## What is customer journey on website? {#what-is-customer-journey-on-website}

![ux-indonesia-w00FkE6e8zE-unsplash.jpg](/uploads/ux_indonesia_w00_Fk_E6e8z_E_unsplash_065906aa27.jpg)
_<center>Customer Journey Planning</center>_

**A customer journey map is a visual representation of your users' actions**. It contains every single interaction with your site. You'll see traffic sources, clicks on buttons, exit pages, and conversion progress. You name it! 

What's more important, **a [customer journey analytics software](https://cux.io/customer-journey-analytics-software/) lets you track and analyze your users' behaviors and experiences**. It's also a great way of spotting any implementation issues, technical bugs on your website, and finding customers' pain points. Read also: [Optimize customer journey](https://cux.io/blog/optimize-customer-journey/)

![Conversion-Waterfall-CUX_feature.png](/uploads/Conversion_Waterfall_CUX_feature_bbb2c84164.png)

_<center>Learn about condition of your site with Conversion Waterfalls</center>

## What does a customer journey map tell me? {#what-does-a-customer-journey-map-tell-me}

You may wonder what is the purpose of documenting a customer journey? Well, if you'll do it right and combine it with behavioral analysis, you'd be able to find optimization quick wins in just minutes! The process of mapping frustration on the customer journey can help you with that. 

With a customer journey map, you can better understand the customer, actions thoughts, and emotions. You will be able to get to know your customer's perspective and point of view.

## Improve your site condition by observing your customer journey map {#improve-your-site-condition-by-observing-your-customer-journey-map}

Keep in mind that users may not experience your site exactly the way you'd want them to. There are several indicators of their frustrations. They are most commonly the outcomes of bugs, errors, or design imperfections. The good news is that you can easily spot customer pain points with Experience Metrics.

![Experience-metrics-cux.png](/uploads/Experience_metrics_cux_b83e5ff3a3.png)

_<center>Experience Metrics gives you insights into users’ experiences and interactions with your site</center>_

## Most common customer pain points {#most-common-customer-pain-points}

### Unreadable text or media

This is one of the most common pain point that affect the condition of the site. On mobiles, users tend to zoom their view to get a closer look whenever text or image is too small or unreadable. So, if you'll see lots of zooming on your users' customer journeys, check if your page elements are accessible enough!


### Confusing design / Design imperfections


It's a well-known fact that users make a lot of movements during a website visit. You can track their experiences with customer journey mapping. Also, you can spot specific places that cause them confusion. The lost user will move the cursor in a very chaotic way – scrolling up-down-up-down, or in various directions without any logical goal. If you'll see chaotic movement metrics on your customers' journey – that's a sign of a need for optimization!


### Implementation error or bugs

[Rage clicks](https://cux.io/blog/what-is-a-rage-clicks/) are not necessarily a bad sign. Sure, you don't want your users to get frustrated. You want them to happily forge ahead to conversion. BUT rage clicks are a great way to spot implementation errors and bugs on site. Watching a customer journey that shines with rage like a Christmas tree can indicate places on the site that need your immediate attention. After all, users' actions are just a reflection of their experiences.

![experience-metrics-rage-click.png](/uploads/experience_metrics_rage_click_b9db7ebfbb.png)

_<center>CUX lets you track Experience Metrics on customer journeys pre-selected in the context of your most important business goal</center>_

### Dead and broken links 

[Heatmaps](https://cux.io/features/heatmaps/) and link maps are a go-to tool for the mapping of customer journeys. Comparing experiences on both can give you a painless discovery of dead and broken links on your site. How? Since heatmap represents ALL user actions on your website, and link map focuses ONLY on clicks on clickable elements. If you'll be able to spot clicks and movements on heatmaps, and no action on the link map – there's a broken link for you to fix! 

![heatmaps-cuxio.png](/uploads/heatmaps_cuxio_00e51f92d1.png)

_<center>Comparing heatmaps with link maps lets you find click-opportunities or dead links.</center>_

### Unresponsive pages / Page load error / Display problems

It's seen both on mobiles and desktops (and even on smart TVs if you're using CUX to track your users' behaviors). Frequent refreshing can be a sign of display problems on your site. Whether it's some page elements that haven’t loaded correctly (or at all) or some features that hadn’t been displayed – you'll see it on the customer journey. Experience Metrics may even show you the misplaced or misaligned parts of the page.

