What is a conversion path?

An important part of inbound marketing is attracting visitors and converting new visitors into leads.

A great way to convert visitors into leads is to offer them gated content. You offer your visitors content that is of real use to them, and in return you ask for their contact information.

For this process to work well, you need a number of aspects. All these aspects together are called the conversion path.

The conversion path looks like this:

1. Website page

A visitor lands on a page of your website, which could be a blog post, for example.

2. Call to action.

The page contains a CTA that promotes an e-book, for example. A call to action can be a button or banner, but also a text link that prompts action, for example, "Instant Download. The higher the CTR of a call to action is, the more potential leads the CTA brings to the landing page.

3. Landing page

Clicking on the CTA takes the visitor to a landing page. This page usually contains a brief description of the content piece you are offering. It is recommended to include an image as well. This will give the visitor a good idea of what he or she is downloading.

4. Form

In addition to a short description and an image, the landing page includes a form. This is the way you gather information about your potential customers.It is important that the amount of information you ask for is proportional to the value you offer the visitor with the download.

5. Thank you page

After the download, your visitor arrives at the thank you page. This page contains a download button that downloads the eBook. You can also send the visitor a thank you email containing an additional link to the eBook.

PROTIP: When setting up a conversion path, start backwards. Create the thank you page first, then the form, then the landing page and only then the CTA.

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