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
Very insightful and utmost effective. These reports offer a wealth of information to refine & inform and therefore further improve our current and future designs to even better meet customers needs.
Global Transformation Director
Insurance
Lumivo has always provided accurate and considerate insight to our complex business. They’ve taken care to ensure we are competing on the highest echelon of our industry.
Marketing and UX Strategy specialist
Travel Sector
Case Study
A major retailer partnered with Lumivo to benchmark their digital customer journey against industry leaders. Over 150 participants evaluated key pathways such as homepage navigation and product search on their own devices, leading to actionable data-driven decisions and improved conversion rates.
Sector/Expertise
Lumivo provides benchmarking for:
Financial
(credit cards, accounts, insurance, loans, online servicing)
Travel
(hotels, airlines, car rentals, cruises, logistics)
Technology
(mobile operators, device manufacturers)
Retail
(clothing, electronics)
Get in Contact with a Specialist
Contact a Lumivo specialist to discuss your benchmarking project or set up a new study for your sector—discover how data-driven insights can power digital effectiveness and competitive advantage.
