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Building an Optimized eCommerce Conversion Funnel like a Pro
How to build a conversion funnel that actually works at all phases: Awareness, Interest, Desire, Conversion, Re-engagement. Follow us here.
Mar 25, 2020
Imagine going for an interview and instead of entering an HR office at an appointed time, storming right into a Board of Directors meeting and getting comfortable in the Chairperson’s seat. Sounds just about right?
No. As the succession of actions is broken. In order for a person to be able to storm into a Boards of Directors Meeting, one needs to go to an interview, impress a recruiter, work for years on an entry-level position to get a promotion, do an excellent job in a manager’s role to ultimately be worthy to be elected to a position of the Chairperson of a Board of Directors. There is no magic way to precipitate this course of action and to fast-forward it all.
Similarly, for an ecommerce business to sell a product or service, a business owner needs to go through certain stages to expose a product to a client, familiarise a potential customer with it, get the person interested enough to try it and purchase it ultimately.
Marketing Conversion Funnel — is a succession of stages in a marketing cycle, that a customer goes through on the way of conversion from the moment of being introduced to a product for the first time to becoming a paying customer, ie. purchasing a product or a service.
Stages of a Conversion funnel include:
Please, let’s look at the infographics below and never forget: there also should be a Re-engage stage. AIDA model describes what a funnel up to conversion looks like, but what it does not tell you is that retaining and re-engaging is also a must for ecommerce.
Let’s go through each stage!
The first stage a customer goes through is the awareness stage. This is a phase of a customer journey, where a person has the very first encounter with a product or service, not necessarily needing the product or service at all or maybe even discovering the existence of the entire niche for the first time.
We all remember how we discovered our favorite singer — through a blog, via a recommendation by a friend via Spotify or at a party. Some can recollect how they were introduced to a local shoe brand, that uses the only handwork, natural materials and can custom make it for a client. We get introduced to new products and brands by dozens daily just by scrolling through a social media feed — be it Facebook, Instagram or Twitter.
The purpose of the awareness stage of a conversion funnel: to break from the unknown. To start molding a logical association in the mind of a potential client. eg: Nike = sports shoes. Mercedes = a car.
Methods and techniques used at the awareness stage:
Where to reach a potential client at this stage of a conversion funnel:
Once you have exposed a brand to a customer, it’s time to raise some brows. Yep, this is exactly what you are doing in the interest phase of the conversion funnel — you make your client curious and maybe even slightly excited about your product.
How is this different from the stage before?
First, it’s emotional. You have to now form an emotional connotation in a client’s mind about your product. You create an emotionally colored psychological trigger, that comes to a person’s mind when they hear your brand’s name or see your logo.
Second, cognitive. A marketing manager has to answer a few monumental questions, that might occur to a potential customer:
It makes sense to utilize all the arsenal a digital marketing manager would use for acquiring a customer but provide more detailed information, targeted at igniting further interest in a client. See below an example of Casper’s ad campaign “Perfect mattress for everyone”. Simple and straightforward. It’s hard to stay untouched when you see something made for new parents, being a parent yourself.
Provided, a brand created a media, that is both: well-targeted (read: resonates with the reader/viewer/ listener) and exciting enough (causing interest towards a product or brand), a potential customer travels to another stage down a conversion funnel: desire.
At this phase, a customer realizes he or she wouldn’t mind paying the price at some point and getting this item or service. If the interest stage has been proactive and engaging enough, addressing all the dark areas, meeting all the expectations and exciting a genuine interest towards a product, this stage may as well be very short and lead to purchase right away.
At this stage, the purpose of the business is to create a desire to buy. Utilizing email marketing, retargeting and social media marketing offers are all the widely used methods for ecommerce marketing managers at this stage.
Conversion is the most advanced stage of the optimization funnel, that ends in an actual purchase. The target audience should be quite warm at this stage.
This is the stage, that PPC specialists are mostly working with when using Google ads with the keyword in combination with “buy” or “price”. You figure, if somebody is surfing the net for “X+buy”, one is happy to consider paying for an X.
One of the techniques used at this stage would be a remarketing campaign for those, who added an item to a cart and then abandoned it.
Showing your potential client obvious advantages, like:
All help to seal the deal quicker and increase the conversion.
Re-engage stage may sound like a very noble stage to exist — but it is there for purely commercial reasons. Yes, you want to show love to a client even after they have purchased from you. But there is a reason for it, in fact, a few of them:
In this phase, using email marketing and social media retargeting are the most commonly used techniques. Have a contest for the buyers of X product to win a matching color item or create a buzz with your loyal clients by organizing a double points month before Xmas.
In this example, let look at the conversion funnel when a potential client has found a product via paid sources, for example, Google ads, Facebook ads or Instagram.
The conversion funnel originating from a Messenger is pretty similar to the one above. But the trick is, that it offers an extra layer of privacy in the conversation due to low penetration of the messenger realm by the business.
There are 2 types of Messenger ads :
This conversion funnel will also include a landing page on your website to convert. But it may also involve a chatbot, that a business can build within the Facebook business account.
An inbound marketing conversion funnel is somewhat different from the ones described above. In this case, an internet user finds a piece of content, created by your brand — textual or visual — organically.
A conversion funnel is pivotal a concept in a dictionary of an ecommerce digital marketing manager for 2 big reasons:
So making sure you know exactly what your customer journey is like, plan all the touchpoints, keep measuring and refining the outcome of every phase is the meticulous way forward for ecommerce businesses.
While the general outline of the B2B conversion funnel and the B2C one is rather similar, there are nuances to how best approach them.
For example, in a B2C model, you may expect a sales manager to do some job before the conversion stage. You also will be right in assuming, that businesses need more arguments, figures, reasons to buy from your outlet — to the extremes, where your brand may compete in a tender process to convert the lead. It will be just to say, that B2C transaction is likely to have a higher cost per lead, higher marketing spend overall, longer conversion cycle, but they will also have a higher average check and in all likelihood longer LTV.
There may be hundreds of reasons why your conversion funnel is not converting.
Some of the reasons why your brand may be experiencing hiccups and poor conversion from one phase of the funnel to another:
For 2019 SmartInsights reports, that an average conversion from those who landed on your website to a specific product page is a massive 44%.
The 14,5% of all the website users will move as far down the funnel as add a product to the cart with 3,3% of all the users seeing it to the end and converting.
Does everyone know about never-ending mocking between McDonald’s and Burger King? Check out this example of surprising action from Burger King.
While looking at the results of your thoroughly designed conversion funnel, look at the following KPIs:
Website /Google Analytics, Google ads, Google console/:
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Never mind, if you don’t want to check it now, we’ll catch up with you later with remarketing, you know the story, right 😉
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