If you want to promote your products or services, there are a plethora of digital marketing efforts you can do that can lead you to success. But one type of effort that you should focus on is optimising your conversion funnel.
The conversion process is the path potential customers make from the moment they first find out about you, to the point where they act the way you want them to. While other marketing strategies such as SEO or social media marketing focus on growing a following and increasing traffic to your site, it is conversion optimisation that helps seal the deal.
In this article, we’ll discuss the best approaches to conversion funnel optimisation.
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What Is a Conversion Funnel?
A conversion funnel or a sales funnel is the flow through which potential customers become actual customers. In marketing, the process is called a funnel because there are several different steps of the process through which you can guide the target audience.
The conversion funnel has several different stages:
- Awareness – users discover your product or service
- Interest – users learn more about you, visit your site, read your content, etc.
- Intent – users start forming the intent/desire to act
- Conversion – users take the action you want them to, such as buying, calling, signing up, downloading, etc.
The process of conversion funnel optimisation is designed to improve the conversion path, meaning making it easier for people to go through the different stages seamlessly, and complete the process.
You can apply conversion rate optimisation to all stages of the process. At the top of the funnel (the awareness stage), you’ll usually have different methods that overlap with other digital marketing strategies, such as social media marketing, while as you approach the bottom of the funnel, the approaches are more conversion-focused.
5 Conversion Funnel Optimisation Techniques to Employ
Conversion rate optimisation can be a complex process, and many businesses don’t know how to start. It involves a lot more than making sure the “buy now” button is visible on the landing page because you essentially have to put yourself in the shoes of your potential customers.
Specifically, you have to imagine what’s the best way to construct your funnel in order to get a user to convert. Sounds a bit tricky, doesn’t it?
Well, it doesn’t have to be. Here’s what to do if you want to optimise your funnel:
Review Your Data
Before you start optimising your conversion rate, it’s worth looking at your website analytics to track the current path your visitors or taking. Google Analytics (or another similar tool you use), and provide you with a lot of telling information that could help you identify a few issues with the conversion funnel, such as:
- Overall low traffic
- High bounce rates on certain pages
- Low traffic on key pages you’re promoting
- User demographic information, etc.
This data gives you a better understanding of how well (or not) you’re currently converting your target audience. Once you analyse it, you can have a better view of what changes you should be making.
Test the Landing Page
Analytics can only show you so much, and sometimes the issues may be more hidden. In general, when you’re trying to increase conversions, a little bit of testing is required to perfect your approach.
The easiest way to do it is through A/B testing, where you have two or more versions of a landing page, and you test to see which brings better results. This can effectively show you:
- What headlines work best
- What kind of call to action you should use
- Optimal page structure that encourages conversions
- Even the best approach to promoting the product or service
Improve Your Content
The content on your landing page and site can help you make the sale. Users need information about the product or service you put before them, especially if they do not know you enough to rely solely on your reputation.
Content marketing is, therefore, an essential component of optimising your conversions. Blog posts, case studies, or even just improving product/service description can help users gain more confidence in your brand, which will make them more likely to follow the different stages of the funnel.
Analyse the Checkout Process
The checkout process matters, and it matters a lot. Users want an easy way to complete the funnel, so it’s worth analyzing your process to make sure it is as simple as possible.
For instance, check the placement of the shopping cart – can users quickly access it to review it? If not, they might quit their shopping mid-process. Do you require a sign in for people to buy something? That’s a good way to generate leads, but some may not be ready to give you that information yet, so they should have the option of purchasing without an account as well.
A good influx of traffic is imperative to increasing conversions. Not everyone who visits your site will buy something from you, but the more people who end up on a landing page, the more chances you have of converting them, either on spot or through remarketing.
Some ways to increase website traffic can include:
- SEO strategy
- Email marketing
- Social media marketing
- PR campaigns
- Link building, etc.
Over to You
Conversion rate optimisation is a complex strategy that requires a lot of effort, but the results are worth it. If you want some help crafting an effective approach to improve the conversions of your business’s digital efforts, Australian Internet Advertising would be happy to assist you.
Reach out to us online, or call us at 1300 304 640, and let’s begin working on your new and improved conversion funnel optimisation strategy.