What does it mean?

Conversion Path

The "events" on a company's website that help companies capture leads. Its most basic form will 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 their contact information, website visitor obtains a content offer to help them through the buying process better.

Understanding the Conversion Path: A Guide for Sales Managers and Representatives

In today's digital age, online lead generation has become crucial to a company's marketing strategy. With the rise of social media and search engine advertising, attracting potential customers to your website is easier now than ever. However, more is needed just to get leads to your page. The real challenge is converting those leads into sales. This is where the Conversion Path comes in. In this blog post, we'll break down the Conversion Path, its elements, and how it can capture more leads and increase sales.

The Typical Process of A Conversion Path

The Conversion Path is a process that helps businesses turn website visitors into leads by offering them a content offer in exchange for their contact information. This process typically consists of four stages: the call-to-action (CTA), the landing page, the lead capture form, and the thank-you page.

The CTA grabs the visitor's attention and entices them to click. It's usually a button that offers a free guide, an e-book, or a discount. Once clicked, the visitor is directed to the landing page designed to convert the visitor into a lead. This page should have a clear, concise message, compelling headline, and lead capture form.

The lead capture form is where visitors enter their contact details in exchange for a content offer, such as a whitepaper or a video tutorial. This form should only require essential information, such as name and email address, to keep the process as easy and quick as possible.

After the visitor submits the form, they're redirected to the thank-you page, which confirms the submission and provides the content offer. This page can also include additional offers or useful links to enhance visitors' experience.


By understanding the Conversion Path, businesses can improve their lead generation strategy, boost conversions, and drive more revenue. It's important to note that this process constantly evolves and adapts to consumer behavior and technology changes. Hence, measuring and analyzing each stage's performance is crucial to identify improvement areas. With an optimized Conversion Path, sales managers and representatives can streamline their efforts, save time, and focus on closing deals.