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Meeting sales targets is the great challenge that every brand or company faces, many have a website where they publish their products and offer them for sale to their customers. Meeting the goals requires constant improvements, and for all these efforts to be reflected in achievements, it is necessary to keep in mind the conversion funnelBut what is it and how does it work?

What is the conversion funnel?

The conversion funnel is a term commonly used in digital marketing, this process is one of the best ways to organise all the stages that your customers go through within your e-commerce or website, to fulfil their need or become customers. In other words, it is the behaviour of your target group from the moment they arrive at your website, until they convert or fulfil their objective. For example: buying a product or service or becoming a registration or lead.

With this methodology, you can know what the percentage of losses is in each of the phases through which your users must pass within your e-commerce or website. This is so that you can identify what happens with the flow of people entering your platform, so that with this data you can optimise and correct any errors that your page may have, and thus ensure that as many users as possible are converted.

Phases or stages of the conversion funnel

In order to identify each process, phase or stage that your customers may encounter in a conversion funnel, it is necessary to conversion funnelIt is necessary to identify what they are and what each one is about.

 

Procurement

At this stage of the conversion funnel the brand, its products and services are made known, through the various digital marketing strategies that have been planned for it, whether SEO optimisation, publications on social networks, content for various communication channels, campaigns, guidelines, etc. In this first phase, the idea is to gain visibility in the market to which the brand or company belongs, and to attract as many visits to the website as possible.

Activation

This second stage, or phase, focuses on activating all possible tools so that your customers believe in your brand and you manage to gain the trust of your audience. For this objective to be fully met, it is very important that you make a great impression on the first visit that each of your users have on your website, and thus arouse the interest of your audience to begin to generate a close relationship with your business. 

Retention

When your followers or customers reach this phase of the conversion funnelit is because they are interested in what you offer them. In addition, they consider you a very good option to make a purchase. In this step, your mission is to build their loyalty and make them spend a good part of their time on your website. It is essential that for this, they become registrations or leads in order to get their data and follow them throughout the purchase process, or if they become customers, this data will serve to offer them additional benefits that will make them loyal to your brand.

Sale

At this point in the conversion funnel your followers become regular or real customers. In order to make the purchase much easier and effective, it is important that the process runs as smoothly as possible so that they can purchase your products or services. You must take into account that if this step is too complicated, your customer will give up buying from you and will probably turn to other brands that offer an easier and more optimal purchasing process.

Reference

When your audience has made the above step-by-step journey and has become a sale, you must continue to activate their interest in your business with a post-sales stage. The idea is that you become their reference brand and they will come back to buy your products or services every time they need them, and that they will become your voice to help you attract new and potential customers. 

 

For this procedure to be effective, it is important that you map the purchase journey of your consumers, learn how through the customer journey and its role in digital marketing. customer journey and its role in digital marketing.

 

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