A conversion funnel is a critical parameter to improve the customer journey and drive sales. But often, business owners simply miss this opportunity. Optimizing your marketing funnel can triple your profits.
According to Salesforce’s study, nearly 68% of firms do not know about the customer journey funnel or haven’t attempted to measure it. The same survey highlighted that almost 79% of marketing leads never convert. However, if you have a good conversion funnel, you may end up hitting a 2-3% conversion rate as per Wordstream. This is no mean feat!
Hence, there is a need for a customer journey funnel optimization to attract customers for taking the desired action on your website. In this blog, we will talk about how optimizing the conversion funnel can create a happy customer journey resulting in better sales and customer retention rates.
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Not paying attention to the conversion funnel and its respective stages leads to poor customer journey which ultimatley impracts your business. However, first you need to have a clear understanding of what is conversion funnel and its critical stages!
What is a funnel in marketing? As one of the best website design company we will make things lucid for you!
A conversion funnel, also known as a sales funnel or marketing conversion funnel, represents the various stages of a customer’s journey before they take the desired action on your website. Using a marketing conversion funnel, you or your company’s digital marketer can drive the prospects toward a conversion point.
Now, if this process is not planned properly, hell may break loose!
Here, we have shared information about the much talked about - The AIDA model.
This is one of the most popular and commonly used marketing conversion funnel model. It has fours stages as decribed below:
You can also check more about the conversion funnel here: What is Sales Conversion Funnel?
We will share you with the most successful conversion funnel optimization tactics to get your leads rolling. Here are the effects if your marketing strategy has not focused on conversion funnel optimization.
Here’s the negative effects of a poor marketing conversion funnel.
As shown in the image above, the awareness stage is one of the most critical phases in your marketing conversion funnel. This is the first stage where your prospective customers get to know about your products and services. However, a poor conversion funnel can divert your prospects to your competitor’s website!
According to a survey done by Adweek, more than 80% of shoppers perform intense online research before deciding to purchase anything. So at this stage, you must make sure to be that information source. Your website audience is random visitors who may not intend to purchase anything. However, proper messaging in this stage can induce interest and desire.
As per the HubSpot study, 37% of marketers find prospecting as the most challenging part of their job. They fail to convey the brand message properly to urge visitors to develop further interest. Hence, getting an expert opinion from a digital marketing company regarding conversion funnel optimization can help you boost sales.
What is your approach to developing an “Interest” for your products among the prospective users or are you just waiting for the competition to eat away the meal. In case your strategy is not in place for this critical stage of the conversion funnel here is a nerve-cracking number.
Nearly 96% of your website visitors may not be interested to purchase a product from you right away. So 50 milliseconds to develop interest and retain 96% of website audience is kind of tedious and so pay attention to every tactic we will unfold going ahead.
Besides, creating awareness regarding your products and services among your website visitors is important to help them form a positive opinion about your website and show interest in your products. However, a poor customer conversion funnel makes businesses fail to create that interest with their content!
No Interest, Hence No Desire!
In the marketing conversion funnel, everything happens in a cyclic order. If you are not able to communicate your brand’s message properly and create that interest among your leads, they will not develop a desire to show more interest in your products. In the event, they may not return again to your website. Thus, your business and customer base is not going to increase further.
As per Wordstream, an average landing page conversion rate is about 2.35% across all industries. However, the top companies are converting at least 5.31% or more. This is possible due to proper marketing conversion funnel management. With poor conversion funnels, your conversion rate may dip to less than 1% to nil.
With a poor customer journey funnel, your business will fail to communicate its brand’s message properly. As a result,
The end result is that your visitor will not convert into your customer!
However, you can get expert opinions from a website design company to help out conversion funnel marketing.
It’s time to check the techniques to optimize a customer conversion funnel.
You may also like to read: How to Build an Effective Sales Funnel?
If you need more tips on building a sales funnel, do get in touch with a professional web development company!
(Source - Pinterest)
Here we have shared the important steps to optimize your marketing conversion funnel and uplift user experience.
The first step in marketing conversion funnel optimization is setting up a goal in Google Analytics. Now, how to create a goal?
Follow the following steps:
Pro Tip: Goal setting is required through out all the phases of your marketing conversion funnel. For each phase there will be a different goal which you need to figure out and set up in Analytics accordingly.
This is one of the critical steps before optimizing your marketing conversion funnel. The behavior of your leads vary. Some exits right at the top of the funnel, whereas some exits at the bottom. But, when you figure out the touchpoint of your leads pouring in, you have begin in the right direction. Ask yourself the following questions:
Pro Tip: You can get answers to all these questions using heat map tools like Crazy Egg. Also, you can take help from a website design company to know the channels from where you are receiving more customers and the ones where you are lagging.
People visiting your website don’t intend to buy all the time. In addition if you don’t make your presence felt, nobody will know that you exist. If customers don’t know about your products, why will they buy?
The most common methods to build awareness at the top of your marketing conversion funnel are:
Blogging is one of the seasoned methods to start optimizing your marketing conversion funnel to make your brand known to your audience. For that:
Leverage Social Platforms to Create Brand Awareness
You will be amazed to know that more than 4.62 billion people worldwide use social media. A study has found out that 70% of users purchase a product after watching YouTube Reviews. Such is the power of social media!
