Conversion Path Analysis
Examining the complete sequence of interactions that lead users from initial touchpoint to desired conversion actions.
Definition
Conversion path analysis tracks every step users take from first website interaction to goal completion. This includes page sequences, time between interactions, and drop-off points throughout the conversion process.
The analysis identifies the most effective paths to conversion while revealing friction points that prevent completion. Understanding these patterns enables optimization of high-performing paths and improvement of problematic user flows.
Why It Matters
Conversion path analysis reveals optimization opportunities that can improve conversion rates by 15-25% through better user experience design. Understanding successful paths enables replication and scaling of effective strategies.
The insights also help identify unnecessary steps in conversion processes and optimize resource allocation. Businesses can focus improvement efforts on path segments with the highest impact potential.
Examples in Practice
E-commerce checkout: Online store discovers that customers who view size guide before product purchase have 40% higher completion rates, leading to prominent guide placement.
B2B lead generation: Software company finds that prospects who visit pricing page then case studies convert 3x more often, prompting strategic internal linking optimization.
Subscription service: Streaming platform identifies that users who complete profile setup within first session have 60% higher trial-to-paid conversion rates.