Definition of Zigzag Conversion Path (Varied Process)

A Zigzag Conversion Path, also known as a Varied Process, refers to the non-linear and unpredictable journey a user takes when interacting with online marketing elements before ultimately converting (making a purchase, signing up, etc.). Rather than following a predictable, step-by-step process, users may encounter multiple touchpoints (websites, ads, and social media) and engage with each touchpoint differently. This complexity highlights the importance of optimizing various marketing channels and understanding user behavior to enhance the overall effectiveness of a digital marketing strategy.


“Zigzag Conversion Path (Varied Process)” in the International Phonetic Alphabet (IPA) phonetics:/zɪɡzæg kənˈvɜrʒən pæθ (ˈvɛriɪd ˈproʊsɛs)/

Key Takeaways

  1. The Zigzag Conversion Path refers to a varied process or approach used to tackle a problem or challenge, thus providing flexibility and adaptability to a wide range of situations.
  2. Implementing Zigzag Conversion Path can lead to higher efficiency, problem-solving capacity, and enhanced creativity due to the continual perspective shifts and exploration of alternative routes.
  3. In order to effectively apply the Zigzag Conversion Path technique, it is crucial to cultivate and maintain a flexible and open mindset, as well as developing strong collaborative and communication skills.

Importance of Zigzag Conversion Path (Varied Process)

The Zigzag Conversion Path, also known as the Varied Process, is essential in digital marketing because it recognizes the non-linear and dynamic nature of a consumer’s journey towards making a purchase decision.

It emphasizes the need for marketers to create and optimize multiple touchpoints across various channels and platforms, allowing them to engage with potential customers effectively.

By understanding and leveraging these varied paths, marketers can deliver personalized and relevant content, creating positive user experiences and ultimately driving better conversion rates.

The Zigzag Conversion Path ensures that marketers do not rely solely on single, linear strategies but rather embrace the complexity of consumer behavior to develop more comprehensive and targeted marketing campaigns.


The Zigzag Conversion Path, generally referred to as a ‘Varied Process’, serves as a valuable digital marketing tool for recognizing and understanding the diverse and non-linear nature of a customer’s journey towards making a purchase or engaging with a brand. The purpose of this concept is to depict that each customer’s path to conversion may vary significantly, involving different channels and touchpoints.

Recognizing the diverse paths taken by consumers allows marketers to optimize each touchpoint or interaction that the customers undertake, ensuring enhanced engagement, higher satisfaction, and ultimately better conversion rates. As opposed to traditional linear conversion paths, which assume a straightforward customer journey, the Zigzag Conversion Path acknowledges the complex ways a customer may engage with a brand in the digital landscape.

This includes visiting a website, interacting on social media, reading blogs, and comparing competitor products. By mapping these conversion paths, marketers are better positioned to personalize and customize content towards target audiences.

This empowers businesses to make informed decisions with their digital marketing strategies, enabling them to adapt to customers’ behavior effectively and efficiently. Moreover, understanding the varied conversion process can shed light on specific channels and touchpoints that contribute the most to driving conversions, consequently maximizing return on investment (ROI) for marketing campaigns.

Examples of Zigzag Conversion Path (Varied Process)

Omnichannel Retail Shopping Experience:A customer starts their shopping journey by browsing products through a retailer’s mobile app while on their morning commute. Later that day, they revisit the retailer’s website on a desktop computer to examine the product in more detail and read customer reviews. They then receive a promotional email from the retailer, which offers a discount on the desired product. The customer makes the purchase using the promo code through the desktop website, but chooses the “buy online, pick up in-store” option to collect the item from a nearby brick-and-mortar location. In this case, the customer had a zigzag conversion path with multiple touchpoints across different channels.

Travel Planning and Booking:A potential traveler starts researching vacation destinations on various travel blogs and social media platforms, getting inspired by photos and articles. Later that week, they get together with friends and discuss their plans. One friend mentions a travel agency that offers personalized itineraries and great deals. The potential traveler visits the travel agency’s website and submits an inquiry about a specific destination. The agency sends an email with a custom package deal, and the traveler books the vacation after comparing prices on other online travel platforms. This zigzag conversion path involves online research, social interaction, and personalization from the travel agency.

Purchasing a Car:A prospective car buyer starts researching different car models online by visiting manufacturer websites, reading reviews, and watching YouTube videos. Based on their research, they narrow down their choices, and sign up to receive updates and newsletters from the relevant car dealerships. The buyer then attends a car show to see the selected models in person and talk to dealership representatives. After the show, they interact with the dealership’s social media page and participate in a live Q&A session about financing offers. Eventually, they decide to book a test drive by contacting the dealership online, and finally visit the dealership in person to finalize the purchase. This zigzag conversion path has a blend of digital and physical touchpoints in the purchase journey.

FAQ: Zigzag Conversion Path (Varied Process)

What is a Zigzag Conversion Path (Varied Process)?

A Zigzag Conversion Path (Varied Process) refers to a unique or nonlinear process that often involves multiple steps, actions, or components, which can be organized in a zigzag manner. In certain applications, this conversion path can allow for a more flexible and efficient means of achieving the desired result or outcome.

Why choose a Zigzag Conversion Path over a linear process?

Zigzag Conversion Paths can offer more flexibility and adaptability when compared to linear processes. By allowing for different paths or steps to be taken, a varied process may be better suited to handle changing conditions, unexpected obstacles, or new requirements that may arise in a project or task.

What are some examples of Zigzag Conversion Path applications?

Some examples of Zigzag Conversion Path applications can include complex project management, process optimization, software development, or any scenario in which multiple stages, tasks, or components must be interrelated and adaptable to achieve a successful outcome.

What are the benefits of using a Varied Process in a Zigzag Conversion Path?

The benefits of using a Varied Process in a Zigzag Conversion Path can include increased efficiency, adaptability, and resourcefulness. By being able to identify and adapt to changes or obstacles more quickly, tasks or projects can be completed more efficiently and with fewer errors or roadblocks along the way.

How can I implement a Zigzag Conversion Path (Varied Process) in my project?

To implement a Zigzag Conversion Path (Varied Process) in your project, begin by identifying the key components or steps needed to achieve your desired outcome. Next, analyze the relationships between these components and consider alternative or flexible paths that can be taken. Finally, organize these paths in a zigzag pattern and continue to assess and adapt the process as needed throughout the project.

Related Digital Marketing Terms

  • Multi-Touch Attribution
  • Customer Journey Mapping
  • Conversion Funnel Optimization
  • Cross-channel Marketing
  • Behavioral Targeting

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