Inbound Marketing Conversion Path Definition, Types, Importance, and Working
                     Inbound Marketing 
Conversion Path: Definition, 
Types, Importance, and 
Working
For a digital marketer, the big part of the job is to convert 
visitors into  sales leads. But as an inbound marketer, your 
job is not just limited to  bringing in leads through 
conversions. Offering excellent content for  which the site 
visitors will trade their personal information is another  
important part of the job. It is the content that attracts 
and turns  potential leads into customers.
However simple it may seem; conversions are difficult and 
are a big  deal. You do not get leads overnight or in a day or 
two. It takes time and  a proper strategy is needed.
Elements of Conversion Path
The conversion path is the process through which the leads are 
generated. To be  able to carry out the conversion process, 
businesses require few major elements,  like the landing page, 
thank-you page, call-to-action, and a remarkable offer.
However, having all of these is not enough. Each of the elements 
must be  designed, written, and executed professionally. Until and 
unless the landing page  is designed perfectly, your business may 
have a hard time getting leads. To  generate a pipeline of leads, you 
must learn what it takes to create a perfect  landing page. (Link of 
the blog – A guide to creating a perfect landing page)
Types of Conversion Path
The above conversion paths are not just the only paths 
through which  leads can be generated. Some people may 
get swayed by the ads,  whereas some may come along 
through an email or a newsletter. Some  may even search 
for the brand organically.
You can identify the buyer’s behavior online through 
Google Analytics,  and decide on taking different 
conversion paths for different  customers. Here are some of 
the ways through which inbound digital  marketers can get 
conversions – Paid search, organic search, Direct,  Emails, 
Referrals, and social network.
Importance of Conversion Paths
Conversion paths play an important role in marketing. To 
say it simply,  brands and businesses cannot exist without 
customers. So, no brand  would ever leave an opportunity 
to bring in leads. They will try every  possible method to 
convert the website visitors into their customers.  How is 
it done? The only way is through conversion paths.
Conversion paths generate leads and the process, on the 
whole, is  called lead generation. This is carried out through 
the lead generation  funnel. To understand how to create 
your first funnel, you may want to  read the blog. How to 
build your first lead generation funnel?
Conversion paths help businesses in 
several ways;  Increase brand 
awareness.
Brings in traffic
Generates pipeline of leads
You get to know your current and 
potential customers
Steps to Build Result-Oriented Conversion Path
Having a good conversion path is important. Up until now, you might be 
clear about one  thing that to make the conversion path a smooth process, 
you need a strong, clear CTA, a  well-designed landing page, and a thank 
you page.
The truth is there are a lot of conversion paths out there. There are multiple 
landing pages  but are all able to bring in results? The answer is no. This 
happens when businesses are  unaware of the right strategy.
Here I will take you through the four items you may need for your 
inbound toolkit to  create an effective conversion path.
Focus On the Context of the Content
Content is the king! It acts as fuel and empowers the 
conversion process  through inbound strategies. Without 
content, it will get difficult for you to  convert the website 
visitors into leads.
Irrespective of the lead generation strategy, content is used in 
every step.  You see the website pages; those are filled with 
content. What goes into  your emails is content. The blogs, 
emails, ads, webinars, are all the vehicles  through which the 
message is sent across. The message is the content! So,  to 
make it simple and clear, the content is pivotal around which 
the whole  concept of digital marketing revolves.
Let the Landing Pages Do the Talking
After you have understood the importance of content and 
developed a  remarkable content offer, the next step is to 
use that content to  generate leads. Where to place that 
offer now? The answer is on the  landing pages. Yes, here 
the landing pages jump in.
The landing pages are the special pages designed with the 
sole purpose  of collecting the information of visitors in 
exchange for something of  value to them. For instance, a 
report, a guide, newsletter, whitepaper, e-  book, and so on. 
The landing pages contain the forms that are to be  
submitted by the visitor to avail of the benefits of the offer. 
To  understand the process in detail, you can jump onto the 
blog post, how  do landing pages generate leads. (Link of the 
blog)
The great landing pages are those which focus both on the 
buyer’s  persona as well as the buying stage they are on. 
Here’s the blog which  will guide you on designing high-
converting landing pages How to  design high-converting 
landing pages
Strong, Quick, Call-To-Action
At this point, you will have a landing page ready. The content is done, the 
page is well-  designed. Now what? How will your visitors act upon if they like 
the offer? Now, here CTA  comes into the action. If your CTA is not able to 
grab the attention, you are likely to lose your  potential customer. The CTA 
must be so effective that the visitor is compelled to act upon it  immediately.
The best part of the Call-to-action button is that you can embed them 
throughout your  website. When the visitor clicks on the Call-To-Action, they 
will automatically be taken to the  landing page. So, we can say every CTA is 
the beginning of the conversion path. Considering  the importance of the Call-
To-Action, it is vital to ensure its alignment and effectiveness.
Thank Your Visitor
Create a thank-you page. If CTA is the beginning of the conversion path, the 
thank-you page is  the end. So, if it marks the end, it should be sweet and 
memorable for the visitor. Thank-you  pages are the specialized website pages 
from which your present leads are able to download  the offer you promised. 
These pages are an opportunity to move people further ahead in the  buyer’s 
journey. To do so, you can include things like additional calls-to-action buttons 
and  offers that complement the offer you have provided your lead.
Don’ts of Conversion Path
Many businesses are not able to reach their goal because their conversion 
path is often  ambiguous. Here are some of the things I will discuss to bring 
in more clarity. Have a look at  the don’ts of the conversion path.
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