Faced with digitalization and permanent flows of information that reach consumers, their purchasing behavior has transformed. Increasingly demanding, they can base their decisions on many other factors apart from the price . Improving the customer experience by a effective conversion funnel (or sale) is then an opportunity for companies to adapt to this transfer .
What is a conversion funnel?
The sale funnel or conversion funnel is a set of devices intended to follow up on the progress of a sale . It is used to assist the prospect in his quest and then convert him to a client .
The principle is, at first, to gain the confidence of your prospects , and subsequently, to arouse their interest towards your offers, to ultimately encourage them to buy . Upstream, you can attract your prospects by focusing on content marketing , social media , or by launching an emailing campaign . You can then draw their attention by offering them attractive offers and corresponding to their needs. When your prospects are ready to buy, you just have to bring them to action .
To optimize your conversion funnel, you can use software like Callot .
Customer's journey
In its journey, a potential customer goes through 4 phases.
- Awareness: this is the moment when the buyer feels a need and begins to ask questions without necessarily identifying his real problem.
- Interest: it is the phase where the person begins to do research.
- The decision: this is the stage where the buyer assesses the options proposed in relation to his expectations.
- The purchase: After choosing the solution best suited to his needs, the customer buys. For the marketing professional, this step is not the end of the sales cycle, but the strengthening of it.
The consideration of each step of this process is decisive in the design of an effective sales funnel.
Examples of conversion funnel
Whatever the journey you choose for your conversion funnel, the logic always rests on three pillars: capture attention , facilitate the purchase decision , convert in sale .
It is therefore a question of creating sources of trafficking via content marketing (articles, videos, etc.), social media (Facebook, LinkedIn, etc.), advertisements, partnerships (influencers, CPM, etc.).
From these sources, prospects are directed to sales pages, webinaries or even email captures. We are talking about landing page . These pages must make you want to go further. At this stage, you must absolutely position yourself as a “solution provider ” for your prospects by offering solutions consistent with their issues and by displaying an effective pop-up .
The realization of the process is the purchase . Your prospects are directed to order orders. When the prospect became a customer, the next step is to continue to feed him with additional offers and after-sales services in order to retain him.
The two paths presented in the following examples only serve as the basis. You can build your own conversion funnel by combining the elements according to the general context of your business.
Examples 1: website, sales page, personalized quote
In this first example, it is first to build an inboud marketing strategy . This strategy consists in prioritizing quality content which takes up the issues of a target audience in order to capture it. The second step is to integrate, naturally, digital products into the articles . The goal is to direct the prospects to a sales page. After the validation of the offer, the next step is the sending of a personalized quote.
To capture your target audience, you must regularly publish on relevant subjects . In addition, you have to offer a subscription to your newsletter each time. Add bonuses regularly and free to make your proposal even more attractive. Throughout your series of emails , then offer your training for those who wish to deepen the subject.
How to improve your conversion funnel?
To improve your conversion funnel, add value to your content. Propose irresistible offers to capture your prospects (eBook, white paper, training, report, audit, etc.).
On each of your landing page, calls for action or call-to-action (text, image, button, etc.) are clearly visible and provide a concrete solution to your readers .
The design of your site has a lot in optimizing your conversions. Everything is important: location, copywriting , etc. You can use AB testing , to assess which version converts the most.
Tools to create a conversion funnel
A few years ago, building a conversion funnel was complicated and expensive. But with technological evolution, all-in-one tools are now available. They manage simultaneously: all the pages of the funnel, email marketing , payment and delivery, management of the member area, etc.
The idea is to create a funnel that is both efficient and easy to use sales automation tools . Here are some examples.
- Clickfunnels: This is number 1 of sales funnels. Easy to handle and customizable, it offers a 14 -day trial period. It has complete and practical features: E-mail capture Tunnel OPT in, Backpack affiliation system and Actionetics Actionetics.
- Get Response: This tool is relatively simple to use. Its use does not require advanced computer knowledge, because the features are already configured. In addition, the indications are clear and precise, which will only improve the conversion rate.
In short, a sales funnel is a tool that makes it possible to precisely detect sales opportunities. Well put together, it is a lever that can be particularly effective in improving sales.