Pro Tip: Use social media dashboards like Facebook Insights, Twitter Analytics, and others to track the various levels of engagement in your social posts. You can also cross-promote your social pages on your blogs by simply asking your audience to follow your social pages for the latest updates about your products!
As per the study, PPC ADs helps in boosting brand awareness by 80%.
Pro Tip: Go for page-level targeting.
After making your prospects aware of your products and services it’s time to drive them further deep into the marketing conversion funnel. But do not push your audience to take an action. Rather, guide them through towards your conversion point by engaging them to take small actions on your website.
You can start engaging your leads by
Landing Page Optimization
(Source - Airbnb)
As per a study, targeting and testing landing pages increase leads by 220%. Another study done by Marcus Sheridan shows that addressing customer queries can increase conversions by 80%. But businesses often miss this point. So, optimize your landing page in a way so that converts most of your leads. You must analyze the following basic elements of your landing page:
Pro Tip: You can use heat map tools like Crazy Egg, Mouse Flow, Lucky Orange, Unbounce, and others. You can also perform usability or A/B testing. Also, a professional website development company can help you analyze the effectiveness of your landing pages.
Optimize Your CTAs
Check the well-articulated CTA for Spotify.
CTAs are quite critical as they ask your audience to take any action. From curating a powerful CTA to its placement on your webpage, it takes a lot of work.
Pro Tip: You can get expert opinions on how to curate conversion-driven CTAs from a professional website design company!
Optimize Your Contact Forms
Often businesses skip optimizing contact forms. These forms act as opportunities to add new visitors to your subscriber list and also increase conversions.
Pro Tip: Use Lightbox Popups to get max conversions through your contact forms.
Also, read this Case Study……
Brian Tracy converted 6.8% of its visitors using Lightbox Popus coupled with exit-intent technology. Brian Tracy also implemented content upgrades. These content upgrades are lead magnets specific to what an audience is reading at a particular time. The end result is Brian Tracy could achieve a to 11.8% conversion of the leads.
After you have made your prospect aware of your products and created an interest among them, it's time to pre-qualify them further to help them understand whether you are the right choice for them. Yes, you will have to answer their questions about your products to create a sense of trust among them. So, you need to optimize your marketing conversion funnel accordingly by following the below steps:
As per Content Marketing Institute, 81% of B2B marketers find emailers as are the most effective content marketing tools. So, start educating your prospective customers with intricate details about your products and services.
Pro Tip: You can use e-mail marketing tools like Mailchimp, Sender, and others to generate automated and customized emails. Else, you can get expert suggestions from a website design company to come up with the best-suited email campaign for you.
Drip Marketing and Autoresponder Series
Through drip marketing you can send ‘drips’ to your customers over a period of time. Drips are pre-written email messages to customers. After that use an autoresponder series to move your prospective customer directly to a conversion point.
Customer Relationship Management software helps businesses to track various interactions with both current and future customers. This tool helps to identify the position of your website visitors in your marketing conversion funnel.
For this step, you can hire a professional website design company to sail you through.
Finally, the most critical phase of your sales funnel. This is simply to sell your services! T
Time to make the ask!
According to a study an average customer needs to pursued at least 7 times before they make a decision to purchase!
Give your customers an abundance of opportunities often to purchase your product, here are a few to mention:
If you are an e-commerce platform selling certain products, you have to proactively offer your products regularly. This is an important step for e-commerce businesses to optimize the marketing conversion funnel for increasing conversions.
You will also get a detailed insight from here on - Ecommerce Conversion Rate Optimization Tips
If you are still not convinced, approach a website design company to promote your e-commerce business!
Social Media Monitoring
We have discussed about the importance of using social media during the awareness stage of the funnel. But, social media can be beneficial through out various stages of the funnel. People after knowing about your brand might have questions about your products and offerings which they will ask on social platforms.
Pro Tip: Try out the A/B test or Split Test for sure. You can use a few social media monitoring tools like Hootsuite, Nexalogy, Mentionlytics, and others.
We are sure by now you are quite aware of the best tactics to optimize your conversion rate, however, planning and implementation are the keys. Professional web design services play an important role herein.
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At JanBask Digital Design, we aim to provide the best website design service to make each experience an everlasting one for your customer. So, they keep visiting you again & again!!
Whether it's a startup or an established brand, our professional web design services are tailor-made for every industry as we aim to:
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When it comes to marketing conversion funnel optimization, it is always important to strategize and test every stage of the funnel. Testing will get you actionable data for analysis and to take necessary action for optimization.
Understand your requirements first and then execute the strategies. Make sure your customers feel aligned with your business and want to return. This is how you will build and grow your customer base.
Working with a professional web development company will get you cutting-edge website design services to improve conversions by customer journey funnel optimization.
Also, do share your story if you have already implemented the above steps to optimize the marketing conversion funnel and yielded good results. If not, it's time to give us a buzz and get going with lead maximization.