Conversion Optimisation
Conversion Path
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 glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term 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.
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.
Plain English
The steps users take before converting.
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 glossaryTouchpointAny interaction a user has with a service or brand.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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