Conversion Funnel Optimization

Conversion Funnel Optimization Strategies For All Buying Stages

Conversion funnel optimization is akin to taking apart, analyzing, and fine-tuning an engine to increase its performance. The engine is a car’s most vital element. Sure, everything around it is important in its own way, but if this one system fails, the whole thing isn’t moving forward one inch. Conversion funnel optimization, much in the same way, is essential to a business’ well-being.

In automobile terms, a better engine results in faster speeds and better energy efficiency. In marketing terms, it equates to more traffic on your website in a smaller time frame and fewer people streaming out of your funnel and into the open arms of the competition. Since it moves the whole operation forward, it is crucial to learn how to optimize a sales funnel the right way. This is a topic we could write 100 blog posts about (and we will, just give us some time!) but today we just want to share some essential funnel optimization strategies. 

Some of them will be general, with later ones being tied to a specific stage in the conversion process. Without further ado, let’s jump into it!

Make Smooth Transitions Along The Customer Journey

Every conversion funnel should be divided clearly into steps according to the customer journey. Depending on who you ask you will get a different number of elements, but the typical  customer journey works perfectly for a lot of businesses, as long as you’re doing it right: 

  1. Awareness
  2. Interest
  3. Desire
  4. Conversion
  5. Re-engagement 

Make sure every step of the customer journey (with its specific needs and desired actions) is being catered to. This simple idea can really make a difference. For example, let’s say a customer is ready to make the transition between the “Interest” and “Desire” phases. They want more in-depth content to provide them with further information about your product/service. For whatever reason, they can’t find it. The page doesn’t load, it isn’t clearly labeled in the navigation menu or the content doesn’t even exist in the first place. 

At that point, all of the momentum accumulated with that particular lead fizzles out, and they just leave. Had they been guided towards their desired information, it would have significantly increased the chances of them actually getting to the end of the funnel and converting. People will take this journey at their own pace, but you should ensure that the transition between phases happens smoothly. These chokepoints highlighted in the previous example can be avoided through clear CTAs as well as stage-specific language and page layout. You have to clear up any possible confusion the customer might have as to what action they should take next.

Get technology on your side 

We have over ten years of experience in website conversion rate optimization and we have been able to provide outstanding results for our clients. This is in no small part thanks to some fantastic digital tools such as Instapage and ClickFunnels

Some of these, like Google Optimize, offer easy experimentation that would be difficult and cumbersome to set up otherwise. You can test different variants of website design, layouts, and content with only certain parts of your audience. Then, by comparing the results, you will determine which variant they enjoy most, thus making it a permanent part of the main funnel and exponentially improving it. Conversion funnel optimization benefits greatly from leveraging marketing technology since it provides opportunities that are simply beyond the reach of normal humans. This frees you up to focus on tasks that are more relevant to your unique skills, like designing the elements mentioned above for A/B testing or planning a new business strategy. 

Conversion Funnel Optimization - Cater To Every Step Of The Customer Journey

 

Conversion Funnel Optimization Stage #1 – Awareness

  • Create your ideal customer profile. If you can assign them specific passions, interests, and maybe even shopping habits, you will have a much easier time designing the rest of the funnel. 
  • Go where your potential customers already are on social media. Many people use these platforms to gather around niche interests. Take the time to get to know these communities and what they expect from products/services. 
  • Set up an affiliate marketing network with content creators/other businesses in your field. This way you can gain access to audiences with similar interests, reducing the resources spent on sifting through the general population to find them. 

Conversion Funnel Optimization Stage #2 – Interest

  • Make multiple entry points to your website (ad campaigns, SEO, blog posts, etc.) to increase your possible outreach. 
  • Have punchy, clear copy all over. Grab people’s attention with impactful banners, images, and headlines. 
  • One of your goals here should be getting a lead’s email address for the next step, so consider offering a piece of content (lead magnet) in exchange for contact information

Conversion Funnel Optimization Stage #3 – Desire

  • Offer case studies, in-depth product descriptions, and testimonials in well-thought-out email campaigns so that people will have the information they need to make a decision. 
  • Have all of the items mentioned above available directly on your website in case someone wants to make the transition from the previous stage to this one right away. Label each page clearly and have them easily accessible from the navigation menu. 

Conversion Funnel Optimization Stage #4 – Conversion

  • Let people know your website is safe. Especially for checkout page optimization, implement and display secure payment gateways. 
  • Make sure you have HTTPS encryption on your site and that the connection is secure. If Google displays a Safe Browsing warning (telling people to be careful as they visit your site) before someone enters your page, your credibility and trustworthiness will plummet. 
  • Reduce friction in the buying process by offering guest checkout. 

