If you have dabbled into marketing, you would have probably come across the term ‘Funnel’. The marketing funnel is a series of steps that targeted audience must take in order to reach a conversion. This conversion may refer to a purchase, a request for information or even a sign up. Every sales process requires a well thought of and designed funnel in order to deliver conversions.
A website is a crucial part of the sales process, acting as the sole point of contact with consumers in many cases. As such, like a well-oiled salesman, a website must be built to say the right things to the consumer at the right time, and to guide them towards the desired action. In essence, this is a conversion funnel.
Now, how would you create a funnel on your website? Here are three tips that you can apply today.
Performing Visitor Segmentation
Just like traditional marketing, customer segmentation remains a key component of the online marketing process. Users vary greatly yet can be grouped and defined by certain shared characteristics. Using this data, you will be better able to fine tune content to meet the needs of the various segments.
To start, the type of device, referral sites, traffic sources, landing pages and paid channels are all areas that you should analyse. The conversion rates of these channels along with their accompanied costs should become readily apparent here, allowing you to take cost effective channels towards your target audience.
Optimising Landing Pages
First impressions count, both offline and online. For your website, the first page that your customers see could quickly make the difference between an early bounce or a conversion. To start, take stock of the pages which you want your target audience to see first and optimise these to engage the user. Specific content has to be on these pages that fit the search or needs that the user makes or has.
Additionally, it would be wise not to overwhelm the user with information here. Instead, cushion their entry to your webpage and feed them titbits along the way. Question yourself what value the page brings not to you the creator, but rather the user. If the viewer is not gaining any new found knowledge or seeing a clear value proposition for them to continue reading, they will stop and bounce.
Do Not Assume Your Visitors Will Traverse Your Website in an Orderly Fashion
No matter how obvious or even to the point of blatant hand holding you provide to users of your website, statistics have shown that precious few do as they are expected to. If this is so, how then can one create website funnels that actually work?
While there is no fool proof answer to this, you can start by using the Reverse Funnel Path tool in Google Analytics. This tool gives you an idea of how users behaved on your website and serves as a proxy for which parts of the website should be focused on in order to drive conversions.
Creating Website Conversion Funnels, An Art
There is pretty of nuance that goes into creating conversion funnels. The key here is a strong understanding of the consumers coupled with extensive testing. Data gathering and interpretation are thus important skillsets in funnel creation. If you wish to hire a professional expertise, a web design company can be hired to setup your funnel and to continually optimise it. This would help to bring your website quickly up to speed and ensure that the right data is used to informed your decisions.