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The Path to Purchase

The path customers follow that leads to a sale is sometimes called the path to purchase. The term conversion refers to the process of transforming a visitor into a paying customer. Here are the typical pages in your store that a shopper may visit at each step along the way.

Home Page

Your home page is like the front display window of your store. It is the primary landing page of your site, and is designed to entice visitors to come inside for a closer look.

Catalog Page

This page shows products from your catalog in either a list or grid format. The selection can be based on a category in the top navigation, a choice from the layered navigation on the left, or a search. Any item can be examined in more detail, or placed directly into the shopping cart.

Product Page

The product page provides detailed information about a specific item. Shoppers can read reviews, add it to their wishlist, compare it to other products, share the link with a friend, and most importantly, place the item into their shopping cart.

Shopping Cart Page

The shopping cart lists each item by price and quantity selected, and calculates the subtotal. Shoppers can apply discount coupons and gift cards, and generate an estimate of shipping and tax charges.

Checkout Page

During checkout, the necessary billing, shipping, and payment information is gathered to complete the order. New customers can open an account or if allowed, checkout as a guest. Regular customers can speed through checkout by logging in to their accounts.

Order Confirmation Page

This “One Page Checkout Success” page thanks the customer for the order. For registered customers, the page also includes a link to their account. The page is also used to track conversions because it appears only when a purchase is complete. To track conversions, simply add the required tracking code to a static block. Then, use the Frontend App tool to place the block on the “One Page Checkout Success” page.