Conversion path

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A conversion path[1] is the path that segments respondents to online advertising, search campaigns or other sources, from the landing page to the desired action (Target Action) triggering the conversion. Conversion paths utilize user-directed segmentation, where a respondent is offered segmentation choices to make that act in their self-interest. After self-segmenting, users land on pages[2] that deliver more tailored content and pitch.

Unlike a single landing page, a conversion path does not ask for a desired action, or a conversion, until a respondent has self-segmented.

The conversion path is key to improve a web site's conversion rate.