7 Things the Best Conversion Paths Include


Website conversions include quote requests, email newsletter sign-ups, purchases, and more. They're the main reason your website exists, and if you want them, your website needs a conversion path visitors will follow. Read on to learn 7 critical elements your website's conversion path needs to be successful.


Conversion Overview

A website conversion is a desired action a visitor completes on your website. For e-commerce sites, the main conversion is a purchase, but for other business websites, it's usually a lead form submission. Conversions can also include phone calls, PDF downloads, or applying for a job, among others.

Tracking conversions on your website tells you if your website is working or not, as it pertains to reaching your business goals. Simply measuring traffic does not tell you if your website is working. Attracting more traffic to your website is good, but it needs to be the right traffic to be worth anything. If a farm supply store gets 100 Wall Street bankers to walk through, the store is getting lots of visitors, but probably zero sales, so the traffic is of little value. 

Once you get the right visitors on your website, your website's job is to engage and convert those visitors. A stellar conversion path can double your conversion rate, increasing your revenue even without additional website traffic.

It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.

- Jeff Eisenberg

The Conversion Path

The conversion path is the journey a visitor takes through your website on their way to the conversion. It needs clear signposts along the way to tell your visitor exactly where to go and what to do next. When people enter your website, they need to immediately be taken by the hand by your content and led down the conversion path. Each step of the journey should have directions to "go here next" until they reach the end of the path where it's clear what action they should complete.

Here are 7 things the best conversion paths will include:

1. Buyer Persona Targeting

If you've already conducted a buyer persona exercise for your company, tailor your conversion path for the specific buyer persona you're trying to convert. What solution is each persona looking for from your site? What kind of content will engage them most? As you craft your conversion path, keep your buyer persona in mind so your conversion path speaks their language, engages their emotions, and compels them to complete the desired action.

2. Clear Navigation

Your website's navigation is a huge part of the conversion path. Thoughtful navigation makes it easy for a visitor to make their way through your website to find the information they want.

76% of consumers say the most important factor in a website's design is "the website makes it easy for me to find what I want."

- Mike Volpe, Hubspot

Attention spans get shorter by the day, so any frustration or confusion in finding wanted information will make the visitor back out and try an easier-to-navigate website, instead. Making it easy for users to make their way through your website helps them along the conversion path and gives them a more satisfying experience, making them more likely to convert.

3. Helpful Information

Your conversion path should present visitors with appropriate resources and information along the way. Pricing and contact information are two examples that will provide value to the user as they go along the conversion path.  

4. No Obstacles

Remove any and all obstacles from your conversion path to make it as easy to move through as possible. Common obstacles include excessive or irrelevant content, pop-ups, bad design, and not being mobile-friendly. Just as with good navigation, removing obstacles makes users happier with their experience and more likely to continue along the conversion path.

5. Effective Call to Action

The call to action is the zenith of the conversion path. Common calls to action are "Call Now", "Sign Up Here", and "Buy Now". For the most effective call to action:

  1. Be clear. Tell your visitor exactly what to do: Buy, Visit, Call, Subscribe, Download, etc...
  2. Make sure it's prominent. The call to action should stand out. It should be the first thing someone notices on the page.
  3. Create a sense of urgency. Use words like now, today, hurry, and soon.
  4. Be enticing. Add an incentive like a bonus or a discount, like "50% Off Through Friday" or "Get a Free Quote"
  5. Be enthusiastic. Use exclamation points, capital letters, bold colors, or any other type of styling that will tastefully add energy to your call to action.

6. Confirmation and Follow-Up

Once your visitor completes the call to action, give them a confirmation message so they know their action was successful. Good methods are redirecting to a 'thank you' or order confirmation page, displaying a pop-up message, or confirmation text below a form. Always refer to the action just completed and tell them what will happen next so your visitor knows what to expect, like, "Thank you for contacting us. We will respond within 24 hours." or "Your order was submitted. A confirmation email has been sent." Don't automatically redirect to a different area of your website after a conversion is completed. This disorients the visitor and makes them question whether their action was successful.

7. Tracking and Measurement

The importance of tracking and measuring your conversions cannot be overstated. This is how you'll calculate your conversion rate and ultimately evaluate the success of your conversion path, and your website as a whole. The insights gained from measurement tell you how to optimize your conversion path. If you set up comprehensive tracking all the way through to an offline sale, you can calculate your website's actual ROI! Your conversion path will become more successful over time if you continually fine-tune it based on the performance data.


Follow these 7 tips when creating conversion paths on your website, or when reformulating any existing ones, to help your website generate the most possible conversions. 

If you're curious about how conversion paths on your website can be improved, let's start a conversation.

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