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What does it mean?

Conversion Path

The "events" on a company's website that help companies capture leads. In its most basic form, it'll consist of a call-to-action (typically a button that describes an offer) that leads to a landing page with a lead capture form, which redirects to a thank-you page where a content offer resides. In exchange for his or her contact information, a website visitor obtains a content offer to better help them through the buying process.