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Happy Path

Happy Path


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.


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Path icons created by Freepik – Flaticon