let's talk about the conversion funnel, and how you can build a stronger conversion funnel for your brand.
Do you want to get more results from your marketing? Build better conversion funnels! In this article, I will break down seven tips on how you should have a really solid conversion funnel for every single product and service that you sell, and that you offer.
The thing is, a lot of brands drive traffic to one main website homepage or one main category page, and they don't really theme it out all the way down to the individual product or service level. And that's what really needs to happen to find success.
So, let's talk about the conversion funnel, and how you can build a stronger conversion funnel for your brand.
Conversion funnel or sales funnel is the representation of the journey that visitors take to your website from the moment they know your brand till the time they become customers.
Try to just rate your best products and services and start there. Just start with one conversion funnel. Get that correct, and then create one for the next product or service that you offer. And so, that's the key. And what you're going to do, thinking of this in terms of the beginning phases. It is where you want to be visible in the first place, to get people into the funnel.
So, tip #1 also has to do with visibility and where does that make sense. Think about where your customers live. Where are they spending their time, whether it's on Facebook or Google, or Instagram? What are the things they're searching for? What are the types of people they are? And how do you get there? That's the first thing. You have to be visible so that you can get people aware of you, so they can enter into your conversion funnel, in the first place.
If waste is going into your funnel, it's not going to perform well. Maybe, it doesn't mean your funnel is bad. It just means that the traffic going into is bad. So, what you're going to do is, you're going to focus on wherever you're visible, what do those people want to see to enter your funnel? Make it very clear, whether it's a call to action that's very concise and very appropriate for that relevant audience, so that they enter into your funnel. And make it so clear that they don't enter if it doesn't make sense for them. For example, if you're offering something for free, that might get people into your funnel, but, maybe, it's not the traffic you're looking for. Maybe, you want to say, it's free, but it's a seven-day trial, or there's an additional charge for something, just to prevent wasted clicks. You don't want wasted traffic going into your funnel. So, think about what your audience really wants at the end of the day, give that to them, and make sure that you deliver on that in your funnel, and you'll see a higher conversion rate.
Tip three is where it really starts with the conversion funnel, and that's your landing page. So, when somebody sees you on your Facebook or Instagram, or where you want to be visible, they see that call to action you've really thought hard about, it's enticed them to click into your funnel. This is when they enter your funnel, and that's called a landing page. Your landing page needs to be concise and make sure that it lines up with what they saw on the advertising copy. If the advertising copy matches the landing page copy, you're going to have a higher conversion rate. Give 'em what they want. Think about what they want at the end of the day from you, as a brand, and give that to them on the landing page above the fold. Meaning, that they don't need to scroll down, whether on their computer or on their phone. They can see that content above the fold right there, and they can move further down the path of your conversion funnel, which is called a call to action, then click to the next step.
On your landing page, with the call to action, includes some social proof and some trust badges. This is going to build their confidence. Maybe, people are hesitant to take that next step, to go to that next step of your conversion funnel, and see things like your number of ratings and reviews, and how high those are, maybe, some of your affiliations, awards, and accolades you've won over the years, how many followers you have on social media. All those little things subliminally build trust in our mind to get the user to take that next step and move further down your conversion funnel path.
Tip 5 is to make sure that you retarget the people that enter your funnel. Not everybody's going to go into your funnel and reach the end, which is becoming a lead, or making an online purchase, you know, ending up with the goal you want them to end up within the funnel. They're not all going to do that when they enter the funnel. And that doesn't mean it’s bad traffic. It just means they got interrupted. Maybe, they're not ready to buy right now or call you right now. They are just in research mode. Maybe, they were driving down the road at a stoplight when they searched, then they moved on, then they forgot about it, and two days later, they remembered. There are a million different reasons why they don't call you or fill out the form. So, the key is to stay in front of them with retargeting. So, make sure that you’re tracking everybody that goes into your funnel. And you're building targeted, relevant, retargeting campaigns that show them follow-up advertisements on different social sites and across the internet online, as they browse the internet, that is renting space in their mind. So, when they are ready to make that decision to buy, they think of you first.
After somebody converts through your conversion funnel, they get to the end. Success, right? Don’t forget that you follow up with them. Enter them into your CRM database, make sure that you follow up with automated email campaigns, and continue working with those customers to increase their lifetime value. If you can get every customer to buy from you just one more time, think about what that does to your revenue. And if you have leads coming in, if you can close just 10% more of those leads into accounts, think about what that does to your revenue. And that comes down to marketing automation and using tools like a CRM and email marketing automation to generate that nurturing cycle that you need to drive more revenue down the road.
Make sure to follow up after somebody does become a customer and thank them. And after you complete the work, or you ship them the product, ask for a review. If you can get every customer to send a review about your brand, that's a positive experience, that's going to bring you more business in the future. And if they can send a referral, that's even better. Think of every account as a twofer. If you could make every account and every customer a twofer, meaning they bring you one more than doubles your revenue. You're getting twice as many sales for the same marketing dollar because you're asking for reviews and referrals.
Bonus tip of the day, check out your competitor's conversion funnels. Look at their advertisements online. Click into them. Do they have a landing page that matches the ad copy that got you to click? And what's the conversion funnel look like? What's their call to action? What's the next step? How easy is it? How fluid is it? You can just take what's working out there in the world and make it work for your brand. That's going to speed you ahead in your process of seeing results.
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