A conversion path in HubSpot refers to a sequence of steps that an unknown website visitor goes through to become a lead or later, a customer. Stay tuned and find out which are the steps for creating a conversion path in HubSpot!
Creating your own Conversion Path in HubSpot
The first step in creating a conversion path is to determine your goal.
What action do you want your visitors to take? This could be for example completing a contact form, downloading a content offer, subscribing to a newsletter, or making a purchase.
HubSpot offers different tools that can be very useful when creating your conversion path.
In order to make the most out of HubSpot, it's important to map out in advance which tools will be useful for your strategy.
To do this, there are some questions you could ask yourself:
- Where will your leads be converting? With what information?
- How will you be able to filter them with that info?
- And then, with the collected information in mind: What type of content do you want to create to increase their level of intent and awareness ab mpany?
- How are you going to use all of that to lead them to the decision of converting?
Let’s take a look at some options and examples of some tools you can find in HubSpot to do this:
- Create a landing page: A landing page is a web page that is designed to convert visitors into leads or customers. It should be optimized to encourage visitors to take the desired action. In HubSpot, you can use the landing page builder to create a custom landing page that matches your brand.
- Add a form: To capture visitor information, you need to add a form to your landing page. The form should be simple and easy to fill out. HubSpot provides a form builder that you can use to create a custom form.
- Create a thank you page: After a visitor submits the form, they should be redirected to a thank you page. This page should confirm that their submission was successful and provide additional information or resources related to the conversion goal.
- Set up lead nurturing: Once a visitor becomes a lead, you can use lead nurturing to build a relationship with them and move them towards a purchase. HubSpot also provides a variety of tools for lead nurturing, including email marketing, social media integration, lead scoring, you can use campaigns, Ads audiences and also move to a Sales CTA (form or meeting link).
All of this can be a little confusing at first, so how about we look at a real example?
First of all, it's important to create a campaign in order to organize all related assets.
As mentioned earlier, the first step in a conversion path is a Landing Page but before you arrive at a Landing Page, you must have clicked on a CTA, for example if you took a look at this blog and clicked on the CTA at the bottom you arrive at this Landing Page.
In this Landing Page, you will be able to fill out a form in order to receive more information on what you are requesting. This is why, after completing a form you will be redirected to a Thank You Page.
At this point, you'll receive a series of nurturing emails that will provide even more value and insights on the topics that matter most to you. And if you're interested in taking things to the next level, the email you receive will include a CTA as well, giving you the opportunity to schedule a call with one of the expert sales reps to explore how you’ll achieve your goals.
And last, but not least, don’t forget to...
Measure your results: Its very important to measure the success of your conversion path. HubSpot provides analytics tools that allow you to track the number of visitors, leads, and customers generated by your conversion path. Use this data to refine your strategy and optimize your conversion path for better results.
So, to wrap up...
What are the key factors that make a Conversion Path effective?
- Map your conversion path
- Use relevant content to attract your target audience.
- Develop landing pages that specifically address your target personas.
- Utilize attention-grabbing calls-to-action to attract your audience.
- Finalize by implementing optimized thank you pages.
If you want to learn more about how to take your conversion path to the next level with HubSpot, do not hesitate to contact!