Customer Journey

Represents the full set of stages, touchpoints and interactions an individual goes through between becoming aware of a need and their ongoing relationship with a brand after purchase. It encompasses both online channels (website, email, social media, digital advertising) and offline touchpoints (store, events, customer service), and unfolds before, during and after conversion.

The customer journey can be modeled using the AIDA framework:

• Attention: attracting the user through advertising, SEO, social media...
• Interest: capturing attention with engaging content or relevant offers.
• Desire: reinforcing motivation through social proof, reassuring content, or a personalized experience.
• Action: triggering the conversion (purchase, sign-up, contact request).

Challenges for CRO:

A clear view of the customer journey makes it possible to:

• identify friction points at each stage (e.g., cart abandonment, hesitation before sign-up),
• prioritize optimizations where they will have the greatest impact on conversions or retention,
• segment A/B tests according to lifecycle stage (new visitors vs. existing customers),
• align messages and CTAs with user intent,
• design personalized experiences that improve satisfaction and loyalty.

Customer Journey Analysis:

Journey analysis relies on tools such as:

• GA4 (exploration of user journeys, custom funnels),
• BigQuery / Looker / Data Studio for cross-channel analysis,
• Journey maps (Customer Journey Mapping),
• Heatmaps and replays to visualize behavior on key pages,
• CRM / CDP to reconnect online and offline interactions.

Beyond the purchase:

A good customer journey doesn’t stop at conversion. It includes:

• reassurance or welcome emails,
• post-purchase interactions (returns, support, feedback),
• loyalty actions (newsletter, exclusive offers, points programs),
• and satisfaction measurement via NPS, VoC or CSAT.