User path analysis
Definition
User journey analysis consists of studying the steps taken by an Internet user between his or her first contact with a company and the completion of a targeted action (such as a purchase, request for quote or registration). It aims to understand the behaviors, obstacles and friction points encountered throughout the digital experience.
This type of analysis helpsoptimize the user experience (UX), improve conversion rates and guide marketing decisions based on concrete data.
What is a user journey?
The user journey, sometimes referred to as the digital customer journey, refers to all interactions between a person and a company across its various digital touchpoints. It includes :
A Google search
Visiting a website
Clicking on an ad
Downloading a document
Viewing a product page
Add to basket
Request a quote
Abandoning or finalizing a purchase
Each company has its own typical career path, depending on its industry, services and digital tools.
Why analyze the user journey?
User path analysis is an essential performance lever. It enables :
Identify points of abandonment or confusion
Understanding behavior by device (mobile vs. PC)
Reducing barriers to conversion
Personalize the experience according to the user's profile
Better allocate marketing budgets to channels that make a real contribution
Analysis steps
Mapping the current route
Visually represent the main steps taken by visitors on the site or through digital channels
Identify objectives at each stage
Collecting data
Use tools such as Google Analytics 4, Hotjar, Microsoft Clarity or CRM to track actual user behavior
Observing behavior
Analyze time spent on each page, clicks, abandonments, rollbacks, conversions
Identify friction points
Long loading times, overly complex forms, unclear content, non-mobile-friendly pages
Making recommendations
Suggest concrete improvements to streamline the user experience (e.g. simplify a form, add a call to action, reorganize menus).
Tools used
Google Analytics 4 (GA4): to track events, conversion funnels and navigation paths
Hotjar or Clarity: to view clicks, hot zones and session records
Google Tag Manager: for tracking specific interactions (e.g., clicks on buttons, videos, downloads)
CRM or automation platforms: linking digital behavior to customer relationship management
Role of Media Planning
At Planning Media, user journey analysis is an integral part of our strategic approach. We believe that every click counts, and that understanding the intentions behind digital behavior is essential to optimizing the overall experience.
Here's how we work:
Complete diagnosis of current user path
UX audit to identify friction points
Continuous improvement testing: A/B testing, revision of calls to action, form simplification
Personalize content by audience segment
Measuring impact before and after modifications
Our aim is to ensure that each interaction brings the user closer to conversion, while respecting their logic and rhythm.
Concrete examples
A customer leaves the submission page without filling in the form: we discover that the "I want to be called back" option is missing on mobile. Once added, the conversion rate rises by 35%.
A product data sheet is consulted a lot, but purchased very little: by analyzing the clickstream, we realize that the information is too technical. Adding an explanatory video and testimonials increases sales.
A company receives calls, but few forms: by observing user behavior, we discover that the "Contact us" button is not very visible on mobile.
Good practices to adopt
Always think in terms of paths, not isolated pages
Put yourself in the user's shoes: what they're looking for, what reassures them, what holds them back
Simplifying the experience at every stage
Optimize first for mobile, which often accounts for over 60% of traffic
Test, adjust, measure... and repeat
Legal issues
User path analysis is based on the collection of behavioral data. It is therefore essential to comply with current legislation, in particular Quebec's Bill 25. This implies :
To inform visitors of the collection via consent banners
Allow them to accept or reject certain cookies
Collect only the necessary data, in a secure manner
At Planning Media, we implement compliant and ethical mechanisms to analyze without compromising privacy.
Conclusion
User journey analysis is much more than a technical exercise: it's a strategic approach to building a fluid, coherent and high-performance digital experience. It puts user logic at the heart of your marketing decisions.
With Planning Média, you benefit from a team that knows how to observe, interpret and transform navigation data into concrete actions. The result: more conversions, fewer abandonments, and an experience that builds visitor loyalty.