How do conversion paths work? Detailed guide

As a marketer, much of your job is to turn qualified website visitors into sales leads. Simple enough.

Specifically, incoming marketing requires the creation of compelling content for which they want to exchange their contact information. From there, those leads become opportunities for customers and even promoters.

Clearly, conversions are a big deal. So how can you optimize your? By creating optimized conversion paths to turn your ideal visitors into sales leads most effectively.

Although not all conversion paths are identical and depend on the type of business they’re intended for, they do have some common attributes: landing page, call-to-action, content bid, or endpoint and thank you page.

  • Landing page: A landing page is a specific page on your website that is designed to collect visitor contact information in exchange for a resource (such as a course, e-book, or other product).
  • A call to action: A call to action is a section of a website or ad that persuades a visitor to take action or do something. These can take the form of buttons that invite website visitors to register, subscribe, or purchase a product.
  • Thanks for the page: A thank you page shows your visitors that you value them for what they want. For example, a thank you page may appear after a visitor has signed up for a newsletter or filled out a form.
  • Final destination: This can be in the form of a content offer, which is any material or resource given to a visitor in return for their contact information that completes the conversion path. These materials can be guides, e-books, courses, or other products. In the case of e-commerce, the conversion path may end up with a purchase instead of a content bid.

Conversion path

To turn it into a sales lead, the visitor sees the content offer they’re interested in (or, in the case of e-commerce, the product), clicks the call-to-action button to access that content, and is then directed to the landing page. On this landing page, the visitor can submit their information on a form in return for access to the offer. By submitting this form, the sales tip will now be directed to the website where they will receive the offer.

Voila! Conversion path completed.

By designing and deploying the right conversion paths, you can most effectively guide your website visitors along the buyer’s journey and help them become customers and promoters of your ads.

Example conversion pathExample landing page for conversion path

Let’s say you’re attracted to the landing page above after searching the Internet for tips on how to avoid curling your hair.

You will then be prompted by the CTA (pictured below), which will invite you to sign up for their email list to receive 10% of their products.

Conversion path example CTA You decide you want to try one of these satin lined hats to fight wrinkles and use them from the offer.

conversion path example thank you page Once you’ve completed the form that provides instructions for accessing the promotional code, a thank you page will open. Once you’ve received the code from your email, use it to purchase one of their caps. Ta-da! Conversion path completed.

What’s a good conversion path?

As you might expect, you need content, an invitation to action, a landing page, and a thank you page. However, because there are so many conversion paths on the Internet that your potential customers can explore, it’s more important than ever to create the RIGHT paths – the paths that your ideal customers draw and that turn the right visitors into the most effective leads.

What are the steps to creating a conversion path?

We’re exploring the key elements you need in the Inbound Toolkit to create effective conversion paths that turn random visitors into customers.

1. Attract your audience with contextually relevant content.

Content is the fuel that helps you build effective inbound strategies – and you can use it to turn website visitors into leads. The good news is that content is everywhere! Content is what fills the pages of your website, which goes into your emails and is hosted on your blog – the pages, emails and blog of your website are just a means to deliver that content.

While there is no shortage of content, you need to create the right content for it to act as your incoming rocket fuel. As you can probably guess, the right content has been optimized to appeal to your buyers. It should focus on the challenges they are trying to overcome and the goals they want to achieve. In particular, it should be relevant and interesting to them.

But here’s the kicker – it’s not enough to create personalized content. This content should be relevant to you based on where the buyer is on the road.

The buyer’s journey is an active research process that your people go through before making a purchase – and specific content is more relevant to you at different stages of the journey. This is where the “context” part comes in: it’s not enough to just create content for your own people. You need to make sure the content is relevant to what they are interested in and hope to learn more about.

Most visitors to your site are just at the beginning of this journey – they may not even know what your product does or how it can help them. They can only know that they have a problem or opportunity. So the content that your people like the most when they first visit your website and convert a lead is generally high quality and educational.

To be an effective tool in your Conversion Path Toolkit, make sure you have compelling content tailored to your buyers’ personalities and their location along the buyer’s journey.

