The way your customers in your brand community interacts with your website determines the kind of transactions that will be carried out on your website. The proper study of this user flow while completing a set of tasks is used to understand your users and strategies required to increase your conversion rate.
The proper analysis of the steps taken from the entry point, the various interactions before the final act, which is the purchasing of a product or service, is important in understanding how your customers relate to your product and services.