A conversion map visually represents the user journey across a website or campaign, showing how visitors move from initial engagement to final conversion. It highlights the specific touchpoints, such as CTAs, forms, and landing pages, that drive or hinder progression.
In B2B marketing, conversion maps help teams understand where prospects drop off, which assets or channels perform best, and how user behaviour varies by segment or intent. This insight allows marketers to identify friction points and optimise pathways for higher conversion efficiency.
When combined with analytics and attribution data, a conversion map becomes a strategic tool for improving funnel performance, aligning content with buyer intent, and demonstrating the direct impact of marketing activity on pipeline outcomes.
