How to Optimize Lead Conversion Paths on Your Website

Open laptop & tablet being used to analyze lead conversion paths via marketing automation software

The process by which anonymous website visitors become qualified leads is known as a conversion path. While the definition of a conversion path may seem simple, the actual process can be incredibly complicated. There are numerous ways to guide website visitors through lead conversion paths, including blog posts, emails, and even homepages.

In this article, we’ll outline some useful conversion tools and guidelines for optimizing your lead conversion strategy.

Tip 1: Compile Information

When it comes to developing an online marketing strategy, knowledge is power – and it’s also one of the most essential conversion tools. Before optimizing your conversion paths, consider gathering the following pieces of information:

  • A complete catalog of your site’s content: Create a list of every page, blog post, landing page, or another piece of content. Analyze where buyers are in the sales journey when they discover the content. Which buyer persona does the content serve?
  • Information about current customers: Take a look at your current customers, analyzing how they completed your existing lead conversion paths.
  • Website usage: What are visitors clicking on? Using heat-mapping software can help you determine how customers use your website.
User with an older 13 inch Macbook looking at a space themed desktop wallpaper
Use analytics software to track the hot spots on your website. Where are people already clicking on your site?

Marketing agencies thrive when they can effectively collect and utilize data. This information can help you identify the gaps in your current conversion strategy, enabling you to tweak your website to suit your customers’ needs.

Tip 2: Add Appropriate Content to Address Holes in Your Conversion Strategy

Now that you know your customer’s, it’s time to address the issues with your content. While having content for a particular customer persona is great, you also should develop content that suits every persona in the buyer’s journey.

Typically, the buyer’s journey includes three steps: Awareness, consideration, and decision. The goal is to design content for each step of the sales journey. For example, content geared toward the awareness stage usually is broader and doesn’t include strong branding. This might include a how-to video or informative blog.

Customers in the consideration stage typically have a specific need or problem to address and are exploring their options. Content for the consideration stage should be more promotional, highlighting the benefits of your product or service. However, it should also answer the potential customer’s questions – infographics can be useful here.

When customers enter the decision stage, they’ve completed their research and are almost ready to make a purchase. For this stage, create heavily-branded content, including eBooks and even a side-by-side comparison against a competitor.

If you’ve already created content for every stage of the sales journey, there are still ways to further optimize your lead conversion paths. Utilize heat-mapping or CRM software to adjust your content to best fit buyers at each stage.

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Tip 3: Remove Deal-Breakers from Your Website

Simple content mistakes can sometimes cost you dearly when it comes to lead conversion. You could have stellar content, but it won’t be effective if no one sees it.

Zoomed in view of a black keyboard
Test drive your site to find out if there are any holes or broken content.

Deal-breaking website errors include forgetting to add links and calls-to-action on landing pages or neglecting to repair broken navigation elements. Spelling and grammar mistakes also can cause visitors to lose confidence in your brand.

Fortunately, correcting these mistakes usually is quite simple, assuming you’ve gathered information about what attracts your customers. Create a full site map and you can identify and correct issues with your content and website function.

Conclusion

Test your website regularly to ensure that broken links and formatting issues aren’t affecting its performance. This doesn’t have to be done constantly – once a month or after a major update should suffice.

When you tailor content to suit buyers at every stage of the sales journey and eliminate distractions and functionality issues, you’ll create a site that’s easy to browse and entices potential customers. With just a few changes, you can turn your website into a seamless lead conversion machine.

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Avatar for Eric Melillo

Eric Melillo

Eric Melillo is the Founder & CEO of COFORGE | A Growth Agency | HubSpot Silver Partner | Helping SMBs Grow Better using Inbound & HubSpot. Eric is also a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.


Avatar for Eric Melillo

Eric Melillo

Eric Melillo is the Founder & CEO of COFORGE | A Growth Agency | HubSpot Silver Partner | Helping SMBs Grow Better using Inbound & HubSpot. Eric is also a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.