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Internet sales accounted for 11.7% ($ 394.9 billion) of total retail sales in the past year, according to the U.S. Bureau. Department of Commerce.
Poor 15.6% compared to the same period last year.
With this move to the web, ecommerce presence is no longer innovative enough to win sales.
Whatever your industry.
Instead, marketers need good strategies to grow their business – this means:
- Retaining Existing Customers
- Attracting new encounters with them when and where they shop.
In order to achieve growth, online brands need to think about their customer and that individual’s customer.
One way to model consumer travel is through the funnel, starting from the top with awareness and going to the ultimate, final action – shopping.
Although consumer travel is not linear, it provides businesses with a strategic framework from which to build a plan.
Below are four phases to the flow, which are the goals of each phase and examples of the revival of these phases.
In all, he brought you 21 examples that show you how other internet brands are building their flow – and how you can.
- What is it: “Top of the funnel” is the first phase of a sales funnel; haunt the awareness phase.
- When important: This is where potential customers become aware of your business and offer (e.g., product or service) and how it can solve the pain point.
- Keep in mind: Potential buyers may not even know they have a problem that you could solve. The second goal of this phase is to create potential customer awareness by focusing on content – or information – that identifies consumer segments, highlights potential issues, and represents your brand.
Think of the awareness phase as an initial conversation between you and a potential customer.
You both get to know each other and the potential buyer shows some interest. Introduce yourself.
Do not try hard to sell.
In practice, this can take many forms.
B2C Awareness Stage
For example, if an ecommerce brand sells razors, your initial interaction with potential customers may take the form of content that tries to get people into the website or brand community.
See, for example, the content site of Dorco Shave Talks.
The brand is struggling to sell its razors.
The goal, instead, is education – to get the customer on the road and start thinking that he may need a second razor.
Always always the first step.
Take a look at some examples that they use to really hit the points that customers can have, and then educate them on how to solve them.
- The goal is to become a valuable resource for people seeking solutions – which Dorco accidentally has.
- The goal – again – is to give value long before the brand gets something in return.
Take a look at some of these pieces of content that Dorco uses to achieve these two goals:
Generally, this content provides information that may be useful to the user.
This can even solve the problem – whether they knew it before or not – that they have.
Again, this content in the awareness phase is not trying to sell anything.
B2B Awareness Phase
After all, a B2B brand must provide similar content that tries to be a valuable resource, not a hard sell.
In the case of a B2B brand, your content can be very specific to a specific audience – the C-pack, product managers, marketers, etc. – and it can offer more thoughtful leadership and technical content.
The Freund Container is a great example of this.
This B2B brand offers valuable content resources to potential customers, taking them in detail to educate customers.
Here are 3 step steps through some of the useful content in the awareness phase (which is good for SEO too!).
The role of SEO in the awareness phase
However, awareness of your brand is not just about the content.
Whether potential buyers are searching for a product (e.g., razors for men) or trying to find a solution to a problem they are having (e.g., removing ingrown hairs), they are likely to perform an internet search.
Your job then?
Be one of the first sets of results to complete your search results.
According to Ignite Visibility, a digital marketing company, they found 44.64% clickthrough rate on Google.
That number drops to 28.92 percent for the result in position 2 and 17.26 percent for the result in position 10.
As you can see, a well thought out search engine optimization (SEO) and search engine marketing (SEM) strategy can increase your chances of customer insight.
Dorc’s SEM strategy is strong given its competitive marketplace – it allows it to rank second in ad placements.
They are competing on the Men’s Shaving Category page on Google 3rd place for a high traffic keyword, a very key brand.
But look at what would happen to their traffic if they moved to no. 2 …
Google uses a handful of barometers to determine which websites it delivers to search engines, including page speed, relevance, and mobile readiness.
Above, see how Ahrefs pulls in Domain Ranking too – shows that one quick fix Dorco can make would increase DR.
You do this by getting more links from other high DR sites.
Here are three things you can do to improve your brand ranking on the Google Search Network.
- Improve page speed using HTTP / 2 network protocol by accepting multiple concurrent requests and thus reducing idle time. Faster speed can also be achieved by limiting 404 errors, too many redirects and orphaned pages.
- Switch focus from content quantity to content quality. Previously, Google rewarded websites for its breadth of content. There is no more. Today there are websites with well-researched, organized content, with a focus on multimedia content. Why? Because backlinks are important (as you can see in the Ahrefs table above). And you only get feedback from quality sites when you post quality content.
- Make sure your site is mobile-optimized. How long someone stays on your site and what works there (click, for example). Google reads it as an engagement, and the more engagement you have, the higher your rank. Why? Because engagement indicates that the content answers the query entered by the user. If your site is mobile optimized, users will stay on your site for longer and Google will lower your rating.