### Partially loaded pictures

If there are any design issues on your sites or within your products – you'll see them by tracking zooming. If photos or graphics are not loading correctly, you can bet your life that it'll be reflected in the customer journey. By analyzing users' behaviors with Experience Metrics, you'll get full access to any indication of graphical errors.

If you want to know more about [common UX mistakes on websites](https://cux.io/blog/most-common-ux-mistakes/), where you can find them, and how to get rid of them., you should read this article. 

## How to create a customer journey map? {#how-to-create-a-customer-journey-map}

As you already know, a customer journey map is a whole picture of customer touchpoints. It contains crucial information about the customer experience of your business for the sales and marketing department. 

Customer journey maps shows how customers are interacting with your company, what is their CX and how they go through the sales funnel. By maximizing and improving the efficiency of the entire customer journey, your sales, and business goals will also improve.

You are probably wondering how to create a customer journey map, or are there any customer journey map templates on the internet? 

Every customer journey map will be different for each business, or even it will change for every customer persona. A customer journey map can be created by yourself on templates that you can find in google search (but you must be aware of that, this will be time-consuming). Or you can skip to the easier way and use customer journey mapping tools.

![clemens-van-lay-un1s8VOLRC0-unsplash.jpg](/uploads/clemens_van_lay_un1s8_VOLRC_0_unsplash_c0815ce033.jpg)

## Customer journey map template {#customer-journey-map-template}

Customer journey map might take various forms, through the internet, starting from PowerPoint templates through basic PDFs or colorful infographics! 

A good practice is to look for the best one that will suit to your needs. The customer journey map template can help you with:

- finding actual places for quick wins and conversion improvements
- refining customer personas, according to customer journeys and in terms of their behavior
- getting better knowledge of emotions of your customers and how they interact with your business,
- releasing a new product or service to the market with planning ways to reach the customer, 
- developing post purchase path and increasing customer retention

Below you can find an example of customer journey map template prepared by [Custellence](https://custellence.com/).

![customer-journey-map-template-for-ideation-custellence.jpg](/uploads/customer_journey_map_template_for_ideation_custellence_1e8b15c957.jpg)

_<center> Source: [https://custellence.com/](https://custellence.com/templates/customer-journey-map-template-for-ideation.html)</center>_

## Customer journey mapping tools {#customer-journey-mapping-tools}

There are numerous tools available on the market that will help you map the customer journey. Whether you want to see the flow on a diagram or a chart, spot conversion drops with arrows or numbers, or just track users' behaviors – there is a great range of possibilities.

### [cux.io](https://cux.io/)  


CUX's Conversion Waterfalls represent your customer journey maps. They consist of steps that mirror your user actions on the site. Conversion Waterfalls helps you track visitor behavior in various scenarios, like form submissions, check-out process, account registration, etc. by collecting customer data.

![CUX-conversion-drops.png](/uploads/CUX_conversion_drops_493814933d.png)
_<center>CUX find places of real conversion drops </center>

#### Most important benefits?

- Auto-captured events. CUX automatically captures events on the website, so you can codelessly track every step of the user journey.
- Goal-oriented evaluations. Focus exclusively on the most informative types of data that we'll pre-select for you.
- Visit recordings. Easily find reasons for the conversion drops and missed opportunities for its increase. 
- Retractive analysis. Map any customer journey using historical data.
- All-device observation. Gain access to journeys from all device types. 

[Book a free demo to learn more](https://cux.io/request-demo/)

### Google Analytics

As a traffic analytics tool, Google Analytics lets you measure your website traffic metrics. You can easily spot things like bounce and exit rates, sources of traffic, goal conversions, and user demographics.

GA is not a traditional customer journey mapping tool, but it'll help you identify a lot of insights on your buyer personas. 

**TIP:** Combining qualitative and quantitative analytics tools can take your business to another level. See [how to integrate CUX with Google Analytics.](https://cux.io/knowledge-base/url-recording-in-google-analytics/)

### Heap

Heap is a great tool for looking for users' pain points, increasing retention, and reducing churn rates. As a no-code analytics tool, it grants you access to knowledge about customer segments, that you can easily use to create a customer journey.

