The end-goal is to nudge your customers to take the desired action by providing relevant visual cues in CTA buttons.
Pro tip: Note that once your customer has made a purchase, your real job begins. This includes offering 24×7 support, requesting customers to provide in-depth and real-time feedback, and driving strategies to further boost your customer’s experience and strengthen the relationship.
To make the most of this stage, brands typically use advertising, content marketing, social media marketing, and organic search. This ultimately allows marketers to target the right customers.
What Is A Conversion Funnel?
Since customers today spend a considerable amount of time researching products/services, having a live chat option can prove to be a handy tool for customers.
The unifying goal that characterises every conversion funnel is driving users to take the desired action or proceed to the final conversion stage (aka making a purchase).
A conversion funnel visualises and reflects the various stages in the buyer’s journey leading to purchase. It is often categorised into three sections:
Image Source
An informed account of your user will help enhance the overall customer experience, allow your agents to provide customised and contextual solutions, and leave your customers coming back for more.
The Four Stages Of A Conversion Funnel
This valuable data can then be used to curate relevant and personalised campaigns and convert more prospects into customers.
Stage 1: Awareness
Here’s an in-depth example of a buyer persona that uses real-world customer quotes (extracted from interviews) to add character and depth to their persona profile:
Stage 2: Interest
As you might have guessed, the idea is to pique your prospect’s interest by offering relevant insights and data so that they ‘consider’ going ahead with your product/service.
A big mistake. Not counting your sales metrics is like not grading students during exams–you’ll never understand how well your brand is ‘performing’ till it’s scored.
Stage 3: Decision
Step 3: Make iterations as necessary and build your test variations.
Stage 4: Action
Once you have a steady stream of traffic coming into your website, you can think of ways to engage your leads. This could be done by offering high-quality blogs/ebooks/webinars for free. In marketing terms, we call this micro-conversions.
Some brands also offer discounts in exchange for newsletter sign-ups by users or demonstrate social proof in the form of customer reviews, case studies, and testimonials.
The solution: The team changed its onboarding flow, where email verification was now done after completing their questionnaire.
Top-8 Ways To Create A Conversion Funnel For Better CX
1. Invest in an onboarding program.
1. Upper or top of the funnel: Where the user does is beginning to know the brand, how it can cater to their needs, and engages in active research
You can also integrate your live chat tool with all the relevant information that your customers may need so that it can educate and engage your customers while they get to know your brand:
You can also integrate your live chat tool with all the relevant information that your customers may need so that it can educate and engage your customers while they get to know your brand:
3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase 3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase 3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase 3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase
- Keep the number of steps in your onboarding flow to a minimum.
- Gamify your onboarding process.
- Always show user progress during the different stages of the onboarding process.
- Map out your email sequence for user onboarding.
- Ensure that the onboarding experience is mobile-optimized.
- Monitor the effectiveness of your onboarding flow.
2. Use live chat support as the first phase of the conversion funnel.
3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase 3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase 3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase 3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase 3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase
4. Work on user persona and design the funnel accordingly.
3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase 3. Lower of the funnel: Where the user has zeroed in on their favourite brand and digs into reviews to gather more information about the brand so that they can complete the purchase
7. Add voice search functionality for personalised CX.
The problem: Upon launch, the brand had amassed over 2,000 sign-ups. However, the data showed that many users never completed their profile (by answering a questionnaire) to receive relevant matches. The root cause? On signing up, users had to verify their email address by moving away from the site–this proved to be a significant pain-point in the onboarding flow:
- Build content that’s centred around your user’s questions. As per data, “Nearly 10% of voice search queries begin as actual questions – who, what, when, where, why, and how.”
- Create a My Business Profile on Google so that your brand’s name pops up in all local searches. Why? Because research indicates that 51% of consumers would use voice search to find a local business near them.
- Ensure that your website is mobile-friendly, as 20% of mobile queries are now voice searches.
8. Invest in managing your conversion analytics.
Finally, live chat can add a ‘personal touch’ to the buying experience, allowing agents to proactively reach out to customers and offer guided support, as Warby Parker’s live chat service demonstrates below:
- Traffic sources such as direct visitors, search visitors, and referral visitors
- Interactions per visit and user behaviour
- New visitor conversion rate, which includes understanding what your new users are finding interesting on your website/app/any other platform
- Return visitor conversion rate, which includes understanding why your customer came back
- Cost per conversion or lead generation costs
- Exit pages, which include understanding which pages are causing people to leave
- Bounce rate, which refers to the number of visitors visiting your site and immediately going away without doing anything
On A Final Note
A high-converting sale funnel is a lot of work, but if done right, it pays off. Marketers need to consistently stay updated with the latest conversion trends and look at ways to boost their sales efficiency.
Author Bio: Dhruv Mehta is a Digital Marketing Professional who works at Acquire and provides solutions in the digital era. In his free time, he loves to write on tech and marketing. He is a frequent contributor to Tweak Your Biz. Connect with him on Twitter or LinkedIn. More importantly, it re-engaged existing users to take the next step (complete questionnaire or verify email) by rolling out a highly-personalized email campaign:
Image Source