Here are some steps your brand can take to increase its search results ranking and drive increased awareness traffic.
1. Write lengthy educational content, including videos and / or downloadable files.
Google measures engagement on a page and records everything that engages someone.
A good way to do this is through an appearance book or an on-site magazine, which takes – you guessed it – clicking!
Check out LEMS ‘below (or the version on the site here).
Or Natori is here (or the website version here).
2. Create educational videos about your brand and why you started.
Use them in blog posts and on your homepage – as well as in Facebook ads.
Many brands do this well – and using videos to tell the story of the brand and the ads that drive fans and conversions on Facebook.
3. Make short, educational videos or visuals that showcase your product.
Use them to advertise on Facebook and blogs to drive traffic.
And use your personality, too!
See how GoRuck does this with its visual blog content.
See the full post here.
Here’s another great example of Renogy.
They sell B2C solar panels – and they have to work a lot on their feet to educate customers why they need it, how they are made, and their long-term value. They use tons of content, calculators and more – just like this video.
https: //www.yo uterine service .com / watch v = YLmM3rj2f0E
4. Create tools to help educate consumers and build confidence in your brand.
Speaking of Renogy and the calculators they created, these are great examples of tools to help educate your audience.
In addition, they generate high SEO value because of the engagement that happens on the page.
See another example – well, 2 – from NaturallyCurly.com.
NaturallyCurly uses tools to educate those who have curly hair about their type and what to expect in the coming days. They do this with two tools (and you push your product through them).
First, the texture quiz – which lets people know what kind of curly hair they have (and the products that go best for it).
Here is the full page.
They also have a Frizz Forecast which allows people to drop their zip code and will show them a hair forecast for the next few days.
Editor’s note: mine is * always * frizzy. The danger of living in Austin, Texas. Here is the full page.
- What is it: The second phase of the sales funnel is the “interest” phase.
- When important: When a potential customer moves into this phase of the funnel, it means that he or she is interested in your brand story or a pain point that you may be addressing. They are interested in learning more.
- Keep in mind: Just because a potential buyer is aware of the brand and its products and / or services, it means that the potential buyer has an interest.
For some, this may be a bad time.
For others, there may be different lengths of “consciousness” that extend for days, weeks, months, and so on. Or there will be those who might not be interested in you at all.
That’s to be expected. Each customer is different and each one moves (or moves) through the funnel at its own pace.
When a potential buyer moves into a phase of interest, she takes the form of making further initial contact.
Meaning, for example:
- if you have a newsletter, subscribe
- if you have white paper, they download it
- if you have a presence on social media, they connect.
The interest phase is a way for potential buyers to further engage with your brand to see what you have to offer, without ever having to sell hard.
Go back to our NaturallyCurly example.
A tool like Frizz Forecast provides the ability to link content to a product.
The prospective buyer uses the tool, sees the forecast, and then immediately receives product recommendations that they can address for their current needs.
Beyond that obvious link, the ongoing interest phase is an opportunity for potential buyers to essentially expose.
Here are 3 ways to help interested consumers browse and potentially move them to the next phase of the funnel (where you’re making money!)
1. Use navigation wisely.
Your visitor needs to know where to go, how to get there and what to do.
A header that travels with it to allow it to switch pages will keep it longer on the site.
By adding filters that allow her to scale the products she sees on each page to a list that talks about what she’s looking for and buttons that allow her to buy quickly.
This is called faceted search.
Here’s a great example from the YALA online boutique, where you can clearly see the cookie trail of the page you’re on, have access to search from the face, and can filter based on additional settings.
2. Integrate social media into your site.
Include links to your Facebook, Instagram and Twitter accounts to ensure that potential customers are able to connect with you and with you on the platforms they use the most.
The Olive mattress does this in a very fresh and innovative way.
First, they include their social media accounts at the foot of the site so that they appear on each page.
Because of this, their social media accounts are easy to find, but do not interfere with the shopping experience.
Then they also include social networking links with the founders on the About Us pages.
This allows people to monitor and communicate with the founders themselves.
Why is this important?
Because buying a mattress is an expensive price – and people often want to talk to the seller about it.
Page-to-page conversations can help – but so can social media where people already are.
3. Make an offer and have clear calls to action.
In exchange for his email, offer the visitor a discount offer on their first purchase or a bonus item for a specific spend.
This will list him and give you a way to get to our destination after he leaves the place.
Crossrope does this well by inviting members to a 30-day fitness challenge and using pop-up social proof to show others to join.
Using a popup bid when someone lands on a page, they push you to a landing page (which allows them to advertise that page across the web instead of relying solely on a popup window) to collect an email address.
Here’s a two-step process:
Step 1. Check out the site here.
Step 2. View the full page here.
