How To Create A Website Conversion Path

Creating A Website Conversion Path









If you’re getting your website visitors to sign up for anything on your website — an ebook, a whitepaper, a webinar, a newsletter, a blog subscription, etc. — you need to create a conversion path.





“A conversion path consists of five elements, four of which live on your website“…..says Diana Urban ,the Head of Conversion Marketing at HubSpot. :



  1. A call-to-action – A button or text that lets website visitors (prospects) find your offer
  2. A landing page – The page that advertises your offer and includes a form
  3. A form – Website visitors fill out this form in order to receive your offer
  4. A thank-you page – Your new leads see this page after completing your form
  5. A confirmation email – Makes it easy for your leads to reference your offer any time




1) Call-to-Action

  • A call-to-action (CTA) is a text or button anywhere on your website or blog that links to your landing page.
  • Your call-to-action should:
  • Make it clear what you’re offering.
  • Include a verb (e.g. “Download” or “Claim” or “Sign Up”) to elicit action.
  • Stand out on your page.
  • Be above the fold — don’t make people scroll down to see it.
  • Match the offer on the landing page so the visitor doesn’t get confused.



2) Landing Page

  • Once people click on a CTA, they should land on a landing page.
  • Your landing page should:
  • Make it extremely clear in the headline exactly what the offer is.
  • Include an image of your offer
  • Have clear and concise copy.
  • Include bullet points outlining what’s included in the offer or benefits of receiving the offer.
  • Have a form above the fold.



3) Form

  • Your landing page should almost always include a form
  • The length of your form will depend on a couple things:
  • The offer’s stage in your buying cycle – For example, if you’re giving away a free checklist or infographic, you might only want to collect first name, last name, and email. But if you’re giving away something more substantial like an ebook or whitepaper, indicating that people are further along the research process, you may want to ask for more detailed information.
  • How many leads you generate – If your sales team has too many leads to sift through every one, add more fields to your forms so your reps can better qualify each lead, and know which ones are worth calling.



4) Thank-You Page

  • After they fill out the form, you need to send them somewhere.
  • Create a thank-you page.
  • Your thank-you page should:
  • Include the promised offer.
  • Let your new leads share your offer with their friends via email or social media.
  • Include a follow-up offer, ideally for whatever the next stage is in your buying cycle.
  • Be personalized. On this thank-you page example above, the lead’s name and company name are both subtly included on the page to make it feel like the page was built just for them. .



5) Confirmation Email

  • Make it easy for your leads to reference your offer later by sending them a confirmation email.
  • Your confirmation email should:
  • Be personalized!
  • Include the promised offer, or a link to the thank-you page where they can obtain the promised offer.
  • Reveal the next step your leads should take. In the example above, we want leads to share the content with their friends. If this offer were later in the buying cycle, we might include a CTA to whatever’s next in the buying cycle. It depends on the offer.
  • Provide an easy way for leads to share your offer on social media.





That’s it!




Pretty simple, isn’t it?





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To Your Success,
Joan Harrington

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