As people visit your e-commerce website, a portion of them may never return. Some will look around to see if you have products they are interested in. Part of the latter group will then purchase your products. As a marketer, you want to turn most of your visitors to customers. What better way to achieve better patronage than to optimize your sales funnel? Here are details of how to go about optimizing your conversion funnel.
What Is a Conversion Funnel?
A conversion funnel describes how visitors on e-commerce website progress through stages until they become a customer. A conversion funnel is often depicted by a funnel. The top is broad but its capacity decreases as you go down the funnel. Below is a conversion funnel example.
5 Levels of a Conversion Funnel
The conversation funnel can be described in levels. Some marketers choose to adopt a simple three-level model. The five-level model of a conversion funnel is a more comprehensive one. Each level has a specific aim in the overall conversion process. It includes:
1. Awareness/Attention
First, you need to make people know that your store exists and what it offers. The aim is to get traffic from targeted potential customers.
2. Interest
After your visitors notice your site, you want to sustain their interest until they make a purchase. Your web contents are the major tools you use to influence visitors at this stage.
3. Desire
This is the level where you empathize. Let visitors feel like you know their needs and you are willing to meet them. Video presentations and testimonials are good tools to employ at this level.
At this level, your visitors take actions that show commitment. For instance, signing up for newsletters, completing an order, or paying for a subscription. The goal here is to make the conversion process as seamlessly as possible.
5. Re-engage
After visitors convert, you don't just leave the new customers. Follow up on them and they can come back to make another purchase. This is probably the most important part of the funnel levels. Automated email marketing can be used to re-engage customers.
Using Google Analytics to Track Conversions
Before optimizing your e-commerce conversion funnel, you need to get a clear picture of where Your business stands in the present. Conversion is the process of changing a visitor to a customer through actions. These actions may include filling forms, making a purchase, or signing up for an offer. Google Analytics will help you understand your current conversion rate and monitor improvements when you begin to apply strategies to optimize funnel conversion.
Step 1: Build your tracking URL
Google Analytics URL builder will tweak your landing pages so that you can easily track conversions on them. Simply fill out a form and set the campaign parameters to get started.
Step 2: Set your goals
You need to define clearly what goals you are aiming at as you use Google Analytics. For instance, you can track successful checkouts in your store. This can be done by setting a goal that reveals the number of customers that see your order confirmation page.
To set goals:
1. Go to the navigation bar and click "Admin"
2. Select Goals from the menu under "View"
3. Select "New Goal"
4. Define "New Goal" by using the wizard
Step 3: Use your tracking URL
Google Analytics will generate a unique tracking URL for your landing page. Use this URL when advertising your website. Google Analytics will automatically analyze every traffic you receive through this campaign and report conversions.
Step 4: View your reports
After creating your goals, you tag your ad URL to make Google Analytics give feedback on your campaign performance. Use Custom Reports to view ads' performance and conversion funnel analysis.
Conversion Funnel Optimization in 3 Easy Levels
The prerequisite for conversion funnel optimization is to align your desired funnel model with the best conversion funnel optimization strategies. We use the three funnel level classification to give practical solutions that can help marketers optimize funnel conversion. The three major levels of funnel classification are:
Upper funnel level: Visitors are attracted at this level
Middle funnel level: Here, visitors are converted to leads or interested customers
Lower funnel level: The lead is encouraged to become a customer as purchases are secured. This level also ensures that the customers return to the site in the future for purchases. Let us get into the details of what to do at each level.
1. Optimization at the upper funnel level
Since the first level deals with traffic generation for your store, getting quality traffic is the main goal for optimization at this level. Below are some strategies you should adopt.
Optimize your keywords on major search engines
Create unique content on your website. Your blog posts, images, videos, ebooks, and other content should also bear your optimized keywords.
Leverage on the use of social media channels
Use YouTube, Instagram, Whatsapp, Twitter, and so on. If you are already using some social media channels to market your products, be sure to review your target audience. This will help you find new customers and enlarge your client base.
2. Optimization at the middle funnel level
At this level, your main goal is to sustain the interest of visitors so that they would want to patronize your store. How do you convince a visitor that your e-commerce website is the best place to buy a particular product? This is where the selling process is more obvious.
Be sure that all product descriptions are written in clear language and readable front.
Include video tutorials that explain how products work. You can also include testimonials from other users. Including price comparison and a brief review of similar products can be helpful.
Keep your products page less clustered by ensuring that visitors can easily navigate between products and find all the information they need about any product they need. Use automated marketing campaigns to sustain visitors' interest.
3. Optimization at the lower funnel level
At this level, you want to ensure that once the lead has decided to make a purchase, the process is as seamless as possible. You want to encourage the new customer to come again to your store to purchase more products.
Upgrade your store such that your cart and checkout page requires fewer clicks to access and purchase products. Be sure that your store is friendly to multiple devices.
Have customers see your "Thank You" message after every successful purchase.
Have a 24/7 customer support center that will give prompt responses to inquiries from your potential clients.
Use smart tools to understand what products your new customers may be interested in so you can show them when the products are available.
Be sure to get customers' email or other means of contact so you can send them newsletters in the future.
Bonus Tip: Conversion Funnel Optimization with SaleYee.com
SaleYee Dropshipping Platform is a professional global dropshipping wholesale supplier offering optimized product information through SEO, HD product photos of over 30,000+ top-selling products for you to attract customers at the upper level.
Meanwhile, you have access to all valuable business resources on SaleYee Blog for running your online businesses and maintain customer loyalty and make consistent sales.
As for the lower level of the conversion funnel, SaleYee.com provides 24/7 customer support and up to 3-month after-sales period to ensure the peace of mind for your customers.
Conclusion
To increase patronage and profitability in the e-commerce business, conversion funnel marketing is a key process. Stay ahead of the competition by adopting powerful conversion optimization techniques that work for you.
