The scenic route is fine when you’re on vacation. But on the user journey, the straightest, most linear path is the best for on-site conversions. Traditionally, CRO takes time and effort, but it’s critical to getting results with your website.
Path Pilot is our new one-of-a-kind WordPress plugin, and it’s the CRO tool of our dreams. (In the sense that we dreamed it up and created it.)
As a developer and web design agency owner, I’d almost always rather create than wait—especially if it can help marketing directors who are already juggling multiple campaigns, KPIs, and reports.
Conversion paths already exist. I wanted a tool that could (gently) guide users to convert: download a resource, schedule a call, purchase a product. With my team’s experience, we were the right ones to build the tool.
Introducing: Path Pilot
We created this WordPress plugin, Path Pilot, to increase online conversion rates by mapping site visits, and guiding users toward top conversion journeys. It uses real behavior to determine patterns, and provides analytics on the backend through a WordPress dashboard.
The AI-powered tool was built by marketers for marketers…and for their website visitors. It works by automating the user experience, and allows quick analysis and easy leveraging of website visit data for better conversion outcomes.
Every part of it was built to make marketing easier.
Why We Made Path Pilot
We’re familiar with all the usual suspects when it comes to marketing workflows. We made Path Pilot because:
- Site navigation stinks.
- AI is making online behavior tough to predict and marketers want to keep up.
- User analytics shouldn’t require a data science degree.
Path Pilot was built to counter all of that.
Live chatbots are fine, if you want canned responses and frustrated users. They’re not able to pivot, and the chats never really make conversions better. Most website visitors are coming there to solve a problem, so if the chatbot doesn’t solve it, they’ll bounce. Path Pilot was made to keep users on your site, and guide them to convert.
Even the smallest bump in conversions can have a huge impact on revenue. But better CRO can be complicated—with slow manual testing and overly complicated analytics dashboards.
Plus, marketing is shifting faster than ever before. With a sharp rise in AI use, marketers are finding it more and more difficult to even get users to their websites. And once the visitors are there, the website has to work just right in order for users to convert.
With Path Pilot, marketers can see which paths are being used the most and working the best, so they can use what’s happening on the site to make better decisions. Actually actionable marketing analytics!
Easier Analytics
We saw the way marketing teams looked at GA4. Like a necessary evil. I think our clients hate GA4 even more than the leads that don’t get back to them. It’s not that they hate data or reporting. It’s that GA4 just isn’t intuitive. After marketers began asking us for reports they don’t have time or energy to access in GA4, I figured it was time to come up with a solution. For years, I’d been saying we could easily pull first-party data and present it in a dashboard in the back-end of WordPress.
Instead of forcing everyone on the marketing team to become a data scientist, I figured it’d be easier to make a simpler, and user-friendly (imagine that) dashboard.
Automated UX
The same marketing teams that don’t have time to pull reports—they’re also looking for an easier way to manage UX. Even better if it’s automated to work well. With Path Pilot, every website visit is analyzed and leveraged to create better conversion outcomes through intelligent and personalized recommendations for users.
How Path Pilot Works
For Marketers:
After downloading the WordPress plugin, set up the goal pages. These are the pages you most want users to visit. But, rather than a checkout page, for example, aim for a book a demo page or a popular product page. Select as many goal pages as you’d like to track. Then, choose the content types you’d like to show to users. This can help you avoid showing pages you don’t need or want users to see on their journey. Finally, add the conversion pages. These are the pages that show up after the user takes the action you wanted them to, like a thank you page or a confirmation page. This identifies which user paths resulted in engagement. The longer the plugin is running, the better it will be at predicting the best paths for users.
Note: This plugin works best for sites with 10 or more pages, and it has a warming up period. Until it has enough data on user pathways, it can provide “Popular Page” and “Recommended Page” badges for users.
For Website Visitors:
Path Pilot sits in the top left corner of the website page, and opens with a click. No pop ups. Once users open it, it asks what the user is looking for, then makes a few suggestions, with an assigned percentage to show the likelihood of a match with the user query. Then the user can click the result and be guided directly to the suggested page. (And then they’re well on their way to converting.)
Plus: AI-Powered Features
Understanding, guiding, and converting visitors gets a little easier when it’s personalized—and based on prior success. Using AI, every converting user’s path and behavior is tracked (based on the goal pages you set) to create smart recommendations for the next users. Path Pilot uses AI in its content suggestions as well as in its chat interface, using conversational intelligence to parse for context. In the pro version of the plugin, AI rewrites page summaries to better fit the user.
Marketing Team Benefits
Marketing teams are already doing a ton. Path Pilot helps marketers make faster decisions with better data. Plus, because it’s a downloadable plugin, it seamlessly fits into WordPress workflows, can scale across multiple campaigns, and doesn’t require any extra developer resources (or budget—if using the free version). An especially good benefit: first-party data. Your team owns it.
Path Pilot essentially provides a kind of professional agency analysis of your site—seeing patterns and making recommendations.
Over time, I’m excited to see how Path Pilot grows and improves. We plan to incorporate more features and functionality over time, based on client and users desires and requests. Path Pilot exists now because we knew CRO could be simple, smart, and accessible—benefiting marketers and users.
Download the new Wordpress plugin Path Pilot here!
