{"id":50208,"date":"2020-04-30T09:04:26","date_gmt":"2020-04-29T21:04:26","guid":{"rendered":"http:\/\/13.236.98.142\/?p=50208"},"modified":"2020-04-30T09:27:15","modified_gmt":"2020-04-29T21:27:15","slug":"conversion-funnels-and-their-power-in-e-commerce","status":"publish","type":"post","link":"https:\/\/pureseo.com\/gb\/blog\/conversion-funnels-and-their-power-in-e-commerce","title":{"rendered":"Conversion Funnels and Their Power in E-Commerce"},"content":{"rendered":"

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Whether you\u2019re a peddler of cupcakes or a purveyor of the law, the number one goal of your business is conversion. <\/strong>While these two services are undeniably different from the outside, the deeper mechanics of the customer\u2019s journey towards conversion are closely similar. <\/p>\n\n\n\n

In the fields of SEO<\/a> <\/strong>and digital marketing, the phrase \u201cconversion funnel\u201d is thrown around a lot. Most businesses have a slightly different conversion funnel model, and all these conflicting viewpoints can get confusing if you\u2019re trying to understand how to guide your customer to the \u201cBuy Now\u201d button. <\/p>\n\n\n\n

The good news is that the models you see differing from company to company are just fractured reflections of the same five stages: Awareness, Interest, Decision, Conversion, and Re-engagement.<\/strong> Some are more in-depth, while others are highly simplified. The key is to find what works for you and optimise your site using the core tenets of this model. <\/p>\n\n\n\n

Let\u2019s say you\u2019re the owner of an online cupcake store; we\u2019ll call it \u201cByte Cakes\u201d. Now, let’s go through the five stages and get you some customers.<\/p>\n\n\n\n
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Awareness \u2013 The Handshake<\/h2>\n\n\n\n
\"An<\/figure>\n\n\n\n
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As much as we would like to, we can\u2019t just jump into the\nmiddle and bottom stages of the funnel. We have to take prospects from cold to\nwarm, so we\u2019re focusing on introducing potential customers to your brand and generating\nleads<\/strong> to your website. <\/p>\n\n\n\n

You can think of the first part of the conversion funnel as the \u201chandshake\u201d. Your customer is encountering your business for the first time, and you want to be memorable! You want to occupy the \u201ctop of mind\u201d spot and be the first thing that comes to mind the next time they need the kind of services you offer.  <\/p>\n\n\n\n

Understand Your Audience<\/h3>\n\n\n\n

Understanding your audience is crucial, as you don\u2019t want to be spending marketing efforts on an audience that won\u2019t respond to your business. Those who don\u2019t like cupcakes are few and far between, but your best bet is to use the information from tools like Google Analytics<\/a><\/strong> to get a clear picture of the specificities of your demographic. <\/p>\n\n\n\n

Once you\u2019ve done that, you can optimise your messaging, ad design, and ad placements to reach as many members of your ideal audience as possible. Tell your brand\u2019s story, be as authentic as possible\u2014all these efforts will help your brand resonate with the people who are most likely to buy. <\/p>\n\n\n\n
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Interest \u2013 Make Them Take Notice<\/h2>\n\n\n\n

Now that your customers know who you are, it\u2019s time to make them notice your brand and, more specifically, your products.<\/p>\n\n\n\n

People may now know about <\/em>Byte Cakes. So, the next logical step in the conversion funnel is to let them know about the flavours and types of cakes (i.e. products and services) you have on offer. A great way to do this is through the creation of a customer connection. <\/p>\n\n\n\n

Generating a Lead from Your Site<\/h3>\n\n\n\n

Once a customer hits the Byte Cakes site, we want them to be hooked on the content therein. To keep them engaged, the content must be excellent! Focus on creating compelling copy and intuitive user experience, as this will increase the number of times a customer browses your site as well as the amount of time they spend on your site.<\/p>\n\n\n\n

During this stage, include something that will capture their email address, e.g. a newsletter subscription. When you do so, you now have a direct connection with your customer that you can use to perpetuate their interest. That\u2019s progress! <\/p>\n\n\n\n
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Decision \u2013 Making the Choice to Buy<\/h2>\n\n\n\n
\"A<\/figure>\n\n\n\n
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We\u2019ve all been customers of one business or another, so we\nhave all felt that moment of decision while gazing at the product we\u2019ve been\ninterested in. <\/p>\n\n\n\n

\u201cYep, I\u2019m buying it.\u201d<\/p>\n\n\n\n

The key to getting your customer to this point is in\nconstant connection. Use the email addresses you now have to market products in\nan appealing manner. Our recommendation? Try a weekly newsletter! It doesn\u2019t\nclutter up their inbox (and thus annoy them into unsubscribing), but it does\nremind them of your products periodically. <\/p>\n\n\n\n

For example, Byte Cakes could send out a weekly newsletter detailing the events they have catered, as well as small recipes and descriptions of new flavours they\u2019re testing. Eventually, the customer will cycle past the interest phase and into the decision to purchase, which is exactly where you want them to be. <\/p>\n\n\n\n
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Conversion \u2013 Thanks for Your Purchase!<\/h2>\n\n\n\n

If there is one thing that you should take away from this\narticle, it is this: do everything you can to remove friction from your\nbuying process. <\/strong>If you want customers to convert and purchase a product\nfrom you, you need to make it as easy as possible for them to do so! <\/p>\n\n\n\n

Optimise your products and payments page to create an easy\njourney from the \u201cBuy Now\u201d button to the \u201cThanks for Your Purchase\u201d page. So\nmany businesses neglect this pathway, and that leads to hordes of customers\nabandoning their carts right at the point of conversion. Here are some tips to\noptimise their payment process:<\/p>\n\n\n\n