Ideally, you want your customers to buy something every time they visit your ecommerce website. That’s the ultimate goal, right?
In a perfect world, you’d want your visitors to buy something the very first time they arrive at your website. But it’s not as simple as that. It’s necessary for business owners like you to comprehend and grasp how exactly consumers reach the point of buying.
The outstanding user experience on ecommerce sites is what converts a visitor into a customer. It’s not just all about beautiful photos and compelling copy. There’s a mechanism in place that makes visitors open their wallets for you.
Every visitor needs to go through the sales funnel. That’s the path a guest takes from the first visit to your website right up until the payment button.
Knowing your ecommerce funnel from end to end will help you engage with buyers along the way. When there are roadblocks along the process, your customers almost always opt out of the buying process.
Making sure your funnel is optimized is probably a top priority for you. It is paramount to reach your sales goals so you can scale your business.
Understanding the Basics: Ecommerce Conversion Sales Funnel
It’s essential to consider the entire consumer journey as a funnel. Take a look at this image from Product Mafia that illustrates how cold traffic turns into a conversion.
Photo courtesy of Product Mafia.
A conversion funnel is a mechanism used by ecommerce businesses to increase sales by moving the customer through the core stages that incrementally build purchase desire and trust. You have to monitor and analyze whether there are holes in the process, otherwise you’ll lose sales.
Apart from turning cold traffic into leads and converting leads into sales, you’ll want to sell subscription memberships and products that encourage repeat purchase. Attracting the customer for the first time is known as the most expensive exercise in any business, so you’ll want to get the most revenue you can from every customer you acquire.
There are different strategies you can take, such as nurturing your leads with email newsletters or thank-you notes, to boost repeat visits, repeat orders, and more importantly, customer loyalty. The bottom of your conversion sales funnel does not end with the purchase; you have to turn them into loyal customers.
The goal of any conversion sales funnel is to follow the progress of the traffic as it moves along the process. You have to know where the bottlenecks are so you can improve the system and not waste the leads coming into the funnel.
Formulating insights and action plans based on the actionable information provided by tools like Google Analytics is extremely important as this will make the funnel successful and highly converting.
What goes into the ecommerce conversion funnel?
As mentioned earlier, the sales funnel has different core stages. Each stage has different goals, a unique purpose to help the visitor go further down that funnel.
Gleanster Research says that 50% of the leads you produce are qualified, but not ready to purchase right away. This is why your funnel needs to nurture your qualified leads before they go to waste. You need to create and serve the right content for each step.
What sort of content moves consumers closer to supplying the cash cow?
How do you get them to open their wallets?
Do you need to resort to the hard sell?
You probably don’t know what to do or where to start. Fortunately, I’ll break down some of the stages in the conversion funnel to help you better understand and implement them into your business.
Let’s start by segmenting the funnel into three parts – top, middle, and bottom. These are the exact stages that your customer goes through. Under each stage are some frameworks and concepts on how to implement them. There are various iterations of this information, but I will explain the three core stages in detail.
1. Top of the Funnel (ToFu)
At the top of the funnel, your goal is to attract potential leads, not just any leads, but you need to bring the relevant traffic without intentionally filtering or hindering conversions. This stage is all about acquisition. You can use paid or organic traffic to acquire traffic based on your client avatar.
ToFu content usually takes the form of lead magnets such as ebooks, blog articles, podcasts, infographics, and videos. From there you need to include a call-to-action to encourage them to exchange their contact information for valuable content.
The goal of this stage is to educate, generate interest from your audience on a specific question, but without selling them anything. Once your potential lead is interested in your product, they will be curious to learn more about your brand. They will look for the benefits and whether your product answers their problem.
You have to showcase the benefits of your product, highlight your mission statement on your homepage, and describe your offer on product pages. Make it easy for them to learn about your brand. Giving easy access to this information will help your qualified leads imagine the advantages of your product in their lives.
The top of the funnel is grabbing their attention and keeping them interested.
2. Middle of the Funnel (MoFu)
After your ToFu content grabs their attention and interest, here comes the MoFu solutions.
This is where things get more complicated because of the diversity of interested leads who aren’t completely qualified.
Middle of the funnel content is about engagement and stimulating desire. You have to get in touch with your interested leads to position your brand as the solution to their needs.
