A conversion path 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 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.