Whether you understand it or not, your website has a conversion funnel. Keep reading to learn more about how conversion funnels work, and how to use them to your advantage.
What Is A Conversion Funnel?
A conversion funnel is the marketing industry’s name for the path a customer takes to a ‘conversion’ or end objective. What a conversion means for you depends on your ultimate objective. Often a conversion is considered a sale, other times it may mean someone subscribing to your email newsletter. How did your customer get to the point where they purchased your product? The route they took is your conversion funnel. As you know a funnel is wide at the top and narrow at the bottom. For every hundred people at the top of your funnel, perhaps only 5 make it all the way through
The Daily Egg offers a simple example to explain conversion funnels.
- The first level is awareness. People know your product exists.
- Next is interest. People become curious about your product.
- Third is desire. People want your product.
- Last is action. People purchase your product.
Please note that the same levels can apply to other objectives. At each level you lose a few people since not everyone who is aware of your product is interested in it, and not everyone who is interested ends up desiring your product. Remember this is just an example—funnels can have more levels with specialized goals depending on your ultimate objective.
The levels of your funnel often correspond to sections of your website. For example, awareness could start on the home page. Then a customer could move to a products page where they become interested in your merchandise. At that point, they may desire a specific item on your product page and click on that product. Finally, they put the item in their shopping cart and check out at the action stage of the funnel.
How To Get Customers All The Way Through The Funnel
Your goal, of course, is a conversion. So how do you get someone from the awareness stage to the action stage? You need to minimize the ‘bounce rate’ or the number of people who leave at each stage of the funnel. To do this, make transitions between levels as seamless as possible.
For example, if someone starts on your website’s home page and decides to click on the products page, they may loose interest if it takes a long time to load. If they make it through to the products page with ease, but find it difficult to navigate, you may loose their business before they find a product to desire. If they find a product they want with no hassle, you may still lose their business if the checkout process is complicated and taxing.
Take the following steps to eliminate these deterrents:
- Make sure your website can handle the ordinary amount of traffic.
- Hire a company that specializes in web design services so your site looks professional and is easy to navigate.
- Avoid using too many large images that take a long time to load.
- Ask for as little information as possible at the checkout stage.
By understanding conversion funnels and setting a clear objective, you can reduce bounce rates and get more customers to the action stage of your funnel.