What is a Conversion Path?
Feb. 12, 2019, 3:31 p.m.
One of the popular strategies for optimizing the conversion of any web resource is to experimentally study those conversion routes (from the English path - the path, the route), following which users achieve their goal, that is, buying, closing a deal or filling in a lead form. The method of checking a particular conversion path is called a split-path test and its purpose is to check which route will ultimately prove to be more efficient in terms of conversion rate.
The conversion path is a process from engaging users to making a sale. Unlike the usual landing pages, there are several elements here: segmentation pages, offers, thanks. It takes more time, while you collect better leads. If the user has passed "from and to", he is strongly interested in your product.
The composition of the conversion path depends on the offer and product features. For example, the segmentation and email page with a confirmation of the target action does not apply in all cases.
Creating a segmentation page is resorted to when the company has several sales offers for different audiences. A number of criteria:
- Type of audience: male/female, small business/large business, etc.
- Sales volumes: wholesale/retail, large wholesale/small wholesale.
Confirmation by email is relevant for educational products (webinars, free versions of programs, e-books, etc.), where the client needs to show the next steps.
Typically, this type of test is characterized as a split-test subtype, in which the modification and subsequent measurement of the effect of the changes made is not one page, but a certain sequence or hierarchy of web pages.
Actually, the whole essence of the test is not only to track the reaction of visitors to the variations of the same landing page but to send them along two distinct routes and see what happens in the end.