The conversion path is marketer’s interpretation or description of what a customer will experience when interacting with a brand. The steps considered are from initial contact to a preferred ending.
The process is applied for the purpose of making real-time adjustments and offering incentives when needed to increase the odds of conversion. Understanding the conversion path allows website operators and marketers to offer exclusive content to a customer that is based on various sources of information. The content presented is often based off of the user’s previous search history and demographic traits. The goal of the conversion path is to convert website visitors to leads. It is of extreme importance to understand the conversion path for marketing purposes.
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