A successful sales funnel relies on a simple formula. Drive qualified traffic to a highly relevant landing page with an effective call to action on your website.
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Your Site Layout
Each product or service you offer should have its own landing page.
Landing pages vary from lengthy sales pages to very simple single page calls to action with nothing but a headline and an email subscription field.
Your niche or industry will usually have a consistent type of landing page that is most effective at collecting email addresses.
Do some research on your competitors and learn from what works for them.
The overall key to an effective sales funnel is to remove stumbling blocks from the customer’s experience of your website.
Improving Customer UX
UX means User Experience. It’s a term that has come to the forefront of marketing jargon – for good reason.
A negative customer UX is one where the customer finds it difficult to use or navigate your site.
They may encounter a single overwhelming barrier to using your site (including making a purchase on it) or they may encounter a series of small stumbling blocks that result in them abandoning the sales cart at the last moment.
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UX should always be taken into account as part of the buyer journey. It’s part of the trust you build.
In the mind of your customer, if you can’t offer a glitch-free buying experience, or it appears you haven’t taken the time to test it, you lose trust immediately.
The “Experience” of Buying from You
We mention “buying experience” which may sound a little trite, but how a lead “experiences” our sales funnel is part of the conversion process.
People make buying decisions based on emotional responses. Sure, they rationalize it afterward and try to make their decision seem logical, but emotion drives every part of the process.
It’s important that while your lead is experiencing an emotional reaction to your sales copy that prompts them to take action.
While we can’t always be persuasive enough in our sales copy to get a lead to strike while the iron is hot, we can at least use modern technology to be persuasive for us.
Retargeting, also know as remarketing, pixels are a cookie-based piece of code that shares information about the page our visitor has visited.
That cookie stays on their browser when they navigate elsewhere and allow your advertising to appear on the advertising channels of other websites.
Traffic is the lifeline of every website.
You can have all the great content you want, free offers, and the most enticing calls to action known to man, and still fail to generate new leads or convert them to customers.
Your website is not enough. You need to drive traffic to it.
This process begins with understanding your niche and where they spend their time. To do this we need to revisit our customer avatar.
Your customer avatar is a profile of what your ideal customer looks like. It consists of an accumulation of data collected from your market research, such as:
- Marital status
- Geographic location
- Disposable income
- Hobbies and interests, and
The reason behind such profiling is that you can treat your customer avatar as your “typical” customer and understand more about what problems they have, how your products might help solve those problems, and how much they can afford to spend on those solutions.
Understanding this data about your customer avatar doesn’t just allow you to target them with your best sales copy.
It also allows you to understand where they are most likely to congregate online, where they will most likely spend time looking for answers to their problems, and who they will trust to help them.
All of this information means you can optimize every stage of the sales funnel to match their journey, but it also means you have the fastest route to traffic. Go where there are already people.
Almost every highly trafficked site has an advertising program. LinkedIn, Facebook, Twitter, and Pinterest are the most highly known – but other sites that may have a better fit with your customer profile include Reddit and personal blogs.
Blogs are an often overlooked means of gaining traffic. Your SEO expert should have a good grasp on website analysis and by using tools such as those available from Moz and Ahrefs, should be able to find well-known blogs run by bloggers who would be receptive to charging for advertising.
What’s any part of your marketing campaign without sifting through the results and making changes to maximize results?
Analytics is a vital part of your sales and marketing. It can’t be stressed highly enough that continuous testing is the key to evolving a high performing sales funnel.
Whether you are just starting out or a seasoned pro, Google Analytics has something for everyone.
Aside from giving you metrics about your customer demographics, social media presence, and search engine visibility… all highly valuable data, Google’s analytics platform can be used to track goals on your website.
Goals measure how well your site performs against expectation and consist of almost any relevant action taken by your site visitor:
When a visitor arrives on a specific page. This could be a thank you page, a download page, a product page – any page of your choice, allowing you to track any movement on your site.
An example of its usage would be to track how many customers land on your product download page after payment processing, or how many arrive on your squeeze page.
How long a person stays on your site. You may wish to lower the bounce rate or increase engagement with your content.
A duration goal will let you track if your site visitors are staying above or below a set time.
Pages per Session
How many pages a site visitor views. This is another great goal for measuring reader engagement.
When an event such as a download, a click on an ad or a video is played. Monitoring events is a great way to see what interactive content is working and what’s not.
For example, if a webinar replay or a how-to video is being watched.
One of the most exciting tools in the Goals dashboard of Google Analytics is the Goal Flow and Funnel reports which shows where a lead enters and leaves your sales funnel, allowing you to prioritize the fine-tuning of specific parts of your funnel.
Finally, Goal Value allows you to set a value for each goal so that you can assign a dollar value to each action your visitor takes.
In the final post of our Sales Funnel series, we will continue with why you need to track your conversion rates. View all the other posts of this series here:
- Understanding What Sales Funnels Are
- Why You Need To Build A Sales Funnel
- How To Build A Sales Funnel
- 4 Stages of a Sales Funnel
- Why You Need To Track Your Sales Funnels Conversion Rates
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