Been looking at our customer journey maps from last year and they feel completely outdated now.
Wondering how often everyone else refreshes theirs and what data sources you actually use to keep them relevant.
I monitor the main drop-off points every month while looking at ad performance.
When users stop converting at certain steps, I update the map without delay. Usually, it means my targeting or messaging needs adjustment.
There is no use in a fancy document that does not match actual user behavior.
Same here - mine change constantly. I pull user flow data and support tickets monthly to see where people drop off.
Last check found three major spots we’d completely missed. Now I update the map anytime conversions shift 10%+ month-to-month.
Static maps are useless. They’re outdated before you finish making them.
Just watch their behavior and adjust as needed
Most journey maps are fantasies. They reflect what teams want, not the reality. I rebuild mine quarterly using actual funnel data, support tickets, and conversion numbers. If CAC spikes or retention dips, I first check for shifts in user behavior and update the map. If your map can’t predict next month’s drop-offs, then it’s just expensive wall art.
We tweak ours whenever landing page performance changes or ad targeting shifts.
We update ours a couple of times a year based on major changes in user behavior or when new features are added.
I rebuild mine whenever I launch new campaigns or test different audiences.
User paths change way more than you’d expect when switching from broad targeting to lookalikes, or when seasonal trends kick in. A smooth January funnel can be completely broken by March.
I run heat maps and session recordings 24/7. When users get stuck at spots that weren’t issues before, I know it’s time to update the map.
Takes about 2 hours to fix once I catch it. Much better than pushing ads through a funnel that doesn’t match what’s actually happening.