The eCommerce Conversion Funnel
The eCommerce Conversion funnel is a process that describes how all the marketing activities work together to convert a new visitor into a customer. The foundation for the process is called the Online Integrated Marketing Strategy. Once the visitor is aware of your product or service, they enter the funnel and start the conversion process. Below are the 5 steps of the eCommerce Conversion Process.
The eCommerce Conversion Funnel
Awareness is simply the process of informing the visitor about the product you are selling, the service you provide or the cause that you are passionate about. This step needs to be very brief and easy to understand, you can get into the details later. Remember that you are competing against other brands or service providers and your visitor will be visiting their website as well. Because of this it is important to highlight the benefits of your product or service right away. You will want to supplement your information with images, multimedia or any other eye catching idea that will keep your product top of mind.
This is where you get to the nitty gritty of what you are offering. A study recently found that 80% to 90% of all people research online before making a purchase. After your initial page showing a list of items or services, you are going to want to build an individual page that describes each specific product or service in complete detail. You don’t want to bore your customers with difficult and hard to read information or instructions, but it’s important to give them enough information to make an informed decision. Make sure not to misrepresent any features or make claims that can’t be backed up. This will surely backfire and will cause your business to lose credibility.
Once your visitors are aware of your product or service, know the benefits of your business over your competition and have researched the details, it is time to consider whether to buy your product or service or those of your competitors. Because you want them to consider your product over your competitors, you may want to offer an additional incentive to sway your opinion. Incentives may come in the form of a better price, a special sale or coupon, a feature that your competitor doesn’t offer, or free shipping. Another way is to create a community of people that are loyal to your specific product or service (Nike vs. Adidas) and help them to spread the word.
If you have done everything right, then the customer will be convinced that your product or service is superior to those of your competition and will make the purchase. This doesn’t mean that your product has to be the lowest price or best on the market (Ralph Lauren). A well executed marketing strategy or brand will help you overcome those obstacles. Many business owners think that this is the last step of the conversion process, but it is not. There is one more step that follows the sale and it is: the post-sale experience and feedback. Unless you sell a product or service that a person would only buy once in their life, then you are going to want to bring the customer back to buy more products or provide more services.
The final step of the conversion process is what happens after the sale. There are multiple things that you must do to ensure that your new customer returns to purchase more items or services in the future and that they tell others. Make sure you send a confirmation email that describes what they purchased, your return policies and a thank you note. Put their email address in a mailing list and let them know when you have something to offer them. Also, make sure you have a section for reviews after each product and ask them to provide a review. This will help you gain new customers when they see your products with positive reviews. Finally, don’t be afraid to ask them to tell their friends and family about their experience.