A conversion path is a series of web-based events that assist in the collection of leads. In its most basic form, a conversion route consists of a call-to-action (often a button that specifies an offer) that redirects to a landing page with a lead capture form, which then redirects to a thank you page with a content offer. In exchange for his or her contact information, a website visitor receives a content offer that will benefit them in the shopping process. If you’re still having difficulties understanding the concept after reading this, think of it as a comic-style rabbit hunt.