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The eCommerce conversion funnel guides potential customers through the buyer journey. We outline the stages in the eCommerce conversion funnel and how you can use it to help your business nurture your customers.

Unfortunately, there's not a single tactic for attracting new visitors to your site and converting them into loyal customers. Although paid advertising helps, spending thousands of dollars alone to increase traffic doesn't always lead to sales.

Instead, we suggest developing a specific and comprehensive marketing strategy that is based on the conversion funnel. It will allow you to optimize the buyer journey and increase your return on investment.

What is the eCommerce Conversion Funnel?

The eCommerce conversion funnel guides potential customers through the buyer journey. It maps out everything from initial contact with a visitor to how to best utilize brand ambassadors. Optimizing this process through a personalized experience at every touchpoint will make for a seamless journey and can increase conversion rates.

Stages of Conversion Funnel Marketing

Reach

The first stage of the eCommerce conversion funnel is to expand a brand’s reach through pull marketing strategies. These efforts should be targeted and personalized to reach the appropriate audience with the right content at the right time and place. Researching and analyzing buyer personas, demographics, behavior patterns, motivations and goals will help to accomplish this.

First impressions can have a lasting impact on brand perception, so it is important to ensure that potential leads have a positive experience during their first encounter with your brand. A good first impression can establish the foundation for a long-term customer relationship.

How can you increase brand awareness?

Search engine optimization, email campaigns, paid media, and social media marketing are all great ways to increase site traffic and introduce potential leads to your brand. Relevant, high-quality content will allow you to demonstrate expertise and become a valuable resource to the consumer. Cohesively integrating all of your content across each technique will also develop a well-rounded marketing experience. It is important to focus on cultivating a relationship and instilling trust rather than making a hard sell in this stage.

Improving the way that individuals engage with your content can also help to expand your reach. Optimizing product and content pages, engaging with individuals on social media, utilizing landing pages, and creating promotional content can ensure that your entire customer experience runs smoothly.

Google Analytics is a great tool that can confirm whether or not you are effectively reaching your target market. Audience metrics can give you a better sense of who is looking at your site and Acquisition metrics such as the number of sessions, new users, and percentage of new sessions will allow you to quantify how much new site traffic your marketing efforts are bringing in.

Engage

To continue building trust with prospective customers and increasing their investment in the brand, the next step in the eCommerce conversion funnel is engagement. Creating an emotional connection with a visitor is vital to developing a long-term relationship. Getting potential leads active on social media and prompting them to fill out a form that allows you to capture their email are effective ways to increase engagement and continue marketing to them over time.

Analyzing metrics such as bounce rate, pages per session and average session duration will allow you to get a sense of how often and how long visitors are engaging with your eCommerce website. They are beneficial tools for measuring the success of your marketing strategies. For example, if most users spend less than a minute on your site, you may be targeting the wrong audience or something about your site may be driving visitors away.

Convert

Once you have the interest of a potential customer, it’s time to give them a reason to buy. By highlighting products or services relevant to the customer’s needs, you can better influence purchasing decisions.

Creating pages with a clear call to action can increase conversion rates and making the purchasing process as simple as possible can reduce cart abandonment rate. Catalog optimization, welcome offers, product questions, live chats and free shipping are a few of the many ways that you can simplify the purchasing process and increase conversions. And if you find that potential customers are not quite ready to convert, you can offer them a free trial. Ultimately you should strive to eliminate poor on-site experiences, low user quality and technical errors.

Conversions are measured by metrics such as number of transactions, revenue and conversion rates. This allows you to evaluate how much business marketing strategies are bringing in and analyze how they influence your return on investment. It will also be important to note top converting landing page as this will tell you which pages are attracting the most qualified leads.

Delight

Once you have obtained a new customer, the next step is to delight and retain that customer. To keep them coming back, enable customers to stay engaged, share their feedback and refer their friends. In doing so, you can strengthen brand loyalty while simultaneously increasing brand exposure and reputation.

Already have a loyal customer base? Treat them like royalty with special promotions, birthday offers, and product reviews. Rewarding loyal customers can go a long way towards maintaining relationships and increasing your return on investment.

Why is a Conversion Funnel Helpful?

Expanding your reach, engaging leads, converting leads into customers, and retaining customers by delighting them can drastically increase the success of your marketing strategy and your scalability. eCommerce conversion funnels should be customer-centric and focused on efficiency if you want them to be an effective tool.

As you continue adapting to the dynamic eCommerce environment, your conversion funnel will also continue evolving. Clarifying and automating your funnel will allow you to keep up with competitors while saving time and money.

Interested in learning more about inbound marketing strategies for eCommerce? Check out our resource guide and reach out to our strategists today!