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title: Build your first full customer journey
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> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

If you're a marketer juggling multiple priorities, it can be tough to know whether your website content is doing its job. Stop guessing and finally understand how visitors interact with your business. The **Customer journeys** application in Xperience by Kentico help you uncover how visitors move through your site, where they drop off, and what leads them to convert.

A **customer journey** is a series of touch points (called **stages** in Xperience) that show how a visitor progresses toward a specific goal, such as submitting a form, reading a case study, or requesting a product demo.

> **Tip:** Want a deeper dive into the theory behind customer journeys? Check out our [Getting started](https://docs.kentico.com/guides/customer-journeys/get-started-with-customer-journeys.md)

This guide will walk through a practical example using the **Kbank Business Banking demo site**. We aim to get at least 50 small business owners to request a loan.

> **Tip:** If you don't have your demo site, request the **Xperience by Kentico - Business Tutorial Kbank demo site** through a [form at Kentico website](https://www.kentico.com/customers/educationcenter/training-website-requests).

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## Walk in your customer's shoes: why build a journey?

Imagine you're a marketer at a bank tasked with promoting small business loans. Your goal is to help **small business owners** understand the benefits of your offering and encourage them to request an account. The business owners must get at least 50 new account requests, which becomes your ultimate KPI.

To support the campaign, you've created a dedicated **landing page**, a **form** where customer can request the account, and a **case study** that highlights how your services helped another small business succeed. You also have a **follow-up email** with a downloadable case study and links to more details. It’s a solid content mix but how do you know if it’s actually working?

That’s where the **Customer journey** application comes in. By mapping these content pieces as stages in a journey from the campaign landing page all the way to the final form submission, you can measure how many people engage with each step. More importantly, you can **see where they drop off**. This lets you pinpoint which content resonates with your audience, and which pieces may need a tweak to keep the momentum going.

> **Info:** The Kbank Business Banking site is just a demo website that we use to show you how the **Customer journeys** application works. We're not trying to teach you the perfect marketing strategy, which resources you'll need to execute perfect digital marketing campaign, or tell you what your customer journey should look like.
>
> Instead, think of this guide as a hands-on tutorial. You'll learn how to set up journeys, define stages, and read the results so you can apply the same process to your own campaigns, content, and goals. It also means that some of the object "names", for example, forms, might differ from how you will name them in a real life.