The customer journey is rarely as linear as you think.

Most organizations analyze their website through a familiar funnel:
Homepage → Category → Product → Checkout

It makes sense on paper.
But in reality, people rarely follow that path.

That’s where process mining comes in. Instead of looking at the customer journey as it was designed, process mining reveals how visitors actually navigate your website. And that’s often where the biggest opportunities for optimization are hiding.

During this webinar with Convert.com, Alexandros Kakakis and Florien Cramwinckel, PhD shared the example of an online grocery retailer. The company believed customers were losing motivation before completing their purchase.

The data revealed a completely different story.
Customers spent an average of 30 minutes filling their shopping carts. Motivation clearly wasn’t the issue.

Instead, process mining uncovered two hidden sources of friction:
Error messages that caused entire shopping carts to disappear.
Visitors getting stuck in endless search loops because the search results didn’t match what they were looking for.

Only then did the real conversion bottlenecks become visible. That’s the power of process mining. It doesn’t just tell you where visitors drop off, it helps uncover the behavioral patterns that traditional funnel analysis often misses.

Curious how process mining can help you uncover the real customer journey?
🎥 Watch the webinar replay via the link in the comments.