The Path to Conversion section assesses whether visitors can see the next step and move forward without unnecessary friction. Even a site with a great message can lose visitors if the path is unclear or broken.
What gets evaluated
- Path stages: whether the journey from landing to conversion has visible, logical steps.
- Follow-on page quality: the scan samples internal pages linked from the homepage to check if they maintain quality and momentum.
- Blockers and friction: broken links, confusing navigation, missing pages, or unnecessary barriers.
- Dead ends: pages that leave visitors with no clear next action.
- CTA consistency: whether calls-to-action appear throughout the path, not just on the homepage.
Common path problems
- Homepage has a CTA but the linked page is a generic contact form with no context.
- Navigation uses internal jargon that visitors do not understand.
- Important pages (pricing, features, about) are missing or hard to find.
- The mobile path has different friction than desktop because of responsive layout issues.
- Sign-up or checkout flow has unnecessary steps or fields.