A conversion path is a process during which unknown site visitors provide their contact information and turn into leads. It encompasses descriptive and noteworthy content, a visible call-to-action button, a landing page, and a thank you page.

In this article, we’ll unveil how the conversion path works and the ways to create a conversion path to generate more leads.

Obtaining personal information from an anonymous visitor and converting this person into a lead isn’t an easy task. Site owners should know the stages at which people stop and don’t convert. It’ll help them optimize the process. By developing thought-out conversion paths, companies increase their chances to take users through the buyer journey and obtain new customers and promoters of their brands.

How does the conversion path work?

A conversion path and its components (informative content, a visible CTA, a great landing page, and a thank you page) help brands attract visitors and convert them into prospects. With the right elements, businesses get more qualified leads, customers, and sales volume.

By creating and publishing interesting content in different forms, brands educate their site visitors about their products. This way, people can get content that is important and interesting to them. With call-to-actions, users can access the necessary blog posts, videos, and other visuals. A right landing page aims at receiving information about readers, usually through an opt-in form. After submitting the required information, a new lead sees a thank you page with an offer.

Now let’s walk you through the ways to effectively create your path and get more clients.

How to Create a Conversion Path to Generate More Leads?

  • Publish quality content
  • Design a visible and attractive CTA
  • Create a landing page that appeals to your ideal customer
  • Create a great thank you page

In this section, we’ll discuss several great techniques important for attracting more prospects to your product.

Publish quality content

The most powerful tool in inbound strategies is great content. Informative and relatively long articles, interactive and educational videos, and other forms of content turn occasional visitors into leads. Companies find different tools to communicate the message of their brands to their target audiences. They reach prospective customers with the content in emails, on landing pages, and blogs.

You should be ready to create excellent content and optimize it for your buyer personas. It’s necessary to address the needs of your ideal customers and solve their problems. Focusing on their challenges and goals is your top priority at this stage.

Design a visible and attractive CTA

To let visitors access the landing page of your product or service, you need to have a CTA button. It should be visible, clear, large, and encourage users to click. Remember, with each CTA you begin a conversion path. So, the better the button, the more chances to obtain additional conversions.

Let’s take MAC Cosmetics, for example. The email below contains a large CTA button to take the person to the necessary landing page.

MAC Cosmetics email

MAC Cosmetics’ email newsletter

Create a landing page that appeals to your ideal customer

Once the content is ready, it’s time to jump into the next step — the development of the landing page. Think about the ways to present your content on your landing page and make people convert. To get leads, make sure you have opt-in forms. Besides, your landing page should contain the benefits of your product which are the most relevant for customers. Don’t forget to create separate landing pages for different products.

For example, Codeacademy’s landing page. It’s attractive and clear, includes the information a client needs, and an opt-in form. Besides, visitors can find out the platform's benefits right away.

Codeacademy’s landing page

Codeacademy’s sign up form

With SendPulse, you can create a visually appalling and mobile-friendly landing page without any technical skills by using our drag and drop builder.

Below, you can see one of SendPulse’s templates for landing pages.

SendPulse landing page builder

SendPulse’s drag and drop editor for landing pages

Create a great thank you page

This page is the end of a conversion path. These specialized website pages contain the information you promised in exchange for a person's contact information: articles, books, templates, visuals, etc. They can also include CTAs to move visitors down the buyer journey.

For example, the SimplyMeasured thank you page informs visitors that a guide is sent to their email addresses.

Simply Measured landing page

Source: mailmunch SimplyMeasured thank you page

To put it simply, anonymous visitors who come through the conversion path can become the company's leads. The right path converts users into leads and then into your brand’s customers. So, do your best to design and implement the strategy for your company to reap the benefits.


  1. This article defines the term and discusses the components that shape a good conversion path.
  2. In this article, you’ll find out how conversion paths work in inbound marketing
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