In order to get a better understanding of what a good marketing funnel is, let’s review the shop of Open Spaces, and let’s take a few minutes to highlight their strengths and what they could do better.
Open Spaces is an online DTC storage units brand, characterized by an intelligent and efficient e-commerce strategy to convert their audience, both for items being over 400€ (such as storage furniture) and for items lower than 50€ (especially for smaller accessories).
They offer a wide range of products and they manage to display all of them in a consistent way, but the most impressive thing is that they manage to change the sales process in order to be able to sell several items at once!
When you visit the website for the first time, the navigation is quickly interrupted by a pop-up window offering a 15% discount: you can understand the message just by reading the title, and the conversion rate for this kind of pop-upop-ups is usually very high - about 30%. Since Open Spaces deals with a qualified audience, visitors are well-advised to quickly send their e-mail addresses to get a 15% special offer. And it’s especially true given that 1/ the price of the products may be high 2/ the promo code is still displayed straight after, without interrupting the navigation.
In this regard, they built a great homepage: you can see their 3 main value propositions straightaway:
And throughout the navigation on the website, you can see the products displayed in real-life situations through nice videos. These videos are flowing and they show the products as they could be placed in your own home – and often, they are displayed together, and not alone!
Straight after that, they point out two kinds of reviews: customer opinions and quotes from magazines and newspapers, especially from the specialized press. It’s obviously a way to immediately boost the social proof and to convince about the merits of the products.
In the video, you can see how their upselling works, in order that the consumers fill their shopping cart and spend more, by adding some extra products under 50€. When you are ready to buy a furniture item for 400€, it’s important for the online shopping manager to optimize the shopping cart of the customers: the more products you add, the better it is.
Opens Spaces knows how to deal with this issue: throughout the navigation, on the homepage, on the products pages and through the reviews, you can see the items in real-life situations, in the interior spaces. Most of the time, the most important products (those over 400€) are displayed with the accessories, so you can see how they can be combined and used.
Once you are on the product page, a section shows the “frequently bought together” items and they make up a bundle that the customers can select and add to their cart with one click.
Even when the product is in the shopping cart, there are some other product recommendations and the aim remains the same: arousing interest.
This upsell process, unlike Native for instance, works without any catchphrase or pop-up: it gets quite simply into the navigation and the sales funnel.
This brief funnel analysis was made as an example. We love doing that – it’s our job.
We analyse and improve funnels all day long. So, if you need advice for your own conversion funnel and your landing page, you’re in the right place.
You will get a detailed review of your funnel through a video (about 1h) and a written report, with some elements that you will be able to implement immediately.
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