WHAT IS A CONVERSION PATH?

A Fundamental Inbound Marketing

Concept

Hello!I am Vu Long TranImplementation Specialist, Services, Asia

You can find me at:@vulongtran

AGENDA

➜ What is the conversion path?➜ Why the conversion path is

important?➜ How do you create a conversion

path?➜ Key Takeaways and Next Steps

1.WHAT IS A

CONVERSION PATH?

CONVERSION PATH

“A conversion path is the process by which an

anonymous website visitor becomes a known lead.”

2.WHY THE

CONVERSION PATH IS

IMPORTANT?

It’s how you get leads

It’s about turning an

anonymous visitor…

… into a lead (a real person).

AS A MARKETER, YOU NEED TO

BUILD CONVERSION

PATHS.

Otherwise your online visitors will stay anonymous to you and your business.

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

Thank You Page

The “Convert” phase is all about converting those anonymous online “visitors” to your website to “leads”

3.HOW DO I CREATE

A CONVERSION PATH?

First, let’s think about your online visitor’s journey?

Especially as the conversion path is placed around your visitor’s journey

A visitor explores your website…

THEY’LL BE PRESENTED WITH

CALL-TO-ACTION/S.

Once a visitor clicks on a call-to-action…

THEY’LL BE LINKED TO A

LANDING PAGE.

Once that visitor submits a form on the landing page…

THEY’LL BE TAKEN TO A

THANK YOU PAGE.

Here are Three Key Building Blocks for a Conversion Path

Call-to-Action (CTA)

Landing Page (LP)

Thank you page (TYP)

2

3

1

Call-To-Action (CTA)

1

A Call-to-Action (CTA) is a button or image placed on pages with the sole purpose of driving visitors to your

landing page.

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

Landing Page (LP)

2

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.

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

Thank You Page (TYP)

3

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.

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

Conversion path in action.

2 31

Landing Page (LP)Call-to-Action (CTA) Thank You Page (TYP)

Here are Three Key Building Blocks for a Conversion Path

Call-to-Action (CTA)

Landing Page (LP)

Thank you page (TYP)

2

3

1

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

4.KEY TAKEAWAYS AND NEXT STEPS

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

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

Thank You Page

The “Convert” phase is all about converting those anonymous online “visitors” to your website to “leads”

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

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

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)