If you are experiencing a stalled business despite all your efforts? People are just not buying your brand, although you have followed every conversion funnel-rate tactic like having a single call-to-action and using white space.
Even you have gotten your content broken down into relevant areas so that readers can easily. Your offers are irresistible, and your forms do not ask much but necessary information, yet you see the results you want.
You don’t have to worry about anything. You have done everything right. Set-up vise, though.
It takes a lot more for conversion funnel optimization than just page layouts, form design, and copywriting. Very few companies do this one marketing tactic; let alone do it right.
And that is lead nurturing.
You’ll be asking that you have already put a lot of effort into lead nurturing, but the viewers are not merely clicking, they are not buying.
But here lies your problem. You have to stop thinking about your clients as a mass-produced assembly line commodity, and that’s how your lead generation approaches them.
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If you treat your customers like a cookie-cutter-stamped person instead of a person, there isn’t any chance that they will invest their money in your business.
Why Lead Nurturing Matters
Let’s look at where your customers are coming. No matter where they are approaching you, as many as 73% of the leads are not ready to be sold. Many viewers who come to your site have no intention of buying your product. Over half of the viewers coming from the pool that is qualified, don’t buy anything.
This puts all the odds against you.
But every cloud has a silver lining.
If you handle the situation effectively, you can increase your conversion rates. Companies who properly nurture their leads generation, see a whopping 450% increase in qualified conversions.
And those who work to strengthen customer relationships, observe a 50% more sales with 33% less cost.
And remember we told you about those nearly ¾ customers that weren’t ready to be sold. Half of the clients who do not want to buy anything, with excellent nurturing of those leads, you can make 15-20% of them your customers, and it is observed that they typically earn 47% larger purchases than those who are not nurtured.
That was a whole load of numbers to be throwing around. Isn’t it?
To sum up, we are trying to say that when people feel that you care and anticipate their needs, they reward you and that reward comes from their wallets.
How can you guess what your potential customers want and how you can deliver it before they even ask? The answer is conversion funnel.
What is Conversion Funnel?
To put it straight, a sales conversion funnel is a path followed by a prospect that ultimately results in a conversion.
To understand this, let’s take an example. The traffic on your site will likely be larger. These visitors or your prospects will drop off at various points in that path. Those that do convert and makeup to the landing page will be a small percentage of the original visitors, thus making a funnel shape.
But why do they drop off?
Well, there can be many reasons. To start with, there can be specific technical errors. A disconnection between your ad and your landing page can be another reason too.
Each of these drop-offs increases your bounce rate and a decrease in conversions.
As you learn to build your conversion funnel, you will also learn how to fix these ‘leaks’ that will otherwise hamper your conversions rate.
The difference between a traditional funnel and conversion funnel is that the conversion funnel is exclusive and emphasizes customer behavior and nurturing and retention at each step of the customer’s journey.
Questions that are frequently asked while making a conversion funnel are:
- How do we aware of the customers about our product?
- How do we entice them with our tempting offers?
- Why would the customers not act, and how can we fix this.
- How can we anticipate the needs of the customers?
A conversion funnel marketing is a continuous mission of getting and retaining customers while using technology, social media, and other tools to meet their needs more effectively.
Sound too overwhelming? Don’t stress, and we will break down all the elements of conversion funnel piece-by-piece and learn how to implement them.
If you’re one of those people who think “when it comes to customers journey, quantity is what matters the most” or “all you have to do is to fill up the funnel,” we would say think again.
Companies work hard on attracting customers toward their site. For that, you have to look for your prospective clients’ needs and find ways to fulfill them.
Instead of wasting your time filtering out your inactive clients, you can look for better content generation and create offers. These are some questions you can ask yourself.
- What are your competitors doing?
- What needs to be unmet?
- Where can you outperform your counterparts?
- Is there any field you can capitalize on or dominate?
At this stage, we will look for solutions that will benefit people from multiple angles. If you make things easier for your clients, they will fall for you.
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Who doesn’t like convenience?
Once they have reached your landing page, it may seem very tempting to let your copy do all the work, and you sit back and relax.
This approach is fine too, but if you want to excel in your business, you have to compel that action. And you can do that by creating an emotional investment in your website viewer.
And how can you create an emotional investment in your client? Everyone loves to feel special. If you pay some extra attention to your customer’s opinions, they will surely reciprocate the feelings.
We admit that it is a bit hard to pay attention to the individual client, but this will surely work for your business.
Take Starbucks, for example; they have an excellent approach toward this step. By writing the customer’s name on the cup, they make them feel special, and it’s no big surprise, people prefer Starbucks and why it is the leading coffee chain in the world.
Crafting a Content Plan
Content is not just what you have in mind, but it should be what your clients want when they are on your website.
You have to know what they want precisely at every stage of the conversion funnel.
Let’s look into an example; say you run a local computer repair shop. Now the content on your site should be crafted by keeping in mind the needs of your customers.
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You can include blog posts addressing how you will provide your services and what makes you unique. You can also display FAQ and your contact information.
Your content or content marketing should be catchy and valuable so that your audience doesn’t bump into a problem.
Moving to the end of the conversion funnel, you have all the marketing strategies that end in -sell, cross-sell, up-sell, and next-sell. Between all these -sells, don’t forget the people in the equation.
If you want to fill up the conversion funnel that practically fills itself with referrals.
Dropbox has the best referral program in the business, and this marketing tactic promises enviable growth.
The key components here are two-fold:
- You get something for referring a customer (in the case of dropbox, free space)
- Your referral gets somethings for nothing (more space in their accounts)
You have to remember that the conversion funnel is an ongoing cycle. The process is always shifting, and your conversations with your customers are ever-evolving. What served their needs yesterday may not be adequate today.
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