Review on UX Sniff by Michael Moonin

We use it to understand our users' journey through each of their steps, from first interaction all along till completion or abandonment - what we call "The 4 Fs". It gives us insights into how people are navigating across pages in particular flows (i'm talking about B2C), as well where there is confusion/frustration point etc., which helps prioritize improvement work over time! This data also can be used by marketers when they create content strategy plan around specific products / offers within an eCommerce site via AIDA model approach!