by Asena Hristova
Marketing funnels are one of those concepts that everyone knows about and has implanted in their marketing strategy, but few actually pay attention to it in detail. An ecommerce marketing funnel is a representation of the journey your potential clients take as they become your loyal customers.
It helps you understand and optimize the route your customers take from first coming across your brand until completing the desired action and repeating it. That action is called conversion and that’s why the ecommerce marketing funnel is also called ecommerce conversion funnel or ecommerce sales funnel.
Why is it important?
Building such a funnel helps you map your buyers’ journey, identify potential gaps, and optimize your sales process as your customers move through the funnel.
The goal is to educate your visitors, gain their trust, establish yourself as a thought leader, and stay top of mind when they’re ready to make a purchase. Then, make the return for more.
A marketing funnel is a metaphor for the process of capturing leads and converting them into customers. It helps you do all this in the most efficient way, without losing any potential customers on the way.
The 4 stages of the funnel and how to improve them?
The e-commerce marketing funnel normally consists of four stages. During each stage, the consumer makes decisions based on their interactions with your brand so far.
This stage is your first point of contact with your prospects.
They might be looking around for a possible solution to a problem they have, and they have come across your brand. They don’t necessarily have a purchase intent, and this is why this stage is crucial for your sales funnel.
At this point your potential customers are interested in gathering general information and researching various possible solutions to their problem. They are unsure and it is your role to show them that you are the best possible solution for their needs.
It’s important that you provide your prospects with non-commercial contents such as:
- Blog posts
- Information videos
- “How To” videos
2. Consideration (Interest)
At this stage, people are already interested in the solution you offer for their problem. They are considering buying from you. Now, your job is to facilitate interested visitors to learn more about why your product is best for them.
Therefore, continue entertaining and educating them to keep their interest. Create and share content which is more in-depth than the content in the awareness stage. The aim is to prove that you’re the best solution to their problem in comparison with your competitors.
Here are some ways you can do that:
- Compelling copy
- Email newsletter – providing educational as well as promotional value
- Optimized product pages
- Engagement with your followers on social media – message them, tag them, respond to their comments
- Comparison blog posts
By this stage, you have filtered the leads from the previous two stages and are now left with people who are aware of your brand and interested in it but are still not sure if you’re the best for them.
Your job is to convince your visitors that you’re better than the competition. Hence, the content you provide them at this stage should convince them to complete the purchase. Your marketing message should communicate how your customers will benefit from buying from you.
Here are some good tips for doing that:
- Behaviour-Based Emails – e.g. abandoned cart emails
- Case studies
- Discount codes
- Write an epic product description
- Build your CTAs strategically
- On-site messages
4. Loyalty (Retention)
Congratulations! You’ve guided your prospects through your ecommerce marketing funnel, and they are now your customers. What now? Make them return and buy from you again!
Adding this last stage to your marketing funnel helps to generate lifelong customers. Why should you bother? It’s easier to sell to them because they already trust you and it’s way cheaper than attracting a new customer.
Best practices for that are:
- Send product recommendations via email
- Run Facebook and social media retargeting ads based on the items they’ve purchased
- Deliver loyalty program invitations
- Referral Marketing – ask for a referral using order confirmation emails
Only a selection of your customers will become brand ambassadors, but there’s a 32% chance your first-time customers will make a second purchase from you.
In a perfect world, everyone in your target audience would be aware of your brand, consider your products, decide to buy, and act on a purchase — then continue to buy again and again.
Although, this is sadly not possible, you can certainly improve the smaller steps to increase your conversion rate. If you optimize for each stage, you’ll be more efficient and generate more revenue. And that is precisely what the ecommerce marketing funnel will help you do.
Book your free consultation with us if you want to improve your ecommerce marketing process!