What is a conversion path

What is a conversion path and how to improve it?

What is a conversion path?

A conversion path is a route that leads to conversions. Depending on where it starts, it may also be called a marketing funnel or sales funnel. Because the steps are typically ordered based on how difficult they are to accomplish.

Conversion path

The first step on the conversion path is either ‘a visitor sees your ad’ or ‘the user types your URL into their browser’. The last step is payment confirmation, or whatever your business goal is. Between those steps, there will be many pages that the user has to click through.

How many steps in a conversion path?

Your conversion path can consist of dozens or even hundreds of steps. But that doesn’t mean you should! At the end of the day, a lot depends on what your business goals are. For example:

Your conversion path can consist of dozens or even hundreds of steps. But that doesn't mean you should! #conversionpath Click To Tweet
Sell shoes
  • You want to sell more shoes, your conversion path might start with ‘viewing product pages and clicking through to the shopping cart’, and end with ‘checking out’.
  • If you offer a service, the visitor must provide an email address before they can contact you.
  • If you want to influence your visitors before they buy something, your conversion path could also start with ‘visiting a blog post‘ or’subscribing to your newsletter’.
Good bad

The important thing to remember is that each additional page can help or hurt your conversion rates. If you have too many pages, users may become frustrated and leave the site without completing their goal. This means you lose potential sales. On the other hand, if your website only has one page and you ask for too much information, users may become confused and not buy your product.

The important thing to remember is that each additional page can help or hurt your conversion rates. #conversionpath Click To Tweet

The different types of conversion paths

There are unlimited ways to build a conversion path, but there are a few common ones. If you want to start making each page count, it’s important to understand the different types of paths that exist on the web.

We’ll look at the most common, after which you will understand why your conversion rates may be low.

Direct sale

This is the simplest, and usually most profitable, conversion path. The user arrives at your sales page, reads it carefully, decides they want to buy your product, and does so. This process usually takes one or two pages to complete.

As a rule of thumb, if you can get someone from a paid ad directly to your sales page to buy your product, chances are you have a direct sale conversion path.

Multiple pages

Sometimes users need more information before they buy, which means the process may take several steps. If you decide to offer a free report in exchange for an email address, your user will be asked for their email first, and if they agree, a page will be shown with a link to the report. In this situation, you have a multiple-page conversion path.

Multiple pages often consist of three steps: an ad, one or two pages asking for more information, and then either a sale page or another free offer. These paths can lead to success if they are set up correctly.

However, if you want to avoid losing sales, your conversion rates must be optimized for all potential customers. If your pages are too long or you ask for too much information. People will become discouraged and leave the website before completing their goals.

With an email opt-in path, users are often more willing to give you their information. Because they don’t have to invest in anything yet. This means conversion rates on these paths can be much higher than on sales pages. Which makes them worthwhile.

How to optimize a conversion path?

Now that you know about the different types of paths, it’s time to optimize them. So more of your visitors can convert. The first thing you need is to choose the right conversion path and place yourself in your target audience’s shoes.

When you do this, you need to remember your business goals and price points in mind. For example, if you are a news site offering free articles. It’s not worth the time or money to have visitors go through multiple pages.

On the other hand, if you are selling an expensive product. It’s a good idea to offer a free trial or some sort of freebie in return for their email addresses. This way, you can build your email list before launching your product. To ensure there are people lined up to buy.

Conversion paths are not set in stone. Make sure that it’s clear what you want the user to do at each step. If you offer a freebie, make sure the offer is visible and that your user knows what they are getting. Before they give you their email address.



However, putting yourself in the shoes of your target audience is not enough. You also need to pay close attention to every page on your website. So you can identify where people are clicking and what they are doing from screen to screen. In other words, you need to set up your analytics software.

If you have a Google Analytics account, there are some simple things to do. To improve the conversion rate of your current path. First, check how many people have come from an ad campaign and have been redirected to a page on your website. From here on out, this will be referred to as the ad path.

Next, check how many people have arrived at this page through a search engine such as Google or Bing. From here on out, this will be referred to as the organic path.

Finally, determine the percentage of total conversions from paid ads compared to free sources, such as organic traffic and content marketing.

Once you have all this information, it’s time to set up your path. Using Google Analytics, you can create a custom conversion path that will allow you to identify which pages are the most valuable and determine whether your ad campaigns are effective or not.

Now run AB tests

Armed with this data, you can now run a series of A/B tests. This means you use analytics software to split your audience into two or more groups and make changes to different pages on your website. In this way, you can determine the page that is most effective at converting visitors into buyers.

Once you have determined the most effective page, you can start removing unnecessary steps. You should repeat these steps for each conversion path on your website, and work to improve the entire experience. And so increase your conversion rates and the return on your marketing campaigns.


There are many paths you can set up to achieve your goals. However, it is important that these paths lead the user to take the next step and complete their goal successfully. You can optimize these paths by using analytics tools that show how users navigate on your website. Then A/B test various changes until you have found the most effective path for users to take. So they can successfully complete their goal.

So remember how many paths your business website can have, and optimize each one so you don’t lose any conversions.