Conversion Path Optimization is the next new catch phrase that is hitting the online marketing area of the internet.  Search Engine Optimization and Landing Page Optimization are still popular but if you ask around where most companies are putting their money, they will say trying to improve their Conversion Path.  Here are a few tips that will help you improve your conversion path.

1.  Collect only the necessary information to complete the goal.  While collecting information such as where a customer heard about you may be useful, a lot of times it will slow down the conversion and may increase the abandonment rate.  If information is useful to you but not essential request that information after the conversion has taken place.  It may even help with buyer’s remorse if a customer feels you are interested in their opinion.

2. K.I.S.S. - Keep it Simple Stupid.  Do not make the conversion path too complicated nor create to many paths.  This will only confuse your customers.  Follow best practices when creating your conversion path.  Mark clear call to actions and align content closely together.

3. Make your conversion path in a similar design to your webpage.  Having a conversion path that has a different layout or design than your main website will increase customer abandonment because it will have an unfamiliar look and feel.

4. Include descriptive content to help answer questions along the way.  Often customers leave the funnel to look for more information.  Include common information and content in your funnel to answer their questions but keep them on the conversion path.

5. Test regularly.  Like all online marketing campaigns, testing is the most important thing you can do to improve conversions.  Testing headlines, images, call to actions,  and content can greatly increase your conversion rate.  Simple changes like “Instant Quotes” instead of “Free Quotes can help achieve a 50% improvement.

Hopefully these tips will make an improvement in your conversion path.  The most important is definitely #5 but all will help in some way.  There are several other tips.  Feel free to contact me if you want to help build our your conversion path optimization strategy.