A User Journey Analysis evaluates how effectively a website guides users from entry point to conversion. It is a page-by-page, section-by-section review of the site, focused on usability, design, functionality, and overall clarity. The goal is to identify friction, confusion, or missed opportunities that prevent users from taking the actions the business wants them to take.
While technical performance underpins usability, this analysis looks beyond code and structure to assess how the site feels to use. It is most effective when combined with a Technical Site Audit and a Competitor Analysis, allowing user experience issues to be viewed alongside technical constraints and competitive expectations.
The review assesses the site from the perspective of a real user, moving through key pages and journeys to identify what supports or hinders progression. It focuses on clarity, usability, and points where friction reduces confidence or conversion.
Particular attention is paid to broken or unreliable experiences, including confusing layouts, unclear next steps, ineffective search results, or functionality that does not behave as users would reasonably expect.
The User Journey Analysis focuses on identifying practical issues that negatively affect usability, trust, and conversion. By reviewing the site as a real user would experience it, the analysis highlights where design, functionality, or consistency break down and create friction.
The outcome is a clearer understanding of what is preventing users from progressing confidently through the site, and where improvements will have the greatest commercial impact.
User experience does not exist in isolation. Findings are considered within the context of competitor standards and user expectations, especially when reviewed alongside a Competitor Analysis. This helps distinguish between minor usability preferences and genuine competitive disadvantages.
Some elements of UX are subjective, but recommendations are grounded in over 20 years of hands-on project experience and established usability principles. The aim is to provide a practical, commercially focused view of what is working, what is holding performance back, and what should be prioritised.
The User Journey Analysis identifies where a website supports or hinders user progression, from first interaction through to conversion. It highlights broken journeys, unclear pathways, and usability issues that reduce effectiveness, even when traffic levels are strong.
Used alongside a Technical Site Audit and a Competitor Analysis, it provides a well-rounded understanding of performance, combining technical integrity, competitive context, and real-world usability into a single, actionable view.
Do you know the profile of your customer, and how well you're currently reaching them?
Do the technical, indexable and functional aspects of your site compare well to those of your competitors?
Will your website successfully convert this traffic, or are you creating doubt and frustration int he user experience?
Reach further and across borders, and see if another market holds great growth opportunities
For those already active, is your paid advertising producing the best returns on spend?
Combines every aspect fro each report, in a cohesive and deep reaching report - no stone left unturned or unreported.
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