You can also remove the potion from the landing page and get discount email addresses.
Rock Revival does it well.
Here is their example.
- What is it: The third phase of the funnel is the “decision” phase.
- When important: This is where the consumer left the product review and purchase considerations solution. At this stage, your brand is about convincing the consumer of the value of the actual product or service.
Keep in mind: Proven value can be achieved by various means. For example:
- Word of mouth
- User Generated Content
- Social proof
- Case studies
Here are three tactics that help deliver the value of a product / service to the consumer and help them convey the purchasing decision.
1. Provide clear, convincing product descriptions.
When your customer suffers to touch a pair of jeans he or she watches or holds to his or her feet to evaluate if it is appropriate, he or she is forced to rely on the information you provide.
Take this opportunity by providing:
- Clear product descriptions, including specifications such as dimensions, measurements, weights, and key materials,
- Using bullet points and high-resolution visuals to display this information in an easily transparent format.
Yumi manages this well with a popup size chart for all their products.
Check out the full page here.
Beatific, a paper magazine salesman, also calls it good, referring to specific products and product materials.
This helps customers understand why * this * magazine is relative to others.
Check out the full page here.
2. Online shoppers trust reviews reviews.
Make sure you include those online reviews on your site.
Make the experience valuable to potential customers by providing written reviews, not a stellar system, and make time to keep up to date with reviews and responses to valid complaints quickly and professionally.
Check out below how the Enertion Board convinces customers that product reviews are real and verified – to add additional social proof to buy.
Check out the full page here.
Here is another example from TrainingMask.com.
Check out the full page here.
3. Offer perk.
Perkets, such as free shipping, relevant discounts and easy returns, can make a purchase flawless, get shoppers to follow a purchase and get them to buy from you again.
See how SatireTee adds immediacy to its discounted delivery messages with just Today.
This helps to increase engagement with promotion using a psychological trigger.
- What is it: The fourth and final phase of the sales funnel is the “action” phase.
- When important: Once a consumer decides to buy, they need one last incentive to take action – buy from your ecommerce site.
- Keep in mind: One way to ensure that the consumer is acting on your site is to focus on the frictionless shopping experience.
Here are 4 tips to help you improve your online shopping experience.
1. Use predictive input to fill in the fields automatically.
Help your buyer save time by leaving you to create an account that will populate transaction fields such as shipping and billing addresses, saving him valuable minutes and getting him to the Buy Now button faster.
Many computers will do this for them – as you can see in the example below.
One-click technology through digital wallets can also alleviate this pain point.
3. Use progress indicators.
This speeds up customers in the shopping area, and your customers’ shopping carts are fully displayed throughout the departure process, making them less inclined to deviate from the transaction to check cost, size and other specifications. .
This is especially important if you are not using a single page order.
In the example above, you can see price, product, shipping, and tax metrics.
At multi-page coffers, you want to make sure you use progress indicators for longer customer movements.
A good way to do this is through the following steps and customer expectations on a single page. Your ecommerce platform should be able to do that for you.
Here’s an example for Osmotics Cosmeceuticals.
2. Inform your customers about the security of your site.
Educate consumers about the security measures of your website to let them know that their personal and payment information is well protected.
As big data breaches are reported in the news, it could help alleviate concerns during uncertain times.
A good place to do this is at your foot – which will remain persistent throughout your site and continue to secure your messages.
Here’s an example from the Mississippi NextAge product page.
3. Accept all forms of payment.
With a myriad of payment methods, it is important to satisfy your customers’ desires by offering acceptance of all types of cards.
Your customer can carry multiple cards for different purposes.
Finally, it involves integrating digital payments into your shopping experience.
For example, explore the acceptance of digital wallets such as Android Pay, Apple Pay, Amazon Pay, and Samsung Pay.
How to Set Up an Ecommerce Sales Funnel
Overall, understanding and properly using the sales funnel can help you boost and increase your online sales.
Think about your customers and think about how you can facilitate each phase of their purchase.
Here are the steps:
- Build awareness by offering value.
- Optimize your content bid for SEO and paid social networks to drive traffic.
- Create tools to address potential customer points and win hearts and minds.
- Use tool data and on-site engagement to push leads to the most useful products for your needs.
- Set up on-site navigation so customers can quickly and easily find what they need.
- Use clear calls to action.
- A / B test content, call-to-action, and copy advertising to see what messages and offers are most engaging.
- Please provide detailed content of your product allocation information to reach the final purchase decision
- For the safety of the site, try to use security seals.
- Offer perks like free shipping or promotions to make the offer sweeter.
- Use predictive input to automatically fill in the fields to make it easier to collect.
- Accept all forms of payment.
And he came! Walk exactly how to post this on BigCommerce – check out our workshop below.