Smaply
Customer journey mapping tools
Conversion rate optimization tools
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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€390 per editor per year
Free TrialFree version
Small
Medium
Large
- Professional services (engineering, legal, consulting, etc.)
- Information technology and software
- Public sector and nonprofit organizations
What is Smaply
Smaply is a customer journey mapping tool used to document and communicate end-to-end customer experiences across touchpoints. It supports teams that design or improve services and customer experiences by creating journey maps, personas, and stakeholder maps. The product focuses on structured visualization and collaboration around qualitative insights rather than running experiments or directly optimizing on-site conversion flows.
Purpose-built journey mapping
Smaply provides dedicated artifacts for journey maps, personas, and stakeholder maps in a single workspace. This supports consistent documentation of customer experience work across projects and teams. The templates and structured fields help teams standardize how they capture stages, touchpoints, emotions, and pain points.
Collaboration and sharing options
Smaply supports collaborative editing and sharing of maps for cross-functional alignment. Teams can use it to present current-state and future-state journeys to stakeholders without requiring them to edit source files. This is useful for distributed teams that need a single source of truth for journey documentation.
Visual communication for CX work
The product is designed to turn research findings into visual deliverables that are easy to review in workshops and planning sessions. It helps connect customer insights to internal roles and responsibilities through stakeholder mapping. This makes it practical for service design and customer experience teams that need to communicate insights beyond research specialists.
Limited CRO execution features
Smaply does not function as a conversion rate optimization suite with built-in A/B testing, personalization, or on-site experimentation workflows. Teams typically need separate analytics and experimentation tools to validate changes and measure conversion impact. As a result, it fits better for mapping and planning than for direct conversion optimization execution.
Not a customer data platform
Smaply is not designed to ingest behavioral event streams, unify customer profiles, or manage lifecycle automation. Organizations looking for in-product health scoring, automated playbooks, or account-level success workflows will generally require additional systems. The maps can reference insights, but they are not a system of record for customer data.
Value depends on process maturity
The product’s outcomes depend on teams maintaining maps and keeping them aligned with ongoing research and operational changes. Without governance, journey maps can become outdated and lose credibility. Teams may need defined ownership and review cycles to sustain long-term usefulness.
Plan & Pricing
| Plan | Price | Key features & notes |
|---|---|---|
| Free | €0 (Free forever). Begins with a 14-day full-featured trial (no credit card needed). | 1 personal workspace; 10 maps; 10 personas; 3 advanced cards per map; no viewer seats; export to PDF; 20+ integrations (Google Analytics, PowerBI, Jira, DevOps); self-service helpdesk support. |
| Repository | €33 per editor / month (billed yearly: €390) | 1 team workspace; unlimited maps & personas; unlimited portfolio cards; user roles (admin, editor, viewer); Smaply AI; comment threads; saved views & custom map templates; portfolio management & prioritization matrix; access to Trust Center, standard T&C, standard SLA; self-service support. |
| Framework | $67 per editor / month (billed yearly: $799) | 3 team workspaces; unlimited maps/personas/advanced cards; 5 viewer seats included; password-protected HTML sharing for single maps; Journey Hierarchy template; 5 coaching hours for onboarding (from 10 users); 1 ticket to Marc Stickdorn's Journey Management course (from 10 users); helpdesk and email support (24h response time). |
| Governance | $96 per editor / month (billed yearly: $1149) | Unlimited team workspaces; unlimited maps/personas/advanced cards; unlimited viewer seats; service account integrations (PowerBI, Google Analytics, Excel365); customizable taxonomy; unlimited storage; personal support & key account manager (from 10 users); 10 coaching hours onboarding; 2 training tickets (from 10 users); procurement services and optional dedicated regional single-tenant hosting (cost depends on setup); SSO (from 10 users). |
Seller details
Smaply GmbH
Unsure
Private
https://www.smaply.com/
https://x.com/smaply
https://www.linkedin.com/company/smaply/
