that can help personalize the visitor’s journey?
• Is the sign up easy to understand?
• Is the sign up in furtherance of learning about the product or making a purchase?

Does the landing page build trust with the brand?

• Is it clear who’s behind the brand?
• Is it clear why they created it?
• Is it clear what lifestyle they subscribe to?
• Does the brand show through via the tone of the brand?

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Product Page Checklist

Your conversion rate is lower than expected please check that your product page has all the required information.

• The product page should be aimed at where the traffic came from
• The product page should focus on a product, it’s variants, and bundle offers
• The product page should make it easy to see different sizes, colors, and other variants
• The product page should have large and detailed pictures including all important angles
• The product page should have value propositions clearly laid out
• The product page should answer customer journey oriented questions
• The product page should have crisp, clear, and quotable copy
• The product page should have copy with clear meaning behind it with goals
• The product page should use visuals whenever possible
• The product page should cover what happens post purchase, shipping, returns, exchanges, etc
• The product page should have timed offer via pop up, slideout or embed
• The product page should make it easy for someone to ask a question
• The product page should have searchable reviews that are easy to navigate
• The product page should have answers to questions that lead to other products
• The product page should have comparisons to other products

Product Page Questions

Where did the visitor come from?

• What was the ad creative?
• What was the ad copy?
• What channel did they come from?
• Do we treat them as a new visitor?

Does the product page focus on a product and its variants?

• Does the product come in multiple options?
• Does the product come in multiple sizes?
• Does the product come in multiple colors?
• Is it easy to move between different options?
• Are bundle offers present on the product page?
• Does the product page show alternative products that might be a better fit?

Does the product page make it easy to see different sizes, colors, and other variants?

• Is it easy to compare and contrast the sizes, colors, and other variants including pricing?
• Does the product page use descriptions to describe the size of people where applicable?

Does the product page contain pictures that are clear, color accurate, and show detail?

• Do the product images allow for zooming in?
• Do the product images focus on the craftsmanship of the goods?
• Do the product images make it easy to see the product from all angles?
• Do the product images show the outside as well as the inside of the products?
• Are there videos included in the product photos?
• Are there other product photos broken out larger down the page?

Does the product page have clear value propositions?

• Does the page force a narrative about a product?
• Does it allow the visitor to learn about the product organically?
• Does it have a goal of a sale or building curiosity?
• Does the product page aim to inform rather than sell?
• Does the product page hit on the main reasons people purchase backed by data?

Does the product page follow a Q&A format that guides rather than pitches?

• Does it talk about who the product is a good fit for?
• Does it talk about who the product isn’t a good fit for?
• Does it talk about what makes it different?
• Does it talk about what’s great for the purchaser?
• Does it talk about what makes it a great gift?
• Does it answer questions about sizing?
• Does it answer questions about being between sizing?
• Does it answer questions about fit and use?
• Does it answer questions about transport or wear?
• Does it lay out situations where it shouldn’t be used?
• Does it have a clear shipping policy with estimates?
• Does it have a clear warranty policy?
• Does it have a clear return policy?
• Does it have a clear refund policy?

Does the product page have crisp, clear, and quotable copy?

• Are the words easy to understand?
• Are the buzzwords kept to a minimum?
• Can anyone reading the copy understand what it means?
• Would someone quote your copy to explain your product?
• Does your copy entertain?

Does the copy have clear goals behind all the words?

• Is there any filler that should be removed?
• Are the words easy to understand?
• Does all the copy make sense with the visuals?

Does the page use visuals where possible in place of words?

• Where possible does the product page use visuals to show differentiating factors?

Does the product page cover post purchase considerations?

• Does it lay out shipping estimates?
• Does it lay out shipping costs?
• Does it have a clear warranty policy?
• Does it have a clear return policy?
• Does it have a clear refund policy?
• Does it have a clear exchange policy?

Does the product page have a timed offer via popup, embed, or slide out?

• Does the offer come xx seconds after someone lands on the page?
• Does the offer provide value relevant to completing a transaction?

Does the product page make it easy to reach out to someone with a question?

• Does it provide a chat, text, or phone number to call?

Does the product page have searchable and relevant product reviews?

• Do the reviews provide in-depth information?
• Do the reviews share value propositions?
• Are the reviews easy to search?
• Are the reviews easy to navigate?
• Are the reviews easy to read?

Do the answers to questions direct the visitor to more appropriate products?

