There is a vast amount of general advice circulating on how to attract more customers, but it often speaks only to attracting traffic, not on how your website can encourage this traffic to convert to leads or even sales.

If visitors come to your website but don't perform any desired action, you have missed a tremendous opportunity. But in order to get more visitors to convert, you need to focus on conversion optimization.

Conversion optimization is one of the most overlooked - yet critically important - aspects of online performance. It allows you to take the traffic you are receiving from other SEO efforts and maximize its value through encouraging visitors to take particular actions. It also facilitates the journey of prospects through the sales funnel by providing a useable, logical path for them to follow.

The Purpose Of Conversion Paths

Conversions paths are constructed to encourage visitors to take certain actions on your website given their navigational behaviour.

For example, a visitor to your website that has read a blog post can be presented with a call-to-action that directs them towards a landing page with a form to receive a premium piece of content on a topic relevant to that post.

Conversion paths can help you guide your web visitors towards a variety of predefined goals.


If you are just beginning to optimize the conversion paths on your site, start by identifying the 5 pages with the highest traffic and ask the following questions:

  • Are your calls-to-action prominently placed? Strategic positioning ensures that your CTA stands out and attracts the visitor's eye. Nobody is going to click through if they don't see that the option to do so is available.
  • Is the language used actionable? When possible, use language to introduce urgency and encourage action. People do not want to miss opportunities, and the wording you use in your CTAs can be used to suggest that if the reader doesn't act now, they may not have the chance later. Words like "now" or "today" are effective, popular choices.
  • Does the copy convey utility and value? This is a simple matter of succinctly demonstrating the value of clicking. If the offer doesn't appear valuable, there is no incentive to obtain it.
  • Do your CTAs entice people to click through? Part of enticing people to click through involves the above methods, but your CTA should also tell the reader exactly what they are getting. Use placement, language, value and a clear explanation of the offer in order to get more people to act.
  • Are the offers you are presenting through your CTAs relevant to the content of the pages on which they lie? Simple stuff. If a CTA on a page is irrelevant to the content of that page, a user will likely not be interested. Providing relevant offers through CTAs will elicit much better results.
  • Remember, conversion optimization is important because it can significantly increase conversion rates, which means you can gather more data about your visitors that can be used for targeted marketing efforts. In particular, this information can inform automated marketing workflows, which can help you increase your marketing ROI and develop relationships with leads through all stages of the buying cycle.