Post on 06-Jan-2017
transcript
Hello!I am Vu Long TranImplementation 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
CONVERSION PATH
“A conversion path is the process by which an
anonymous website visitor becomes a known lead.”
AS A MARKETER, YOU NEED TO
BUILD CONVERSION
PATHS.
Otherwise your online visitors will stay anonymous to you and your business.
Thank You Page
The “Convert” phase is all about converting those anonymous online “visitors” to your website to “leads”
First, let’s think about your online visitor’s journey?
Especially as the conversion path is placed around your visitor’s journey
Here are Three Key Building Blocks for a Conversion Path
Call-to-Action (CTA)
Landing Page (LP)
Thank you page (TYP)
2
3
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.
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.
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.
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
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
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:@vulongtranvtran@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)