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Conversion Path Definition

Marketing Definitions

15 Oct 2019 • 1 min read • Austin Shong

Conversion Path Definition

What is Conversion Path?

Conversion path definition: conversion path refers to the sequence of steps taken by a website user that lead to the brand’s desired end result.

Conversion paths are seen in hindsight by retracing the steps a user has taken to better understand what converted them into a customer.

For example:

Shopify sees a customer has followed the following path:

  1. Visited a blog post from Twitter
  2. Downloaded their free eBook
  3. Signed up for their weekly webinar
  4. Visited the sales page
  5. Converted into a customer

Shopify would need to look to see how many people had followed this same path to see if this was an outlier or a popular conversion path that needs to be optimized.

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