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Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. He explains what conversion paths are, why they matter, and how to optimize them. A conversion path outlines the steps your user takes to convert. The goal is to get your users to drop in their email addresses to receive your communication or to purchase your product or service. Inbound marketing is anything that brings potential customers into your conversion path. Landing page optimization is critical to optimizing landing pages.