Conversion Funnel Marketing – How to Keep it Optimized
What’s best for conversion funnel marketing? Not making these common mistakes, keep reading to make sure your conversion funnel is optimized for your marketing campaigns.
Have you ever felt like you didn’t reach your determined goals with a new campaign or even your website development?
You should pay more attention to your conversion funnel in marketing. If your running an online store and wondering what a conversion funnel is — you’re going to want to read this post.
A conversion could be anything, depending on your site’s or your business’s goals. Typical conversion types might include: a purchase or a subscription to a newsletter, leads, form completions, anything that produces a contact or lead for your business.
When talking about conversions we distinguish two main types:
- micro-conversion like a video viewing
- and macro-conversions such as a transaction, it depends on your goals as mentioned
Once again, a conversion occurs when a visitor of your website does something desirable.
The anatomy of a conversion funnel
Once you what you’re specific conversion goals are, you need to measure your outcomes. The conversion rate shows you how many visitors have been converted to customers from a given number, and this is super important because it’s going to determine whether your conversion goals are profitable or not.
If your marketing is not performing, you need to pay more attention to your conversion funnel.
Conversion funnel marketing may sound complex at first, but it’s really easy to understand.
Conversion funnel marketing consists of the whole journey of a customer from arriving on your site to making a final conversion. The ‘funnel’ aspect comes from the fact that during this customer journey you will lose visitors along the path to an actual conversion, therefore only a small percentage of the users will be your final customers.
After your digital marketing reaches your audience, the funnel starts getting smaller during these steps:
awareness -> interest -> desire -> action = conversion -> Re-Engage.
The key to success is an optimized conversion funnel which helps you achieve your goals.
How to set up conversion funnel marketing like a pro?
Like I mentioned above, optimization is key and there are definitely some dos and don’ts about what’s best for your conversion funnel.
One of the best ways to do it right is to understand the crucial things to avoid for effective conversion funnel marketing:
1. Bad landing page
“A landing page is a web page that serves as the entry point for your customer to begin their journey on your website.”
The entry landing page is the first thing that a visitor sees, you do not have another opportunity for a first impression, so it is time to impress them now. Grab your visitor’s attention and give them what they were expected (or even something better). A bad landing page can harm your conversion rate badly so make sure you don’t have too much information but have enough quality content on the landing page. Make sure it’s not out of date and attracts visitors with the design. For a detailed walk through of how to create a landing page that generates thumping sales, click here.
2. Bad design
Your web design will make or break your company’s goals. A bad design can cause a high bounce rate, which means visitors leave your site by visiting only one page, so they will not become one of your customers. Nowadays it is crucial to have a mobile-friendly design because most people at the very lease initiate a search on mobile. Your conversion funnel should track cross-device conversions for an accurate mapping.
For many businesses a website is expected to be a (if not THE) primary source of revenue generation, and this simply can’t happen when website mistakes that leave the user out of the equation are happening.
3. Slow website
Be fast or be last.
Long load time is another lead cause of a high bounce rate. There are several reasons why your website speed can be slow. If your server’s performance is poor, it will take longer to respond, so a trustworthy server performance is fundamental. Speed also depends on the location of the server and the size of the traffic. Avoid extra-large images and complex file formats. Using JPEG, PNG and GIF formats could save you extra load time. Too many file requests, plugins, and unnecessary redirects also have a bad influence on your speed time. Ask yourself which ones are absolutely needed and dump the rest.
A slow site will cost you visitors and conversions.
Design and speed are critical in shaping the conversion funnel for effective marketing campaigns. Moving beyond that you’re going to want to pay attention to the details that will improve your customers’ journey.
Make it easy for them!
Here are a couple tips that will immediately improve conversion rate:
4. Avoid Putting CTAs at the wrong place
Every website and every audience is different, so you should A/B test where you place your CTA.
There are two options: you can place it above or below the fold. If your CTA is below the fold, you should use directional cues, which can be visual or copy based. Always develop a story to guide people to your CTA wherever it is. On a long page use multiple CTAs, but do not overdo it because that can be way too messy. If you’re unsure about the placement, there is a solution for you called click heatmaps or website heatmaps. It shows you where your visitors click and also the frequency of it. With this, you can see what should be clickable and what shouldn’t. Last but not least, use a landing page design that stands out.
When you’re designing a landing page, you need to take care of one fundamental task —to satisfy the people’s expectations. A user whose expectations are fully met is the one that most likely converts. Help them convert by removing as much friction as possible.
If you need more clarification on how to set up a killer landing page that converts, click here.
5. Avoid Unattractive CTAs
If you don’t see the expected results after finding the best place for your call-to-action, the work is not over yet!
The placement might be perfect but your CTA, but the CTA itself may not attractive enough to click. With session replays, you can make sure that they see the CTA but don’t click on it. Your button should be a color that stands out because it needs to grab your visitor’s attention.
Keep it simple!
Putting images and arrows around it could be a mistake. Simple yet colorful buttons usually outperform the extremely bold ones.
Bigger is not always better!
Especially on mobile devices, unusually big CTAs might scare the visitor away from clicking.
Let them choose!
Offering two choices could make them feel special or in control.
Finally the most important: make it seem like a clickable button. Make sure it has a rectangular shape, clear boundaries or borders and white space surrounding them. Use action words like GET, RESERVE, OWN.
A fast website with a great design and a proper landing page with the right amount of quality information creates the perfect base. After that, take a look at the details and make sure you have the perfect CTA for your desired goals.
The main thing to remember… avoid the 5 common mistakes outlined above when optimizing your conversion funnel for marketing!