From Click to Conversion: Nurturing a Seamless Conversion Path for Business Success

What are the elements of a traditional conversion path? A basic conversion path contains these common elements:

• Landing page. The typical journey begins when a visitor clicks an advertisement, link from a blog, social media post, or search result and is taken to a landing page. These landing pages could be a home page, product page, or specialized website page designed for a particular offer. The purpose of the landing page is to attract visitors and encourage them to take the next step in the conversion path.
• CTA. The landing page contains a call to action (CTA), telling the visitor exactly what to do. The call to action can ask that they fill out a form to become a lead, sign up for a newsletter, or purchase a product. The CTA is most often a button and is designed to stand out on the page because it's the central element of the landing page that encourages visitors to take action.
• Thank you page. This page is where users end up after they take the desired action. For instance, if a visitor submits a form, they're directed to a page that thanks them for the action and provides other useful information.
• End point. The end point is the end of the conversion path and the ultimate goal. For instance, after someone submits a form in exchange for an ebook, the end point would be the ebook being emailed to them or automatically downloaded on their device. If a customer makes a purchase, the endpoint may be the purchase itself and the information that follows, such as the confirmation page or email confirmation.

Now that you understand the definition of conversion path, let's take a look at an example of the steps to conversion for a pet parent looking for dog treats.

The pet parent searches Google for grain-free dog treats and ends up on a landing page for a particular company. That landing page consists of information about the pet treats, encouraging the pet parent (the website visitor) to take action. When the visitor is ready to take the desired action, they click the call to action to "buy now." Once they've completed their purchase, they'll receive a confirmation email with their order information, completing the conversion path.

How to create a conversion path

While any business can define a conversion path, you should track user behavior on your website to determine if your conversion path matches the actual converting steps your visitors make to become customers or leads.

Here are a few steps to create a good conversion path:

1. Identify your goals. To create a conversion path, you must determine what you want to achieve with it. For instance, you might want to increase email signups, generate leads, or increase sales. In addition to identifying your goals, you should determine conversion metrics to track to measure the effectiveness of your path. In most cases, your goals should align with the conversion path stages: attract, convert, and close.

What are the elements of a traditional conversion path? A basic conversion path contains these common elements:

• Landing page. The typical journey begins when a visitor clicks an advertisement, link from a blog, social media post, or search result and is taken to a landing page. These landing pages could be a home page, product page, or specialized website page designed for a particular offer. The purpose of the landing page is to attract visitors and encourage them to take the next step in the conversion path.
• CTA. The landing page contains a call to action (CTA), telling the visitor exactly what to do. The call to action can ask that they fill out a form to become a lead, sign up for a newsletter, or purchase a product. The CTA is most often a button and is designed to stand out on the page because it's the central element of the landing page that encourages visitors to take action.
• Thank you page. This page is where users end up after they take the desired action. For instance, if a visitor submits a form, they're directed to a page that thanks them for the action and provides other useful information.
• End point. The end point is the end of the conversion path and the ultimate goal. For instance, after someone submits a form in exchange for an ebook, the end point would be the ebook being emailed to them or automatically downloaded on their device. If a customer makes a purchase, the endpoint may be the purchase itself and the information that follows, such as the confirmation page or email confirmation.

Now that you understand the definition of conversion path, let's take a look at an example of the steps to conversion for a pet parent looking for dog treats.

The pet parent searches Google for grain-free dog treats and ends up on a landing page for a particular company. That landing page consists of information about the pet treats, encouraging the pet parent (the website visitor) to take action. When the visitor is ready to take the desired action, they click the call to action to "buy now." Once they've completed their purchase, they'll receive a confirmation email with their order information, completing the conversion path.

How to create a conversion path

While any business can define a conversion path, you should track user behavior on your website to determine if your conversion path matches the actual converting steps your visitors make to become customers or leads.

Here are a few steps to create a good conversion path:

Identify your goals. To create a conversion path, you must determine what you want to achieve with it. For instance, you might want to increase email signups, generate leads, or increase sales. In addition to identifying your goals, you should determine conversion metrics to track to measure the effectiveness of your path. In most cases, your goals should align with the conversion path stages: attract, convert, and close.

Publish relevant content to reach and engage your target audience. Your conversion path hinges on relevant content that encourages visitors to take action. This content should attract visitors to your site while convincing them to perform the desired action, whether purchasing a product or submitting a form. Any type of content can be used to draw potential visitors into the conversion path. You'll also need content for each stage of the path, depending on how you've defined it.

Build appealing landing pages. Getting visitors to your site is only a small part of the conversion process. Once visitors are on your site, you should guide them through the buyer's journey. Website content should include useful information about an offer, product, or solution. High-converting landing pages are also free of distractions like multiple CTAs or confusing navigation.

Incorporate attractive CTAs. CTAs tell visitors exactly what to do by guiding them to the next conversion step. Without a CTA, visitors won't know what you want them to do, so it helps to make them as simple and clear as possible. The CTA is supported by the landing page content, giving visitors a reason to continue in the conversion path.

Design a high-quality 'thank you' page. This page should be just as attractive as your landing page. Even though this page has less information than the landing page, it's a crucial part of the conversion process because it confirms the actions they've taken while providing additional information, like the next steps.

Nurture and strengthen your relationships with clients. After website visitors have taken the desired action, you should continue to engage them. This includes sending personalized emails, asking for feedback, and encouraging them to engage with your brand on social media. Nurturing your relationships with prospects, leads, and existing customers can increase retention and build loyalty.