How Do Conversion Paths Work? A Step-by-Step Guide

You need to attract your target audience with context-appropriate content.

The content that will most appeal to your personas when they’re first visiting your website and converting a lead will generally be high-level and educational in nature.

In order to be an effective tool in your conversion path toolkit, make sure you have remarkable content tailored to your buyer personas and where they are in the buyer’s journey.

Landing pages are specialized website pages whose sole purpose is to collect visitors’ contact information in exchange for something of value to them. Landing pages contain forms that potential leads must fill out and submit before getting access to your remarkable content offer.

Great landing pages focus on both who your personas are and where they are in the buyer’s journey.

Calls-to-action or CTAs, are buttons you can embed throughout your website that advertise your content offers. When a visitor clicks on one of these calls-to-action, they’ll be taken to your landing page. In effect, every call-to-action you have on your website is the beginning of a conversion path.

Ensure that CTAs are click-worthy by using actionable language and colours that help them stand out from the rest of your website.

Thank you pages are specialized website pages from which your now-leads can download the offer promised by your call-to-action and landing page. They’re also an opportunity to move people further along in the buyer’s journey, by including things like additional calls-to-action that complement the offer you've just provided your lead.

Nearly half the world’s population uses a mobile device to access the internet. By the end of 2019, 3.8 billion people were mobile internet users, an increase of 250 million users from the previous year.

Follow these steps to create a mobile conversion path that sets visitors up for success:

• Start with a responsive design
• Nix cluttered landing pages
• Keep CTAs to a minimum