Conversion path
A conversion path is a description of the steps taken by a user of a website towards a desired end from the standpoint of the website operator or marketer. The typical conversion path begins with a user arriving at a landing page or a product page and proceeding through a series of page transitions until reaching a final state, either positive (e.g. purchase) or negative (e.g. abandoned session). In practice, the study of the dynamics of this process by the interested party has evolved into a sophisticated field, where various statistical methods are being applied to the optimization of outcomes. This includes real-time adjustment of presented content, in which a website operator tries to provide deliberate incentives to increase the odds of
The fundamental metric describing this process in the aggregate is known as