[See our article about customer journey map tool, Heap.](https://cux.io/blog/heap-is-it-a-good-tool-and-what-does-it-provide-or-not/) Is it a good tool, and what does it provide (or not), if you want to learn more about it.

### Hotjar

You can easily track users' behaviors with Hotjar's heatmaps and recordings. You can also use more research-like features like survey templates or analyzing customer satisfaction or feedback.

### MIRO

MIRO, as an online whiteboard, might be a surprise, but it's one of the essentials for teams working remotely. It enables you to create – from scratch or using ready-made templates – a visual representation of your customers' journeys. Also, MIRO is easily integrable with various analytical tools.  

## The effective customer journey map {#the-effective-customer-journey-map}

So put your customer's shoes on and begin a beautiful process of creating a customer journey map and understanding the customer!

<center><iframe src="https://giphy.com/embed/lXiRHerN9QScmNrYQ" width="480" height="270" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/customer-service-help-desk-call-center-lXiRHerN9QScmNrYQ">via GIPHY</a></p></center>

But remember! At the end of the day, no matter how effective a customer journey map you will create with all those colors tabs, and charts. Without a proper analytics and implementing quick wins related to your business goals, you won't conquer the world. 

Customer-Journey-Map-Condition-site.png

What exactly is a customer journey? What does it usually look like, and what can it tell you about your site condition? Can user behavior analysis be used to improve and map customer journeys?

What exactly is a customer journey? What does it usually look like, and what can it tell you about your site condition? Can user behavior analysis be used to improve and map customer journeys? And how can CUX help you with CJ analysis? Read the article to find out the answers to these questions!

What can the customer journey tell us about condition of website?

When designing websites, we often focus on the appearance — button arrangement, colors, and original graphics. However, there are some universal UX design errors that can make even the best website unobservable. See: [How to create more “observable” webpages? Part one.](https://cux.io/blog/how-to-create-more-observable-webpages-part-one/)

## 5 most common UX mistakes {#5-most-common-ux-mistakes}
Even though errors in UX design may be endless, there are at least 5 that can be found in almost every work. Check if they are also undermining your projects.

### 1. UX mistakes - No user-friendly checkboxes

The “Checkout Problem”, especially on mobile devices, is one of the most common UX web design mistakes. More times than UX designers would like to admit, checkout fields are arranged too closely at the edges of the screen so that users are unable to click on them. Less often, though not infrequently, creators forget to properly mark fields with mandatory permissions. Thus, customers don’t know that they have to tick them. However, an absolute UX error is a lack of validation information, which can cause an immediate increase in user frustration even by up to 17%. See: [Quick Wins #1 – Form validation](https://cux.io/form-analytics/).

![walidacja-komunikat-bledu_2.png](/uploads/walidacja_komunikat_bledu_2_9228a36dca.png)

_<center>Users could not see the form validation message, so they started to angrily click on the red text on the right side of the page</center>_

### 2. UX mistakes - Over-detailed forms
What makes a bad UX? Engagement. Or – to put it right – too much engagement required from the customers. Imagine creating a simple contact form for your company. You’ll probably need to know your client’s personal data. But since you’re a B2B company, you’d also like to know what company they work for. Or if they have a senior position – no need to waste time on interns, right? And maybe you’d like to give them a special birthday offer, so the “date of birth” it is! And now you’ve got yourself one of the most common UX mistakes.

![heatmapa_kontakt_CUX.png](/uploads/heatmapa_kontakt_CUX_9c467bebdd.png)

_<center>Over-detailed forms are one of the most popular sources of user frustration. Reducing even one form field may boost its conversions by as much as 26% (source: [wpforms.com](https://wpforms.com/online-form-statistics-facts/#form-conversions))</center>_

### 3. UX mistakes - Complexed customer journey
Often, people responsible for the web design want to present clients with… everything. Especially those who work closely with the marketing department. As entrepreneurs, we want users to have the greatest possible choice, familiarize themselves with our offer, read all blog entries, and get a grip on our return policy. Such a complex customer journey makes for a serious UX problem.

