Obtain the most value out of your website visitors.
I’d like to talk about the conversion funnel.
Firstly, what is ‘the conversion funnel’? Well, the conversion funnel is the steps which a website visitor has to complete in order to fulfill your desired goal, whether the final outcome is a lead or a sale. Each step in this process is vital. After all, if a website visitor does not complete all of these, then the sale has not been made.
Most online marketers only look at the end result. However, it is important to consider the non-converting cases in order to discover at what stage the sale process was stopped. This information can then be used to improve the process and increase the conversion rate.
What happens if your website achieves a lot of downloads, but few sales? Could it be the checkout process? How secure does a user feel when they are completing their purchase? Are they been offered too many alternatives at this final step? These are all important questions to consider.
I believe in the KISS principle. Keep it simple, stupid. The fewer steps a website visitor needs to take to complete your desired goal, the better. Just by improving the final steps within your conversion funnel, you can greatly improve your overall conversion rate.
Using tools such as Google Analytics, you can track the user’s progress through the different stages the checkout process. This allows you to monitor your conversion funnel metrics and learn valuable information which can be used to improve your website.
