What Does Converting Mean?
The purpose of a company’s website and marketing efforts is to generate traffic and convert those visitors into leads.
But what does converting mean?
A conversion happens when a visitor on a business’s website completes a desired action, such as making a purchase or signing up for a newsletter, thus becoming a lead. In effect you are converting the visitor from being a visitor to being a lead.
The percentage of total website visitors that convert to leads is thus your conversion rate.
63% of companies lack a structured approach to optimizing their website conversion rates.
To avoid becoming one of the 63% of companies, businesses can use a strategy called conversion path mapping to build a structured and strategic customer conversion technique.
A conversion path is the process by which a new website visitor becomes a qualified lead. It includes a website’s call to action, content offer, landing pages, thank you pages, and more to convince users to make a purchase or close a deal.
There are several specific points along the customer’s journey that direct users to a business’s website and convert them into customers.
When you map out the individual conversion points, it’s called conversion path mapping.
Conversion path mapping helps a sales and marketing team better understand how consumers interact with brands, browse products, and make purchases.
It also helps you understand the preferences and behaviours of your buyer persona segments, so you can gauge the effectiveness of your digital marketing strategies and make smarter decisions that drive better conversions from qualified leads.
If you are trying to map out the conversion points for your brand and buyer persona, contact us for help today.