Conversion is the primary metric that most businesses are most concerned about when talking about inbound marketing. That’s because conversions are an indication that visitors are taking action. With every action, you get closer to your business goals; increase sales, engagement, awareness and more. One of the best ways to convert your site visitors is by creating a conversion path.
What Is a Conversion Path?
A conversion path is the sequence of steps your customer takes to purchase your product or service. Understanding your conversion path is an essential part of running a successful business. If you don’t have a clear understanding of how people are buying, you’ll have a hard time increasing your sales.
Mapping out your unique conversion path will help you identify areas for improvement and give you the knowledge you need to make informed decisions about marketing and design.
It’s not enough just to understand what customers do; you want them to do more things, and to do them faster. The only way to know if it’s working is by measuring results with data.
The top conversion paths start with the first person who hears about your product or service and ends when that person buys from you for the first time (or the tenth time). It can be as simple as clicking on an advertisement, landing on a page, adding an item to their cart, checking out, and then buying again later.
It could also involve multiple steps like signing up for an email list, being contacted by a sales rep, and then getting follow-up emails before buying anything at all.
However, every conversion path includes the below listed parts.
- Landing Page
- Thank You page
Let’s take a deeper look at those.
About Landing Page
A landing page is a single Web page that visitors “land” on when they click a link in an email, Facebook ad, Twitter, related blog post or search engine result. Great landing pages are sometimes also referred to as a “lead capture page” or even a “destination page.”
The concept is simple: The landing page is where users arrive and the goal of that page is to get them to take further action.
The call-to-action (CTA) is usually the most important component of your landing page. It tells users what to do next, and it often comes in the form of a button or some other clickable component. You want your CTA to be clear, concise and compelling to get more leads.
Your offer is the product or service you’re promoting on your landing page. It should be something that users perceive as valuable — whether it’s free or paid — to entice them to convert. Make sure your offer matches up with the lead magnet you promised in your ad or email, so people don’t feel tricked into giving their information to you just for a different outcome than expected while going through your sales funnel.
Thank You page
Once someone has completed an action, you need to thank them for doing so and confirm their order (if applicable). You can also use this opportunity to upsell other related offers.
What’s the Purpose of Creating a Path to Conversion?
The purpose of developing a path to conversion is to increase the number of views that lead to sales by finding your ideal customers. These views are called conversions.
There are two primary types of conversion paths that you can develop:
Direct sales. This is when a customer purchases the product from your website, from your Facebook page, or directly from Instagram or Pinterest.
Sales through social referrals. This is when someone sees your product on social media and then goes to your website or Amazon account to buy the product.
The success of either kind of conversion path is dependent on how well you are able to capture the attention and interest of your target audience and effectively influence them through engaging content.
How to Create a Detailed Conversion Path?
A conversion path is the series of steps a prospective customer has to take to convert from prospect to lead, and eventually, lead to sale. Creating a clear and easy-to-follow conversion path for your website can help you turn more visitors into paying customers.
Here are some tips to get you started:
INCLUDE A HIGH-QUALITY CONTENT OFFER
Your content offer — such as a whitepaper or ebook — should be informative and relevant to your target audience. Make sure it’s worth the information exchange and that it’s aligned with the rest of your content marketing efforts.
ENSURE YOUR LANDING PAGE IS RELEVANT TO YOUR TARGET AUDIENCE
If you’re using paid advertising or email marketing to promote your content offer, make sure your landing pages are relevant to their campaign themes so that visitors know they’ve come to the right place.
REQUIRE A FORM IN EXCHANGE FOR THE OFFER
To get contact information from each visitor who downloads your offer, require them to fill out a form with at least their name and email address. This allows you to track these visitors through your marketing automation platform to see how many of them convert into leads over time.
There are many things to avoid on your conversion path. Here are a few of the most important ones.
Too many messages/calls to action: Don’t try to tell your visitors everything at once or provide too many calls to action. Do one thing at a time and make it clear to the users what they should do. Too much information and too many options can confuse users and lead them away from your website.
Dull content: Make sure that your content is engaging and captivating, otherwise, it will bounce users off your website. Try using storytelling, humor, or other ways to make users interested in reading your content.
Pop-ups: They are annoying as it is and most users will close/ignore them immediately. The same goes for auto-plays of videos and audio clips.
Broken links: Broken links are frustrating for the user because they lead nowhere and can lead to lower search engine rankings for your website if you have too many of them. Check all the links on your website regularly or enable settings in SEO tools like Google Search Console so you can be notified when they break down.
Too much data entry: When you require users to enter too much information before you give them access to content or products, they may turn their back
Conversion Path Tracking in Google Analytics
Google Analytics has a useful feature that allows you to track the path users take through your website. This is important because it allows you to analyze how users navigate through your site and identify areas where users are dropping off. You can then use the insights gained from this tracking to make necessary changes to improve conversions.
Reviewing these reports will give you an idea of how many people have gone through each step in your conversion funnel and where they have dropped out. You will be able to see the conversion rate for each step and the overall conversion rate for each of your funnels. Once you have found the areas of your funnel that have the lowest conversion rates, you can go back and look at what users were doing in those steps. If it is obvious that something is not working right, then you may want to try changing or adding something on those pages. You will also be able to see how long users spent on each page, which could help you identify any slow-loading pages or confusing content.
When possible, you should create a funnel for every major step of your sales or lead generation process. For example, if you sell a product online, then one of your funnels might start with a visitor landing on your home page.
Conversion paths are important to the user experience because they create a flow after someone has navigated to a category page from the home page. The path will let them know what content is featured for that category and gives them an option to see related or similar content.
In turn, this can affect the overall session duration, or length of time on site, for visitors. A conversion path also builds brand awareness when visitors are encouraged to return to similar products from the same brand (or related ones).