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Visitors to your website use a conversion path to get to the goal of the site. Conversion paths usually utilize user-directed segmentation, which delivers a more tailored content and pitch after a segmentation process. Conversion paths are different from single landing pages. They do not ask for a desired action until a user has self-segmented.

Optimizing Your Conversion Path

The Objective The main idea behind path optimization is to increase the conversion rate of a website. Steady traffic and plenty of unique and returning visitors to your site is great news that people out there know about the existence of your business. However, if you are struggling for sales and conversions on the site, there may be a problem with the website. The Benefits of Successful Path Optimization Whether your goal is a form submission or an e-commerce purchase, optimizing your conversion path a greatly maximize your conversions and sales. A well-optimized path ensures that users not only visit your website but also converting. Optimizing the whole path, from keywords to advertisements to the index or the landing page, is a great of making sure that your website’s users are converting. Effective path optimization combines conversion-driven landing pages and acquisition-driven Search Engine Marketing campaigns. This is a great approach because it covers a user’s entire path, right from the Search Engine to the landing page conversion. Defining the expectations that you hope to fulfill is the first step to a successful conversion paths optimization. It is not just about being aware of the expectations you are setting. It is about being decisive and blatant about the promises your business website makes. You must also have a proper plan to follow through for a successful path optimization. Tips to Optimize Your Path Successfully Message matching Make sure the ad copy is reflected on the headline of the sub-headline of the landing page of your website. The headline should be catchy with a call to action message. The headline should be able to reinforce the decision of the user to click into your path. Brand alignment Ensure that the color scheme of the page and the banner ad match. The last thing you want to do is make users doubt and start asking themselves whether they are on the right page or on the right website or not. Uncover the details Your website should not be cluttered with any extra navigation. It should only have the intended links; all other unintentional bailout links are unnecessary and unfriendly. Make sure you eliminate all the elements that do not support the next step in your path from your website. Be honest If you are getting clicks with deceiving images ad tricky link texts, you are not doing your website the best favor that it needs. Do not forget that the quality of a click is more important than the click itself. Therefore, be honest and use an approach that will earn your website only quality links only. Conclusion Make it clear what is about to happen to create a good user experience and get visitors engaged. This way, getting conversions and sales will be possible for your business. Allowing the users to know what to do when on your website is a great way to optimize your conversion path.



Omri Erel
Omri is the Lead Author & Editor of SaaSAddict Blog. Omri established the SaaSAddict blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to SaaS and cloud migration.