Find and plug the holes in your conversion funnel
It is a familiar story in many marketing and sales teams. One of the biggest challenges that presents itself.
You have done everything by the rules. You have provided a free 30-month evaluation. You have simplified your service and fixed all the bugs.
From all quarters, it seems that you were set for success. But when you look at the stats, there is nothing. Nada!
You feel completely baffled. There is no sale, no trials not even a peep.
The team will naturally be asked. “Where is the hole in the conversion funnel?”
If this sounds all too familiar, then you are probably aware that there are possibly many holes in your conversion funnel.
So what can you do?
The answer is pretty simple, find the leaks in your conversion funnel and fix it.
How to find the leaks in your conversion funnels
Google Analytics is a great start that can help you find leaks in your conversion funnels. You can make use of the inbuilt reports to find the leaks or holes:
- Funnel visualization report (Conversions > Goals > Funnel Visualization): Funnel visualization report is one of the most fundamental reports that shows a top-level visual view of your funnel based on the goal you selected.
- Goal Flow report: This report shows the best path to conversion. Further, it has more flexibility of options than the goal flow report, such as advanced segments and date comparison.
- Reverse goal path report: This is a very effective report because it shows the actual funnels. In here, you will discover funnels that you weren’t even aware of. It shows the three pages visited before conversion.
The purpose of reviewing these reports is to find out where the visitors are coming from and exiting the funnels most often.
These will help you find the holes or leaks that you need to fix. Improving your conversion rate means fixing these leaks and keep more users within the funnel.
By using these reports, you should be able to identify the problem areas in your funnel. And then you need to retarget your efforts based on this information.
Here are some tips to get the most of your Conversion Funnel:
1. Use social media ads to get targeted traffic
Depending on your product, Facebook, Instagram, or Linkedin might be the top contenders for targeted advertising.
Using these ads, you can go viral very quickly and attract a highly targeted user base to your eCommerce site. Ebook ads, you can get the word out for your brand quickly and attract highly targeted visitors to your e-commerce site.
You can use these platforms to build your brand and establish your value proposition. Use each channel optimally to make the most of your products. For example, if you are advertising on Facebook, then carousel ads are a great idea. This allows you to display several products in a single ad.
Also leverage every chance to promote your products and build engagement with special offers, discounts, contests, and freebies. In fact, go beyond the generic CTA and use a “Get Offer” button to grab those eyeballs.
2. Bring out the best in your product pages
Product pages are at the core of your strategy. More importantly, they can make or break the deal when your prospects are at the consideration phase of the funnel.
Ensure visitors that your products are the best option available and encourage them to add these to their carts.
The product page copy plays an important role here and should be designed to answer some common questions that the customer might have.
Keyword research is an essential tool here as it helps you understand what the buyer persona wants. Use this insight across your product pages and write your copy to answer the search intent or concerns.
3. Use Heatmaps
You might already know that heatmaps are a vital tool in analyzing the website’s usage. They are the visual display of data where you use specific colors to show values.
Most common tools use reds, oranges, and yellows(warmer colors) to show high values and blues, greens, etc. to show low values.
For conversion rate optimization, there are two main categories that you need to know:
Scroll maps: Scroll maps help you change the order of your messaging, especially for product or category pages.
For example, if your scroll map jumps from a warm(red) color to a cool color(Blue), it means you need to use more visual tips (like arrows) to keep the visitors scrolling. You might also want to move your best content above the fold.
Click maps: Click maps help in spotting areas of your website that visitors assume to be linked. In other words, if your visitors are clicking on spots thinking they will be served a link. Find these and change them to deliver a more expected outcome.
Combine insights from quantitative and qualitative data to give the users what they want. Some examples of this would be:
- Technical website analysis
- Analytical deep dive
- Customer interviews
- Split Testing or A/B testing
- Session replays
In truth, your conversion funnel will always have a few holes. That’s the nature of the beast, unfortunately. But the sooner you find these leaks, and the quicker you fix them, the more fruitful your efforts will be.