What is Conversion Funnel? - Learn How to Optimize ... - Oberlo

The function of the upper funnel is to attract new visitors. The middle funnel is responsible for turning new visitors into qualified leads and the lower funnel ... Skiptocontent Home / EcommerceWiki / ConversionFunnel WhatisaConversionFunnel? AConversion Funnelisanecommercetermthatdescribesthedifferentstagesinabuyer’sjourneyleadinguptoapurchase.Thefunnelmetaphorillustratesthegradualdeclineofthenumberofpotentialcustomersastheyareguidedthroughtheconversionpath. Startyour14-dayfreetrialonShopifytoday! StartFreeTrial TheConversionFunnelisoftendividedinto“upperfunnel”,“middlefunnel”,and“lowerfunnel”,whichhelpstodeterminetherightmarketingtacticstoincreaseconversions.Itisalsonormaltoheartermslike“topofthefunnel”,and“bottomofthefunnel”,whichmeanthesameat“upperfunnel”and“lowerfunnel”.Allthesetermsreferencethelevelofeducationthatapotentialcustomerhasofaproductandtheclosertheyaretopurchasingit. “TopoftheFunnel”or“UpperFunnel”Auserisjuststartingtodoresearchaboutaproductandisunsureabouttechnicalrequirementsorexactneedswiththeproduct.Theymightspendtimeresearchdifferentbrandsrightnowandtrytounderstandwhichbrandwouldsuittheirneeds. “MiddleoftheFunnel”or“MiddleFunnel”Usersarecluedintothemostpopularbrandsandmayhavesignedupforsomeemailcampaignstoreceiveinformationaboutproductsfromthesebrands.Theyhavebuiltupexpectationsaboutwhattheywantnowandwilldisregardbrandsthattheyseeasnotabletoprovidegoodvalueandqualityforthem. “BottomoftheFunnel”or“LowerFunnel”Usershavenowdecidedontheirfavoritebrandsnowandstarttolookforreviewsandinformationfromcustomerstoreallyinformthemonwhattheywillgetwhentheypurchasefromthem.Remarketingandlong-tailkeywordoptimizationwillhelpyoutostayinthemindofyourusersatthisstageoftheconversionprocess. TheLevelsofaConversionFunnel AlthoughthemodelofyourConversionFunnelwilllargelydependonthetypeofbusinessyou’rerunning,itistypicallybrokendowninto4levels:“awareness”,“interest”,“desire”,and“action”.Thepurposeofbuildingaconversionfunnelistohavemorepeopletravelingthrougheachstageandultimatelycompletingthelaststeportakingthedesiredaction.Eventhougheverystageinthefunnelhasitsownpurpose,suchastoattractnewvisitorsortobuildtheirinterestinyourproducts,theoneoverarchinggoalistodrivethemtothefinalconversionstage. Awareness.Thefirststepinyourconversionfunnelwillbetopullvisitorsin.Asthenamesuggests,youcandothisbyraisingawarenessofyourbusinessandproducts.Determiningthesourcesthatarecurrentlydrivingmostofyourqualitytrafficwillhelpyoumakebetter-informeddecisionsaboutwhattacticsaremosteffective.Mostecommercebusinessesrelyonattractingtargetedtrafficthroughadvertising,socialmediaandcontentmarketingcampaigns,andorganicsearch. Interest.Onceyoustartdrivingtraffictoyourwebsite,thenextserioustaskistobuildvisitors’interestinyourproductsandservices.Engagingcontent,irresistibleoffers,andvisuallystrikingdesignwillprovetobeveryhandyatthisstage.Atthispoint,itisalsoimportanttoputsomemeasuresintoseewhetheryourbaitingtacticsareworking.Somethingassimpleasaskingprospectstosignuptoyournewsletterinexchangeforadiscountorfreeshippingwillhelpyougaugetheirinterestinyourbrand. Desire.Thenextnaturalstepistobuildtrustanddesireandhelpyourprospectslearnmoreaboutyourbrandandproducts.Visitorsthatreachthisfunnelstageareconsideredhighlyqualifiedleadsandneedtobenurturedtomovedownthefunnel.Emailworkflowcampaignsthataredesignedtodelivertargeted,personalizedcontentareareliabletechniquetokeepprospectsengagedandcomingbacktoyourwebsite. Action.Thefinalandmostimportantistheactionstage.Upuntilthispoint,yourleadshavebeentravelingthroughthefunnelandtakingsmalleractions,suchassigningupforyournewsletterordownloadinganeBook,whichareoftenreferredtoasmicroconversions.Yetyourultimategoalistopersuadeyourleadstoconvertandmakeapurchase.Ifalotofvisitorschurnatthisstage,itindicatesthatyourleadnurturingtacticsareinpoorshape. Whenyoumapoutyourconversionfunnel,youwillseethatonlyasmallpercentageofthevisitorsthatlandonyourwebsiteactuallyreachesthefinallevel.That’swhyeventhesmallestimprovementsateachlevelcanhaveasignificantimpactonyourbottomline.Tooptimizeyourconversionfunnelyouhavetounderstandyourcustomers’behaviorandidentifythecausesofthefunnel“leaks”ateachstage.   