The conversion path is the entire process that a brand such as Nike uses to entice consumers to purchase products. When a user goes on their website, she may have the option to create an account. The second page on the website will ask the user to fill in certain demographic information. Finally, the last page will send the user a confirmation email to ensure her information is accurate. This entire process of accessing the website to create an account all the way to the confirmation email is described as the conversion path.