Throughout the entire customer journey, customers feel emotions. Emotions they use to store memories in the association network, by applying the "peak-end rule", for example. These memories are later used to make a decision, called a mini conversion. Either to proceed in your shop or to switch to a competitor.
Bloakes has developed the Net Emotional Score (NES) to quantify your customer journey in terms of emotion. And to translate that insight into successful improvements, which ultimately lead to the most mini conversions. Move away from gut feeling and start quantifying.