Feature Guide: Journeys
In digital marketing, the customer journey is a key concept for understanding every step of a customer's interaction with a brand through mobile apps or web services. This journey encompasses everything from acquisition to churn, covering all stages in between. It's an essential strategy for optimizing user experience and maximizing revenue growth.
In today’s article, we’ll explore FlareLane’s customer journey feature and examine how this solution impacts real marketing campaign outcomes through various case studies.
✅Customer journeys are a key strategy for understanding and optimizing user interactions with your brand, maximizing revenue growth.
✅With industry-optimized automation templates and cross-channel features, marketers can easily launch campaigns and analyze performance in real time.
✅FlareLane's customer journey automation has helped achieve various marketing goals, contributing to increased revenue and improved conversion rates.
What Is Journey?
The customer journey is a visual model of a customer’s interactions, from acquisition to churn, as they use mobile apps or web services. It covers all stages, from awareness and evaluation to purchase. Because customer behavior and market conditions are constantly changing, marketers need to further segment and personalize the customer journey, adopting marketing automation solutions that align with brand needs to maximize revenue growth.
FlareLane’s customer journey-based marketing solution offers industry-optimized automation templates, making it easy for new clients to launch marketing campaigns. Continuous updates, informed by customer feedback, enhance its features. Additionally, recently introduced cross-channel capabilities—including push notifications, in-app messages, and webhooks—alongside real-time performance tracking, empower marketers to gain user behavior insights and optimize their strategies.
Creating Your First Journey
The first step in automating the customer journey is choosing between "Pre-built Journeys" and "Build from Scratch." The recommended journey offers industry-specific automation templates crafted by FlareLane, allowing you to quickly set up key customer flows. Creating your own automation, on the other hand, enables you to design a more tailored journey for your customers.
For example, if you're an e-commerce brand new to customer journey automation, you can immediately use popular templates such as "Encourage First Purchase," "Cart Recovery," or "Encourage Repeat Purchase" to get started. Here's an example image:
In today’s example, let’s use the "Pre-built journeys > Encourage First Purchase" template. FlareLane’s customer journey feature is designed with an intuitive, click-and-drag interface that makes it easy to set up various actions, including message channels, A/B testing, events, and segmentations. Each step in the journey is clearly displayed, making it simple even for first-time users to navigate. Here’s an example:
Customer journey example | Video credit: FlareLane
Additionally, clicking on each action node opens a pop-up on the right side, allowing you to adjust the settings for the customer journey. In the following example, we’ll demonstrate how to modify the start/end event conditions, set the wait time before sending, and edit the message content:
Example of editing a customer journey | Video credit: FlareLane
You can also click on the "Send Options" in the lower-left corner of the console to access features like "Re-Entry Policy," "Send Options," and "Do Not Disturb." These options help you send personalized messages at the most suitable times for each user, reducing user fatigue and maximizing marketing effectiveness:
Once all settings are complete, you can activate the customer journey to start sending notifications. After activation, the journey will only proceed for users who meet the starting conditions. Since activated journeys cannot be edited, any changes will require duplicating the existing journey and activating the new version:
Activating a customer journey | Video credit: FlareLane
With the journey activated, you can easily monitor real-time performance for each step using the statistics toggle on the left side:
How to view stats in real time | Video credit: FlareLane
Customer Success Stories
Here are examples of how FlareLane clients have improved their marketing performance using the customer journey automation feature:
Case A - Improving Customer Re-engagement Using Cross-Channel Push and In-App Messages
An F&B service client aimed to encourage users to engage with their app more frequently, with the long-term goal of increasing app retention.
- Problem: After app installation, user activity dropped quickly, resulting in low retention rates. More than half of new users were leaving within seven days of installation, making it challenging to maintain conversion rates and brand loyalty.
- Solution: After implementing FlareLane, the client used one of our pre-built journey templates, which was set to send push notifications and in-app messages one, three, and seven days after installation. These messages included highlights of key features and special discounts, encouraging users to revisit the app and intuitively guiding them on what to explore within it.
- Results: Following this campaign, the app re-engagement rate increased by approximately 20%, and the in-app purchase conversion rate rose by 10%.
Case B - Improving Purchase Conversion Rates Through Cart & Wishlist Abandonment Automation
A beauty brand client needed a marketing strategy to drive website visitors to make purchases.
- Problem: Many website visitors explored products extensively but rarely completed a purchase, revealing a need for a solution to improve low conversion rates.
- Solution: After implementing FlareLane, the client applied the "Cart Recovery" journey to send push notifications to users interested in products. These messages included a 10% discount coupon, providing a strong incentive to complete purchases. Additionally, they used real-time performance insights to optimize their next campaigns.
- Results: Since implementation, cart purchase conversion rates increased by around 25%, and message click-through rates rose by approximately 30%.
Final Thoughts
Customer journeys go beyond simply running marketing campaigns—they play a key role in strengthening brand loyalty and driving conversion through deep interactions with users.
As seen in the case studies above, FlareLane’s customer journey solution enables marketers to accurately understand user behavior and deliver tailored messages with proven effectiveness. We're a next-generation cross-channel CRM marketing solution, offering industry-specific customer journey templates, diverse cross-channel capabilities, and real-time performance analysis to elevate your marketing strategy.
For more details on customer journey automation, click here!
