How to build a high converting
E-commerce sales funnel. (Boost Conversions and Drive Sales)
In an e-commerce store, you want the visitor to fill their carts and spend money on buying your products. That seems to be quite obvious and natural. But what if they don’t perform certain actions you want them to do?
According to Smartinsight, when 43.8% of visitors view a product page of any e-commerce store, only 3.3% make a purchase. Another report from Bigcommerce suggests that the average conversion rate of e-commerce stores is only 1 to 2%.
It means that your visitors are more likely to bounce immediately. However, being the owner, you would want your visitors to fill their cart and not get called away from the computer. Moreover, you would desire to convert your leads into customers. And get a conversion figure higher than the average rate. But, how do you do it?
Simply by creating high conversion e-commerce sales funnel and optimizing it.
In this detailed guide, we will cover:
What is a conversion funnel in e-commerce?
Different stages of e-commerce sale funnel,
Importance of creating e-commerce conversion funnel
And how to build e-commerce sales funnel for a higher conversion rate
What Is a Conversion Funnel in E-commerce?
We can define the e-commerce conversion funnel as a journey of a potential customer from the moment they first become aware of your brand to the point of making the purchase. This process also includes post-conversion phases retaining customers, cross-selling, upselling, and subscription-based models.
Based on the structure of an e-commerce store, each business has a different conversion sales funnel. This sales funnel can be unique depending on the products and how users interact with their businesses. However, the basic fundamentals of conversion sales funnels stages are more or less the same.
The 4 E-commerce sale funnel Stages
Typically a conversion sale funnel has four stages. Each stage is designed in such a way that they are interlinked and move the prospect closer to making the desired action.
During each funnel stage, the prospect makes the decision based on the perception they have built about your brand and product.
Particularly for an E-commerce sale funnel, high conversion means more sales. So if you will optimize each stage of the conversion funnel, you are on the right track to generate more revenue.
Let’s have a brief look at all the four stages of the e-commerce conversion sale funnel.
As the name suggests, the awareness stage is to make the prospect aware of your offerings and products. In this stage, the targeted customer may hear about you through social media, advertising, or even word of mouth.
This stage is crucial as the prospect is likely to learn about your brand for the first time. Therefore, this stage requires educational and engaging content from your side.
Once you have set the hook and the potential customer is aware of your brand, never let them escape. In the second stage, the prospect will evaluate your products and offers based on their interest. They will also think about the problem they are currently facing. So make sure to feed them with the exact solution to keep them interested. You can also add educational and entertainment value so that they remain hooked.
Visitors don’t often become your customer right away. They go through different phases, browse around and engage with the site before handing you the money.
Therefore in the e-commerce sales funnel, you need to create a desire for your product up front. So Instead of talking about the product’s features, tell them the product’s benefits and take them through how it can add value to their life. You can accomplish this through your marketing message on how they will ultimately get the reward.
All the work of the e-commerce sale funnel comes down in this action/purchase stage. Here you ensure everything to make customers add your products in the shopping car and click the “Buy Now” button.
As is mentioned before, the conversion rate of an e-commerce store is not more than 1 to 2%. However, you can do better. To get more sales and inspire the prospect to take the desired action, examine the checkout process. Also, get a detailed insight into which element is working fine and what has caused someone to abandon the shopping cart.
The Importance of Creating an E-commerce Conversion Funnel
A conversion funnel-sometime is also known as a sale funnel, is quite essential for an e-commerce store to move the lead through a pipeline. Besides this, it plays a vital role in molding prospective minds, making sales, and identifying changes that are causing hindrance in growth.
Moreover, it lets you know the area impact conversion the most. So you can adjust your marketing strategy accordingly.
For example – your research depicts that Facebook and Instagram are playing a vital role in conversion. And a large audience is paying more attention to your social media posts and doing engagement.
So having these stats and data in your hand can help you take action and expand your social media activity. Moreover, you can focus more on Facebook and Instagram. Create more engaging posts, offer discounts, and encourage your website visitors to follow you on social media. Furthermore, on your website, you can place a prominent click to action (CTA) for Facebook and draw your website, visitors into a social sphere. All these steps will help you to create more sales, increase repeat purchases and convert as many leads as possible.
However, if you are not paying attention to it, you are likely to miss business opportunities.
How to build a high converting e-commerce sales funnel.
Identify your Customer Journey
To build a successful high converting e-commerce sales funnel the first step is to map out your customer journey. But, if you are wondering how to do this, it is simple.
With the help of User flow and other metrics in Google Analytics, you can track down your customer journey and figure out what they do after arriving on your website. Moreover, google analytics also helps you identify where they came from and how they behaved after leaving your e-commerce store.
