True improvements to user journeys only come from understanding where and what people are looking for on your website. When designing a website it can be a balancing act between giving what stakeholders want (and need) and giving recommendations around what you might believe to be the best user experience on a website.
Ecommerce websites offer very obvious ways to track an effective journey, and from a business point of view an easy bottom line variable – do users add products to the cart?
A website I work on has two large CTA areas on there homepage, essentially large buttons to start a journey through the website.