Conversion path

<p>A conversion path is a description of the steps taken by a user of a website towards a desired end from the standpoint of the website operator or marketer. The typical conversion path begins with a user arriving at a landing page or a product page and proceeding through a series of page transitions until reaching a final state, either positive (e.g. purchase) or negative (e.g. abandoned session). In practice, the study of the dynamics of this process by the interested party has evolved into a sophisticated field, where various statistical methods are being applied to the optimization of outcomes. This includes real-time adjustment of presented content, in which a website operator tries to provide deliberate incentives to increase the odds of <a href="/facts/Conversion_(marketing)/FpDFx97B">conversion</a> based on various sources of information, including demographic traits, search history, and browsing events. In practice, this reflects in different content presented to users arriving from <a href="/facts/Online_advertising/Ncsv0GRz">online advertising</a> versus search engines, and similarly, different content is presented depending on their demographic segments.
</p><p>The fundamental metric describing this process in the aggregate is known as <a href="/facts/Conversion_rate/FpDFx97B">conversion rate</a>.
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Conversion path open-in-new

Conversion path