Startyour14-dayfreetrialonShopifytoday! StartFreeTrial HowtoOptimizeYourConversionFunnel Theeasiestwaytostartthinkingaboutyoursalesfunneloptimizationisbybreakingitdownintothemajorportions–upper,middle,andlower.Thefunctionoftheupperfunnelistoattractnewvisitors.Themiddlefunnelisresponsibleforturningnewvisitorsintoqualifiedleadsandthelowerfunneliswherethemacroconversions,orpurchases,happen.Eachpartoftheconversionfunnelshouldbeapproacheddifferently,therefore,differentmarketingtechniquesareemployed. Upperfunneloptimization.Thetrafficyou’resendingtoyouronlinestorewilllargelydeterminetheeffectivenessofyourconversionpath.Ifyou’regeneratingjunktrafficandbringingvisitorsthathavenointerestinyourproducts,therobustnessofthesalesfunnelwon’tmatterintheslightest,aspeoplewilldropoffimmediately.Focusingondrivingqualitytrafficisthefirststeptooptimizingtheupperfunnelandtherearevariousmethodsyoucantest: Optimizingyourkeywordsforpaidsearchanddisplayads Recalibratingthetargetingofyoursocialmediaads(Facebook,Instagram,LinkedInAds) Creatingunique,keyword-optimizedcontent(blogposts,eBooks,guides,infographics,videos,etc.) Capitalizingonthepowerofsocialmedia Middlefunneloptimization.Soyoumanagedtopiquepeople’sattentionandtheylandedonyoursite,nowwhat?That’swheretherealworkbegins.Themiddlefunnelisallaboutbuildingtrustwithyourprospectsanddemonstratingthebenefitsofyourproducts.Dependingonhowlongyourconversionpathis,youmightneedanumberofdifferentinteractionswithyourcustomerstoearntheirloyaltyandmovethemdowntothenextstepofthefunnel.Anarrayofdifferenttoolsandtechniquesareatyourservicehere:testimonials,productreviews,casestudies,communityforum,pricecomparisons,variousmerchandisingtechniques,automatedmarketingcampaigns,engagingcontent,andsoon.Understandingyourcustomer’sstateofmindandexpectationswillplayamajorpartinhowsuccessfulyourtacticsare,sorunningcontinuousA/Btestsandcollectingfeedbackaswellastrackingkeymetricsisamust. Lowerfunneloptimization.Asyourleadstrickledownintothelaststage,youneedtostartpullingthemintonewconversionfunnels.You’vedoneallthishardworkguidingthemfromtheawarenessstagetothefinalpurchase,lettingthemgonowwouldbeagreatloss.eCommercebusinessesthatcanturnone-timebuyersintorepeatcustomersareontherighttracktosuccess.Themorecustomerdatayouhave,themorepersonalizedandtargetedexperiencesyoucancrafttokeeptheminterestedandwantingmore.Oncealeadhasconverted,pullitbackintothenurturingphaseandcontinuebuildingrapportthroughtargetedoffersandemailcampaigns. OptimizingYourConversionFunnelAgainstCartAbandonment Therearemanyreasonswhyapotentialcustomerwillabandontheircart. Theycouldbejustbrowsing,pricecomparing,orhaveforgottentocompletetheirpurchase. Abandonedcartsdonotmeanmissedsalessoyoucanstillcommunicatewiththem,usingemailmarketing,retargetingads,orevenpushnotifications.Campaignsyoucouldruntodecreasecartabandonmentinclude: AbandonCartEmails;toremindtheuserthattheyhavethingsintheircart, RemarketingCampaign;highlightingtheimportanceofoneoftheproductsintheuser’scart, PushNotification;mentioningapricedroponaproductinauser’scart. WanttoLearnMore? HowtoGetMoreSalesWithEcommerceConversionOptimization 20TricksforOptimizingYourOnlineStore HowtoOptimizeeCommerceLandingPagetoSkyrocketSales FacebookAdsTacticsThat’llSkyrocketSales! Isthereanythingelseyou’dliketoknowmoreaboutandwishwasincludedinthisarticle?Letusknow! Oberlousescookiestoprovidenecessarysitefunctionalityandimproveyourexperience.Byusingourwebsite,youagreetoourprivacypolicy. Reject Accept