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You didn’t start it alone. About 98% of the visitors who arrive at your site convert – but that means losing them forever.
The marketing funnel could be your saving grace.
In this guide, we share exactly what constitutes a marketing funnel, a few included steps, and a detailed guide on how you can create your own.
Ready? You’d rather dive inside.
The marketing funnel is the process that your audience goes from “stranger” to “loyal customer.” Divided into three key phases:
Certainly, the chance your audience will go through in a series of ways from strangers to customers.
… But if certain phases of your funnel are optimized to move visitors to the next, the risk of your potential customers falling through the cracks – and as a result, losing their jobs.
Understanding the key stages of your marketing flow also means that they have more control over your email marketing campaigns. You can create content that is specific to people who linger at every stage and deliver it to your customers as and when you search for them.
(You can also use this information to adjust the recommended product life – some 36% of consumers have expressed an interest in it.)
Now that we fully understand why e-commerce flows are important, continue to delve deeper into each phase.
Top of stream or “awareness” phase
When people first start learning about you, they start at the very top of your marketing funnel. Because also, as the name suggests, people are just starting to learn more about you.
People who stay on top of the funnel aren’t necessarily interested in buying your product right away. They simply scan information – perhaps in their spare time – regarding a problem they have suffered.
10, the content you create at this stage of your marketing strategy does not need to be promoted and generalized. This could be:
- “How To” – Blogging Style
- Informative videos
- Computer graphics
Take the Jamie Oliver Pancake Making Guide, for example:
Sorry Jamie Oliver has been selling a whole bunch of cooking equipment on his website, this blog always feels like a direct sale. In fact, without any perfect opportunity, its products throughout the content.
Why? Because people who read TOFU content are ready to buy; selling hard to this group of people can feel too compelling or unforgiving.
Instead, Jamie Oliver splits his two cents on a wildly popular topic and drives people to his website who have a vegan interest in cooking. These people are now in his marketing funnel without even realizing it.
The midpoint of the flow or “consideration” phase
Once the audience is engaged with several pieces of TOFU content, it moves on to the “consideration” phase. They know they are struggling with a problem and will start shopping around for the best company, product or service to solve it.
The content that these people create must be deeper than the content they have already consumed. Why? Because they want you to prove the best solution to their problem – not one of your competitors.
The following types of content can do this:
- Interactive quizzes
- Comparative Blog Posts (e.g. Drift vs. Intercom Posted by Drift)
- Premium content obtained such as ebooks or guides
- Educational videos
- Product pages
Taking a skincare company, for example, you might want to create an interactive quiz that tells people the best product based on their skin type and problem areas (like this one from Urban Skin Rx).
For example: If they have sensitive skin and want to reduce acne, you might recommend one product or if they want to reduce puffiness or darkness of the eyes, you would recommend another.
Tools like Interact and Typeform can do it automatically for you.
The best part? It helps push people toward the next phase of the marketing flow – especially when 77% of customers want personalized content.
Funnel bottom or “buy” phase
By this point, you should have a large group of people who have gone through the beginning of the marketing flow. Probably the most important part is the bottom of your funnel – also known as the “buy” phase.
People who find themselves at this point have decided that they are interested in your products and probably want to buy from you. The content you provide should encourage them to reach verification, such as:
- Abandoned shopping cart emails
- Case studies
- Discount codes
Here’s an example of how HubSpot transforms its BOFU case study audience:
The purpose of this content is to convince buyers to buy. Why did they hit “buy now” if they read a success story about how HubSpot’s software had previously helped the company increase its audience by 81%?
Look at your customer list and reach out to those who fit your “ideal customer” mold. How has your product or service helped you?
Find the most impressive answers and write them down.
Funnel bottom or “re-purchase” phase
Great job! You have created a marketing funnel and the people who pass by are turning into customers.
… The results of your job are still over.
The next phase of your marketing funnel is called “re-buying.” As the name suggests, the goal here is to convince people who just bought the product from you to do it again (if possible more than once).
Through this phase you could:
- Email product recommendations
- Start a Facebook ad redirect based on the items they have purchased
- Deliver loyalty program invitations
- Ask for a recommendation using order confirmation emails
It’s tempting to skip this phase perfectly. You already have a lead on your customer list, right?
Adding this section to your marketing stream helps generate live buyers. Not only is it easier to sell to an existing customer because they already trust you, they are also five times cheaper to retain an existing customer than attracting a new one.
Bonus: Free Marketing Funnel Template
Do you feel overwhelmed at the thought of creating so much new content and understanding how your potential customers go through each phase?
You didn’t start it alone.
The reason why a free marketing funnel template was created to help you visualize the entire funnel from start to finish.
Click here to get your copy.
How to measure the success of your marketing flow
You have started setting up a marketing funnel, and you are ready to start converting leads to autopilot.
But like any marketing task, we need to check in periodically and check that the funnel is working – and fix what’s going.
Here are some metrics you can use to determine this:
It is very likely that all site traffic is already tracking. It is especially important when developing a marketing funnel, as it allows you to see the volume of people who are passing by, depending on the content being viewed.
