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Conversion Path
A conversion path is a series of website-based events that facilitate lead capture.
In its most basic form, a conversion path will consist of a call-to-action (typically a button that describes an offer) that leads to a landing page with a lead capture form, which redirects to a thank you page where a content offer resides.
Landing pages are the gatekeepers of the conversion path and are what separates a website visitor from becoming a lead.
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