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Customer path
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Represents all the stages, touchpoints and interactions that an individual goes through between their awareness of a need and their ongoing relationship with a brand after purchase. It encompasses both online channels (website, email, social networks, digital advertising) and offline touchpoints (store, events, customer service), and is deployed before, during and after conversion.
The customer journey can be modeled using the AIDA framework:
- Attention: attract users via advertising, SEO, social networks...
- Interest: capture attention with engaging content or relevant offers.
- Desire: reinforce motivation with social proof, reassuring content, or a personalized experience.
- Action: trigger conversion (purchase, registration, contact).
Challenges for the CRO :
A clear view of the customer journey enables :
- identify friction points at each stage (e.g. shopping cart abandonment, doubts before registration),
- prioritize optimizations where they will have the greatest impact on conversions or retention,
- segment A/B tests according to life-cycle stage (new visitors vs. existing customers),
- align messages and CTAs with user intent,
- design personalized experiences that improve satisfaction and loyalty.
Customer journey analysis :
The route analysis is based on tools such as :
- GA4 (user path exploration, personalized funnels),
- BigQuery / Looker / Data Studio for cross-channel analysis,
- 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 initiatives (newsletters, exclusive offers, points programs),
- and satisfaction measurement via NPS, VoC or CSAT.
Similar definitions
Data triangulation
Data triangulation combines multiple sources and types of data to gain a more complete and accurate understanding of user behavior and preferences.
Competitor UX analysis
Study of competitors' strategies, strengths and weaknesses in the context of CRO.
Mobile optimization
The process of improving a website's user experience and performance on mobile devices.
Qualitative analysis
Qualitative analysis focuses on non-numerical data, such as customer verbatims, to understand users' motivations, behaviors and frustrations.
Form optimization
Form optimization involves simplifying and improving online forms to maximize submission rates.
Urgency and rarity
Urgency and scarcity are persuasive techniques used to incite action by creating a sense of immediate need or limited availability.
Unique Value Proposition (UVP)
The Unique Value Proposition (UVP) is a clear statement of why a customer should choose your product or service.
Segmentation
Segmentation is the process of dividing visitors into distinct groups based on common characteristics.
Behavioral analysis
Behavioral analysis is the detailed study of user actions and interactions on a website.
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