Our last post in this series talked about making an offer to prospective buyers. This one will go over how those offers should be mapped out to achieve optimal lead conversion by creating a conversion path for buyers to follow.

What Is A Conversion Path?

A conversion path is a series of clicks that a user follows from a beginning point to a conversion point on your website. These are instigated by a number of prompts that progressively direct the visitor from the original content or page to a further point on the path. For example:

Example Conversion Path

The conversion path will differ based on what exactly you're trying to accomplish, but the general goal is to both promote your content and convert visitors into leads that can then be nurtured into clients.

What Should Be Included In A Conversion Path?

Not every conversion path will be the same; your end goal will dictate many of the elements you include and how you organize site navigation. For example, a tech company focusing on web solutions will differ from a fashion website trying to sell clothes. But for inbound marketing, there are some key components that are very effective at facilitating the conversion process:

  • Calls-to-action: These are used to promote your content or "offer" and prompt the visitors to progress further down the conversion path. They could be graphic images that offer a free download of materials like eBooks, tip sheets or how-to-guides. They could be located above the fold on pages on your site, through social media or at the end of blog entries.
  • Landing pages: These allow you to capture leads and direct visitors to highly-targeted pages on your website. According to MarketingSherpa, 68% of B2B businesses use landing pages to garner a new sale. 
  • Sign-up Forms: Generally included on landing pages, forms let you gather prospects' information. They can also include e-newsletter or blog subscription forms.
  • Thank you pages: These allow you not only to thank visitors for their interest, but also to present further conversion opportunity. On thank-you pages, you can include another offer that is the next logical step in the path the visitor has moved along, link to other relevant content, and provide a chance to connect via social media and more.

Creating a solid conversion path increases the chances of converting your website visitors into leads. By allowing users to navigate based on a logical, step-by-step path, users are targeted with relevant, useful content, as they move through the buying process. And don't forget; optimizing your conversion points will increase leads!

Have you created conversion paths to increase lead conversion? What kind of prompts do you use to move prospects through the sales cycle? Sound off in the comments!

This is part 4 of our 9-part series, The Key Elements of an Inbound Marketing Campaign:

  1. Setting SMART Goals
  2. Develop Buyer Personas
  3. Make an Offer
  4. Create a Conversion Path
  5. Develop Workflows
Daniel Kosir

Daniel is a Content Writer at Search Engine People. He is always experimenting with new formats and looking for creative ways to produce, optimize and promote content. He previously wrote for CanadaOne Magazine and helped create and implement online marketing strategies at Mongrel Media.

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