Critical incident technique
A critical incident is a separable event that significantly influences an activity or task, and thus has an impact on the person’s attitudes, success or failure of achievement. Despite the name critical incidents do not have to be dramatic or unusual just separable from other events. In digital terms the action of visiting the online store is separable from the overall institution website browsing experience and could be observed as a critical incident.
See also:
Zanibellato, F., Rosin, U., & Casarin, F. (2018). How the attributes of a museum experience influence electronic word-of-mouth valence: An analysis of online museum reviews. International Journal of Arts Management, 21(1), 76-90. https://search.proquest.com/docview/2151120106?