You most probably have heard of people who have created a sales funnel. You might even have a funnel for your own business. However, most people just make it and have no idea how to actually use and benefit from it. For example, although they see a significant drop-off at the bottom of their funnel, they still do not even care about their checkout page design which is a colossal blunder. Like everything else, there is a golden step to making a sales funnel really useful. This is where funnel optimization comes into play.
Conversion rate optimization is not just about your informative pages. The conversion funnel is exactly where you can generate more revenue for your business. So, optimizing it would be of significance.
To be on the same page, first, we should define what a conversion funnel is. Why do people go so wrong? Additionally, how can you masterfully optimize your conversion funnel?
Keep reading to find out everything you need to know about conversion funnel optimization!
What is a conversion funnel?
How can you ensure that you’re making the most of your traffic? It makes no sense to spend a fortune attracting potential customers if they leave your site without making a purchase. Your site must provide easy-to-follow pathways that lead these new users to the desired end goals and maintain a healthy conversion rate.
A conversion funnel is a term used to describe the path you design for visitors to take as they navigate your website towards your desired event. The name “funnel” comes from each layer getting closer to the conversion, with a smaller and smaller group. This conversion can be defined as any action you want your users to take.
Do you need to collect email addresses? Make use of a conversion funnel that leads to an email address form. Do you sell anything on your website? Use a conversion funnel to guide users from their initial point of entry to the “thank you for purchasing!” page (simple version pictured above).
Your conversion funnels can be as complex as you want; therefore, your final version will most likely be much more complicated than the one shown above.
How do you optimize a marketing funnel?
Funnel optimization is not as easy as it may sound. Even those who care about their funnel optimization struggle when it comes to practicing it.
However, don’t worry! There are some tips and tricks that can help you in your funnel optimization. We will discuss some of the best practices for the optimization of your marketing funnel here.
1. Make your site easily navigable.
Your consumers should be able to follow an explicit route from start to end. Regardless of how people visit your site, make sure there is an easy method to go to the product page. Additionally, make sure that the shopping basket is prominently displayed on each product page. People may leave your conversion funnel at any point for a variety of reasons. So, remove any of the factors that you don’t have influence over, or your conversion rates will decrease.
2. Keep your pages simple.
William Gaddis wrote in his book, The Recognitions, that simplicity is the ultimate sophistication. Every stage of your conversion funnel should be intended to elicit an action, whether it is collecting an email address or directing the consumer to the buy page. Define the action you want for each stage and ensure the remainder of the page does not detract from it: everything on the page should lead to the action you desire. Moreover, microsites are a fantastic example here that have much potential for all businesses. Read this article to find out the hottest microsite trends in 2022.
3. Analyze your landing pages.
Once you have established funnel visualization, your initial round of testing should concentrate on your landing page. Click here to read an article that can help you in your landing page design. Also, here are the components you should put to the test:
Experiment with several headlines to discover which ones attract and retain the most visitors.
The copy should be chock-full of advantages for the reader, beginning with the most enticing.
To enhance conversion, experiment with various background and text colors. However, make sure you follow W3’s accessibility contrast guide.
Font Style and Size
Experiment with various font sizes to discover which one keeps readers on the page the longest. Also, experiment with multiple font styles to see how they affect conversion.
Test the purchase path to remove any friction you find. Tip: When it comes to abandonment rates, slowing down the page loading time may be your most significant problem. Additionally, to test your conversion funnel, use Google’s PageSpeed Insight tool. During a usability test, you may also discover the effect of sluggish page load on conversion. Use both in tandem to find the best purchasing route.
This is the last step in building a high-converting landing page. You should immediately remove anything irrelevant to the page’s emphasis.
4. Analyze Your Sign-Up Forms.
Your sign-up forms are the next funnel optimization step to evaluate. The following are the standard components to test:
Experiment with various headlines on your sign-up form and see how they affect sign-up pages. Take this seriously. It has the potential to increase traffic and conversions significantly!
Words in the Text Box
Make sure that the phrases you use are not ambiguous. Otherwise, you risk scaring away guests.
Experiment with different ways to place the text boxes on the form to discover which arrangement provides the best conversion.
Text Boxes on a Single Page
Examine your completion rate to determine whether fewer boxes improve conversion rates. Furthermore, keep in mind that fewer text fields do not always imply greater conversions. By gathering additional information, you can enhance back-end conversion.
These filters are excellent for keeping spammers out, but conversion rates may suffer if they are too tough to understand.
5. Test Your Trust Elements
Trust is essential on the internet, especially when convincing people to give you their money. This is why you must instill trust on your landing page and throughout your online conversion funnel.
You must have the following components at a minimum:
Guarantee: Will you refund their money if they are dissatisfied? Will you be able to complete this task in 30 days? How about 60 days? How about 90 days? Try out various versions to discover which one works best.
Logo of the Better Business Bureau: Applying for a BBB logo for your website is a simple process. You must be a member of your local chapter and spend about $400 each year. That is nothing when it comes to putting your client at rest.
VeriSign’s logo: The VeriSign logo is a globally recognized indicator that your online checkout procedure is safe and secure. That is enormous. If you do business without that seal, your internet conversion rates will suffer. You may obtain a VeriSign seal for less than $300 per year.
Reviews and the use of HTTPS may also help increase trust.
Use all three trust components above for the most remarkable outcomes. However, this does not mean you should not conduct a few rounds of A/B testing to see which logo is the most successful. You will want to figure out where each trust element should be placed on the page.
In the process of funnel optimization, you should be testing all the time. As a result, you will receive a lot of valuable data that will help you increase your conversion rates.
Listen, if you are not testing and trying to optimize your funnel, you are throwing your money away. There are so many cheap and straightforward methods to test that are easy to follow. Besides, who wants to lose money? Not me!