2. Create landing pages that speak to your people.

Once you’ve developed a compelling content offer that tells you who your people are and where they are on the buyer’s journey, the next step is to leverage that content to turn your website visitors into sales leads. Landing pages come in here.

Landing pages are special pages on your website whose sole purpose is to gather visitors’ contact information in order to get something of value to them. Landing pages contain forms that potential sales leads must complete and submit before they can access your compelling content offer. And like this offer, great landing pages need to be tailored to both who you are and where they’re on the buyer’s journey.

To make your website visitors the most effective leads, your landing pages should present the benefits of your offer that are most relevant to your specific issue – and discuss the aspects of that issue that are most relevant to your location. on the buyer’s journey.

Imagine you work in a pet shop, for example, and you have created an e-book about raising a puppy. Someone who is at the beginning of a buyer’s journey is probably not too interested in downloading your eBook if your landing page is all about how your eBook contains the best home-breaking techniques. Instead, an effective landing page for that person can highlight how your e-book deals with choosing the right dog breed for you.

Great landing pages focus on who your people are and where they’re on the buyer’s journey.

3. Use eye-catching invitations to action.

While a compelling content offer and a great landing page are the key to a successful conversion path, visitors to your website need a way to actually access that landing page. This is where invitations to action come in.

Invitations to action or CTAs are buttons you can embed on your website to promote your content bids. When a visitor clicks on one of these invitations to action, they’ll be taken to your landing page. In fact, every call-to-action on your website is the start of a conversion path.

To create call-to-action calls that generate these clicks and act as key steps in your conversion paths, you need to ensure that the message displayed in the call-to-action matches the message and content on your landing page.

Great invitations to action should be just that: action-oriented. Since their main goal is to drive clicks and direct people to landing pages, make sure they’re clickable, using relevant language and colors that help them stand out from the rest of your website.

4. Close the transaction with optimized thank you notes.

If the call to action is the beginning of a conversion path, the thank you page marks the end of the conversion path. Websites are the last item you need in your inbound toolkit to direct your website visitors to the conversion path to get sales leads.

Thank you pages are special websites where your sales leads can download your call-to-action and landing page bid. It is also an opportunity to take people on the buyer’s journey by involving things like additional invitations to activities that complement the offer you have just made.

Improve your mobile conversion experience

Mobile design is no longer mandatory, it is mandatory. According to a 2020 report by the Global System for Mobile Communications Association (GSMA, formerly Groupe Special Mobile), almost half of the world’s population uses a mobile device to access the Internet. By the end of 2019, there were 3.8 billion mobile Internet users, which is 250 million more than a year earlier.

Given these numbers, it’s likely that visitors will be able to access your website from your phone or tablet, not your desktop computer. If you want to create an effective conversion path, you definitely need to consider the mobile user experience. Follow these steps to create a mobile conversion path that will get your visitors to succeed.

  • Start with a sensitive design: The responsive design adapts to both desktop and mobile devices, rendering the screen differently according to screen size. Visitors don’t have to tweak or zoom in on your website when browsing on a mobile phone for a better user experience. In addition, the responsive design tells Google that your site is mobile-friendly, which helps improve your ranking in mobile search results.
  • Nix confused landing pages: For smaller screens, minimalism is virtuous. Long-term relevant content, images, and videos can translate well on your desktop, but can be too busy for mobile devices. Avoid unnecessary text, images, and features that may make it difficult for visitors to find the information they’re looking for. Visitors will not receive sales leads if they cannot navigate your website. Consider the most relevant information for your audience and exclude others.
  • Keep CTA to a minimum: As noted above, for smaller screens, you need to be especially careful about allocating this property. Choose one (or a few) clear call-to-action buttons that are easy for your potential customers to find. Keep registration forms short, asking only for the information you definitely need. Avoid burying the call-to-action at the bottom of the page after several paragraphs of text. In most cases, mobile users won’t scroll to the bottom of the page to see it.

As people become more and more attached to their phones, taking the mobile user experience into account will increase your chances of getting more leads.

Conversion paths are invaluable to inbound marketing because they turn website visitors into sales leads. If done correctly, an effective conversion path can lead sales leads beyond the initial conversion, eventually turning them into customers.

Editor Note. This post was originally published in May 2014 and has been updated for completeness.

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