This document discusses conversion paths, which are the process by which an anonymous website visitor becomes a known lead. A conversion path is important for marketers because it guides visitors through an online journey to become leads. A conversion path consists of three key elements: a call-to-action that drives visitors to landing pages where they can fill out forms, becoming leads, and are then directed to thank you pages that provide content and encourage further engagement. The document provides examples of how conversion paths work and recommends next steps for learning more about creating effective conversion paths.

1. WHAT IS A
CONVERSION PATH?
A Fundamental
Inbound Marketing
Concept

2. Hello!
I am Vu Long Tran
Implementation Specialist, Services, Asia
You can find me at:
@vulongtran

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. 1.
WHAT IS A
CONVERSION
PATH?

5. CONVERSION
PATH
“A conversion path is the
process by which an
anonymous website visitor
becomes a known lead.”

6. 2.
WHY THE
CONVERSION
PATH IS
IMPORTANT?

7. It’s how you get leads

8. It’s about turning
an
anonymous
visitor…

9. … into a lead
(a real person).

10. AS A MARKETER,
YOU NEED TO
BUILD
CONVERSION
PATHS.
Otherwise your online visitors will stay anonymous to you and
your business.

11. The conversion path is part of the “Convert” phase in the Inbound
Methodology

12. Thank You Page
The “Convert” phase is all about converting those anonymous online
“visitors” to your website to “leads”

13. 3.
HOW DO I CREATE
A CONVERSION
PATH?

14. First, let’s think
about your online
visitor’s journey?
Especially as the conversion path is placed around your visitor’s journey

15. A visitor explores your
website…
THEY’LL BE
PRESENTED WITH
CALL-TO-ACTION/S.

16. Once a visitor clicks
on a call-to-action…
THEY’LL BE LINKED
TO A
LANDING PAGE.

17. Once that visitor submits a
form on the landing page…
THEY’LL BE TAKEN
TO A
THANK YOU PAGE.

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. Call-To-Action
(CTA)
1

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. Call-to-Actions (CTA) drive visitors
to targeted offers to connect with
and help them convert into leads.

22. Landing Page
(LP)
2

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. A landing page is where the offer in the call-to-action is
fulfilled, and where the visitor submits information in a form.

25. Thank You
Page (TYP)
3

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. A Thank You Page offers the downloadable content and
encourage actions that further the relationship.

28. Conversion path in action.
2 31
Landing Page (LP)Call-to-Action (CTA) Thank You Page (TYP)

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. 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. 4.
KEY TAKEAWAYS
AND NEXT STEPS

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. The conversion path is part of the “Convert” phase in the Inbound
Methodology

34. Thank You Page
The “Convert” phase is all about converting those anonymous online
“visitors” to your website to “leads”

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. Thanks!
Any questions?
You can find me at:
@vulongtran
vtran@hubspot.com

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)