Faced with digitalization and the constant flow of information reaching consumers, their purchasing behavior has transformed. Increasingly demanding, they can base their decisions on many factors other than price . Improving the customer experience through an effective conversion funnel (or sales funnel) is therefore an opportunity for businesses to adapt to this shift .
What is a conversion funnel?
The sales funnel, or conversion funnel, is a set of tools designed to track the progress of a sale . It serves to assist the prospect in their search and then convert them into a customer .
The principle is, firstly, to gain the trust of your prospects , and then to pique their interest in your offers, ultimately encouraging them to buy . Upstream, you can attract prospects by focusing on content marketing , social media , or launching an email campaign . You can then capture their attention by offering enticing deals that meet their needs. When your prospects are ready to buy, all you have to do is guide them to take action .
To optimize your conversion funnel, you can use software like callbots .
The customer journey
In their journey, a potential customer goes through 4 phases.
- Awareness: this is the moment when the buyer feels a need and starts asking questions without necessarily identifying their real problem.
- The interest: this is the phase where the person starts to do research.
- The decision: this is the stage where the buyer evaluates the proposed options against their expectations.
- The purchase: after choosing the solution best suited to their needs, the customer makes the purchase. For the marketing professional, this step is not the end of the sales cycle , but rather its reinforcement.
Considering each step of this process is crucial in designing an effective sales funnel.
Examples of conversion funnels
Whatever path you choose for your conversion funnel, the logic always rests on three pillars: capture attention , facilitate the purchase decision , convert into a sale .
The goal is therefore to create sources of traffic through content marketing (articles, videos, etc.), social media (Facebook, LinkedIn, etc.), advertising, partnerships (influencers, CPM, etc.).
From these sources, prospects are directed to sales pages, webinars , or email capture forms. These are called landing pages . These pages must entice them to learn more. At this stage, you absolutely must position yourself as a "solution provider " for your prospects by offering relevant solutions to their problems and displaying an effective pop-up .
The culmination of this process is the purchase . Your prospects are directed to order forms. Once a prospect becomes a customer, the next step is to continue nurturing them with additional offers and after-sales services to build loyalty.
The two paths presented in the following examples serve only as a starting point. You can build your own conversion funnel by combining the elements according to the overall context of your business.
Example 1: website, sales page, personalized quote
In this first example, the initial step is to build an inbound marketing strategy . This strategy involves prioritizing high-quality content that addresses the concerns of a target audience in order to engage them. The second step consists of seamlessly integrating digital products into the articles . The goal is to direct prospects to a sales page. After the offer is accepted, the next step is sending a personalized .
To capture your target audience , you need to publish regularly on relevant topics . In addition, you should always offer a newsletter subscription. Add free bonuses regularly to make your offer even more appealing. Throughout your email series , then offer your training to those who want to delve deeper into the subject.
How to improve your conversion funnel?
To improve your conversion funnel, add value to your content. Offer irresistible to capture your prospects (eBooks, white papers, training courses, reports, audits, etc.).
On each of your landing pages, the calls to action (text, image, button, etc.) must be clearly visible and provide a concrete solution to your readers .
Your website design plays a significant role in optimizing your conversions. Everything matters: placement, copywriting , and so on . You can use A/ B testing to evaluate which version converts best.
Tools for creating a conversion funnel
Just a few years ago, building a conversion funnel was complicated and expensive. But with technological advancements, all-in-one tools are now available. They manage simultaneously: all the pages of the funnel, email marketing , payment and delivery, membership management, and more.
The idea is to create a funnel that is both efficient and easy to use sales automation tools . Here are a few examples.
- ClickFunnels: It's the number one sales funnel. Easy to use and customizable, it offers a 14-day trial. It has comprehensive and practical features: an opt-in email capture funnel, the BackPack affiliate system, and the Actionetics autoresponder.
- GetResponse: This tool is relatively simple to use. Its use does not require advanced computer skills, as the features are already configured. Furthermore, the instructions are clear and precise, which will only improve the conversion rate .
In short, a funnel is a tool that allows you to accurately identify sales opportunities. When well-designed, it can be a particularly effective lever for improving sales.
