Definition

The conversion path is all the events that occur before the customer makes the final decision to make a purchase. These may include activities such as subscribing to the newsletter, comparing offers of other online stores, sending a message using the contact form on the store's website and other action options defined by a specific website.

Conversion path – interesting facts

The final purchase in an online store is preceded by an extensive conversion path, which can actually start anywhere - practically anywhere, more or less obvious from the point of view of the consumer and the seller. Sometimes it happens directly in the Google search engine, other times we start on Facebook or other social media, and still other times - the address of the website where the store is located will be entered directly in the internet search engine and this is where we will be redirected.

From the customer's point of view, the conversion path should be as simple as possible and following it should be intuitive. This will help him make a purchasing decision faster. Moreover, an effective conversion path, apart from being simple and clear, also allows you to easily obtain all information about the product or service.

Conversion path – the most important information

When analyzing the conversion path, we take into account all available information that the customer encounters during this process. This way, we find out what had an impact and led the customer to make a purchase, and what was omitted. By preparing a report analyzing conversion paths, we find out how exactly customers reach the point of finalizing the purchase. We obtain data in a table and visualization to make it more readable. When generating a report, we can select any date range and check the period we are interested in. The same applies to users. We can check everyone or focus on a selected group. Thanks to filters, queries can be freely edited and modified. Finally, we move on to the interpretation of the obtained results.

A well-planned conversion path will definitely have a positive impact on the ability of a person visiting a given website to perform a given action. Intuitive operation is of the greatest importance for good driving. The conversion path should make it easy for each visitor to navigate the website freely and find the information they want. This is very important because nowadays even minor problems occurring on a website quickly discourage potential customers and result in them leaving the website.

Conversion paths are divided into different types, so we analyze those that apply specifically to us. However, it is always worth analyzing micro conversions, direct conversions and assisted conversions. The former represent a series of small events contributing to conversion. It may be, for example, reading an opinion about one of our products. Direct conversions are the last source of traffic that was preceded by any other events that led the customer to the point of purchase. Assisted conversions mean reaching the final point by, for example, moving from the blog after clicking on the banner there.

Summary

The conversion path is a very important indicator and largely determines sales success. It illustrates the route taken by the client and allows you to eliminate weak points. Ultimately, everyone should care about creating a conversion path that will maximize the conversion rate. How to achieve this online? The website should be legible, the menu simple and functional. All necessary information should be visible so that the customer has the full picture from the very beginning. In addition, the website itself must function well, load quickly and not cause unnecessary anxiety.

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Marketing plan, image creation, brand management, marketing planning, image creation, customer acquisition, sales audit, branding activities, creating a company brand, image creation