Once you set up a sales funnel, there are several things you should implement in order to maximize your conversion rate. No matter what you’re selling, this checklist can help you get better scores, close more clients and get a better understanding of your business.

1. Set up proper analytics

You are what you measure. Nothing more, nothing else.

If you don’t have an overview of what’s happening on your sales funnel, you’re blind.

You might get a few sales, but it is as nothing’s happening. Worse — you will not succeed at getting any better.

Besides of your amount of sales, there are a few basic metrics you should get: 

• Page Views: the amount of times your page is viewed
• Unique visitors: the unique amount of people looking at your page
  

These first two metrics can get you another one: the average amount of times someone is looking at before making a purchase. That’s your frequency, and it will help you set up the right advertising strategy.

• Scroll rate: you should implement on your page scroll tracking in order to measure two things. The first one is the % of people making at least one scroll (that could be a 30% scroll for instance). The second one is the % of people scrolling to the end of your page (that could be 90%) which meant they were interested enough to read your offer until the end.
  

We do have an article that covers this scroll tracking strategy, specifically to get a handle of your bounce rate.

• Funnel progress: One of the best ways to set up a sales funnel is to break the progress of your lead along the funnel through distinct pages (one sales page, one checkout page — you might also have an opt in page where you collect emails). Once you do have these pages, it’s easier to have a proper funnel performance measurement: how many people are progressing from the sales page to the checkout page, then how many people are successfully making a purchase from the checkout page.
  

This will allow you to identify where your funnel is leaking, what are your best pages vs. those who are not performing well.

Even better — this will allow you to A/B test each one of these pages, and select after each time the best one, so you can improve your funnel scores continuously. For basic A/B tests once you do have your Analytics set up, be sure to check out Google Optimize: https://marketingplatform.google.com/intl/fr/about/optimize/

• Source tracking: make sure to track your traffic sources accordingly, for example through utm_campaign link tagging. This will allow you to understand which traffic sources are the most valuable for your business - and which source need to be handled differently.
  

2. Focus on your “Above the fold” section 

You know what they say — you can't get a second first impression.

This is also true for your business. What first-time visitors are getting from your page is very important, and will likely define your funnel performance.

Before they even have to scroll, people need to understand:

• What you’re doing in an unique way. Be clear about your proposition value: you’re not trying to “make the world a better place” but to fix a specific issue. Say it.
• Why it’s a fit for them.
• A clear Call-To-Action (and do not try to outsmart this part with some kind of a wordplay: be straight to the point and be honest to your visitors)
• Get them to continue their visit by scrolling to the next part or opt in with their email right away.
  

3. Retargeting

Make sure you do have a retargeting ad campaign in place. A retargeting campaign is a specific kind of advertisement, where the people that you’re targeting are people who already had an interaction with your business, without making a purchase (so make sure to exclude these people every time!)

What’s the best interaction to use? It largely depends on your budget and your business, but it’s usually within these few options: 

• Visitors who did look at a page of your website,
• Visitors who engaged with your social media,
• Visitors who started to checkout (or added product to cart) without completing the purchase.
  

In order to set this up on Facebook & Instagram (and that’s our recommendation for most cases, as it is where you should get your best results), there a a few requirements: 

• Have a Facebook Ad Account,
• Have a Facebook Pixel,
• Track your main events on the website (that is — purchase and their progress within your sales funnel).
  

If that’s the case, take a little advertising budget (let’s say, your monthly traffic divided by 10 as a start - if you have 10k visitors a month, then you should take €1k, that’s 30€ per day). That’s just an amount to test your retargeting performances, you should adapt this amount depending on your performances.

Launch a Conversions campaign, optimized on your Purchase event, to target all these people who interacted with your business without making a purchase. While setting up the targeting, make sure to only select Feeds & Stories placements (for conversion purposes, the other ones tend to work worse).

Side note — sometimes, if you have less than 10k visitors a month, an Ad campaign with the “Reach” Objective will work better, since you’re not targeting a large number of people. This objective will help you display your ads at a lower cost.

4. Get some social proof

That’s something that usually always helps slightly increase one’s conversion rate.

Pretty early on your sales funnel, feature a few social proof elements (press reviews or user reviews), but just as an overview.

That could be, for example, only featuring the press logos, or the average grade users are giving to your business ie.  “Rated 4.8/5 by more than 100+ clients”.

Then, later on your funnel - below on the sales page or on the checkout page (that something you would need to test) - provide larger chunks of social proof: full reviews, testimonials or press articles.

5. Get it reviewed regularly, by fresh eyes

It’s hard to see things as new when we’re building it. We tend to have a blind eye on some mistakes that are basic.

That’s why we can help you today. Be sure to check out our funnel review offer - within two days, get a detailed audit of your funnel and gain actionable insights you can implement in the next 3 hours.

Get better results with what you already have.

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