What does a conversion look like on your website?

[Champion]

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.

*To learn more about this, check out the Understanding Conversion Strategy lesson via HubSpot Academy. 

[DTharcisius]

Conversion for my website would like: people clicking on links to my books and going to my Amazon product page and purchasing my books. 

Clicking and reading my essays and then sharing them on social media. 

Going to Newsletter page and becoming a subscriber. 

[NLolakapuri]

A conversion on a website might look like a visitor engaging with content, such as a blog post, and then clicking a call-to-action (CTA) that leads to a landing page. This page may offer a valuable resource, like a free eBook or a webinar, in exchange for their contact information via a form submission. Attracting visitors typically happens through SEO-optimized content, social media, and email marketing, which bring targeted traffic to the site. The conversion path guides the visitor from initial interest to a specific action, like filling out the form, which signals their interest and moves them along the customer journey. For example, HubSpot’s website effectively uses a conversion path by first engaging users with helpful content and then inviting them to sign up for more resources, nurturing leads throughout their journey.

[phanxuananhiuv]

A conversion path on a website typically includes several key stages that guide a visitor toward taking a desired action. Here's a breakdown of what that might look like:

### 1. **Attraction**
- **Channels**: Use various channels to attract visitors, such as social media, search engine optimization (SEO), paid ads, content marketing (blogs, videos), and email marketing.
- **Content**: Create engaging content that resonates with your target audience. This could include informative articles, eye-catching visuals, or valuable resources like eBooks.

### 2. **Engagement**
- **Landing Pages**: Once visitors arrive, they should be directed to well-designed landing pages that are relevant to their interests or needs. These pages should provide clear information and value.
- **Calls to Action (CTAs)**: Include compelling CTAs throughout the content, encouraging visitors to take the next step (e.g., "Download Now," "Sign Up," "Learn More").

### 3. **Consideration**
- **Lead Magnets**: Offer valuable resources (like free trials, webinars, or exclusive content) in exchange for visitors’ contact information. This helps build trust and encourages further interaction.
- **Email Follow-Up**: Use email marketing to nurture leads, providing more valuable content and guiding them toward the next step.

### 4. **Conversion**
- **Final Action**: The conversion is the moment the visitor completes the desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.
- **Thank You Page**: After conversion, direct users to a thank you page that confirms their action and suggests additional resources or actions (like sharing their experience).

### Example from Another Brand
**Dropbox**
- **Attraction**: They use SEO, social media, and referral programs to attract users.
- **Engagement**: Visitors land on a simple, clean homepage that clearly outlines the benefits of their service with strong CTAs ("Sign Up for Free").
- **Consideration**: Dropbox offers a free plan that encourages users to explore the service.
- **Conversion**: The conversion occurs when users sign up for an account. The thank you page provides next steps and additional resources.

This structured approach creates a seamless path that guides users from awareness to conversion, increasing the likelihood of achieving desired outcomes.

[SAAChaudhary]

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[RPaterson4]

We've tried ebooks, popup and discovery calls.  None of which have got us any real success.  I'm looking forward to some real action utilising hubspot!

[CHadley]

Register for an event, sign up for a subscription, and click link in email for further requirements like submission and registration.

[LKozaritz]

Chatbots, referrals, downloadable content, on-demand webinars, schedule a demo.

Visitors land on our website and have the option to Request/schedule/get a Demo, Contact Us, or view resources that are available or gated content, subscribe to blog.

Depending on which action they choose, notifications are sent to sales and BDRs that a visitor is very engaged in content, want to be contacted or want to schedule a demo. 

We send marketing emails that help drive the visitors to our intended area on our website.

We also post on two social channels that lead people back to a blog post, gated content (downloadable content or view a webinar)

[MichaelJ11]

- proactive email campaign solicitations, referrals, paid ads, customer appreciation and new business development events
- land on the website, have the option to live chat, schedule a demo, have a resource reach-out, download many different pieces of information, watch short videos... etc.
- Email signup, content downloads, offer to set up a complimentary test environment for proof on concept

[Luciaac]

For the company I work for, conversions happen like this...

1. Through SEO, paid ads, social media, events or referrals.
2. If it's through SEO, paid ads or social media, they sign up for a free trial or a demo
3. After that, our sales and support team take over by offering training, free data upload and remove all obstacles.
4. We send emails throughout their trial period reminding them of the services we offer, features and software rollout for their company

[amaguire2]

• Click a link in a social post, to register for an event.
• Sign up to a subscription
• Click a link in an email, register for a subscription or an event.
• Click a link in an email to accept an offer of admission 

[MukhtarMeer]

Search engine or Social media.
Find the site, read about a manual solution that offered the ability to purchase an automated solution.
Email signup, purchase, repurchase, or join an online community.

[MDimgba]

I attract and get my conversion mostly on socila media, conversion to me is a way or strategy of pulling traffic and converting them into buying my products.

conversion is attracting customer and converting them into buying 

[BAppel]

So we create custom forms across all our offering on the website and use the HS landing page for quick conversions for an audience that prefers content and information only on social media. Each form is tailored to the CTA and included in all blog posts or any relatable content on the website. 

1. We attract them via our online platforms or where we promote our brand with partnerships or features

2. Simple and easy to use forms are created and used alongside the relevant information after seeing the post/ad

3. Newsletter subscriptions through personal interest and through sales.

[tina_freemodel]

Our conversions are to a landing page where we house a form to be filled out. Our site is small and people are learning about our offering. I'm debating to keep nav bar or not. One thing I like is that Hubspot captures any lead form completion to the media source so I wont loose that attribution in that session. Curious to other people's thoughts.

[cmares]

Our conversions are usually to a landing page to receive contact information through a form. We are getting creative to include an offer or additional information and hope to use HubSpot to enhance our current processes of obtaining a conversion.

[LuAkay]

• Where and how do you attract someone? Word of mouth, news, etc
• What does the conversion path look like on your website? Sign ups for using the website / service or sales through the service
• What is the conversion? non-members/non-buyers become members/buyers

[TMcVey]

1. We use email

2. Its more friendly

3. How they can get better 

[RParks13]

We are ultimately looking for someone to book a demo or an introductory meeting. Currently, we typically attract prospects through LinkedIn and emails. The conversion path is currently just a landing page with a button and a form.

[AHasan1]

For us, it takes place when a customer makes a booking based on their customized points accumulation offer

[PNeag]

We use email, organic and paid social to attract customers.  As formats we use pop-ups on our website, buttons, blog posts with buttons and live messaging.