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WHAT IS A
CONVERSION PATH?
A Fundamental
Inbound Marketing
Concept
Hello!
I am Vu Long Tran
Implementation Specialist, Services, Asia
You can find me at:
@vulongtran
AGENDA
➜ What is the conversion path?
➜ Why the conversion path is
important?
➜ How do you create a conversion
path?
➜ Key Takeaways and Next Steps
1.
WHAT IS A
CONVERSION
PATH?
CONVERSION
PATH
“A conversion path is the
process by which an
anonymous website visitor
becomes a known lead.”
2.
WHY THE
CONVERSION
PATH IS
IMPORTANT?
It’s how you get leads
It’s about turning
an
anonymous
visitor…
… into a lead
(a real person).
AS A MARKETER,
YOU NEED TO
BUILD
CONVERSION
PATHS.
Otherwise your online visitors will stay anonymous to you and
your business.
The conversion path is part of the “Convert” phase in the Inbound
Methodology
Thank You Page
The “Convert” phase is all about converting those anonymous online
“visitors” to your website to “leads”
3.
HOW DO I CREATE
A CONVERSION
PATH?
First, let’s think
about your online
visitor’s journey?
Especially as the conversion path is placed around your visitor’s journey
A visitor explores your
website…
THEY’LL BE
PRESENTED WITH
CALL-TO-ACTION/S.
Once a visitor clicks
on a call-to-action…
THEY’LL BE LINKED
TO A
LANDING PAGE.
Once that visitor submits a
form on the landing page…
THEY’LL BE TAKEN
TO A
THANK YOU PAGE.
Here are Three Key Building Blocks
for a Conversion Path
Call-to-Action (CTA)
Landing Page (LP)
Thank you page (TYP)
2
3
1
Call-To-Action
(CTA)
1
A Call-to-Action (CTA) is a button or
image placed on pages with the sole
purpose of driving visitors to your
landing page.
Call-to-Actions (CTA) drive visitors
to targeted offers to connect with
and help them convert into leads.
Landing Page
(LP)
2
A landing page is a website page specifically designed to
convert visitors to leads. It is where the offer in the call-to-
action is fulfilled, and where the visitor submits information
in a form.
A landing page is where the offer in the call-to-action is
fulfilled, and where the visitor submits information in a form.
Thank You
Page (TYP)
3
A Thank You Page is where the content introduced by the call-
to-action and landing page is finally delivered to the visitor
who, after submitting a form, is now a lead.
A Thank You Page offers the downloadable content and
encourage actions that further the relationship.
Conversion path in action.
2 31
Landing Page (LP)Call-to-Action (CTA) Thank You Page (TYP)
Here are Three Key Building Blocks
for a Conversion Path
Call-to-Action (CTA)
Landing Page (LP)
Thank you page (TYP)
2
3
1
Don’t just stop at with one conversion path (Step 1-3), keep
engaging by adding new Call-to-Actions on the Thank you page.
2 31
Landing
Page
Call-to-Action
(CTA)
Thank You
Page
4
Next
Buyer’s
Journe
y
Stage
New
Call-to-Action
4.
KEY TAKEAWAYS
AND NEXT STEPS
KEY TAKEAWAYS
Call-to-Actions (CTAs)
drive visitors to targeted
offers to connect with
and help them convert
into leads.
Landing pages (LPs)
is where the offer in the
call-to-action is fulfilled,
and where the visitor
submits information in a
form.
Thank you pages (TYPs)
offer the downloadable
content and encourage
actions that further the
relationship.
guide your Visitors through the online journey to become a
Lead
CONVERSION PATHS
The conversion path is part of the “Convert” phase in the Inbound
Methodology
Thank You Page
The “Convert” phase is all about converting those anonymous online
“visitors” to your website to “leads”
NEXT STEPS
Learn more about Conversion paths
➜ Lead Gen 101: How to Create an Intuitive Website
Conversion Path [Overview of concept] http://blog.hubspot.
com/marketing/how-to-create-website-conversion-path
➜ Generate Leads with a Conversion Process [Step by Step
Guide] http://academy.hubspot.com/projects/customer-
projects-creating-a-conversion-path-for-your-content-offer
➜ How Do Conversion Paths Work? [FAQs]
http://blog.hubspot.com/marketing/how-conversion-paths-
work-faq
Thanks!
Any questions?
