Converting custom Using analytics to optimize sales funnels for new and returning customers

Custom conversion: use analysis to optimize sales judges

Sales funnels are the backbone of just about every company that you buy today, tomorrow or all year round.

For many entrepreneurs, the term & # 39; sales funnel & # 39 ;, also known as & # 39; conversion funnel & # 39; mentioned, sound a lot like business jargon – an attack that makes the sales process of products similar to brain surgery.

The good news is that if you already sell goods or services online, you already have a sales funnel. Easy! Right? Well, there is a significant difference between a funnel for customer conversions and the use of your website in a way that actively promotes sales.

Fundamentally, a sales funnel is a term that helps you to visualize and understand how a visitor flows from your landing page to the other side of your payment page and converts himself into a full-fledged customer in the process. The reason that the word & # 39; funnel & # 39; used to describe the process is that you want to lead potential customers from your landing page to a conversion.

There are five key elements behind a strong sales funnel. Firstly, you must focus on increasing the awareness of your company and brand. You must then convert the awareness of your target group into perceptible interest. The third element concerns the building of desires in your product or service of interested visitors. If your sales funnel fires on all cylinders, the wish you build will turn into a conversion. Finally, re-engagement is the crucial endpoint – which draws returning customers directly to the top of the funnel.

diagram of a conversion funnel

Source: BigCommerce

(An effective sales funnel will not only guide visitors in making a purchase, but also strategically reposition them to feel encouraged to return to buy from you in the near future.)

Learn from your funnels

Although many companies are guilty of guiding customers on the garden path, you must create a funnel that leads them directly to a conversion. This can be done by making your pages carefully to encourage a sale, from call-to-actions to tempting offers – if your pages can arouse public interest, your sales judge will look good from.

A problem that a surprising number of marketers suffer from is that they do not understand that people are complex creatures and that it is quite difficult to reduce them to spending their money. This means that there will never be a one-size-fits-all solution when creating effective sales judges, and the best way to work is that companies end up in the minds of their target audience.

How old will our most dedicated customers be? What language will they respond to? How convincing can we be without the risk of alienating them?

Audience is hard to predict. A spicy call-to-action loaded with jargon may work for customers under 25 years of age, but this can only represent five percent of your potential followers. Make sure you make contact with your target audience in a way that will inspire them to make a purchase.

Time is money and it certainly pays to be proactive. But setting up a sales funnel that is reactive enough to adapt to customer requirements can certainly work wonders to maximize your sales in the near future.

Sales funnels are great tools to perform a bit of trial and error. Be sure to monitor the most important pages that customers would visit on their way to completing a purchase, and pay attention to weak links.

There are numerous analytical approaches to monitor the success of your sales judges, but one of the most effective methods is also the simplest. Keep an eye on the traffic on your pages. It makes sense that if you look deeper into your sales funnel, traffic will fall. From your catalog page to your item description page, to your payment page, all the way to your completed purchase page; expect to see fewer visitors and lower click-through levels. However, if a link between one step and the other represents something of a cliff in terms of visitor numbers, it is worth reconsidering your approach. If mass & # 39; s visitors decide to leave at a specific stage of the conversion process, it makes sense that you did not appeal to them effectively enough.

insight into the optimization of the sales funnel by checking the traffic funnel on a website

Source: Google Analytics

The value of repeat customers

Sales funnels can also tell you a lot about the type of customer you attract. Sometimes marketers are also guilty of not making a distinction between new customers and repeat customers. Your sales funnel can be full of exciting offers for new visitors with a new face, and also incentives for mailing lists – but these measures will not do too much for long-term customers looking for a new reason to jump back in the rabbit hole of your funnel .

Again, the effectiveness of your calls to both new and existing customers can be analyzed at different depths, depending on the tools available to you (these tools will be examined later).

The value of the returning customer can certainly not be underestimated. They have already made efforts to cough up your goods or services, so it may be assumed that they are better able to shoot through your funnel and make another purchase.

The industry-wide emphasis on attracting new blood into a sales funnel can run the risk of existing customers feeling alienated – and is a common oversight when it comes to companies that offer services.

Returning customers have little reason to be exposed to your glowing corporate testimonial page (even if the five-star review you received two weeks ago finds it worthy to hang on the office wall), they have already experienced your sales process and have enjoyed it enough to visit your site again.

If you see that there is a large number of repeat customers on your homepage, but very few complete purchases in relation to new visitors, this may mean that your sales funnel is not structured to be attractive enough for them.

If your analysis of the sales funnel suggests that you need to work better with existing customers, consider investing new content that gives them a reason to get excited about your products. Regular blog posts are a great way to keep your audience interested and involved – whether it's their first visit to your site or the 301st time.

If you would like to level the playing field between new and returning customers, a great way to cover all bases is to use smart call-to-actions for your website and mailing lists. Smart CTAs can display different information in the same space on the pages of your website, depending on a set of variables – such as the location of a visitor, preferred language, membership of a mailing list or whether they are new or existing be a customer.


Of course there is a wide range of tools available to help you take advantage of your sales funnel's performance and analyze precisely who you appeal to and who doesn't seem to be interested in your product.

SEO guru, Neil Patel, believes that Google Analytics can enable marketers to take a more organic approach when checking their sales funnel. By mentioning a series of important pages in your funnel to check, Google Analytics can tell users exactly where potential customers are losing interest and quantify the most effective pages of your site in a marketing perspective.

For a deeper, more exponential scrub of exactly how well your sales funnel is performing, the use of tools such as Finteza can help. With the tool you can register events such as account registration, e-mail subscription and purchases, conduct behavioral analyzes and view the latest delivery point.

insight into the optimization of the sales funnel via the section & # 39; auction & # 39; van Finteza that illustrates completed sessions

Source: Finteza

(The image above shows Finteza's & # 39; Turns & # 39; section that illustrates where sessions were completed and which external link caused the output.)

With such tools you can essentially visualize your funnel, while regular reports can keep you fully informed of its performance well into the future.

When it comes to analyzing exactly what drives repeat customers, the insight that Kissmetrics offers is a beating. With intuitive visualisations and customer retention analysis, Kissmetrics is a formidable tool for shaping a winning sales funnel.

An overview of Kissmetrics' customer engagement functions for optimizing the sales funnel

Source: KISSmetrics

Remember that the behavior of the public is difficult to predict. You may think that your sales funnel is completely leak-free, but with the support of competent analyzes you can remedy structural shortcomings in an instant before your adapted solution falls away. There is nothing wrong with a little trial and error in marketing and with the right data behind you, it is safe to assume that there are many more cases of trying and success when it comes to your conversion rates.

Dmytro Spilka is Head Wiz at Solvid Digital. You can find it on Twitter at @spilkadi.

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