A conversion path is the series of steps a prospective buyer takes that ultimately leads to a form submission. Conversion paths vary depending on a customer’s lifecycle stage.
For example, a person who has never been to your website before needs a different conversion path than someone who has done business with you many times. Conversion paths provide intelligence about your new business leads, help segment your online traffic, and can position you as a thought leader in your industry.
Inbound marketers use conversion paths to advance prospects through a sales and marketing funnel.
To create a conversion path, decide which steps you want a visitor to take, then design content to support that conversion goal. Include your sales team in this process. Common conversion goals include collecting personal data, obtaining customer feedback, sharing industry information, and encouraging more social shares.
You can write a series of blog posts, share a collection of resources or provide an online toolkit. Ask yourself, “How can we help our prospects get the information they need most at this stage in the relationship?”
Be fun. Be bold. Be creative!