What are the Steps for Creating a Conversion Path?

By Christopher Jan Benitez

A conversion path is a lot like fishing. You get out there to look for leads with the offer of meaningful content as bait. When these leads take the bait, they have to trade their contact information in exchange for what you have to offer.

If you play your cards right, it won’t be long until these leads turn into qualified leads then customers. So create a brilliant conversion path. If you don’t know how to make it happen, don’t worry. 

In this article, let’s walk through the steps on how to create a conversion path. This way, you can turn plenty of leads into customers and open a plethora of opportunities!

Attention-Grabbing Content

It’s no secret that content reigns supreme and is one of the most effective ways of promoting a business. In fact, 50% of marketers plan on using content to reach their customers more effectively.

That said, don’t just settle for average content. And instead, make your content stand out.

Creating content that’s so good will leave your visitors no choice but to stop and check it out. So do just that and load up your site with attention-grabbing content.

You can feature concrete examples together with interesting statistics. Or you can include images and videos. 

Better yet, put yourself in the place of the audience. Jot down the things you want to read. And write from that perspective. 

Compelling Landing Page

A landing page’s main purpose is to encourage visitors to take action. Apart from its usefulness, it also needs to be informative and interesting. If your site’s landing page doesn’t fit the bill, then you have to re-design it.

Create it in a way that shows the benefits of your product or service. Doing so gives them a reason to buy what you have to offer.

Without a great landing page, you can drive traffic to your site. But those people are not likely going to stay. If they can’t see how you will make their lives easier, you’re basically sending them away.

High-Converting Call-to-Action

Did you know that every CTA (Call-to-Action) button on your site is the start of a conversion path?

Yes, it is. Now, let’s elaborate on this.

You see, creating attention-grabbing content and a compelling landing page is awesome. But not placing a CTA button to access these stuff somehow defeats their purpose.

To make high-converting CTA buttons, focus on the message that you want them to convey. Be sure it’s concise and easily understandable. 

Many CTA buttons simply say Download Now or Click Link. Concise and easily understandable, indeed. So how about yours?

Irresistible Follow-up Email

Fact: 72% of people prefer to have promotional content emailed to them. Compared to learning from it on social media, the majority will want to receive news about an offer in their inbox.

So once you have new leads, remember to send follow-up emails. It’s a simple yet effective way of winning them over.

Remember, though, to keep your email short. Your new leads may appreciate how you send emails. But they won’t appreciate finding irrelevant content in those emails. Just state your point and you’re good to go!

Gracious Thank You Page

If a CTA button is the start of a conversion path, a thank you page is the end. So be gracious by thanking your new leads for wanting to check out what you have to give. Importantly, it’s at this point when you need to stay true to your end of the bargain. 

What did you promise to give them in your CTA? Is it an e-book or a link to exclusive content? Whatever it is, be sure to give it to them. By staying true to your word, you’re assuring them that you’re worth trusting. This also lets you pave a new path for them: The path to becoming your buyers!

Start with a Landing Page Using Unstack

Because you’re now familiar with the steps on how to create a conversion path, it’s time to work on your site. To make things easier for you, why don’t you start with a landing page using Unstack?

It features an easy-to-use and innovative page builder. It also has a built-in workflow engine that can take care of all your content.

You can sign up for a free trial account. With that trial account, you can see Spark CMS in action. You can also use it to create other optimized pages for your site!