If you’ve invested in setting up a business website but the term “conversion path” still sounds like a foreign language to you, our Omaha web design team here at Big Red SEO wants you to know that you’re not alone.
Unfortunately, many business owners who create websites in the hopes of selling more of their products and services to wider and more diverse audiences don’t know the basics of what makes a business website work! They simply figure that once their website goes live, the traffic will inevitably start pouring in and sales will skyrocket. That’s rarely the case, though.
Behind every successful Omaha web design for business is a plan to guide visitors through the website experience from start to finish. That’s what a conversion path is in a nutshell. Our web design team here at Big Red SEO is here to show you how to create and implement a conversion path on your website that attracts visitors and influences them to buy what you’re selling.
Why is It Called a Conversion Path?
When you want someone to visit your website and perform a specific action (or series of actions) while they’re there, the system you put in place to make that happen is called a conversion path. Conversion paths are basically designed to turn visitors into purchasers. Whether your call-to-action involves a visitor filling out a form to sign up for a newsletter, picking up the phone and calling you for more information on your products or services, or buying something directly from your website, these can all be defined as conversions. In this sense, then, conversions are interactions between your company and potential customers.
What Are the Steps in a Conversion Path?
Any Omaha web design with a good conversion path starts with a great offer that piques your visitor’s interest. The offer is followed by a call-to-action (in which you tell your visitor what you want them to do with clear directions for how to do it), a landing page where you make an exchange, and a thank you page.
Here’s an example—let’s say you wrote a blog article detailing a remarkable product you offer called The Knork™ (it’s like a spork, just with a knife instead of a spoon…really an amazing product, I can’t believe we didn’t think of this sooner).
Anyway, in the article you’re successful in describing the product and its benefits in a way that makes it absolutely irresistible to your audience—that’s step 1. But where do they go from here? How can they get their hands on this fantastical feat of human ingenuity and craftsmanship?! That’s where your call-to-action comes in. At the end of the article you provide a button labeled “Click Here to Buy The Knork™” (you tell visitors what you want them to do—in this case make a purchase—with clear directions for how to do it). Once they click the button, your call-to-action has done its job.
On the landing page that follows, you simply ask for the visitor’s credit card billing and shipping information, tell them to click the order button, and they’re done. You’re also sweetening the deal today, because each order of 12 Knorks™ or more comes with a free slide whistle!
Finally, after the visitor has officially become a customer (the conversion), you take them to a thank you page to mark the end of their journey down the conversion path. Here you further establish good will by thanking them for their order, and you can also use this opportunity to promote more purchases through calls-to-action that complement the purchase they just made—for example, you can include social share icons they can use to spread the word about the product, offer a referral program, or anything else you can think of. The only limit is your creativity!
Contact Our Omaha Web Design Team Today at (402) 522-6468
Now that you know what conversion paths are and what they’re meant to do, our Omaha web design team here at Big Red SEO wants you to know that we’re here to help! Whether you’re struggling to come up with a conversion path strategy or you need someone to build the path you’ve envisioned, there’s no one who knows Omaha web design better than us. Give our team a call today at (402) 522-6468 or fill out our online contact form to get started!