How To Define A Conversion Path

7,492 views

Published on

The conversion path is a fundamental inbound marketing concept. Find out more about what a conversion path is, why it is important and how you create conversion paths.

Published in: Marketing

How To Define A Conversion Path

  1. 1. WHAT IS A CONVERSION PATH? A Fundamental Inbound Marketing Concept
  2. 2. Hello! I am Vu Long Tran Implementation Specialist, Services, Asia You can find me at: @vulongtran
  3. 3. AGENDA ➜ What is the conversion path? ➜ Why the conversion path is important? ➜ How do you create a conversion path? ➜ Key Takeaways and Next Steps
  4. 4. 1. WHAT IS A CONVERSION PATH?
  5. 5. CONVERSION PATH “A conversion path is the process by which an anonymous website visitor becomes a known lead.”
  6. 6. 2. WHY THE CONVERSION PATH IS IMPORTANT?
  7. 7. It’s how you get leads
  8. 8. It’s about turning an anonymous visitor…
  9. 9. … into a lead (a real person).
  10. 10. AS A MARKETER, YOU NEED TO BUILD CONVERSION PATHS. Otherwise your online visitors will stay anonymous to you and your business.
  11. 11. The conversion path is part of the “Convert” phase in the Inbound Methodology
  12. 12. Thank You Page The “Convert” phase is all about converting those anonymous online “visitors” to your website to “leads”
  13. 13. 3. HOW DO I CREATE A CONVERSION PATH?
  14. 14. First, let’s think about your online visitor’s journey? Especially as the conversion path is placed around your visitor’s journey
  15. 15. A visitor explores your website… THEY’LL BE PRESENTED WITH CALL-TO-ACTION/S.
  16. 16. Once a visitor clicks on a call-to-action… THEY’LL BE LINKED TO A LANDING PAGE.
  17. 17. Once that visitor submits a form on the landing page… THEY’LL BE TAKEN TO A THANK YOU PAGE.
  18. 18. Here are Three Key Building Blocks for a Conversion Path Call-to-Action (CTA) Landing Page (LP) Thank you page (TYP) 2 3 1
  19. 19. Call-To-Action (CTA) 1
  20. 20. A Call-to-Action (CTA) is a button or image placed on pages with the sole purpose of driving visitors to your landing page.
  21. 21. Call-to-Actions (CTA) drive visitors to targeted offers to connect with and help them convert into leads.
  22. 22. Landing Page (LP) 2
  23. 23. A landing page is a website page specifically designed to convert visitors to leads. It is where the offer in the call-to- action is fulfilled, and where the visitor submits information in a form.
  24. 24. A landing page is where the offer in the call-to-action is fulfilled, and where the visitor submits information in a form.
  25. 25. Thank You Page (TYP) 3
  26. 26. A Thank You Page is where the content introduced by the call- to-action and landing page is finally delivered to the visitor who, after submitting a form, is now a lead.
  27. 27. A Thank You Page offers the downloadable content and encourage actions that further the relationship.
  28. 28. Conversion path in action. 2 31 Landing Page (LP)Call-to-Action (CTA) Thank You Page (TYP)
  29. 29. Here are Three Key Building Blocks for a Conversion Path Call-to-Action (CTA) Landing Page (LP) Thank you page (TYP) 2 3 1
  30. 30. Don’t just stop at with one conversion path (Step 1-3), keep engaging by adding new Call-to-Actions on the Thank you page. 2 31 Landing Page Call-to-Action (CTA) Thank You Page 4 Next Buyer’s Journe y Stage New Call-to-Action
  31. 31. 4. KEY TAKEAWAYS AND NEXT STEPS
  32. 32. KEY TAKEAWAYS Call-to-Actions (CTAs) drive visitors to targeted offers to connect with and help them convert into leads. Landing pages (LPs) is where the offer in the call-to-action is fulfilled, and where the visitor submits information in a form. Thank you pages (TYPs) offer the downloadable content and encourage actions that further the relationship. guide your Visitors through the online journey to become a Lead CONVERSION PATHS
  33. 33. The conversion path is part of the “Convert” phase in the Inbound Methodology
  34. 34. Thank You Page The “Convert” phase is all about converting those anonymous online “visitors” to your website to “leads”
  35. 35. NEXT STEPS Learn more about Conversion paths ➜ Lead Gen 101: How to Create an Intuitive Website Conversion Path [Overview of concept] http://blog.hubspot. com/marketing/how-to-create-website-conversion-path ➜ Generate Leads with a Conversion Process [Step by Step Guide] http://academy.hubspot.com/projects/customer- projects-creating-a-conversion-path-for-your-content-offer ➜ How Do Conversion Paths Work? [FAQs] http://blog.hubspot.com/marketing/how-conversion-paths- work-faq
  36. 36. Thanks! Any questions? You can find me at: @vulongtran vtran@hubspot.com
  37. 37. CREDITS Special thanks to all the people who made and released these awesome resources for free: ➜ Presentation template by SlidesCarnival ➜ Photographs by Death to the Stock Photo (license)

×