What Conversion Path is not: a single piece in the conversion path– it’s made up of all the pieces, from your email, to your landing page, to your product page, to your shopping cart, to your check-out process.
Why we care about Conversion Path: All points in the conversion path should be tested and optimized. There are many places where a customer can leave and stop their conversion process, and by testing and optimizing your conversion path, you can retain more of them all the way to the end.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.