Optimise conversion path to boost sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 06, 2021, 5:16 PM UTC

Businesses should use attention-grabbing CTA and contextual content to enhance the conversion path.

A conversion path is a guided journey a potential customer takes on a website towards the business's state goal. When used effectively, a conversion path can help drive more sales and enhance sale conversions.

While conversion paths may vary from one website to another, a conversion path generally follows the path from call-to-action to the landing page and then thank you page. To improve the conversion path, businesses must add an attractive CTA and use statistics or imagery to attract user attention.

While creating the conversion path, marketers should add contextual content relevant to every stage of the buyer's journey. However, they should avoid distracting users with complicated graphics or the cluttered navigation bar to optimise conversion paths.

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