Conversion Funnel: Improving Customer Journey

A journey from visitor to customer!

Every business requires a conversion funnel to maximize sales and drive customer engagement. This process of taking customers through the buying journey is essential for any business. It helps identify opportunities to convert prospects into potential customers. If you want to refine your conversion funnel, you are in the right place. We will take you through all the processes involved in creating and maximizing a conversion funnel for your business.

What Is a Conversion Funnel?

When a business produces its products or services, it expects them to reach the maximum number of eyeballs. For this, it goes through different stages to acquire customers. The different stages to reach potential buyers include awareness, interest, desire, and action. All of these stages are part of the conversion funnel.

Conversion funnels are a practical framework for this process. It allows potential prospects to go through different stages until they make a final purchase.

A well-formed conversion funnel helps businesses track customers from their initial interest to their final transaction. You can get an idea of where the customer comes from, their interests, requirements, and more. This allows businesses to identify their interests and convert them into sales.

Conversion funnels are often categorized into an ‘upper’, ‘middle’, and ‘lower’ funnel. It helps determine the right marketing techniques to boost conversions. Let’s understand how these categories are defined for conversion.

Upper Funnel

In this category, a prospect conducts research about the product. They are unsure about their needs and often spend more time researching other brands too. They try to figure out which brand resonates with their needs.

Middle Funnel

It creates interest in the product or services, and they might sign up for newsletters. They want to stay informed about offering and receiving information. As products have struck them, they have built up expectations about their needs.

Lower Funnel

 In this category, a user is expected to convert and make a purchase. They start to look for reviews from the existing customer. It ensures them that the brand has something to offer that resonates with their needs.

Sales Funnel Vs. Conversion Funnel

Sales and conversion funnel are two terms used interchangeably. But their functions are different from each other. When a customer enters a sales pipeline, it means the function of the sales funnel has started. Whereas, in the conversion funnel, businesses go through some steps to develop interest in order to make sales. These terms can be used online as well as offline.

A prospect can’t enter your sales funnel until it becomes familiar with your product. To get acquainted with your offering, a prospect goes through a conversion funnel. This process takes time when people are unaware of your brand. The focus of this process is not to make a sale. Instead, it emphasizes more on building relationships and creating awareness.

Sales Funnel (Source: Invoice NG)

Different Stages of the Conversion Funnel 

Mainly, there are three stages in the conversion funnel. All these stages cater to the same needs: driving customers to make the ultimate purchase. However, the stages must be well-defined and have a clear message so that a customer does not leave the funnel. Let’s know what these stages are and how they can create a wow factor to increase conversions. 

Stage 1: Building Awareness

This stage falls in the upper funnel of the process. It’s all about creating awareness about products and services to capture leads. Without having this stage included, you can’t achieve conversions. Marketers must take advantage of different tools to spread their message to their ideal customers. To do it effectively, you must know your target audience. For example, consider demographics, interests, needs and wants, problems and challenges, and more.

Here are some things that you must do at the top of the funnel. 

Content Marketing

You need content to catch the maximum number of eyeballs around your product. A well-planned and executed content marketing strategy can turn the tables for your business. The content should cater to the needs of the customer and have all the information they require from the business about a certain product. The best form of content you can produce is to personalize it for your target audience.

Marketing Campaigns

Content marketing is part of a marketing campaign. For businesses, it is essential to craft out-of-the-box marketing strategies that will capture leads. It must achieve interest and increase the engagement of the audience. The best way to create an effective marketing strategy is to know your marketing platforms. Choose the right medium, either online or offline, to generate leads.

Stage 2: Nurturing Leads

Once you’ve accomplished the requirements of Stage 1, now it’s time to nurture your leads. What does it mean to nurture leads? It means that businesses must hesitate to jump into the sales thing once they acquire a lead. Let the prospect know about your brand, values, and offerings. The business must represent its brand in a way that shows why it is the best choice for them. You must build trust around the product and the brand before tapping into sales.

Here are some ways you can polish your leads by tapping the potential of your brand.

Keep Connected With Your Leads

Once you have captured the leads for your product and services, you must keep in touch with your leads. They need to hear more about the product; it is important to stay in touch with them. Remaining in the eyes and on the screens of your leads does not distract them from leaving the funnel. Send them updates and encourage them to follow you on social media. Always find interesting ways to connect with the prospects. It will eventually build a desire to purchase the product.

Stage 3: Convert Interests into Sales

This is the ultimate stage of the conversion funnel. Every business needs to secure leads and convert them into sales. When you manage the first two stages professionally and intelligently, you can achieve the third stage. You need to invest your money and energy to drive customers to make purchases. It takes a whole conversion journey before you attempt to convert your audience into customers.

Now that you have successfully reached this stage, you must follow some steps to make them your loyal customers.

Keep Connected and Continue Nurturing Your Leads

You must have invested so much of your time and energy to capture a lead; don’t miss out on them. You should not stop nurturing your prospects even if you have taken them to the end of the funnel. This is a lifelong connection you need to maintain to attract more loyal customers.

Optimize Your Conversion Funnel

A conversion funnel is a pathway to a business’s revenue stream. Making your funnel more navigable will bring you closer to success. To make it successful, optimize it so that it resonates with your audience’s needs. Offer them value and information that will excite them about your product. Every stage must be planned in such a way that it ensures the capture of a large number of leads. Lastly, make your customers value your business and come back to you so that they can help you reach more potential customers with word-of-mouth marketing.

Featured Image: Weidert Group

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