A conversion path is the series of events that a customer goes through on a website before making a purchase or filling out a contact form. A conversion path is designed (usually by the marketing team) to guide customers through the process as easily as possible.
Conversion paths will typically include the following steps:
- Awareness: A website visitor becomes aware of the product through social media, search engine results, or paid ads.
- Interest: The customer expresses interest by visiting the product’s website.
- Evaluation: The customer evaluates the product by reading descriptions, customer testimonials, and other details.
- Purchase: The customer completes a desired “conversion” action, such as filling out a form or making a purchase.
Conversion path optimization is the process of refining the path to increase the number of customers. This is done by analyzing user behavior and identifying both positive and negative signals that led to a user converting or dropping out of the process. Common techniques include A/B testing, traffic analysis, heat maps, user research, and usability testing.