What is a Conversion Funnel?
A conversion funnel is a visual representation and metaphor of the journey a user makes from first becoming aware of a product or service to ultimately taking action in the form of purchase or subscription of that product or service. Different types of businesses use different kinds of conversion funnels.
Typical conversion funnels have a basic four step process which outline the typical customer journey from awareness to conversion.
The four-steps of the Conversion Funnel Basics Include:
With Conversion Rate Optimization (CRO), you will optimize your website's conversion funnel to turn your already existing traffic into leads and leads into customers or subscribers. A tool such as Unamo Conversion enables you to identify holes in your conversion funnel, find solutions, test these solutions with data-driven metrics, and ultimately review and implement successful alternatives.
The Four Most Common Stages in a Conversion Funnel
Awareness is when a consumer will first become aware of your brand. This can happen in the form of:
- Paid advertising campaigns
- Organic search
- Referral from other websites like blogs or news sources
- Social media
If you want to save money on marketing, then the last three options are usually the most cost-effective. SEO will help drive organic traffic to your website and monitor referrals (backlinks) from other websites linking to yours. Social media monitoring will make sure that your brand's presence on social media is being monitored and allow you to expand your reach through certain influencers and various social channels.
At this stage, consumers are just learning about your brand and products. They arrive at your website with their own needs and expectations. It's with conversion rate optimization where you begin to drive them down the funnel toward becoming customers.
Now that you've driven traffic to your website, you have to grab your visitors' attention. Your landing pages and content are the most important factors because they are the first thing on your website that visitors will see. As soon as users enter a landing page on your website, they should immediately know what your products or services generally offer.
Measuring the Interest Stage of a Conversion Funnel
To get measurements of the success of this stage of your conversion funnel, you should implement a call-to-action (CTA) for a products page, free trial, or newsletter signup that will expand the user's interest. You can measure the clicks and micro conversions for these CTAs. Make sure your CTAs are identifiable and clear. They should serve a distinct purpose toward the goal you want the user to achieve.
Avoid any distractions, misdirections, or excessive interruptions from keeping your users from interacting with your CTAs. Your goal should always be to keep user frustrations to a minimum when interacting with your website. You can identify ways to improve your CTA conversions with heatmaps, form analytics, and session replays.
Also keep in mind that visitors are still in the preliminary stages of understanding what your brand or business is all about. Conversion is about direction and not manipulation. A user-flow through your website that clearly highlights the needs of consumers and offers genuine solutions in an appealing manner is extremely important for driving users deeper into the funnel.
The consideration process of the customer is where you have to make your brand standout among the competition. After showing enough interest by interacting with your first CTA's, users should now be gathering information about your products or services. This is where you have the make your product or service features attractive and highlight what anxieties and problems they will solve for the customer.
Instilling Confidence In Your Brand
At this point, it is also vital to consider the psychology of consumers and establish trust. There a few ways to erase any doubt about your brand:
- Positive testimonials can show that other consumers and businesses that use your products or services are beyond satisfied with their relationship with you.
- Automated correspondence can help kickstart any communication between your business and consumers if they subscribe for newsletters or updates about your company. You can use this platform to establish your brand as a knowledgeable authority in your field.
- A strong social media presence will open up your reach on a variety of channels. You can use these channels to interact with consumers on social platforms they are already comfortable in. It is extremely important to keep your social media sentiments positive as much as possible.
Use your analytical tools to make sure users are focusing on the content you want them to focus on, clicking on the appropriate CTAs, assure that the distractions on these pages are kept to a minimum, and ultimately performing the actions that you believe will help them understand the true value of your products or services.
This process usually requires the customers to self-serve with forms or correspond with your sales department.
Optimizing your forms to fit yours and the customer's needs is crucial. You should set up your forms to ask for only relevant information, be as simple as possible, and reinforce the trust in your brand. You can use form analytics to see which fields in your forms are performing well and which are not. Use this data to test alternatives and implement changes when the tests are conclusive.
If your sales department is responsible for acquiring these customers in the final stages, ensure that they establish a relationship with the customer that makes the customer feel comfortable, confident, and informed on how your product can help them.
- Build the awareness of your brand by implementing good paid advertising campaigns, increasing your organic traffic, link building within your online community, and maintaining a robust social media profile.
- Spark interest - engage them with good content, media, and information that will encourage them to take the next step.
- Inspire confidence - correspondence, social media, and testimonials can highlight the features of your products and services to ultimately signal why your product can make an impact on the customers needs.
- Don't lose them at the final stage of your conversion funnel with overly aggressive sales teams or complicated forms. Keep things simple.