There’s no magical secret to an ecommerce business success. It depends on numerous factors and happens only when you work hard for it.
Yet, to understand what particularly should be done to drive sales, it’s absolutely necessary to comprehend your customers’ behavior, desires, and concerns.
This is when the ecommerce sales funnel comes into play.
It helps thoroughly study each stage a customer goes through making purchases at your website and increase revenue without turning to ecommerce conversion rate optimization services.
We’ll explain in detail how to build a sales funnel most efficiently.
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At its core, the ecommerce sales funnel is a roadmap that spells out a customer’s journey from being a mere bystander to becoming a fan.
Think of it as a system that funnels in potential customers, warms them up, and eventually wins them over to the point of purchase and beyond.
The ecommerce funnel has five stages: awareness, interest, decision, action, and retention.
Each stage of the sales funnel serves a specific purpose, and understanding these nuances helps tailor your approach.
So, when setting up shop online, it’s not about creating the widest net and hoping for the best. It’s about reeling customers in, step by step, and ensuring they stick around.
You’ll need to delve into your customers’ psyche to get a handle on this.
What makes them tick? Why do they hang back? At which point do they jump in with both feet? By gearing up with the right strategies, you’re not just selling a product but crafting an experience.
And in today’s cutthroat digital landscape, these experiences set you apart, allowing your brand to shine through and stand out from the crowd.
So, as you venture further into ecommerce, remember: it’s not just about moving products off the shelves.
It’s about building relationships, fostering trust, and turning casual browsers into lifelong customers.
Navigating the twists and turns of ecommerce is hard.
But when broken down into distinct sales funnel stages, it all starts to fall into place. Let’s dive deep into these stages, unraveling the ins and outs to give you a leg up in your ecommerce endeavors.
Picture this: someone out there stumbles upon your brand for the very first time.
Perhaps they’ve chanced upon an ad or had a friend drop your name in a conversation. This is the point where curiosity gets piqued.
They’ve got a hint of what you offer, but they’re not fully clued in yet.
Your mission? To put your best foot forward and make that memorable first impression. Here are some efficient tips for this stage:
When potential customers fire up their search engines, ensure you’re the beacon they’re drawn to.
By honing in on the right keywords, you carve out a space for your brand in the vast digital landscape.
Team up with key personalities in your niche.
With the right influencer partnerships and punchy social media campaigns, you can get the word out and amplify your reach. It’s all about piggybacking on their credibility and tapping into their follower base.
For example, Clinique actively collaborates with influencers to promote their products.
Now that you’ve caught their eye, it’s time to reel them in.
At this juncture, potential customers are doing more than just window shopping. They’re digging around, soaking up information, and trying to figure out if what you’re serving up resonates with their needs or desires.
This is your golden opportunity to lay your cards on the table and show them what sets you apart from the crowd.
Here’s how you can ignite interest:
Don’t just churn out simple articles. Dive deep into topics that resonate with your audience.
Turn over every stone, offer fresh insights, and position yourself as the go-to expert in your niche. For example, videos have an uncanny ability to draw people in.
Whether it’s a behind-the-scenes look, a product demo, or an insightful tutorial, make sure your videos don’t just inform but entertain as well.
You may also benefit from breaking down complex topics and serving them up in an infographic format.
Segment your email list and craft tailored messages that speak directly to the recipient’s needs or interests.
Check-in with leads, keeping the conversation alive.
Maybe they checked out a product but didn’t make the purchase. Gently nudge them, reminding them what caught their eye in the first place. Throw in a compelling customer story, showcase a recent blog post, or spotlight a new product.
Keep things fresh, ensuring your subscribers always look forward to what’s landing in their inbox.
Refresh your product descriptions and images. Ensure the photos are high-res and attention-grabbing.
Experiment with angles, lighting, and even interactive elements like 360-degree views to truly bring products to life.
Streamline the user journey by cutting out any friction points on your landing pages. Is your call to action clear? Can visitors quickly find what they’re looking for? Lead them seamlessly towards taking action.
At this point, potential customers are on the brink, teetering on the edge of making that purchase.
They’ve sized up their options and mulled over the pros and cons. Will they, or won’t they? This is where you pull out all the stops, sweetening the deal and nudging them towards that all-important ‘yes.’
Time-sensitive deals can really light a fire under potential buyers.
Put forth a tempting offer, and then watch as the ticking clock does its magic, nudging shoppers towards a swift purchase. As they hover over the ‘buy’ button, sweeten the deal with a last-minute surprise.
