How Do Conversion Paths Work? [FAQs]

As a marketer, a big part of your job is to convert qualified website visitors into leads. Simple enough.

但作为一个入站营销人员,你的工作是转换qualified website visitors (aka your buyer personas) into leads by offering remarkable content for which they’ll want to trade their交换联系信息。理想情况下，这些线索变成了机会，他们变成了客户甚至推广者。

显然，转换是一件大事。那么如何优化自己的？通过创建优化的转换路径，以最有效地将理想的访问者转换为潜在客户。

什么是转换路径？

A conversion path is the process by which an anonymous website visitor becomes a known lead. A conversion path is comprised of a remarkable content offer, call-to-action, landing page, and thank you page. In order to convert into a lead, a visitor sees a content offer of interest to them (that’s your remarkable content), clicks on the call-to-action button to access that content, and is then taken to alanding page. On that landing page, the visitor can provide their information on a form in exchange for access to the offer itself. Upon submitting that form, the now-lead is taken to a thank you page where they receive the offer.

Voila! Conversion path complete.

By designing and implementing the right conversion paths, you can most effectively move website visitors through the buyer’s journey and help them become customers and promoters.

What Makes a Good Conversion Path?

正如您可能已经猜到的那样，您需要内容，通话行动，着陆页和感谢页面。但是，由于互联网上的任何转换路径供您的潜在客户探索，现在创建正确的路径比以往任何时候都重要 - 您理想的客户被吸引到并最有效地将合适的访客转换为潜在客户。

让我们探索您在入站工具包中需要的四个项目，以创建有效的转换路径。

1) Context-Appropriate Content

内容是为有效的入站策略提供动力的燃料 - 您将用来将这些网站访问者转换为潜在客户。好消息是内容无处不bob官网官方网站在！内容是您的网站页面所填写的内容，您的电子邮件中的内容以及博客上托管的内容 - 您的网站页面，电子邮件和博客只是汽车to deliver that content.

尽管内容不足以供应，但为了使其充当入站火箭燃料，您需要创建正确的内容。您可能会猜到，正确的内容已优化，可以专门吸引您的买家角色。它应该专注于他们试图克服的挑战以及他们想要达到的目标。最重要的是，它应该对他们有意义且有趣。

But here’s the kicker -- it’s not enough to just create persona-specific content. That content needs to be relevant to your persona based on where they are in the buyer’s journey.

买方的旅程是您的角色进行的积极研究过程，从而进行购买 - 并且在该旅程的不同阶段，特定内容与您的角色更相关。这是“上下文”作品所在的地方：仅仅为您的角色创建内容是不够的。您必须确保内容与他们感兴趣的内容有关，并希望了解更多信息。

您网站的大多数访问者仍处于该旅程的最初阶段 - 他们甚至可能不知道您的产品可以做什么或如何帮助他们。他们可能知道的是他们有问题或有机会。因此，当他们首次访问您的网站并转换潜在客户时，最吸引您角色的内容通常是高级和教育性的。

In order to be an effective tool in your conversion path toolkit, make sure you have remarkable content tailored to your buyer personas and where they are in the buyer’s journey.

2）与您的角色交谈的着陆页

在你开发了一个卓越的内容提供that speaks to both who your personas are and where they are in the buyer’s journey, the next step is to leverage that piece of content to convert website visitors into leads. That’s where landing pages come in.

Landing pages are specialized website pages whose sole purpose is to collect visitors’ contact information in exchange for something of value to them. Landing pages contain forms that potential leads must fill out and submit before getting access to your remarkable content offer. And like that offer, great landing pages must also be tailored to both who your personas are and where they are in the buyer’s journey.

In order to most effectively convert website visitors into leads, your landing pages must present the benefits of your offer that are most relevant to the particular problem your persona is experiencing -- and discuss the aspects of that problem that are most important to where your persona is in the buyer’s journey.

Imagine, for example, you work at a pet store and have created an ebook on raising a puppy. Someone who’s at the beginning of the buyer’s journey probably won’t be too interested in downloading your ebook if your landing page talks all about how your ebook contains the best techniques for housebreaking. Instead, an effective landing page for this persona might highlight how your ebook discusses how to choose the right dog breed for you.

伟大的着陆页都集中在两者who your personas are和where they are in the buyer’s journey.

3) Attention-Grabbing Calls-to-Action

虽然拥有出色的内容优惠和出色的着陆页是创建成功的转换路径的关键，但您的网站访问者首先需要一种实际访问该登陆页面的方法。这就是呼吁行动的地方。

Calls-to-action are buttons you can embed throughout your website that advertise your content offers. When a user clicks on one of these calls-to-action, they’ll be taken to your landing page. In effect, every call-to-action you have on your website is the beginning of a conversion path.

To create calls-to-action that get those clicks and act as key steps within your conversion paths, you must ensure that the message displayed on your call-to-action aligns with the message on your landing page -- and the content itself.

出色的呼吁应就是：面向动作。由于他们的主要目标是获得点击并指导人们进入登陆页面，因此确保通过使用可行的语言和颜色来帮助他们在网站其余部分中脱颖而出。

4) Optimized Thank You Pages

If a call-to-action is the beginning of a conversion path, a thank you page marks its end. Thank you pages are the final item you need in your inbound toolkit to lead your website visitors down a conversion path to become, well, a lead.

Thank you pages are specialized website pages from which your now-leads can download the offer promised by your call-to-action and landing page. They’re also an opportunity to move people further along in the buyer’s journey, by including things like additional calls-to-action that complement the offer you've just provided your lead.

转换路径是匿名，未知网站访问者成为线索的过程。正确完成后，您的转换路径可能会超越第一个转换，以帮助您将现在的领导者转移到买家成为客户的旅程中。要了解有关这些内容的更多信息 - 创建出色的内容，优化着陆页，设计出色的呼吁行动以及设置很好的谢谢页面，请查看HubSpot Academy’s Inbound Certification program和pay special attention to the “convert” series of classes.