refers to the sequence of events on your website that helps to capture leads.
Most of the time, a conversion path will consist of a call-to-action that leads to a landing page with some sort form the reader has to fill out.
This form is also known as a lead capture form because the consumer will have to fill it out with relevant info such as an email address. In exchange for this new information, you provide them with some sort of content in return. This way, you generate a new lead, and the reader gets the information that they have been searching for.