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While the definition of a conversion path may seem simple, but the actual process can be incredibly complicated to master. There are many ways to guide website visitors through lead conversion paths, including blog posts, emails, and even homepages.
In this article, we’ll outline some useful lead conversion tools and guidelines for optimizing your lead conversion strategy.
What is a Conversion Path?
A conversion path (AKA click path) is an online process where an anonymous website visitor completes a series of actions and converts into a new lead. A conversion path typically comprises a call to action, landing page, downloadable content offer and a thank you page.
/Imported_Blog_Media/hubspot-conversion-path-750x342-2.png?width=750&height=342&name=hubspot-conversion-path-750x342-2.png "Typical HubSpot Conversion Path: Attract > Convert > Close > Delight")
How to Optimize Click Path for Conversions
Tip 1: Compile Information
With developing a digital marketing strategy, knowledge is power–and it’s also one of the most essential lead conversion tools. Before optimizing your conversion paths, consider gathering the following pieces of information:
- A complete catalog of your site’s content: Create a list of every page, blog post, landing page, or another piece of content. Analyze where prospects are in the buyer's journey when they discover the content. Which buyer persona does the content serve?
- Information about current customers: Take a look at your current customers, analyzing how they completed your existing lead conversion paths.
- Website usage: What are visitors clicking on? Using heat-mapping software like Hotjar can help you determine how customers use your website.
/Imported_Blog_Media/heatmap-750x497-1.jpg?width=750&height=497&name=heatmap-750x497-1.jpg "Using heat-mapping software like Hotjar can help you optimize your lead conversion paths.")
Marketing campaigns will thrive when they can effectively collect and utilize data to their advantage. This information can help you identify the gaps in your current conversion strategy, enabling you to tweak your website to serve your prospects better.
Tip 2: Add Content to Solve User Challenges
Now that you know your customer's, it’s time to address the issues and challenges they face. You should develop content that speaks to a specific customer persona that's aligned to their position in the buyer’s journey.
Typically, the buyer’s journey includes three steps:
- Awareness
- Consideration
- Decision
/Imported_Blog_Media/buyers-journey-750x426-Jun-28-2021-11-05-57-83-PM.png?width=750&height=426&name=buyers-journey-750x426-Jun-28-2021-11-05-57-83-PM.png "Conversion path tip: develop content that's aligned to the prospect's position in the buyer’s journey.")
The goal is to design content for each step of the sales journey. For example, content geared toward the awareness stage usually is broader and doesn’t include strong branding. This might include a how-to video or informative blog.
Customers in the consideration stage typically have a specific need or problem to address and are exploring their options. Content for the consideration stage should be more promotional, highlighting the benefits of your product or service. However, it should also answer the potential customer’s questions – infographics can be useful here.
When customers enter the decision stage, they’ve completed their research and are almost ready to make a purchase. For this stage, create heavily branded content, including eBooks and even a side-by-side comparison against a competitor.
/Imported_Blog_Media/how-to-write-a-blog-post-750x428-4.jpg?width=750&height=428&name=how-to-write-a-blog-post-750x428-4.jpg "Use analytics software to track the hot spots on your website. Where are people already clicking on your site?")
If you’ve already created content for every stage of the sales journey, there are still ways to further optimize your lead conversion paths. Utilize heat-mapping or CRM software to adjust your content to best fit buyers at each stage.
Tip 3: Remove Deal-Breakers from Your Website
Simple content mistakes can sometimes cost you dearly when it comes to lead conversion. You could have stellar content, but it won’t be effective if no one sees it.
Deal-breaking website errors include forgetting to add links and calls-to-action on landing pages or neglecting to repair broken navigation elements. Spelling and grammar mistakes also can cause visitors to lose confidence in your brand.
Fortunately, correcting these mistakes usually is quite simple, assuming you’ve gathered information about what attracts your customers. Create a full site map and you can identify and correct issues with your content and website function.
PRO TIP: using a tool like HubSpot helps marketers define a conversion path. Analyze your conversion path often to find any breaks or inefficiencies in your path or process that could be costing you leads.
/Imported_Blog_Media/hubspot-campaign-analytics-overview-750x516-4.png?width=750&height=516&name=hubspot-campaign-analytics-overview-750x516-4.png "Analyze your conversion path with a tool like HubSpot to find out if there are any breaks in your process.")
Over to you
Test your website regularly to ensure that broken links and formatting issues aren’t affecting its performance. This doesn’t have to be done constantly–once a month or after a major update should suffice.
When you tailor content to suit buyers at every stage of the sales journey and eliminate distractions and functionality issues, you’ll create a site that’s easy to browse and entices potential customers. With just a few changes, you can increase conversion rates and turn your website into a lead generating machine.
