The words “conversion funnel” might intimidate you but they really shouldn’t because if you’re selling a product or service online, then you already have it. What you need to do now is to optimize your conversion funnel for optimal results.
In this article, we will show you how to improve the funnel to give your bottom line a short in the arm and what to do with the visitors that didn’t convert.
What is a conversion funnel?
Conversion funnel, also identified as a sales funnel, is a phrase that helps website owners understand how potential customers land on the site and take the desired action (conversion).
But why funnel? Because as a marketer, your aim is to guide the prospect towards the point of conversion.
However, your funnel should not make the prospect feel like they’re closed into a page, they need to have clear options. Also, their next step should be clear to them.
You can optimize your conversion rates at any stage by focusing on the user experience – what the buyer wants and how you provide it.
Your sales funnel should not be complicated but it should have details. Details will:
- Customize the funnel that is doesn’t feel like a funnel at all
- Make the customer experience better
- Help you find the prospects that convert on your site
The Fundamentals of a Conversion Funnel
Awareness
In this stage of the funnel, you’re working on getting customers to your site.
This segment catches the attention of your prospects.
Potential Actions: know how you attracted these shoppers (PPC, blog, social media, search results etc.)
Lead generation is any possible step that you can take to make people aware of your product or service.
You can find this information in your online analytics tools.
Check click-through rates to find the messages that are resonating with your prospects.
After this, make sure you target the right audience.
Interest
In this phase, your main aim is to make the buyer interested in your offering.
Potential Actions: This is where your content and website come into play to help you create a relationship with the user by capturing their email.
You need to make sure that your images, banners, and headlines grab the attention of the reader.
Write compelling articles, post, and well-defined product pages.
Make sure that the copy, layout, and images are in order since first impressions matter.
Desire
This is the point to make your target really need your product or service.
Potential actions: now that you have the attention of the buyer, use more attention-grabbing features and concentrate on the details.
This is done by posting great product photos, clear product videos, and engaging product descriptions.
Once you start making sales, make sure that you get good reviews.
This is when the shopper is considering buying into your offering so give them all the essential info to help them make shrewd and informed decisions.
Supporting content such as blog posts, mission statements, promotional offerings and competitive shipping and returns policy should be added. This keeps the shopper coming back.
Conversion
This is the part when the buyer takes the desired action.
Possible actions: center on your product pages to encourage the shopper to place items in their cart.
After this, center on the checkout flow by countering common questions and adding all relevant information. This reduces cart abandonment rates.
Re-engage
Once someone takes the desired action, it’s important to pull them back into the funnel to make them repeat buyers.
If you want to grow your online store, you must take retention seriously because you’ll be making returns from customers that you don’t need to acquire and those who have demonstrated a huge interest in your product or service.
Possible action: invite your customer to sign up for your email newsletters or social media channels.
Once they sign up, you can market to them later by sending promotions and coupons via email to make them come back. They will also understand how much you value their business.
You have lots of options here but do not overdo it.
These steps will streamline your conversion funnel and even the smallest of changes can make a big difference.
Look at your business from your audiences’ point of view: how does the customer journey look like? Are they getting all the information to not only ease any concern but excite them about the product or service?