Conversion Funnel Optimization Stage #5 – Re-engagement

This step is missing from most funnels. Having a dedicated system for re-targeting the people who naturally fall out of your sales funnel means anticipating their reason for doing so and delivering content designed specifically for them. 

To that end, the most effective tool in this endeavor is a re-engagement email series. If done right, it will deploy several different techniques to restart the interaction between a lead and your brand until one of them clicks and you gain a customer. 

Do You Need Help With Conversion Funnel Optimization?

If that’s the case, do not hesitate to contact us right here. We will schedule a call right away to discuss all the ways in which we can help leverage marketing technology to scale your business! 

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Vlad Popirda

MARKETING SPECIALIST

If you’ve been swayed, convinced, or otherwise persuaded by the writing on our page or in some of our emails, chances are Vlad was the man behind it.

Be it Social Media Management, Marketing Strategy, PPC Ads, or Copywriting, you can rely on him to get the job done.

With a Bachelor’s in Marketing and a Master’s in Advertising, his life’s work is to leave this world better than he found it, and he aims to achieve that by putting his talents in the service of the right people and helping businesses make a difference in the world.

Outside of working hours, you may find him singing Britney Spears songs at karaoke nights, or exercising his creativity in varied ways, such as playing chess, designing board games, playing guitar, or playing Dungeons & Dragons with his mates.

Alisa Villanueva

ACCOUNT MANAGER

Alisa is the glue that brings all the parts of our operation together. The one always keeping an eye on the bigger picture. The person that makes sure that it all works smoothly and on schedule, giving everything an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

While juggling her different tasks (Project Management, Web Design, Quality Control, Customer Service), one thing never changes: she will use her artistic sense to make a project unique and she will hear out the person she is working with, understanding their needs and wishes while integrating and tying them all together to create an outstanding final product.

When she’s not tuned in to her work, you’ll find Alisa taking ordinary things and making them beautiful. In her artistic endeavors she explores many different mediums of expression, like painting, ceramics, dance, and cooking. Among these, her dancing stands out, as she is part of a salsa dance performance team, doing gigs both locally and nationally.

Her dream is to travel and explore different cultures, which she is always doing from home by cooking and trying out various cuisines from around the world.
Short Excerpt:
Alisa is the one that makes things work smoothly and on schedule, giving everything she does an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

Zach Warshawsky

CHIEF OPERATING OFFICER

Zach manages the operational side of our business and coordinates all the work done by our team. He designs technical architecture and always keeps an eye towards the future, making sure his solutions are scalable. He applies his skills in all sorts of fields, such as Project and Team Management, Sales Funnels, Web Technology, Split Testing, Automation and CRM.

If there’s one trait he shares with Henry, it’s passionate problem-solving. Although he has been working for over 25 years in Sales, Marketing, Management, Team Building and Customer Service, perhaps his relevant business credentials start even earlier. At 15, he started a business selling and installing car stereo systems before he even had a driver’s license. Armed with a reseller’s permit and a passion for business, he started down the path of entrepreneurship and hasn’t looked back since.

With four amazing children and a wonderful wife in his life, his goal is set: provide the best possible life for them that he can. To that end, he works hard on helping clients scale their businesses through the use of cutting edge digital marketing tools.

His weapon of choice on this quest is not a coincidence, for his knowledge of technology is certainly top-notch. This can sometimes be a blessing and a curse however, when the Apple Genius Bar can’t solve a friend’s problem, it’s Zach’s phone that gets lit up.

To unwind, he spends time with his children, goes on weekly dates with his wife and is passionate about crafting culinary art… he unwinds and loves creating amazing home-cooked meals for his friends and family!

Henry Hamamjy

CHIEF EXECUTIVE OFFICER

One of the two men that started it all, Henry has a knack for judging character and managing the internal structure of our team. The go-to guy for when business owners hit a roadblock, he is well known for offering unique, scalable solutions to any issue that presents itself. 

With a background in Sales, Marketing, Management, People Development and Leadership, he puts it all to good use in the service of his clients and fellow team members, helping them better themselves. 

He’s a born problem-solver, breaking any seemingly impossible task into achievable actionable items.  He has successfully helped dozens of businesses expand to the 7-8 figure level, by designing and implementing extensible, supportive and responsive infrastructure that his clients could then leverage to their fullest advantage. 

At work, he loves helping our customers make their dreams a reality, taking businesses to the next step of success, guiding them all the while. Outside of work, he enjoys a good meal with friends and a nice Napa Valley Cabernet Sauvignon. He also likes travelling with his family and exploring different cultures and finding out more about our world. Having dreamt of becoming a soccer player when he grew up, he has since traded that sport for another, namely golf, which he partakes in whenever he gets the chance.

Little known fact, he won the Atomic Spicy Food Competition when most of the people quit after just a couple of bites. Scientists have yet to come up with an explanation.