Maybe it’s a small discount on a complementary product or a bonus item tossed into the mix.
You can also tap into the fear of missing out (FOMO) by making stock levels visible and emphasizing scarcity when it’s genuine.
Real words from real customers pack a punch.
Carve out prime real estate on your product pages to showcase rave reviews, ensuring prospects don’t have to dig around to hear the good word.
Dedicate a whole section or even a page where potential buyers can dive deep, sifting through stories, experiences, and feedback from those who’ve walked the path before them.
Amplify trust by showcasing reviews not just from your site but from external platforms as well. This transparency beefs up credibility and gives a well-rounded view of customer sentiment.
This is where all the hard work pays off. The shopper, now convinced and excited, takes the plunge.
They’ve added items to the cart, checked out, and are eagerly awaiting their purchase. But remember, while this stage culminates in a sale, the journey doesn’t end here.
If there’s one thing that can get under a shopper’s skin, it’s a long, convoluted checkout.
Pare it down, stripping away any unnecessary steps or distractions. The faster your customers can move from the cart to completion, the better.
Offer a guest checkout option, and if there’s an issue—like an expired credit card or an out-of-stock size—highlight it straight away.
If you have an opportunity, toss in free shipping—it’s a perk that often tips the balance between cart abandonment and conversion.
When the customers are about to check out, surprise and delight them with an unexpected discount, especially for those first-time visitors.
A pleasant surprise at the last stage can seal the deal and leave a good impression. See how Bodum highlights the discounts and shipping terms at the checkout.
You can also entice shoppers to add just a bit more to their cart by offering bundle deals, upsells/cross-sells, or “buy one, get one” offers. Not only does this boost sales, but it also gives customers a sense of added value.
This is where most brands stop, but not you.
After that initial sale, it’s time to turn up the charm. By checking in, offering support, and ensuring customers are head over heels with their purchase, you set the stage for repeat business.
The main objection at this stage is to keep the conversation going, turning fleeting transactions into lasting relationships.
After the purchase, don’t just fade into the background.
Drop in with tailored offers that remind them of their smart shopping choice. Dish out newsletters, blogs, or videos that add value to their purchase, making sure each touchpoint solidifies their connection to your brand.
Another good strategy to use is to check in with satisfaction surveys. This way you can engage with customers and get feedback to improve your brand.
By setting up a loyalty program, you’re rewarding repeat purchases and turning your customers into VIPs.
Every point, badge, or level-up becomes another reason for them to stick around. Try to think beyond just discounts.
How about early access to sales? Maybe a sneak peek at new products? The little things can often pack the most punch, turning casual shoppers into brand evangelists.
Word of mouth marketing can work wonders.
Encourage your satisfied customers to bring in their friends, and sweeten the deal with discounts, freebies, or other incentives.
When customers sing your praises, it’s bound to drum up more business.
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Building and analyzing an ecommerce sales funnel requires tools that can assist in various stages, from driving traffic to your site to post-purchase engagement.
Below are some tools categorized based on their functionality:
The foundational bedrock of any online store, these platforms enable you to craft, customize, and launch your ecommerce site.
They’re like your virtual storefronts, each with its unique bells and whistles.
Think of these as your virtual loudspeakers. They amplify your presence, drawing potential customers in and boosting brand awareness.
These platforms help you keep the conversation going, nurturing leads and fostering relationships through targeted email campaigns.
These are your virtual magnifying glasses, giving you a close-up view of user behaviors, preferences, and interactions with your site.
Here are some of the metrics that should be tracked when building a successful ecommerce conversion funnel:
The key players in fine-tuning your site’s performance, ensuring visitors don’t just browse but take desired actions.
These tools ensure potential customers who’ve shown interest but didn’t convert are reminded of your products or services as they browse other parts of the web.
These platforms serve as your relationship managers, organizing and analyzing customer interactions to enhance relationships and drive sales.
Dedicated to making sure customers come back for more, these tools focus on rewarding loyalty and fostering long-term relationships.
Giving you a view of your sales funnel, these tools pinpoint bottlenecks, drop-offs, and opportunities, guiding your optimization strategies.
According to Hubspot, 48% of marketers prioritize the improvement of their sales funnel.
In a nutshell, while the digital landscape is ever-evolving, the essence remains the same: understand your customers, address their needs, and continually refine your approach.
Whether you’re just setting up shop or have been in the game for a while, the ecommerce funnel is a powerful blueprint to guide your efforts, ensuring that every click, every interaction, and every sale counts.
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