The following questions can better help you to understand the customer journey
- What referring domain brings more traffic to your e-commerce store?
- How many touchpoints does an average prospect make before making a final purchase?
- And is there any change in visitor’s behavior when they first land on the homepage then arrive directly at any of the product’s pages?
To get a high conversion rate, always provide your prospect a clear path to follow. From the first stage of the funnel, when targeted customers become aware of your brand, to the last stage, when they are likely to purchase, a good user experience and easy navigation hold the key.
Therefore, be sure that the visitors are not getting a confusing layout. Also, they have a clear and intuitive way to get the product with a high loading speed and easy to checkout.
It is necessary because researches show that customers do not like difficult navigation and whenever they feel dissatisfied they will leave your store. So no matter where they land on your site, for a better user experience, you must provide them a convenient path to shop.
To give your visitor a better navigation experience, you can identify the weak points and improve them.
Map your funnel strategy to conversion triggers
Use all the four sale funnel stages mentioned above and usher the prospect through your conversion funnel. You can do it by carefully creating a plan and defining different types of content for different stages.
To ease the whole process, you can list the types of content you want to use at every stage. But at the same time, remember this doesn’t deal with on-site content types only. Retargeting ads, email marketing, and other content strategies are also part of it.
Use Facebook Ads to Get Targeted Traffic
To create brand awareness, you can’t get a better platform than Facebook. Having more than 2.32 billion monthly active users it is the most effective source to get targeted traffic.
Facebook ads feature also allows an e-commerce store owner to get the word out of their brand quickly. Moreover, it is heaven for the marketer, as they can choose different conversion goals and run their marketing strategies.
However, the best part is it doesn’t come with any limitation, and you can use however you want. Here are a few of the best practices that you can do to get targeted traffic.
- Promote offer
- Promote content
- Display product categories
- Repurpose your value proposition
Use Social Proof across Channels
As social proof has got a huge weightage in different aspects of everyday life, it is equally important in the e-commerce store. Over a few years, marketing experts are using Social proof as a go-to- tactic. In the e-commerce sale funnel, it is a viable tool to convince visitors. And tell them about the quality and credibility of your store.
Social proof can have different uses across the different channels. Check out a few of the best ways to implement a better conversion rate.
- On-site Social Proof
- Off-site Social Proof
- Social Proof in Paid Ads
- Social Proof in Email Marketing
Optimize your main and product pages
The main page and product page are the heart of an e-commerce store. It is the place where you win the prospect and turns into a customer. A store usually has different product and category pages, depending on the number of products listed. So if you are selling hundreds of products, you will have various product pages, and it will be hard to distinguish the best one.
Therefore, as all of these pages may act as the landing page for the customer, optimizing all pages are of utmost importance.
You can start this by considering both Search engine optimization and user experience in account. By understanding the keywords density, Meta description, image alt title, and off-page SEO, you can provoke Google to send direct traffic to our store.
Optimize your forms
Successfully capturing the lead is the first step toward increasing your conversion rate. As most leads are captured online, these forms can make or break your conversion rates.
For example, if you have set up an email subscriber form and people are not filling it out, you are missing a quality lead and potential business.
In an e-commerce website, shorter forms tend to perform better. It is because a few form fields reduce friction and the work doesn’t seem hectic. Moreover, people don’t like filling dozens of fields and providing their personal information. Therefore, for building a high converting funnel, keep your form requirement limited. And ask the visitor only the most essential information.
Analyze and optimize your checkout pages
Checkout pages are the most important ones. You must treat these pages like a separate entity and give special attention to them. Although some people might confuse it with product optimization, it is completely different.
As the cart abandonment rates high, business tends to lose a lot of money at this stage. However, by analyzing and optimizing the checkout page perfectly, you can encourage the buyers to complete the purchasing process.
To help your customer feel comfortable and secure, you can conduct a survey online. In the survey, you can ask them questions directly and take their opinion. It will give you a better idea of where you are lacking and what causes hindrance at the checkout page. Moreover, to make the process more convenient, you can use a two-page checkout, offer more payment options and add a progress bar.
No matter what your business is, customers will go through the sale funnel in their sales journey.
However, some will jump through stages quickly, while others might take weeks and months to convince. But the key here is to have a clear understanding of your prospect journey. This understanding will let you know how your prospect is moving through the e-commerce sale funnel so you can use the information to optimize each stage.
Although building a high converting funnel for an e-commerce store may seem an uphill task. However, if you have the right strategy and comprehensive data, you can improve the user experience and ultimately increase your revenue.
Now you can implement some of these strategies right away and see the improvement in your e-commerce conversion.