At this stage, you have multiple options for outreach through:
- Email marketing
- Social media posts
- Chatbot broadcasts
You have to continue engaging them with interesting content. Don’t go missing in action after getting their contact details, and provide helpful tips that your product can solve. They have to enjoy your content, and this stimulates their desire to buy your products.
MoFu content needs to stimulate a strong desire in your prospects. You have to paint a picture to your consumers who envision a future with your product. The more they interact with your brand, the more they will trust you, increasing the odds that they will eventually purchase your product.
To generate enough enthusiasm, you have to convince them to act. You need to make sure they feel a strong connection with your brand.
3. Bottom of the Funnel (BoFu)
This is the make-or-break stage of the funnel.
After all the lead nurturing tactics, you have qualified cold leads, continued to engage and warm them up, and now you have to convert them. Needless to say, this is the most crucial part.
This is where all our efforts have been leading to. It’s the final step of your customer’s purchase journey.
The bottom of the funnel stage may not consist of any content at all, it’s all about giving your prospects the chance to act toward the purchase.
Your BoFu could be a free consultation, a trial period, or a discount code. At this stage, your leads know your brand already and are confident in engaging one-on-one with you.
You can establish some urgency and give them a little push before they make the purchase. Put “Contact Sales,” “Buy Now,” “Order Today,” CTAs on your pricing and product pages. In the end, what’s the point of producing content and establishing relationships with your lead if there isn’t a clear next step?
How to Set up Your Sales Funnel on Facebook
Facebook has become the de facto platform of ecommerce business in terms of launching their sales funnel.
Here is a basic guide on how to set up a conversion funnel on Facebook:
1. Identify your target audience.
You have to answer this before you can start: Who is my target market?
Defining who your target market is will not only help you in creating excellent content but in creating the right content.
You should ask questions like who, what, where, when, and why to find out more about your target market. Which part of your funnel do they belong to? If you can answer this, you will know if it’s going to be a hard sell or not. It all depends on your audience awareness.
Document your client avatar with demographics, pain points, and their watering hole.
2. Create your offer.
Good marketing cannot save a dysfunctional product. Make sure you are offering something worthwhile. People can smell sketchy products from a mile away. Your offer should be irresistible but believable. It should be distinguishable from your competition.
3. Use high-res images.
Ads with high-quality, beautiful images convert better. Make sure your images represent your product and your brand.
4. Use detailed targeting.
Consult your client avatar and then create a checklist of their age, location, behavior, and interests. Facebook has a detailed targeting algorithm where you can input this information. You have to know your audience so you can target them accurately.
5. Write a compelling copy.
Every copy aims to get people to act. Most sales are motivated by personality. Write a copy that connects with your audience through emotions. Despite what is being sold, you should never discount the human element at play when it comes to the retail experience.
6. Test and control.
Launch your campaign. Monitor and analyze your conversion rates and see which part of the funnel hits a roadblock, and then from there implement measures to improve performance.
Make sure your Facebook pixel is set up on your website. Create a retargeting campaign and serve your ads to people who have visited your website, watched your videos, or downloaded your content.
8. Repeat what works.
Track what works best for you. It takes a lot of testing to figure out what’s best for your business. The key here is to continuously monitor your funnel’s performance.
How to build your on-page sales funnel?
Step 1: Setup Google Analytics
By using Google Analytics, you will have an idea of where your visitors are coming from in terms of geography, the device they are using, the OS they are on, and what they are doing on your website.
Step 2: Identify trigger points
Using heatmaps, map out the conversion triggers or hot points where you can see which stage of the funnel they are making the purchase decision.
Step 3: Personalized CTAs
After understanding your visitors’ past browsing behaviors, create a personalized pop up with a soon-to-expire discount code related to the pages they previously checked. Using words like “Get This T-shirt,” or “Order Your Bag Today” instead of the generic “Buy Now” boosts conversion.
Step 4: Distraction-free checkout process.
Your checkout process should be direct and to the point. If they get distracted, chances are they will abandon the cart. Optimize your checkout process to make it both smooth and convenient.
It’s easy to see that there’s a laundry list of tasks you need to do to make your funnel on that has high converting power. But if you successfully leverage these tips, you can successfully engage, persuade, and convert visitors into customers.