Did you start an online store? Need more traffic to your store? An ecommerce online store is a great start to bringing your business online, but it takes time to let people know about your store and reach the right audience. It requires a process to generate leads and optimize the traffic on your website.
For example, do you buy a product as soon as you see it? No, because a consumer needs to research the brand and the products before investing in it, and to do so, a consumer will check out the brand through different resources at least seven times.
You may have heard about the product, checked it on the website, read some reviews, and looked at some alternatives but went back and bought the product from the same website. This way, you went through an ecommerce funnel of purchasing a product from an online store.
In this blog post, we will learn how to do a conversion funnel optimization for an ecommerce website.
Here are Some Ways to Create a Conversion Funnel –
A funnel usually has three to four stages. Every brand has a different strategy for marketing when it comes to creating a funnel. When creating a funnel, there could be more than three or four stages; it depends on the number of prospects it takes to convert a lead into customers.
1. Awareness stage –
The awareness stage is the “top of the funnel” stage, where people have heard about your brand but did not take any step towards purchasing your brand. The following stage is the easiest because most marketing on different platforms is not product-based but awareness based.
Spreading awareness about the brand and what you sell differently than businesses already set up in the market. TV and Social media ads aimed at people who haven’t heard about your brand or haven’t followed you on social media. The ads in Search Engine Marketing are based on products or services you sell, like searches for a “perfume” if you sell them. These help with your marketing plans and your social media design to go viral.
Great awareness marketing finds success when done with these two things –
1. Targeting and reaching out to people who would be interested in your brand,
2. Engaging them through the “hook”, a reason to take the necessary action further, such as clicking or ad-sharing content. Once the user takes action, they are in the “consideration stage”, and the awareness marketing has done its job correctly.
2. Consideration Stage –
The consideration stage is the “mid of the funnel”. This is when the user views your products or reads the product description meaning they might be interested in making the purchase. The customer interested in purchasing has questions like – Do I need this product? Is this the right brand to purchase from? Are these benefits and features right according to my needs?
At this stage, you need to understand the customers’ problems and give them the right solution through your marketing. The goal is to make their research more about your product and how it fulfills their needs. Marketing at this stage means more than just advertising but reaching out to your customers.
To achieve this, you can update your social media with images and videos of your products and loyal customer reviews, allowing your visitors to trust your brand. You can also post comparison articles like “How our non-irritant deodorants are better than deodorants that irritate your skin?” However, Consideration-focused marketing campaigns can take various forms, such as retargeting website visitors through social media ads, sending newsletters to current subscribers, and providing free products to influencers for review. These tactics aim to engage and persuade potential customers by showcasing the value and benefits of the product or service.
3. Conversion Stage –
The conversion stage is the “bottom of the funnel” stage, where visitors are close to buying your product. But they need to overcome a few more questions before making the purchase. At this point, the final goal is to make your visitor buy the product, not to research or provide facts about the product.
The goal is to make them stop thinking or asking too many questions and make the purchase already. At this stage, the potential customer’s objections are questions like – Do I need this product now? The product is way too expensive. Shopping is expensive, or the date is too far. What if the quality isn’t as good as shown in the images? At this stage, conversion funnel optimization of the product takes place by addressing these questions through your strategies.
Marketing strategies focusing on increasing conversions often involve sales with a limited-time offer, free shipping promotions, following up with customers who have abandoned their carts via email, chat widgets for customers to communicate with a representative, and releasing limited editions of products.
4. Post-purchase –
Getting your customer to purchase is a different end of the funnel. You need to keep the customer who buys from you in the loop, referring you to other people, leaving a review about your product, and investing more money in your products. Planning marketing strategies to influence people could be a Return-On-Investment (ROI).
Some tips on how to achieve the following goal are –
Repurchase – This can be done by retargeting your customers through social media, cross-selling email marketing series, thank you page upsells, loyalty programs, and many more.
Leave a review – One can do the following through an automated customer outreach service, but you can also do this through product inserts in a mailing box or social media contests.
Referring to a friend – This is similar to reviews; there are automated tools that allow you to share the product with your friends and family. Again, social media or product-based prompts can help you achieve this.
If you have an ecommerce store or are planning to open one, understand the funnel and how to optimize your store for customers. If you need to learn how to form a strategy for marketing, you can take Ecommerce CRO Services to reach your potential customers and make them stay loyal to your brand by providing discounts, offers, etc. As an online store owner, you should understand what your customer needs and how you provide them. Finally, Make strategies for reaching your customers and gaining their trust in your brand.
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