This document discusses the importance of customer experience (CX) over simply driving traffic. It argues that companies often misallocate marketing spend solely toward increasing traffic rather than improving the visitor experience. Only a small percentage of visitors actually intend to purchase. The key is to understand different visitor types and individualize the experience. Great CX during the discovery process is crucial for conversion. It provides examples of companies like eSalon.com and Free People that deliver personalized discovery experiences through guided help, social interactions, and real-time assistance. Improving CX can significantly increase customer satisfaction, conversions, sales, and lifetime value.