What is a conversion path?
Simply put, a conversion path refers to the journey an unknown individual online takes to become a lead so they can get converted either immediately or at a later time.
If you wish to learn more about this concept, check out the FAQ section below:
Question #1: What are the parts of a conversion path?
A conversion path has four basic parts:
- Offer
- Call to action
- Landing page
- Thank you page
Let us take a closer look at each one:
The offer, as the name suggests, is anything your business has to offer that your target customers would find valuable enough to exchange their contact information for. Examples would be free samples, discounts, and free webinars.
The call to action, on the other hand, is a short, catchy, and compelling directive/invitation that tells the user how they can avail of your offer. Examples would be:
- Claim your free gift now
- Claim your discount now
- Book your free spot now
The landing page is the web page the user lands once they click/tap your call to action. It is specifically designed to facilitate the exchange of the user’s information for your offer, so it would typically have some sort of form and a button that would allow the user to complete the transaction.
Finally, the thank you page, as you may have guessed, is where you thank each new lead for claiming your offer and welcome them into your community, letting them know that the transaction was successful. This is also where you tell them about any next steps and any other information they might find useful. The goal is to keep the new lead engaged and ultimately build rapport with them.
Question #2: What is the difference between a sales funnel and a conversion path?
The main difference between a sales funnel and a conversion path is their primary goal.
As we have seen earlier, a conversion path is designed to simply convert an unknown user into a lead. It does not matter if they convert immediately or at a later time. In contrast, a sales funnel’s main goal, as the name suggests, is to ultimately convert a lead into a paying customer.
In most cases, sales funnels use one or more conversion paths to collect qualified leads to be converted. This, however, does not mean conversion paths cannot stand alone. In fact, if you are using one to simply collect leads with no intention of converting them at the moment, then your conversion path does not have to lead to a sales funnel.
Question #3: How do I optimise my conversion path?
You can optimise your conversion path in five steps:
- Find out what your target customer wants, needs, or both
- Adjust your content and messaging according to where the prospect is in the buyer’s journey
- Try different offers
- Check your analytics
Let us take a look at each one in more detail:
First, you need to figure out exactly what your target customer is looking for. This need/want is what your offer should fill.
Second, you need to deliver them content that is appropriate to their position in the buyer’s journey. For example, if they are just looking for more information on a problem they are having, then it would be best to offer them something like a report that tackles that exact problem.
Third, because different people respond to different offers in different ways, you will need to try out different ones to figure out what types work best with your target customers.
Finally, you also need to learn how to read your analytics so you can find out what works and what does not in your conversion paths and make the necessary adjustments.