Creating a right conversion funnel on your e-commerce site means optimizing your conversions and profits in many ways. 

However, it involves many operations that cover your website’s entire design, not just one aspect of it. You must provide the complete package for your customers.

The conversion funnel has many small steps, and each of them can increase the chances of getting more sales on your site. 

Here, let’s look at what a conversion funnel is, its parts, and seven best tips for building a high-converting e-commerce conversion funnel.

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What is Conversion funnel?

Girl Listening about conversion funnel

It’s easier said than done; All you have to do is optimize your funnel and provide a qualified service or product, and you will be on the right track for more sales, right? 

Well, often, it is much more complicated than that.

Customers may be exceptional, but improving and building a proper conversion funnel can lead to a lot of new sales.

But what exactly is the converting funnel? 

It’s a route that your customer or user will follow or a process in which a user gets to your cart and completes the purchase. 

Conversion funnel stages

There are four different stages of the conversion funnel, and at each stage, the numbers decrease, which is predicted. We can improve this funnel by reducing the drop-off numbers at each step of the funnel.

The funnel has four steps:

  1. Landing page (go to interest)
  2. Product page (search)
  3. Shopping Cart (Decision-Check)
  4. Purchase (loyalty-order)

To make the most of the conversion funnel. Each step needs to optimize in specific ways. Moreover, in this blog, we will look at best practices for e-commerce conversion rate optimization.

What do these Conversion funnel stages mean?

What do those steps mean? To get started, all customers who come to your site or begin with the landing page. 

It is the most crucial step of the funnel, and the drop-off number is the largest. 

At this stage, your customers will understand your products and services and where you need to reach them. To get their interest, you need to provide exciting content like free blog posts, articles, guides, and some video guides and presentations.

In the next process in the funnel, usually, only 40-50% of people come from the landing page to the product page. 

At this stage, customers will be interested in your products because you have hooked them with an engaging landing page. 

It is an important step, and here you should provide complete and compelling product pages. Talk about your products and give them some value, but don’t forget to include specific details that some customers want to know.

Once customers have determined that your product page is attractive for purchasing the product, they enter the shopping cart stage.

It is an essential step on the road to buying, and poor shopping carts are often the reason people stop shopping. 

They can add products to the cart, but they never complete the purchase. Some good practices that can reduce the number of cart dropouts.

The final step is to purchase, where customers decide to buy your product. These are the people who go through the whole funnel, which is the number you want to increase. 

It is crucial to have an attractive checkout system, but it is essential to provide satisfactory products and transparent transactions that you need to see at this stage.

Now, let’s get ready to look at some of the best ways to improve your funnel in general, including actions.

Optimize your e-commerce funnel

1. Attract customers through social media (Taste Platform)

To clarify, Digital marketing is part of the funnel’s first stage, the one that leads users to the landing page.

Moreover,  Social media marketing, which is thriving on various social media sites, has many advantages.

In addition, nearly 90% of marketers claim that social media has performed well for their business. 

However, among others, you can increase your brand awareness, create more inbound traffic, improve brand loyalty, expand your search engine optimization or ranking, and, most importantly, increase your conversion rate.

Facebook is a social media platform known to almost everyone in the world and has a large number of users. Without a doubt, that’s why it’s essential to create an effective strategy to bring Facebook users to your site. 

Significantly, Facebook usage in the US market increased slightly from 86.3% in 2018 to 86.8% in 2019. This number is expected to increase to 87.1% by 2020.

Surely, Facebook ads are great, but not enough. Firstly, It will provide attractive advertisements that promote your products well. Secondly, it will give an engaging landing page that will motivate your visitors to continue the conversion funnel.

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2. Provide free and attached content on your landing page (interest phase)

The purpose of your landing page is to attract customers and make them want to buy your products or make them interested. People start choosing pages and products that give them value, and at this stage, you need to do so.

For instance, it may include mini blog posts, various promotional articles about your products or services. However, it is not just about your products, it can also be:

  • Bullet points
  • List of numbers
  • How it works
  • Letter of sale
  • First-person video
  • Quick Quiz
  • Our Story’ section
  • Comparison chart
  • Praise
  • Letter of appreciation
  • User-Generated Content (UGC)
  • Staff profile
  • Interactive content
  • Photo spread
  • Pictures and images
  • Schedules and courses
  • Questions to ask

3. Use social identity in your product pages (consideration step)

When you display your products on your products page, it is crucial to verify that your products are worth the time, money, and customer effort in certain types of testimonials. 

Particularly, the best approach is to display social proof (customer reviews, posts, or helpful comments) on the product page. This way, your products will look more meaningful.

In addition,70% of Americans report in the Minor Report seeking feedback from review sites before making a purchase. 

Surprisingly, the good news is that Bright Local found that 88% of users rely on online reviews for personal recommendations.

 4. Optimize your product pages (consideration step)

The next step is a crucial one that you should take if you haven’t already – Configure your product pages.

It involves giving customers all the information they need. For example, the product description should not be boring, explain how it feels to them, but make sure it also contains some technical information.

Additionally, add a practical call-to-action button to your site, which gives customers the ability to make quick purchases. 

For instance, provide all the information they need – shipping, costs and fees, and more. You may find great motivation for your CTA, but make sure it is fun, unique, and special.

Specifically, one aspect that should not get overlook when discussing optimizing a product page is web analytics, especially quality web analytics tools such as heat maps and session replay

Generally, they will help you answer all the questions that start with “why” in the optimization process.

5. Exit Intent Trigger Introduction (Shopping Cart Step)

Most shopping carts will not go to the end. Fortunately, you can do a lot to reduce that number.

One of the best steps you can take is to produce a pop-up message when the customer is about to exit the cart. You can do so with exit-intent triggers, which can be very useful for this.

You can add mixed triggers for better results. For example, PixoJet uses a pop-up with an exit-intent and a timeout trigger.

6. Optimize your checkout system (shopping cart stage)

One of the most critical parts of your conversion funnel is your checkout system. 

Seven out of every ten visitors leave the checkout page without purchasing anything. And this is a large number. There are many evergreen ideas to reduce it:

  • Offer prices in local currencies
  • Do not register shoppers

One study found that 30% of shoppers skipped the checkout process when asked to sign up. Give the guest checkout instead or create a user account automatically.

  • Free Shipping and Free Returns

Consider adjusting your product prices to include shipping. For Nuface, an online shop selling skincare products has added 90% to free shipping on simple orders above $ 75 on their homepage.

  • Mobile-friendly design

Be sensitive to all types of mobile devices, which means using tappable buttons to make sure it loads quickly (reduce the number of images), and facilitate navigation (align vertically).

7. Offer and Promote Loyalty Program (Loyalty)

The final step never stops – keeping your customers loyal to you. 

It is an ongoing process that can help you build long-term relationships. 

You can offer an exclusive loyalty program with discounts and special offers for those who buy from you more than once. You need to promote your trusted program to know what they earn if they are loyal to you.

In one report, 84% of consumers said they had the opportunity to live with a brand that offers a loyalty program. 

And 66% of customers confirmed that they could get rewards to change their spending behavior.

Final Words

Improving your conversion funnel is an essential task for businesses. It’s an ongoing process, but definitely worth your time. If you do it right and continuously try to improve something, then the result awaits.