Online Journey Research

Map every click from discovery to purchase

Introduction

At Lumivo, we specialise in Online Journey Research, a data-driven approach that explores how people discover, evaluate, and choose between brands before they reach your site. Our research captures the real-world pathways users take across search engines, social media, AI tools, comparison sites, and direct brand websites.

Understanding these early, top-of-funnel journeys helps reveal where and why customers engage, which competitors they consider, and what influences their choices long before conversion takes place.

How it Works

Lumivo’s Online Journey Research maps the full digital decision-making process, from initial discovery through to site selection and evaluation.

Participants complete realistic online tasks, showing exactly how they behave when researching, comparing, and choosing between brands. We identify:

Starting points: where people begin their search, including social, search, and AI platforms

Competitor exposure: which brands or retailers are explored before reaching yours

Influence factors: what prompts users to click, switch, or decide

Friction points: where journeys stall or interest drops

Motivations and attitudes: what drives perceptions of trust, value, and relevance

Used alongside Lumivo’s large-scale competitive benchmarking research, Online Journey Research gives you visibility across the entire funnel, from how customers explore the market to how they experience your site versus your competitors once they arrive.

Key Features

Every Lumivo Online Journey Research project includes:

Executive Summary – concise findings and clear priorities for action

Methodology Overview – transparent details of sample design and approach

Detailed Findings – rich analysis of journeys, competitor engagement, and site interactions

Strategic Recommendations – actionable guidance to improve touchpoints and drive conversion
Optional Workshops & Debriefs – collaborative sessions with senior researchers to align teams on next steps

Outputs & Integration

Findings are delivered through interactive dashboards, presentations, or written reports. When combined with Lumivo’s competitor benchmarking research, you gain a seamless view from awareness to experience, enabling confident, evidence-based decisions that improve both marketing effectiveness and on-site performance.

Client Testimonials

What truly sets Lumivo apart is their deep understanding of our business and sector, particularly when it comes to consumer and customer needs. Their ability to benchmark our customer journeys and provide critical insights has been invaluable in helping us prioritise our backlog. I cannot recommend them highly enough!

Research Director - UK

Insurance

Lumivo have completed excellent research and analysis for us that have drawn out many things we didn't know about our customers. They adapted to our needs easily and completed the work on time. Would work with Lumivo again!

Retail Client - UK

We've had a great experience working with Lumivo. Their expertise in digital benchmarking and user testing has provided us with invaluable insights that directly informed our development roadmap. They're reliable, professional, and incredibly easy to work with, offering international reach and high-quality research that delivered real value.

Head of Research

Premier League Football Club

Financial

(credit cards, accounts, insurance, loans, online servicing)

Travel

(hotels, airlines, car rentals, cruises, logistics)

Technology

(mobile operators, device manufacturers)

Retail

(clothing, electronics)