• Do the questions and answers help to lead the visitor to alternatives?

Does the product page show a comparison between other products or variants?

• Is it easy for someone to compare the different products?

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Website Checklist

Your website isn't converting the audience and product market fit may not be present.

• The website should load quickly
• The website should be optimized for both desktop and mobile
• The website should be easy to navigate
• The website should not have any typos
• The website should make it clear what the product is
• The website should have accurate information on product availability
• The website should link out to social channels
• The website should provide a way to get in contact with the company
• The website should have an about us page that features people

Website Questions

Does your website load quickly?

• Do the images load slowly?
• Does the menu load slowly?

Does the website look good on both mobile and desktop?

• Are the menus easy to navigate?
• Do the images resize correctly?

Does the menu make it easy to navigate?

• Are the menu items clear?
• Are the menu items by category or product?
• Is it easy to find out more about the company?

Does the website have any typos?

• If you read it out loud does everything flow correctly?
• Is the formatting easy to follow?
• Does the formatting displace the information in the most clear way?
• Are all the pictures crisp and clear and obvious as to what they are showing?

Does the website make it clear what products are being sold?

• Are the products prominently displayed?
• Are there any up close pictures of the products?
• Does the theme of the website align with the lifestyle?
• Can a user see themselves as part of the brand’s lifestyle?
• Are the categories of products clearly laid out?

Does the website lay out product availability?

• Will a visitor be shown a product that is mostly sold out?
• Are products searchable based on size and type?
• Is there an invitation to find the right product for you?

Does the website link out to social media channels?

• Is there activity on these social channels?
• If there is a small following, is it active?
• Do the social links work properly?

Does the website provide an easy way to get in touch with the company?

• How long does it take to get a response?
• Is there a separate place to go for order related issues?

Does the website provide an about us page with people?

• Is the company faceless?
• Will a visitor be able to relate to the founder or founding team?
• Does the about us page provide insights into who the company is?

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Organic Channels Checklist

Your website doesn't have a high amount of repeat customers, check product availability and organic and owned channels.

• The brand should send emails our regularly
• The brand should segment their lists
• The brand should personalize the messaging to their segments
• The brand should email in the lifestyle theme of their company
• The brand should fulfill their promises through owned channels
• The brand should drive traffic outside of paid media channels
• The brand should always be launching new products via organic channels
• The brand should use organic channels to build a community around the broader lifestyle
• The brand should be highlighting customers in their communications
• The brand should respect the frequency of sending out communications

Organic Channels Questions

Are we sending emails out to our email list?

• Do we have a reason for sending?
• Do our emails have a consistent sender?
• Do our emails have a consistent format?
• Do our emails come as a result of an action by the subscriber or campaigns?

Are we segmenting our lists?

• Does our segmentation involve intent based actions?
• Is our segmentation being used to measure intent?
• Does our segmentation require different content?
• Does our segmentation require different timing?
• Does our segmentation require additional variables?
• How are we versioning our segmentation?
• What is the goal of our segmentation?

Are we personalizing our messaging to our segments?

• Are we personalizing the subject lines?
• Are we personalizing the content?
• Are we personalizing the copy?
• Are we actively raising the quality of our work for our segments?

Do our emails incorporate the broader lifestyle of our audience?

• Are our emails entertaining?
• Do they bring in lifestyle elements loosely related to our brand?
• Do they appeal to people in our lifestyle?

Do our emails fulfill our brand promises when people sign up?

• Does our lead welcome email explain what types of communication we’ll be getting?
• Do we stay on task with providing entertaining content?
• Do we keep our emails to minimal sales?

Are we driving traffic outside our paid channels?

• Are we leveraging organic social media?
• Are we actively looking to leverage our assets via partnerships?
• How are we creating new organic channels?

Are we using organic channels as a catalyst to create a community?

• Is this community being created around lifestyle instead of a product or brand?
• Are we leveraging our community to self sustain without us?
• Are we supporting the community growth through our owned channels?
• Are we looking to politely leverage this community for future growth?

Are we highlighting customers in our emails?

• Are we focusing on our customers in our emails?
• Are we using our platform to show off different types of customers that we have?
• Are we working with our customers to aid them in their goals?
• Are we able to move from being a product company to a brand through community?

Are we respecting inboxes with purposeful emails?

• Do we send people too many emails?
• Are we diversifying our messaging to our customers?
• Are we providing entertainment and value in every email?
• Are we keeping a normal consistent cadence with our campaigns?

