A conversion is defined as a moment when a website visitor takes the desired action. Ideally, this will occur throughout the visitor’s lifecycle to becoming a customer.
Keeping this in mind, what does a conversion path look like on your website? Consider reviewing:
Where and how do you attract someone?
What does the conversion path look like on your website?
What is the conversion?
If you don’t have an example of this to share for your website, then feel free to share an example of a conversion path from another brand that you think is effective.
We try to attract people with valuable information, such as white papers. They can download them for free. We also use a chat-function and a contact-form on our website to stimulate conversation.
Engaging with website is a first step. Downloading white paper in exchange for email address is a conversion. Purchasing the product is the final conversion
This is difficult for us as we are a charity which is not focused on selling products etc. We do fundraising, awareness raising, promotion of our services and so on.
@JJames9 A possible conversion path for you could be:
1. Social media post with image or video that points people to a case study on your website
2. Reader then reads the case study on your website of how your charity made an impact on one specific individual
3. On the case study page you offer a relevant PDF guide that helps the visitor get started with supporting your charity (you’ll need to focus on what’s in it for them) - so when they opt-in for your guide and newsletter you’ve now got a conversion
there is this content marketing agency that always comes up with captivating headlines on its websites. I feel this to e an attractive path for the buyer personas
A conversion path on my company’s website might look like (1) Attracted by a recipe from our email marketing newsletter (2) Visits website to view recipe directions (3) Transitions to our online store to shop those ingredients listed in the recipe and ultimately buys ingredients using our “curbside pickup” type option.
We pull them in with valuable content or targeted marketing ads of a specific product, most of the time with some sort of deal. They fill out one of our forms, and we reach out to qualify. From there they follow our buyer’s journey until the lead is converted with a product purchase.
We publish poetry, from physical books to downloadable snippets called “chapbooks” or “pamphlets”. Visitors to our site are often attracted by the prospect of reading the work of a specific writer or poetry on a certain topic. PDF copies of our chapbooks are available for free download, as they are a marketing tool for the poet and publisher alike. The visitor may then take one of two paths---either purchasing a physical book from us, or contacting us to get involved with getting published themselves.
We have resource sections specifically offering on-demand webinars, data sheets, and whitepapers, and also link to them within our blog posts, or have them as a CTA in our blog posts. They can then click on these links, and fill out progressive forms that will ask more specific questions as the prospect continues to convert. I believe we start with their name, email and company. We are then notified of the action through Hubspot.
We entice them with articles and offers that educate them on the possiblilites of home renovation rather than brag about our talent or knowledge. Every contractor speaks the same way, so we wanted to be the ones who appeared more knowledgeable rather than in demand/busy.