Today’s appointment is dedicated to the explanation of an element in my view essential and essential to know if you really intend to work and live from Web Marketing: the conversion funnel.
If you are among those who read industry blogs, study manuals, or have attended courses and seminars on digital marketing, I am convinced that this term will not sound strange to you. On the other hand, I found myself dealing with people who wanted to invest or “do” web marketing without having the slightest knowledge of what a conversion funnel is, and how it can be strategic and functional to the deployment of a promotional strategy. effective and profitable from the point of view of objectives.
What is the marketing funnel?
The conversion funnel also called the sales to funnel, is a conceptual model adopted in marketing to create, at least ideally, the user’s path towards the generation of a conversion.
Thanks to the funnel, you will be able to verify how a user who comes into contact with a company and/or a product can first become a lead, then a prospect, and finally a real customer, and at the same time adopt a series of tricks and tactics able to optimize and speed up this path.
Web marketing and conversion funnel
Nothing like a web marketing strategy can be more consistent with the sales funnel model.
Why am I saying this? Soon said, nothing (to date) like advertising through digital channels is so measurable and therefore potentially more effective if observed and channeled through an effective model of the conversion path.
E-commerce, lead generation portals, but also blogs that wish to increase loyal users: each project can increase its economic performance if it is able to conceptualize, master, and correctly exploit its own funnel model.
But how does it work and how should a sales funnel model be put into practice in web marketing? Keep following me and you will find out.
Conversion funnel: from theory to practice
Before continuing, I will make you a premise and clarification: precisely by virtue of what I anticipated at the beginning of the article, the funnel is a model, and if you decide to deepen the subject you will come across many examples of funnels, perhaps adherent and optimized for specific situations. and web marketing campaigns. Here, therefore, I choose to stick to the more general conceptual model, hoping it will arouse in you that curiosity that will push you further and understand how and which model can best adhere to your projects.
I am ready to answer the question: how to put into practice a conversion funnel in web marketing? In support of the discussion, I am attaching a very clear and comprehensive screen, which I will comment on:
Phase 1, generate traffic (TOFU “top of the funnel”): There cannot be a conversion if we have no users first. We have no users if we are not able to generate traffic, even better if profiled and of quality.
The first phase of the funnel model will be to generate traffic to our website, in order to create the first touch point towards the generation of a conversion.
Therefore, all the effective options congenial to the creation of a targeted user flow towards our site fall within this moment, I am thinking for example of combined strategies of Facebook Ads, Pay per click, use of traffic from aggregators, and price comparators, all accompanied by an SEO strategy aimed at acquiring organic users from search engines in the long term.
Create qualified prospects
Step 2, create qualified prospects (MOFU, middle of the funnel): ok, you were good enough to have piles of users potentially interested in the services and content you offer.
The next step is to create strategies and tactics that can push and motivate your customer to take another step, thus becoming an even more engaged prospect by you.
How does this translate into operational terms? First of all, you have to make sure to keep the user in your orbit, therefore elements such as the Like on your Facebook page, the acquisition of the email address, deployment of ADV retargeting, to the registration to the Forum are touch points necessary to convert in prospect your users.
Then you should think of a series of elements capable of seducing the user to your products, perhaps providing concrete answers to questions such as “What added value can my product give?” “Do I have a story to tell?” “What problems can I solve?” and from here to create products such as e-books, infographics, and podcasts, which can give further input and motivation to the user to become a prospect. Essential, light landing pages, usable, engaging, and able to best convey the added value of your products and services.
It’s time to convert!
Step 3, it’s time to convert! (BOFU, bottom of funnel): Well, remember the opening screen? This is the final part of the funnel, the narrowest one and from which your buyers should come out, those who have chosen to trust you by generating conversions in your favor.
The final stage of the funnel must be dedicated to action. In this sense, if on the one hand, we will have users ready to convert, on the other hand, there will be many others who need to be given the last input to make them reach our desired goal.
Therefore, even (and perhaps above all) in the last part of the funnel there is a need for attention and action on your part in providing all those elements to support the conversion: customer assistance, follow-up, easy-to-consult FAQ section, any coupons or special discounts if sustainable and considered as a card to play, error-proof and perfectly user-friendly checkout page.
Phase 4, build loyalty – A more “evolved” version of the conversion funnel includes a further step, namely what can be done after the customer has generated the conversion. In this sense, we must strive to answer questions such as “What can I still expect from my converted user ?” “What can he expect from me instead?”.
It is therefore clear how web marketing strategies and tactics are needed that are able to have happy and satisfied users, perhaps with impeccable after-sales customer service, advertising campaigns with related products in evidence, coupons, and discounts reserved for buyers, all by resorting to digital channels and platforms.
Why it is important to use the sales funnel
Knowing the conversion funnel is important first of all on an educational level, in order to become aware of an important concept of marketing.
In purely practical terms, with an increasingly jagged and uneven acquisition and conversion path, conceptualizing a conversion funnel that adheres to your objectives can be an important driver for increasing the economic performance of your projects.
It is clearly important to understand that the funnel is a model, and as such, it can be adapted according to the project, the objectives, and the moments of the integrated communication strategy.
I promise you that there will be a specific appointment dedicated to the sales funnel for e-commerce, for the moment I hope to have given you a contribution capable of arousing your interest. If so, I ask you to share the post with your contacts and why not, subscribe to my Pushcrew to stay updated on upcoming appointments!
Stay tuned and see you next time🙂
Best Conversion Funnel Tools for you:
- Cloud Funnel – Powerful funnel-builder with an in-built mailing system
- GetResponse – An automated, optimized way to promote your lead magnets
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