![Ania-Kruk-case_4-1536x881.png](/uploads/Ania_Kruk_case_4_1536x881_6da4d8e93a.png)

_<center>The jewellery company found out about the need to shorten customer journeys thanks to [cux.io](https://cux.io/), by tracking the increasing rage click rates of its Valentine’s campaign. See: [Know your user’s mind: Valentine’s campaign analysis – The aniakruk.pl Case](https://cux.io/blog/valentines-campaign-analysis-aniakruk-case/)</center>_

### 4. UX mistakes - Multiple page views on one URL

Placing several page views under one URL, e.g., in the form of a one-step checkout. This is a technical error that could cost you dearly. While it seems like a pretty reasonable solution at first glance, you’ll quickly understand that tracking user behavior and frustration in one view is absolutely impossible. How will you possibly know which rage clicks on the heatmap belong to which checkout display!?

### 5. UX mistakes - Distracting (promo) content

The customer journey should be as simple and intuitive as possible. Don’t forget that the user has already made his way to your product. If you are promoting a specific item, set the campaign in such a way that a single click leads to a sale. Additional distractions in the form of pop-ups with newsletter subscriptions, discounts, and lead magnets can irritate users unnecessarily!

![Pop up UX mistake](/uploads/Picture_1_700x379_085ddac398.png)

_<center>A view of the shoe e-commerce displayed on mobile – it takes even a few minutes (!) before the customer sees the product.</center>_

Before you start asking yourself, “What is wrong with UX?”, double-check if you haven’t made one of those common UX design mistakes. Your users will most certainly thank you for it. 🙂

Most-common-UX-mistakes.png

What makes for the bad UX and UI experience? Is it too flashy design? Or maybe not user-friendly content? Or the misplacement of CTA buttons?

What makes for the bad UX and UI experience? Is it too flashy design? Or maybe not user-friendly content? Or the misplacement of CTA buttons? User experience on the website may vary, but there are some common UX errors that will turn your most loyal customers into most fiery haters.

What are the most common mistakes made in UX design?

![cux-1-guest-blog-customer-journey.jpeg](/uploads/cux_1_guest_blog_customer_journey_3aec1a882f.jpeg)

When you want a fast health check on how your product’s interest is turning leads into sales, marketing initiatives like funnels are sufficient, but the sales path is rarely linear. The journey consists of stops and starts, as well as a variety of encounters across several channels. All of which modify consumer wishes and intents. 

In simpler words, you must keep your customer happy. And in order, to do that, the best way is to build a roadmap of the customer journey. 

Here in this article, you would learn how to optimize customer journey with a roadmap. Also, can you believe that a chatbot can help your business in optimizing customer experience too? Are you wondering how? Scroll just a bit!

## What is customer journey optimization {#what-is-customer-journey-optimization}
Before we dig a little deeper how to optimize customer journey let's have a quick chitchat about some fundamental definitions. At the stroke of what is customer journey optimization. 

Customer journey optimization is the process of mapping and analyzing customers' touchpoints across the entire website during their lifecycle. The main task of optimizing customer journey is to improve user experience in order to encourage user to do desired actions like purchase and extend customer lifetime value. 

## How to optimize customer journey {how-to-optimize-customer-journey}

### 1. Linking your internal initiative and KPIs to customer needs and value drivers 

![3 reasons why business invest in CX](/uploads/cux_2_guest_blog_customer_journey_edc25689b9.png)

_<center> [Source](https://www.superoffice.com/blog/customer-experience-statistics/) </center>_

Here you are assisted to understand how customer journeys actually function. And what your customer value drivers are per touchpoint to discover your customers’ behavior. 

After that, you will learn in determining the best touchpoints. This is how you can accomplish:

1. Customer KPIs and operational KPIs should be mapped out
2. Identifying the business processes that underpin the customer journey


### 2. Mapping Customer Channel Touchpoints in connection with your back-end system processes

In a unique method, we assist you in combining the mapping of your customer channel touchpoints with your back-end system operations. This leads to fact-based customer segment monitoring during actual customer journeys. Moreover, this leads to clear and validated insights about the potential for improvement in terms of efficiency, effectiveness, and compliance. And with the underlying core causes across the customer journey.

### 3. Recognize Customer Actions
You are assisted in determining how your consumers are truly “travelling” via your channels. And how they have interacted during their touchpoints through customer journey analysis. Also, you will be able to continuously optimize customer journey and achieve the best balance. 

