Imagine trying to refill the oil in your car without a funnel. Oil gets everywhere—except where it actually needs to go.
Something similar happens to businesses without an optimized conversion funnel. All the hard work done to attract prospects doesn’t really matter if they don’t become customers.
The good news is that small changes to your conversion funnel can yield dramatic results and create additional revenue out of “thin air.”
We asked six experts on conversion rate optimization how they stop the leaks. Here’s what they had to say.
“A key point that many people overlook in the first place when applying conversion funnel optimization strategies is the input data,” says Alex Magnin, Founder of the Unwinder and former Head of Revenue at Giphy. “I often recommend my clients spend 1/3 of their time identifying and making sense of their existing funnel’s data.”
You don’t need to have a master’s degree in data science. Look at how customers come into the funnel and what kind of messaging resonates with them. For example, what social media posts, emails, and blog posts perform the best?
Then use this information to reinforce and develop your messaging as you move people to the bottom of the funnel.
Let’s say you sell eco-friendly shoes. You know people are visiting your site from an ad that focuses on how comfortable the shoes are. So on your landing page you update your headline to “Like Pillows For Your Feet.”
Once you have an idea for what drove their initial action, you can then use that information to reinforce your messaging throughout the rest of the conversion path.
Another way to collect valuable data is to ask why someone didn’t purchase. You can learn about common objections and issues, and then counter them in your website’s copy.
The simplest way to do this is to set up a Hotjar Survey that triggers as people are about to leave your site.
“Conversion rate optimization is all about experimenting. You need to treat it like a never-ending lab where experiments go on every day,” says Casey Allen, CEO of Barisa Warrior.
At the heart of any conversion funnel optimization strategy is A/B testing. You don’t want to make decisions unless you have evidence, and A/B tests are the best way to gather this evidence.
A/B testing, at its most basic, is a way to compare two versions of something to figure out which performs better. You can create two different headlines, call-to-action buttons, designs, and more, then see how each one converts.
One of the best ways to increase conversions is to run tests on your checkout process.
In 2019, the average cart abandonment rate stood at 77.13% globally. Yes, you read that right: 3 out of 4 of your website visitors strongly consider giving you their hard-earned cash before suddenly ghosting you.
To start, we recommend you try:
Your site should be clean and engaging—and make it easy for customers to find exactly what they were looking for. If they don’t find it easily, they’re likely to go elsewhere.
Determine the most essential use case for customers you’re trying to attract, then optimize your headline and site language to showcase it.
“In one line, the headline should reflect the essential promise you’re making to your users,” says Eric Rohrback, CMO of Hill & Ponton. “Then, when applicable, give a few bullet points outlining how you intend to keep that promise. Finally, clarify the ‘deal’ you’re offering with your customers and what will happen next when they click the link (for example, a FREE 30-day trial!).”
Use your words wisely, and sparingly. For instance, let’s say you sell an email productivity tool. You might use a headline like, “Get to inbox zero within 15 minutes.” Then provide a sentence or two on how you help them achieve that aim. You definitely won’t get into the history of email and provide statistics on productivity.
This principle is particularly important for any “above the fold” content. If your “above the fold” website content doesn’t grab your visitors’ attention the second they land on your site–they won’t bother to stick around any longer. But if you get their attention, they’ll stick around, and are more likely to buy.
Optimizing your text funnel is another way to fix any leaks, especially at the interest and desire stages.
When integrating SMS into your marketing strategy, Aaron Agius, CEO & Co-Founder of Louder Online, says to use automated text messages that increase urgency. “These messages have the best conversion results because they’re sent just after the user engages with your brand.”
For example, many companies use abandoned cart texts to remind customers that they left something in their cart that might sell out soon.
We’ve also seen customers like Toroe Eyewear use our Mobile Sign-Up Widget to advertise a 10% discount to website visitors. They generated an extra $7,028 in store revenue in a month. That’s a 156x return on its text marketing channel.
If you’re new to texting, you can give us a try for free for 14 days and see how easy it is to send these messages.
This often comes at the final stage of the funnel, when a customer is seriously considering purchasing your product or service.
“In the final stage, I like to provide social proof by showcasing testimonials. This powerful strategy is best saved to help customers move beyond any final hesitations,” says Vincent D’Eletto, Founder & CEO of World Agents.
Publishing positive reviews can also show a potential customer that you mean business. You can encourage your existing customers to help you with this.
The sustainable activewear brand Girlfriend Collective, for example, offers an extra incentive through their rewards program for customers who post a product review that includes a photo.
They populate their product page with photos of real people wearing them—a visual testimony to the great fit of their activewear on real bodies.
Someone has taken your desired action. Congratulations! Now what?
Many marketers miss this part: Re-engaging with customers.
“To re-engage a lead in a sales funnel, you must follow up, thus doing so on a platform where you will have the most visibility without being unduly intrusive is critical to a successful marketing campaign,” says Thilo Huellmann, CTO at Levity.ai.
Moving people from the initial awareness stage to purchasing your product or service is no mean feat.
It requires aligning your marketing efforts around what potential customers want and then meticulously testing and optimizing different areas of their journey.
Done right these strategies and approaches go far beyond making a quick buck. They set your business up for sustainable and profitable growth.
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Lindsey Eryn shows any entrepreneur looking to connect with their audience on a deeper level how to build real relationships through texting.Read