Conversion Optimisation
Conversion Path
Plain English
The steps users take before converting.
Definition
A glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term path is the sequence of glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term and steps a user takes before completing a conversion.
In practice
Used to map and analyse how users move through a journey from entry point to glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term.
In context
Looking at real paths tends to shorten glossaryRoadmapA roadmap is a strategic plan that outlines the direction, priorities, and timeline for a product or initiative. It communicates what will be delivered and why, rather than just listing features.Open glossary term. The route most people actually take is usually simpler than the one the site was designed around.
The reality
glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term paths are rarely linear - users often move back and forth across glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term and glossarySessionA session is a single period of user interaction with a product, from entry to exit within a defined timeframe.Open glossary term.
Compared with
Conversion Path vs Conversion Funnel
A path is a specific observed sequence, including the detours. A glossaryFunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term is the aggregate collapsed into ordered stages. Paths reveal glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term the funnel design assumed away.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a conversion path?
A glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term path is the sequence of steps a user takes before completing a goal.
Why is conversion path analysis important?
It helps identify what influences glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term and where users struggle.
How do you analyse conversion paths?
By tracking glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term across glossarySessionA session is a single period of user interaction with a product, from entry to exit within a defined timeframe.Open glossary term and glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term.
What affects a conversion path?
glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term, content, timing, and glossaryUser IntentUser intent is the underlying goal or reason behind a user’s action, search, or interaction.Open glossary term.
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