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In an ideal world, every visitor to your ecommerce website would be instantly mesmerized by what they saw, would be happy to sign up for your email and SMS list and make an instant purchase while having you with all of their friends Enthusiasm recommends.
Unfortunately, our world is far from ideal, and this rosy scenario is the exception rather than the norm. In reality, your prospects are more likely to encounter one or more “weak points” in this process. This causes them to pause and rethink their activities, leading to a potentially blissful encounter for retailers and consumers that remains frustrated and unfulfilled.
But what pain points are we talking about? And how the hell can we avoid them?
Simply put, pain points are conscious or unconscious problems that customers experience on their buying journey. They can range from anything to minor inconvenience loading and checking out the website, to distracting popups, overly complex setups, or just plain loss of interest.
Your task is to identify these weak points by mapping your customer journey with a conversion funnel.
What is an Ecommerce Conversion Funnel?
A conversion funnel illustrates the stages customers go through in their journey – from the first spark of awareness of your company’s existence to buying from you and becoming a regular customer.
By creating a conversion funnel, you can identify all of the pesky vulnerabilities customers may encounter on the go and highlight the areas that are most impacting conversions. This is a great way to tweak your funnel to make sure the trip is as smooth and enjoyable as possible!
Let’s look at this funnel Smart Insights, for example. On average, only 43.8% of ecommerce website visitors see a product page. The funnel narrows as customers work their way through on their trip, resulting in only 3.3% of visitors making a purchase.
Of course, every business will have its own conversion funnel, depending on a variety of factors. However, there are four basic stages that all conversion funnels have in common, during which your prospect makes key decisions based on their impressions of your brand:
Ecommerce benchmarks for average sales funnel conversion
If you take a close look at each of these four main stages in your conversion funnel, you should be able to identify your impact and weaknesses and start optimizing your customer journey – which will result in better revenue.
How Can You Improve Your Ecommerce Conversion Funnel? Let’s take a closer look at the four phases and discuss some strategies you can use to smooth the paths between them.
This is the top of your funnel – a consumer wants to address a problem or specific need and becomes aware of your business as a possible solution.
You want to get as many people as possible into this first phase! It can come in many ways – word of mouth, a search engine hit, social media, or just a godsend. Regardless of how your customers are received, they need information. and lots of it.
To turn awareness into interest and consideration, you need to target your visitors with relevant information about the services and products you offer, special discounts, your brand history and relevant content.
Content, in particular, is a great way to bring organic traffic to your website without a huge advertising budget. Think about it – your consumers want to address a problem or specific need and you offer solutions for both your product / service and your expertise.
Share your knowledge and build a brand reputation by creating high quality educational content for your specialty while driving traffic to your ecommerce website.
Detailed and popular content has a high priority in search engines and ensures that you become the point of contact for search queries. And it doesn’t just have to be blogs – consider YouTube videos, podcasts, or Quora question boards.
As more and more people become aware of your brand through your content and expertise, you will attract interested, targeted customers to your website. Now we are ready to move on to the next stage.
With targeted prospects browsing your website, you’ve successfully reached the reflection phase.
People are considering your products and may even have signed up to receive email or SMS marketing. Now is the time to build trust and give visitors the confidence they need to move on to the next level and make a purchase decision.
This is not the time for aggressive product promotion – it is more effective to let your products speak for themselves through social evidence.
As humans, we orient ourselves towards the actions of others. Social proof gives potential customers the assurance that other people have bought your product and are enjoying it – this is completely normal!
Generated through your customers’ reviews, ratings, testimonials, and social media posts, social proof is an incredibly powerful tool for building trust.
Use selected quotes and informative reviews to give context to your products and social media customer photos to showcase them in action. There are many ways to gather social evidence. However, a best practice is to send a fascinating email with product reviews to your most loyal subscribers and customers.
The reflection phase is your chance to cement your relationship with potential customers. This is where you can get them to sign up for your email marketing promotions, follow your social media pages, or keep them busy with educational content like white papers.
It gives customers a chance to get acquainted with your brand and find out exactly what you have to offer – without a hard sell. Other useful information are:
- Sending and returning information
- Clickable and creative calls to action
- Imaginative and appealing product descriptions
- A special offer for an email address or first purchase
By now, customers are already in your conversion funnel and must be seriously tempted to make a purchase. To give them the additional boost they need, we go into the decision-making phase.
Different types of visitors present different challenges at this point – subscribers and returning shoppers are less likely to experience the dreaded abandoned cart than first-time visitors.
Therefore, you should address first-time visitors differently. You can provide this additional incentive to buy, for example by offering a special discount or free shipping. Something that removes any lingering doubt they might have about that important first purchase.
You can do this with the clever use of on-site messages like popups or abandoned cart emails when it comes to it.
Popups shouldn’t be intrusive and carefully timed – especially with exit intent. For example, if a visitor wants to leave your page without making a purchase, you can trigger a pop-up to offer another discount for closing the deal.
Abandoned cart emails are also effective in making it easier for a customer to return to your website. With a single click, customers get back to the item that tempted them (as well as similar products) and offer an additional incentive, e.g. B. a time-limited discount to create urgency. With abandoned car rates still sky high at around 70%These strategies for reducing your strategies are critical to increasing sales.
Well done, you’re almost there! You caught attention, attracted interest, and now you’ve made a sale. Now let’s move on to the final and no less important phase of the funnel that will bring them back after the purchase.
Remember what I mentioned earlier that returning buyers are less likely to leave their carts? It’s true. In fact, they are repeat customers 9 times more likely to convert as a first time buyer which makes them an incredibly valuable asset!
How do you turn a one-time purchase into a loyal customer? A sincere, well-thought-out thank you email is a great place to introduce your loyalty program, offer rewards and incentives, learn more, and fill out useful forms like reviews, surveys, and referrals.
Not only does your thank you email show gratitude and meet your customers’ expectations, it can also build trust and cement your relationship. This is a great way to welcome a valued new member to your community and create the sense of exclusivity and belonging necessary to ensure a customer feels valued and comfortable to keep in touch with your company.
You can keep that goodwill going with engaging content delivered to your inbox at regular but non-intrusive intervals, as well as personal details like birthday deals and vacation specials.
Congratulations! You have successfully planned your customer journey, identified the most important phases along the way and visualized them in a conversion funnel.
As mentioned earlier, every customer journey is different – some conversion funnels are very short and result in a quick purchase, while others can take weeks or months to be carefully maintained.
The important thing is to recognize the four key stages that all customers go through as they move through your funnel, regardless of what you’re selling, and how to tweak them for the smoothest possible transitions. Higher conversions and more repeat customers are your rewards for a more efficient funnel!
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