You can find me at:
@vulongtran
vtran@hubspot.com
CREDITS
Special thanks to all the people who made and
released these awesome resources for free:
➜ Presentation template by SlidesCarnival
➜ Photographs by Death to the Stock Photo
(license)

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How To Define A Conversion Path

  • 1. WHAT IS A CONVERSION PATH? A Fundamental Inbound Marketing Concept
  • 2. Hello! I am Vu Long Tran Implementation Specialist, Services, Asia You can find me at: @vulongtran
  • 3. AGENDA ➜ What is the conversion path? ➜ Why the conversion path is important? ➜ How do you create a conversion path? ➜ Key Takeaways and Next Steps
  • 5. CONVERSION PATH “A conversion path is the process by which an anonymous website visitor becomes a known lead.”
  • 7. It’s how you get leads
  • 9. … into a lead (a real person).
  • 10. AS A MARKETER, YOU NEED TO BUILD CONVERSION PATHS. Otherwise your online visitors will stay anonymous to you and your business.
  • 11. The conversion path is part of the “Convert” phase in the Inbound Methodology
  • 12. Thank You Page The “Convert” phase is all about converting those anonymous online “visitors” to your website to “leads”
  • 13. 3. HOW DO I CREATE A CONVERSION PATH?
  • 14. First, let’s think about your online visitor’s journey? Especially as the conversion path is placed around your visitor’s journey
  • 15. A visitor explores your website… THEY’LL BE PRESENTED WITH CALL-TO-ACTION/S.
  • 16. Once a visitor clicks on a call-to-action… THEY’LL BE LINKED TO A LANDING PAGE.
  • 17. Once that visitor submits a form on the landing page… THEY’LL BE TAKEN TO A THANK YOU PAGE.
  • 18. Here are Three Key Building Blocks for a Conversion Path Call-to-Action (CTA) Landing Page (LP) Thank you page (TYP) 2 3 1
  • 20. A Call-to-Action (CTA) is a button or image placed on pages with the sole purpose of driving visitors to your landing page.
  • 21. Call-to-Actions (CTA) drive visitors to targeted offers to connect with and help them convert into leads.
  • 23. A landing page is a website page specifically designed to convert visitors to leads. It is where the offer in the call-to- action is fulfilled, and where the visitor submits information in a form.
  • 24. A landing page is where the offer in the call-to-action is fulfilled, and where the visitor submits information in a form.
  • 26. A Thank You Page is where the content introduced by the call- to-action and landing page is finally delivered to the visitor who, after submitting a form, is now a lead.
  • 27. A Thank You Page offers the downloadable content and encourage actions that further the relationship.
  • 28. Conversion path in action. 2 31 Landing Page (LP)Call-to-Action (CTA) Thank You Page (TYP)
  • 29. Here are Three Key Building Blocks for a Conversion Path Call-to-Action (CTA) Landing Page (LP) Thank you page (TYP) 2 3 1
  • 30. Don’t just stop at with one conversion path (Step 1-3), keep engaging by adding new Call-to-Actions on the Thank you page. 2 31 Landing Page Call-to-Action (CTA) Thank You Page 4 Next Buyer’s Journe y Stage New Call-to-Action
  • 32. KEY TAKEAWAYS Call-to-Actions (CTAs) drive visitors to targeted offers to connect with and help them convert into leads. Landing pages (LPs) is where the offer in the call-to-action is fulfilled, and where the visitor submits information in a form. Thank you pages (TYPs) offer the downloadable content and encourage actions that further the relationship. guide your Visitors through the online journey to become a Lead CONVERSION PATHS
  • 33. The conversion path is part of the “Convert” phase in the Inbound Methodology
  • 34. Thank You Page The “Convert” phase is all about converting those anonymous online “visitors” to your website to “leads”
  • 35. NEXT STEPS Learn more about Conversion paths ➜ Lead Gen 101: How to Create an Intuitive Website Conversion Path [Overview of concept] http://blog.hubspot. com/marketing/how-to-create-website-conversion-path ➜ Generate Leads with a Conversion Process [Step by Step Guide] http://academy.hubspot.com/projects/customer- projects-creating-a-conversion-path-for-your-content-offer ➜ How Do Conversion Paths Work? [FAQs] http://blog.hubspot.com/marketing/how-conversion-paths- work-faq
  • 36. Thanks! Any questions? You can find me at: @vulongtran vtran@hubspot.com
  • 37. CREDITS Special thanks to all the people who made and released these awesome resources for free: ➜ Presentation template by SlidesCarnival ➜ Photographs by Death to the Stock Photo (license)