The balance between customer pleasure and process efficiency. And that too by combining fact-based insights from underlying business operations.

### 4. Enrich Customer Insights and refine Customer Segments
#### a) Personas Review:

The existing consumer profile and segmentation will undergo 4 stages. Naming, examination, completion, updating, and optimization as needed based on factual facts.

#### b) Design Target Customer Experience:

The experience model will undergo 3 stages. Naming, examination, updating, and adjusting as needed based on the consumer persona and segment analysis.

### 5. Fact-Based Insights are used to replot current Customer Journeys and Experiences

Have clients followed the customer journeys as planned? Where did they stray from the path? What does this mean? And how should we adjust things to help them along their way?

### 6. Digital touchpoints: replan, reprioritize and ideate

![Digital Touchpoints: replan, reprioritise, ideate](/uploads/cux_3_guest_blog_customer_journey_216475f0e8.png)

_<center> [Source](https://www.smartinsights.com/customer-engagement/customer-engagement-strategy/customer-experience-research-statistics/) </center>_

When it comes to improving customer experience, now is the time to think about new service offers and new service options that will help you deliver the desired experience. 

In addition, assessing prospects and new services/offers necessitates the presence of supporting digital capabilities. Which are the necessary technologies, people, processes, and organizational elements in place to deliver the desired experience?

Following that, a digital capability map based on customer journey steps. In addition, that underlying capability is necessary to serve a client on their trip is created.

### 7. Map (digital) capabilities required for service delivery & the best experience
For ‘Customer First’ success, prioritize channels and touchpoints. What capabilities do you need to be able to achieve our ideal client experience?

### 8. Customer Management and Internal Process Monitoring on a continuous basis
Your improvement roadmap should be built around a measurable and prioritized improvement agenda. However, continuous customer journey monitoring shifts process improvement efforts from “gut feel” to “fact-based,” leading to less opposition and greater control over value realization.

## How chatbots can improve customer experience and optimize customer journey? {#how-chatbots-can-improve-customer-experience-and-optimize-customer-journey}

![Three stages of customer journey](/uploads/cux_4_guest_blog_customer_journey_82e455de3e.png)

_<center> [Source](https://www.veeqo.com/blog/chatbot-examples) </center>_

A [chatbot](https://botsify.com/facebook-chatbot), by definition, is software that interacts with users using a conversational interface, whether written or voice-based. While most people identify bots with artificial intelligence (AI), they do not require AI to be useful and functional.

### 1. Smoother Customer Journey:

Customer Experience (CX) is all about improving interactions at multiple contact points along the CJ. Conclusion: if you optimize CX on your website you also optimize Customer Journey. 

So, first and foremost, a chatbot can make the purchasing process much easier. Also, there are two touchpoints in this segment of the customer journey optimization where bots can have a substantial impact: the awareness and evaluation stages.

### 2.Real-Time Personalization:

In terms of the consumer experience, personalization is key. The ability of bots to customize client experiences in real-time is the second advantage they bring to the table.

In other words, any information the consumer provides during the chat (or numerous interactions) is immediately available to the bot. Moreover, this capacity goes much beyond simply addressing the user by name.

### 3. Be Available 24/7:

Your live chat customer service crew requires rest. Your chatbot, on the other hand, does not. Outside of formal business hours, numerous requests and transactions occur. When your customer service crew is unavailable, customers need a way to get help.

### 4. Collect Actionable Feedback:

Any company’s ability to collect feedback is critical. It’s critical to understand how your consumers feel about your product/service and the support you provide if you want to be successful.

Based on feedback especially negative feedback you can easily find space and elements to optimize Customer Journey. It's a win-win solution.
 
_

**Alishba Memon** is a content writer at [Botsify](https://botsify.com/blog/chatbot-types/). She is a staunch believer in the theory of making anything happen. She specializes in SEO writing and content writing. Not only that, but she aims to spring up in a pragmatic way.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux,io, [customer journey analytics software](https://cux.io/customer-journey-analytics-software/) nourishing [newsletter](https://cux.io/newsletter/)! Be careful! We may grow on you! 🥑 😉

Customer-Journey.png

Most businesses want to improve the customer experience across all of their digital properties. Including websites, social media, blogs, and so on.


