Sales Funnel Optimization

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Sales Funnel View – Macro View & Micro View

Macro View

Deals with main stages of customer lifecycle. These stages could be

  1. Site Visitor – This step is to get traffic to your website
  2. Signup – This step is get email for visitors
  3. Nurture – This step is giving them free stuff to get them to buy stuff
  4. Close Deal – This step we finally make sales and get paid. 

Micro View 

Deals with steps within the stages mentioned in the macro view. Each action a client needs to take can be a step. For example going from step 1 to step 2 the user needs to take these steps mentioned below and need to be considered while analysing a sales funnel in micro view.

  1. Read an informational Blog
  2. Checkout an enticing Call to action
  3. Analyse the offer in the CTA
  4. Add email & fill data and submit

How to optimize a sales funnel for a website?

  1. Create a sales funnel with a macro view
  2. Decide few key macro metrics to measure
  3. Measure results in macro view
  4. Find the stage that needs most improvement
  5. Dive into micro view for that stage of sales funnel
  6. Decide few key micro metrics to measure
  7. Measure results in micro view
  8. Find the steps that needs most improvement
  9. Fix one issue & measure again. If successful fix the next issue, if not successful try something different. 

Tips For optimizing a sales funnel

  1. Set a benchmark – Measure conversion rates for each stage. Collect data for at least a month before starting any changes. 
  2. Find Bottlenecks – Analyse the flow of people from one stage to another and the conversion rate. Is  there a step where people are dropping out extraordinarily?
  3. Drop extra steps – When analysing ,micro view are there steps that can be simplified? Are there any steps that don’t serve an absolutely important purpose? DROP These steps
  4. First step Really easy – For every macro view keep the first step really really simple.
  5. Track Impact For Entire funnel – When you make any changes don’t make the mistake of just monitoring  the conversion from one step to the next. Always track the impact on the entire funnel. 

Research: If the customer comes to your website, They have a “need” or “want” that brought them there. Our research should focus on what this “need” or “want” is. This is a bit tricky. The customer may be looking for a bed and usually businesses try to sell the bed by listing out various features. But what the customer may want is a good night’s sleep and hardly anyone tries to cater to this core need.[/vc_column_text][/vc_column][/vc_row][vc_row full_width=”stretch_row_content”][vc_column][vc_column_text]

Stage 5 – Give price quote & cross your fingers Stage 2 – Get them to read/view content Stage 3 – Get them to share contact info & nurture them  Stage 4 – Get them to view our sales pitch Stage 5 – Give price quote & cross your fingers
What is the customer thinking
  • The customer is ready to buy a service/product
  • The customer exactly knows what their problem is, they are looking for a solution
  • The customer now is googling “problem-centricor solution-centric keywords
The customer knows the problem, they know the solution now they have to compare b/w various options available The customer is ready to buy a service/product
  • The customer is ready to buy a service/product
What should the business do?
  • Make checkout as simple as possible
  • Offer multiple payment options
  • Show how if the clients spends $10 on your product will get them $100 value.
  • Help them find a solution to the problem they are aware about
  • Get traffic to website by using “problem-centricor solution-centric keywords
Nature the customer with free content, trial offer, newsletters, freebies Give the customer data about your product features through downloads, newsletters, product pages, forums, and zillion other methods on the website
  • Make checkout as simple as possible
  • Offer multiple payment options
  • Show how if the clients spends $10 on your product will get them $100 value.
How Content marketing Works
  • THIS IS BUY PAGE with checkout option
The same content is also used for stage two. 

    1. List out a problem(s)
  • Give a possible actionable solution(s) so the customer becomes about the various solutions that solve their problem.
  1. Get their Info
At this stage we need to tempt the customer to share their email/contact info with us. 

    1. List out a problem(s)
    2. Give a possible actionable solution(s)
  • Get their Info so you can send them some marketing material about your product and services
This is the PRODUCT PAGE with list of product features etc THIS IS BUY PAGE with checkout option
Where is client in our sales funnel? People Don’t know what do we charge People don’t know About our products/service People don’t have interest in our product/service People have not Seen our Sales Proposal/offer People Don’t know what do we charge
Content purpose GIVE THEM A QUOTE Make people aware product/services. If they have ready the entire blog or watch the complete video. This stage is success Get people interested in product/services. If they have shared their contact details. THis stage is a success.  SALES PITCH GIVE THEM A QUOTE
TOOLS Buy now page with price – What all is included in the package Client  targeted through –  Blogs, Social Media profile updates & Video Creation

Information collected through – Strategic placement of Calls to action

·        Subscription CTAs – nurture leads through content through email newsletter

·        Download CTAs – nurture leads through content through email newsletter

·        Sales CTAs- Send them to sales page directly (Instant Gratification Psychology at work) to Stage

Type of content needed – good social updates, images, info graphics, helpful YouTube videos, gif animation, high quality bog content

Client  targeted through – Social Newsletters, Downloadable content sent to email lists, nature  leads

Type of content needed – HTML newsletter, mail chimp 3rd party services, Email Servers like

Sales Copy without Price – How the product service will help the client Buy now page with price – What all is included in the package
What is the business thinking? If they buy. Well done. If there is usually high drop off means the price is too high or we have been focusing on the wrong client.  Initially business knows very little or nothing about their clients. Information gathered through website analytics gives us demographics which is needed to build buyer personas Business dont know details about individual Clients. They should Get personal Info like email, phone no, website  etc. Start a one to one dialogue, collect feedback, send offers, telemarketing, We know they are interested on our Sales OFFER.But  We don’t know if they will like the COST. Also if the clients are dropping at this stage means our sales copy is not good and needs customization  If they buy. Well done. If there is usually high drop off means the price is too high or we have been focusing on the wrong client. 

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