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Available Products Checklist

Your website doesn't have a high amount of repeat customers, check product availability and organic and owned channels.

• The brand should send emails our regularly
• The brand should segment their lists
• The brand should personalize the messaging to their segments
• The brand should email in the lifestyle theme of their company
• The brand should fulfill their promises through owned channels
• The brand should drive traffic outside of paid media channels
• The brand should always be launching new products via organic channels
• The brand should use organic channels to build a community around the broader lifestyle
• The brand should be highlighting customers in their communications
• The brand should respect the frequency of sending out communications

Available Products Questions

Are there enough products to promote multiple purchases?

• Is there enough variety to cause a second purchase?
• Are there add-on products or complementary products available?

Are the available products differentiated enough?

• Are the products differentiated enough from other products on the website?
• Are the products differentiated enough against existing competitors?
• Are the products differentiated enough from existing owned products?

Are the available products in stock?

• Is the visitor's preferred product in stock?
• Is the product available in the required size or fit?

Are the products available in multiple variants?

• Is it easy to see options?
• Are the options too complicated or too many?
• Is the browsing and sorting easy to understand?
• Are there major differences between variants?

Are the products available in bulk or bundles?

• Can a user buy multiple or are their stock restrictions?

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Product Checklist

Your website has a good click through rate and good views, but not a lot of subscriptions which means the product positioning may be lacking.

• The product should be a want
• The product should be compared to similar products
• The product should be connected to other products you sell
• The product should address audience and seasonality
• The product should state a life expectancy
• The product should differentiate between needing one or multiple
• The product should acknowledge other prerequisites for use
• The product should incorporate any hobbies associated with it
• The product should show clear differentiation with competitors
• The product should be priced clearly

Product Questions

Is the product a want, need, or desire?

• If it’s a need, why yours?
• If it’s a want, what makes people want it?
• If it’s a desire, what would make someone splurge?

How is the product compared to other existing products?

• How does the product address competition?
• How does the product fit in with other products that aren’t in direct competition?
• How does the product relate to replacement products?

How is the product connected with other things you sell?

• Do your other products represent a similar product positioning?
• Are there constants between your product lines?

Does the product have a seasonality aspect?

• How do you position the product relevant to seasonality?
• How does seasonality impact sales and sales cycles?

Does the product have a life expectancy to it?

• Is the life expectancy clearly laid out?
• How is life expectancy related to the price paid?

Does the product differentiate with quantities?

• Should the customer be looking to buy one or more?
• What are the benefits of buying more than one of something?

Does the product require other things to work with it?

• How does the product work with those other items?
• How does the product interact with other items?

Does the product relate to any hobbies?

• How is the product positioned with those hobbies?
• Is the narrative clear with how this product is positioned within those hobbies?

Does the product show clear differentiation within the market?

• How is this differentiation displayed?
• How is it present?
• What about the differentiation can be obvious?
• Is the differentiation something the market cares about?

Is the product priced clearly?

• How is the product priced relevant to other similar items?

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Price Checklist

Your website is performing well up to the point of conversion, all intent signals are good, consider examining your pricing.

• Price should be competitive with the market
• Price should have large enough margins to provide a discount on the first order
• Price should factor in any offsets of shipping or other offers
• Price should be clear across comparable products
• Price should be clear if bundles or subscriptions are present
• Price should contain other relevant information near the listing
• Price should be consistent across all marketplace positions

Price Questions

How is your price relative to the competition?

• Do you practice transparent pricing?
• Are you being compared just based on pricing?
• Do you provide more information to overcome pricing objections?

Is your price large enough to turn a profit?

• Are the unit economics in line with any discounts you provide?
• Are there ways to offset your unit economics that you can control?

Are your prices in line with any offsets to shipping costs or other offers?

• Do you include shipping within your modeling and pricing?
• Do you have enough margin to include free shipping?

Are your prices clear and consistent across your family of products?

• Is the pricing relative to the products or lacking correlation?

Are your prices clear with regards to bundles and other bulk order savings?

• Does the customer have to do math?
• Are the bundle pricing different per product?

Does the price have other information nearby?

• Is the shipping fees clear?
• Are any other things impacting price made clear?
• Are any bundle pricing clearly listed near the price?

Does the pricing include the costs on other marketplaces?

• Do you make it easy to price compare across other marketplaces?
• Do you force people to leave your website to compare prices?

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