Working Your Way through the Conversion Funnel
A Case Study:
An Atlanta-based web design company targets optimization of the websites at the end of the conversion funnel but also leaves some room for optimization at the awareness, interest and desire stages too. As a consumer wades through a website, either from his mobile phone or his desktop or laptop, he passes from one stage of the conversion funnel to the next. It might happen that the website visitor loses interest midway and leaves the page without clicking on any link on the landing page, only adding to the bounce rate of the website.
The company excludes such visitors who do not convert into leads or paying customers from the conversion rates. This is considered a good practice as it does not give them an inflated conversion rate that can be very misleading and affect the overall performance of any online business.
The conversion funnel has four effective stages, viz. awareness, interest, desire and action. It is a metaphorical term, generally used in online marketing and e-commerce to describe the journey of a web visitor through an online search or marketing system.
The word funnel effectively mirrors the decreasing number of visitors at each level as they leave the webpage or website.
The click-through-rate (CTR) indicates the number of visitors who searched for a particular product or service on a referring page and actually clicked on a link provided on that page in the form of an ad or a normal link.
The CTR is a metric of the upper levels of the conversion funnel.
All the levels of the conversion funnel need optimization- else, how will your efforts show results if the visitors do not even end up on the most optimized page of your website?
The Atlanta-based web design company, which also runs internet marketing campaigns for various online businesses has a simple plan of action.
They visualize their main target for every venture they undertake. It could be getting website visitors to sign up for a newsletter, register for something, or make an online purchase.
With the goal in sight, they gradually work their way through the conversion funnel, from the top to the bottom.
This approach has been very effective for them so far.
· The first aim is to increase awareness among users and transform them into potential customers.
· The next step is building their interest in the product or service they are trying to sell.
· The third step is to incite a desire for the service or product.
· The final step is the call for action. It is the step after the visitor has added the product to his shopping cart or the step when he/she signs up for a newsletter or an email list.
It is worth noting here that with every step, the number of users keeps decreasing, which is why optimization efforts should also increase in accordance to woo more visitors and to keep the existent ones on the page.