The happy path is the default user journey that a customer would experience if they proceeded to convert without any deviation during the process. In reality many customers are not ready to convert, they may get distracted by content, choose a branch path which takes them away from converting or may drop out of the journey completely and leave the site. For this reason it is important to construct alternative user experiences to allow for non-default path journeys.
Conversion marketing – Glossary of Conversion Marketing.
Over 300 tools reviewed – Digital Marketing Toolbox.
A/B testing software – Which A/B testing tools should you choose?
Customer journey analysis – How to use personas to improve conversion.