Most businesses want to improve the customer experience across all of their digital properties. Including: websites, social media, television commercials, blogs, mobile, call centers, and so on. But few succeed to optimize customer journey in a repeatable manner that maximizes return on investment. Because they are frequently utilized in isolation, despite the fact that they are part of the brand experience.

Optimize Customer Journey

![Visits or sessions? Where is the difference?](/uploads/1_1_300919c593.png)


Analyzing visits. [This indicator plays an important role in many of our articles](https://cux.io/blog/5-analytical-tips/), and we decided to write one entirely devoted to it. We will try to show you the difference between visits and sessions, why it is worthwhile to explore the whole user’s visit, and how important it is to analyze the whole user’s path in drawing conclusions.

## Analyzing session is like watching 30 minutes of a movie {#analyzing-session-is-like-watching-30-minutes-of-a-movie}

The difference between a visit and a session (if we take into account web analytics) is enormous. You can say that **analyzing a session is like watching just the first 30 minutes of a movie**. Imagine: you meet Paul, the main character, make friends with him, go on a journey together and suddenly, bang! End of action. You have no idea what happens next, whether Paul marries his crush or maybe ends up alone.

![The difference between visit and session](/uploads/explainer_fadde85770.png) 

The situation is similar when it comes to analyzing user sessions. **A session is only a fragment of the user’s entire visit on the site, only a half an hour of our movie. If we want our analysis to be complete and accurate, we need to take into account the whole visit, because it may consist of many tabs (and each of these tabs will be a separate session) that the customer opens to compare the products or services we offer**.

As we said at the beginning – in order to see the entire path that the customer goes through on our site, we need to analyze all the tabs/sessions/the whole visit. Why?

## Why only analyzing visits will give you the full picture? {#why-only-analyzing-visits-will-give-you-the-full-picture}

Some customers explore sites using just one tab. But the vast majority of them, open a lot of tabs to compare products, descriptions and photos. For a complete analysis, we need to check what our client has done on all the tabs. Why? Let’s consider two cases.

_**Assumptions**_: the user opens 7 tabs, each tab is analyzed as a separate session, the user makes a final purchase.

When analyzing each tab separately, we can wrongly conclude that there are not one, but seven users, of whom only one made a purchase and the rest left our site without being the lucky owner of our product. Going further we draw another conclusion – the conversion rate on our website is slightly over 14%. By formulating further untrue statements, we come to the conclusion that in order to increase the conversion rate, we have to increase our advertising expenses and maybe even redesign our website. After all, since as many as six users have left it, something must be very wrong with it. Do you see how many incorrect conclusions we reached because we were analyzing sessions, not the visit? Now let’s take a closer look at the second case.

_**Assumptions**:_ the user opens 7 tabs, all tabs are analyzed as one visit, the user makes a final purchase.

Analyzing all the tabs as a whole visit, we have a full picture of what is happening on the site. We can see that this is one and the same customer who opened seven tabs just to compare products before making a purchase. The conversion for this analysis will be 100% (one customer = one finalization of the transaction). Since this is the best possible conversion rate, we don’t have to think about additional expenses for advertising campaigns or changes on the website.

## What should you analyze, visits or sessions and why? {#what-should-you-analyze,-visits-or-sessions-and-why}

As you can see, correctly analyzed sessions and visits significantly influence the interpretation of data and business decisions. What is worth remembering is that:

- [cux.io](https://cux.io/) analyzes whole visits (not single sessions);
- the visit may consist of several sessions;
- the analysis of sessions only can lead to wrong conclusions and bad decisions.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://cux.io/newsletter/).

Visits or sessions? Where is the difference?

Visits-vs-sessions.png

When analyzing a website, its users and their actions, we can look at a whole range of indicators. For example, we can analyze the number of users, CRO, sales.

When analyzing a website, its users and their actions, we can look at a whole range of indicators. For example, we can analyze the number of users (how many people enter our site), conversion rates (how many people move from one place to another), sales (how many products or services have been bought by our users) or the amount of active time of the visit on the website (how many minutes the user has spent on our site actually exploring it). But that’s not everything. There’s one very important indicator, without which web analytics won’t be complete. Do you know which one?