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.
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:
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.
We do have an article that covers this scroll tracking strategy, specifically to get a handle of your bounce rate.
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/
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:
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:
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:
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.
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.
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.
This is one of the questions that we got asked from our weekly Q&A on Instagram. Follow us to get a chance to ask your own questions and don’t forget to subscribe to our newsletter as well for growth strategies that are served fresh out of the oven.
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