When a business’s sales and marketing begin to work together, it is possible to sell more, drive increased revenue, and increase customer satisfaction. That is, the better your sales funnel, the more profitable and competitive your company becomes. For this, you need to understand how it works and how to optimize this conversion strategy in your favor.
What is the sales funnel?
The sales funnel, also known as the purchase funnel, is nothing more than the process through which your potential customers go from the first point of contact until they actually become your customers, making the purchase of a product or service.
As the format suggests, the top of the funnel is wider and it filters out future customers at each stage, narrowing it down until at the bottom of the funnel are only those potential customers most predisposed to becoming your customers.
The more potential customers enter, travel and exit the sales funnel, the stronger and more optimized it will be, improving conversion rates at every step.
How do sales funnels work?
To understand in practice how a sales funnel works, the first step is to know the acronym AIDA, which helps to memorize the stages. These are the four stages that represent the phases lived by the potential customer until becoming a customer:
learning and discovery
The first one is about awareness, where potential customers will have initial contact with your business. It can be through a Google search, an offline action or even a post on social media. At this stage, they will get to know your company, product or service, and are usually not considering a purchase at this point. It’s a chance to make a good first impression by highlighting your strengths and encouraging engagement.
The second stage of the funnel concerns the moment when there is a perception that your product or service meets or does not meet the needs of the potential customer. This is not yet the moment of decision, but it should be used to consolidate itself as the right option for ideal clients, helping to establish trust and a relationship.
As its name suggests, at this stage the potential customer already knows that they need a solution to their pain or needs, and they are probably considering other options besides your brand. It’s time to work hard on your market differential, whether it’s price, quality, service, among others.
The last stage indicates when the customer is ready to take action, that is, to buy your products and services, with the final push to convince them.
How to optimize your sales funnel for e-commerce success
Every sales funnel can be improved so that an increasing percentage of potential customers become loyal customers. Here are some essential tips that can help with optimization at each stage:
Know your audience
The first step to building a good funnel is to understand as much as possible about your audience. The wrong segmentation, in this case, means losses in time and money. Start with the detailed mapping of who your potential customers are, their pains, doubts, aspirations, which language will be attractive, the points of contact, channels used for communication, etc.
Create content that solves problems
Research by Conductor shows that educational content can increase the likelihood that consumers will shop with a particular business by 131%. That is, by making great content that educates and resolves your audience’s doubts, you are solving a problem, positioning yourself as an expert, gaining trust and helping your potential customer advance through the funnel towards action.
Define strategies for each of the funnel stages
A good funnel is one that undergoes constant optimization and, for that, it is necessary to take great care in measuring data. By analyzing the numbers, it is possible to understand what is working well and what needs to be improved so that the conversion rates at each stage are increasingly positive.
Work on mental triggers
The use of mental triggers and good calls to action (CTAs) is imperative to guide prospects on the journey forward. It is always necessary to make it clear what the next step should be, leading to the desired action. At each stage it is possible to use different types of triggers, such as social proof, scarcity, authority, depending on the objectives.
Get efficient sales service and support
It’s no use having just a great product or service if the customer finds it difficult to close the purchase. That’s why it’s so important to invest in service and support to guide customers, answer questions and lead to the final action. It is important, in addition to a trained team, to offer different service channels, from the telephone to instant response options, such as online chat or WhatsApp.
- Invest in Checkout Pro and Checkout Transparent
A checkout is a tool that can be incorporated into your e-commerce sales funnel because of its ability to turn a visit to your e-commerce site into a successful sale. For this, a secure and agile page is created for your customer to be able to register, check their order, define the delivery method and make the payment.
In fact, this type of strategy can guarantee a more interesting shopping experience for your customer by increasing their security and trust in the process, as well as decreasing the cart abandonment rate, and increasing conversions, among others.