Said said he created a bunch of new content, grouped into four key phases. You can find website traffic data for each group:
- awareness: 100 guests
- consideration: 80 guests
- purchase: 5 guests
- Please repeat your purchase: 3 guests
You can quickly see a huge drop in pageviews from your “consideration” to “purchase” content. So, dig through the content and determine if it’s optimized for the right people – and more importantly, identify (then fix) the problem that will cause people to get out of your funnel.
Conversion rate or sales
Make sure your marketing funnel is working properly by looking at your site’s conversion rate formula using the following calculation:
(Total Visitors / Sales) x 100
Does only 0.5% of visitors convert to your website? Your sales funnel may need adjustment. This is probably one failure that prevents people from progressing to the next stage and damaging your lead generation.
Bad to note The average ecommerce site has a conversion rate of 1-2%. Exceeding is considered above average – but of course, you want to constantly work to increase your conversion rate.
The more sales you make, the higher your return on investment.
Leaving the basket
Do you have a few people who add products to their online shopping cart just to get off the website and never complete their purchase? These people are still classified as being in the buying phase. Chances are they need another move to convert.
However, calculating your abandonment rate can give you a quick overview of the success of your marketing funnel.
Cart abandonment rates above the average of 69% may indicate that your BOFU content is working as it should. Try optimizing your content again, reach your audience with abandoned cart emails, or add more social evidence and trust signals to the opt-out page to add leaks.
The goal is to reduce the dropout rate as much as possible. If people reading content are converting, it means that your sales funnel is effective in attracting people from “consideration” to “shopping.”
Recovery rate of the basket
Did you manage to push people who left their online shopping cart to make a purchase? The percentage of people who do this is your cart’s recovery rate.
It goes without saying that you want this metric to be as high as possible.
A high rate of wheelchair recovery means that BOFU content that is still used by people to return to your site is effective. They find them interesting enough to read – and as a result, absorb your knowledge, trust you and transform you.
If part of your BOFU targeting includes discounts or coupons, you need to calculate the redemption rate – the percentage of all coupons purchased by customers.
For example: If you send 100 coupon codes to buyers and only 30 of them are used, your buyout rate would be 30%.
Reported positive rate of “healthy” buying falls between 13% and 32%. A higher score indicates that your offers are doing their job: persuading customers to buy again. A lower score may mean differently.
How to Increase Conversion Rate for Ecommerce Store
You created marketing flow and kept an eye on the metrics discussed … But you still suffered with poor conversion rates. A small percentage of people who visit your site are on your customer list.
What happens next?
You need to do some work on improving your total conversions using these three techniques.
We mentioned earlier that customers prefer personalized marketing messages. Take advantage of this from the early stages of your marketing flow by tailoring the content of your website.
Privy audience targeting features give you the opportunity to do so. You can choose to show certain content to the right person at the right time, depending on the behavior on the spot and what you know about them. For example, is it a new customer or an existing one? A targeted offer that accepts a “welcome return” is more likely to result in a conversion (like the Slidebelts example below).
Also, think about the specific actions your customers take and activate delivery based on that behavior. Are they on a specific landing page? Do they watch the content? Will it come out of your site? You can use the Privy exit intent trigger to display a “wait before you leave” message before leaving the site, such as the example in the Health section. That might convince them to stick around.
A / B testing
A / B testing, also called split-testing, shows two groups of people a slightly different website. Almost half of all marketers run A / B tests on their website – and for good reason. Testing various:
- Page layout
- Pop-up triggers
… they can allow you to identify the features your customers enjoy.
Show a slightly different page variation to the audience that remains during each funnel phase, then measure the difference in the target metric. For example, you might find your BOFU pages with a call-to-action button that says “I want my products!” They have the highest conversion rate. However, the blue colored buttons on these pages have a 20% lower conversion rate than the red ones.
It makes sense to adapt other BOFU audience-targeted pages, right?
Cart abandonment emails
We find that 72% of merchants consider reducing the number of abandoned shopping carts as one of the major challenges of e-commerce.
However, personalized and targeted abandoned shopping cart emails can get people who visited your bounce page back into your marketing funnel – and convince them to make a purchase.
The process for this begins long before you write your email. Pop-up pop-ups pop up slowly asking for her to join your email list. You finally sent re-engagement emails if you still had their contact information.
When the lead score is on your mailing list, look at the products they left behind. Can you find the pain point I can fight? If this is the case, put together a short email about abandoning the cart that alleviates this problem – and at the same time pushing them to convert now … Not later.
Tied to increase profitability and total conversion rate.
As you can see, it is important for every ecommerce business to have a marketing flow. Not only can you create marketing campaigns targeting a specific group of people, but they also have a simplified, proven system for the aisles that have passed since they were launched on your site.
But creating a marketing funnel becomes a one-time job. You have to constantly evaluate and work on it, and work to improve your total conversions.
Granted, it costs a lot of work – but it always pays to convert a huge percentage of website visitors who would otherwise click the exit button.
Thanks for visiting our site. As a way of saying "thanks" here's a FREE course on how to make $688 a day online using FREE methods: