Help Visitors Convert With Each Step Of Your Conversion Path

Help Visitors Convert With Each Step Of Your Conversion Path

Lemuel Galpo
Written by Lemuel Galpo
April 30, 2015

Conversion is a marketing term that refers to the technique turning a website’s casual traffic or casual visitors into paying customers. It is one of the most important marketing techniques in online marketing. Motivating customers to convert has always been difficult. Every customer has a different need and a different perspective. However, knowing what they are thinking can be a big help in easing them into your conversion path. This helps in giving most of your customers what they are looking for, making it easier for them to convert.

In a recent podcast by Bobby Hewitt – CEO and Conversion Marketing Expert of Creative Thirst – shared his insights on how to help visitors convert with each step of the conversion path. Bobby says it’s important to understand how visitors move through a website. They go through a website page by page, link by link, in a very particular way. And you need to know where they are going and how they flow through your website.

Help With Each Step Of Your Conversion Path

Learn About Your Visitors

Web analytics, specifically click path analysis, can give you a broad sense of where visitors are going and how they flow through your site. You need to follow the people who visit your website and understand their motivations. The design is much more than you think. Following the visitors and their interaction with your business’s website can show you their behavior and the information they are interested in. This will make you find out more about your visitors and their expectations; and thus, meet or exceed their expectations.

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People interact with a website based on how the structure of the content is shaped. How they seek information is determined by the way your web design looks like. This behavior is known as information foraging and has three main concepts that translate to conversion rate marketing:

  • Information patch – refers to the website
  • Information scent – the search of information value based on navigation.
  • Information diet – the decision making to pursue one information source over another.

Information foraging theory is based on the assumption that, when searching for information, humans use “built-in” foraging mechanisms that evolved to help our animal ancestors find food. This theory was proposed by Peter Pirolli during the 90’s. According to an article entitled Information Foraging Theory by David Trepess,

The basis of foraging theory is a cost and benefit assessment of achieving a goal where cost is the amount of resources consumed when performing a chosen activity and the benefit is what is gained from engaging in that activity.

Learn From The Past

Having a previously created strategy can make it possible for you to reach the desired goals and find the information you need on the web. When a visitor comes to your site they will look at the design first. Some of them will leave if the design didn’t impress them. The others who liked it will begin searching for things that are important to them. Such as information related to your product or service. What you need to do is follow them and impress them with fresh content and pictures from satisfied customers. For more information about conversion optimization, you may visit us at A/B testing software” href=”” target=”_blank”>Convert.

Originally published April 30, 2015 - Updated April 15, 2019
Lemuel Galpo
As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of's growth team and coordinates all writers, editors and illustrators.
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