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We gave a definition of a conversion funnel and explained how it works. Today, we will see how to build a funnel with four stages, corresponding to the steps made by the consumer walking through the funnel. These four stages will serve as a simplified scheme and guide to build our funnel.
Before starting to build a funnel, one of the first steps we need to take is to clearly identify both the type of conversion we want to obtain and our final goal. How do we want the user's journey to be converted, once he or she arrives to the final, narrowest part of the funnel? The goal of the funnel should not always be to sell a product or service. For example, some other types of conversion could be useful: we can get a client to sign up on our loyalty programme or to subscribe to our newsletter.
Let’s see which are the four steps we need to follow to build an effective funnel:
First step: drive attention towards a product or service.
As noted in our previous newsletter - and as you can see in the graph - in the first stage we generate brand awareness. In this phase, a brand needs to be noticed, so as to end up in the funnel of perspective clients. How can we intercept a user? Fortunately, we have several web marketing tools at our disposal, such as:
SEO organic traffic
Guest posting on other websites
Sharing on social media
For these tools to work properly and to get from them highest possible efficiency, it is important to carry out a target study, to identify the user base of our product or service and its characteristics. By doing so, we will be able to target our audience correctly and to lead into our funnel the users who are actually interested in our product. As a consequence, we will have a higher conversion rate, which is the ultimate goal of a funnel.
Second step: generate interest toward your product or service.
The second stage consists in designing strategies and tactics to push and motivate a client to take a further step. We therefore need to engage them more.
How can we put this into practice? First of all, it is important to keep the customer inside the brand’s orbit. We can use a number of tools to do so. For example, we can lead our client towards our social platforms, with a like on our Facebook page or an Instagram follow. In addition, we can invite the user to give us his e-mail address to take part in a Forum or to subscribe to our newsletter, pairing this with a retargeting advertising plan. Data collected from users can prove vital in the next stages to build a targeted remarketing strategy.
Third step: generate a desire for your product or service.
We can now devise elements to convince the user of the quality of our products. We may provide answers to specific questions, like: “what is the added value of our product?”, “what is our story?”, “in which situations we can be more relevant than others?”. In this way, we can satisfy the user’s thirst for information, generating in him a stronger and stronger desire.
We can also devote more attention to the creation of ad hoc content to support our funnel. E-books, infographics, podcasts and other tools can be extra inputs to build customer loyalty.
It is essential to have a light, user-friendly and engaging landing page that can convey the added value of our product or service in the most effective way.
Fourth step: stimulate conversion.
This is the bottommost and narrowest part of a funnel. The customers who chose to trust us, generating conversions in your favour, will go out from here with a purchase.
The goal of the last stage of a funnel is to encourage users to take action. If some users will be ready to convert, others will need an extra input to reach the desired finish line.
Elements able to support conversion are: customer support, follow up, easily readable FAQ section, coupons or special discounts, and a user-friendly checkout page.
You now have all the preliminary information on how to create a conversion funnel. All you need to do is try!