Visualise expanding space as a band of rubber that is being stretched. On this rubber band, an ant is walking from point A to point B. The ant represents a light signal sent from the emitter at point A to the observer at point B.
Let's say the initial distance is 100 cm, the ant walks at the constant speed of 1 cm/s, and the rubber band stretches by 1% every 1 second (we're assuming the rate is constant, for simplicity).
So, after 1 second, the ant will have traveled 1 cm of the 100 cm, but the expansion of space will have stretched the remaining 99 cm by 1% to 99.99 cm. During the same 1 second, the original distance from A to B will also have increased by 1% to 101 cm.
After another second, the ant goes another 1 cm onwards, but the expansion pushes it back by 1% of the distance to 99.9799 cm. Point A will have receded to 102.01 cm.
Can you see how:
1 - by the time the ant arrives at B, more than 100 seconds will have elapsed?
2 - by the time the ant arrives at B, point A will be much farther than 100 cm?
3 - the time the ant has traveled times its speed is neither the original distance between A and B, nor the final one?