What Are Conversion Funnels?
If you’re familiar with marketing, you have probably heard the term “conversion funnel” mentioned a lot lately. But what exactly are conversion funnels… and how can they help your company get more business?
A conversion funnel is essentially a system for easily guiding a potential customer through the sales process with the least amount of friction. In other words, there should be know guesswork for the user. A typical conversion funnel may go something like this: someone types “swimming pool” into Google and selects one of the paid search results on the top of the page. This takes them to a landing page specifically about different types and and styles of swimming pools. The user is then asked to enter their email address in exchange for an ebook titled “10 Tips to Choosing the Perfect Pool.”
The user reads the ebook and gets some useful information from it, but still isn’t quite ready to make a purchase yet. Over the next week, the user receives an email series about 4 different styles of pools and their benefits. At the end of the series, the user is invited to visit the swimming pool company’s website. Now he or she is armed with all the information they need to make a purchase: they know about how different pools are constructed and the costs associated with each of them, and they have decided which kind of pool they would like. All that’s left to do is sign up for a consultation with the company, which they do on the website.
See how the potential customer was guided through each and every step of the buying process, all the way up to making a purchase? Nothing was left up to chance. Conversion funnels guide the user through each and every step of the purchase process until they convert.
Conversion funnels guide the user through each and every step of the purchase process until they convert.
If used correctly, conversion funnels can significantly increase your conversion rates, and thus, sales. To create an effective conversion funnel, chart out a typically customer journey from beginning to end, and then figure out how to guide them from step to step with the least amount of friction. You may be surprised by the results.