---
title: Start with the end in mind
---

> 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).

## Step 1 – Start with the end in mind

Let's start with the most important indicator for the Kbank business, the final conversion point: a user submitting the **Small Business Loan Request** form.

1. Open the **Customer journeys** application in Xperience by Kentico and Create **New journey**.
2. Edit the auto-generated name to, for example: _Small business loan - demo_ and **Save** your changes.
3. Use the **Stage** button to create new touch point.
4. Name this _stage_ appropriately, for example: _Requested Small Business Loan_.
5. Set the KPI target to _50_ conversions.
6. Use the **Condition** button to create condition.
7. Then, **add a condition group**.
8. From the list of options, use the built-in condition rule: _Contact has submitted form_.
9. Select the _Small Business Loan_ form.
10. **Apply** and **Save** your changes.

![Create a customer journey and add a stage](https://docs.kentico.com/docsassets/modules/start-with-the-end-in-mind/1_customer_journey_stage_1.png "Create a customer journey and add a stage")

> **Tip:** **Why this stage matters:**
>
> This final stage represents your **business goal** requested by the business owner. You should design everything else in the journey to get people to this stage. Measuring conversions helps you align your marketing content with real outcomes. It's the clearest indicator that your digital marketing efforts are turning interest into real leads and that you're delivering.

> **Warning:** **Watch for low form completions.**
>
> Once completed, the _campaign journey_ will show you drop-off between individual stages. If you see a drop off before this final stage, meaning customer don't submit the form, consider whether your form is too long, unclear, or unappealing. Try optimizing the form design, headline, or incentives.