9 Simple Ways to Improve The Conversion of Your Sales Funnel
In today’s digital sales environment it’s becoming more and more apparent that the use of sales funnels is an integral part of the customer experience.
Therefore it’s extremely important that marketing and sales teams align their processes in order to improve the customer experience and at the same time improve their sales funnel conversions.
In order to properly improve the conversions of your sales funnel it’s important that you accurately track and analyze each moving part and put yourself in the shoes of the customer.
The more you understand the client’s experience the better you can make your sales funnel and optimize it’s struggling parts.
In this article we will take a look at 9 simple ways to improve the conversion of your sales funnel and what a sales funnel actually is.
What is a Sales Funnel
A sales funnel is a step by step process that an individual goes through before they become a paying customer.
It’s important to point out that a sales funnel is not just a website.
It’s much more than that.
It’s an evolved component of a website that takes the curiosity out of all the content that is displayed on a website.
A sales funnel carefully guides the customer through a catered experience for a product or service that they offer.
This experience is broken down into individual stages that are commonly referred to as the “top”, “middle” and “bottom”.
What is the Top Of the Sales Funnel
The top of the funnel is where the lead or individual first makes contact with the sales funnel.
This is where a lead is presented with an opportunity and where they begin to express some basic level of interest in the product or service that you are offering them.
People at the top of the sales funnel will tend to opt-in to an email list in which the process of following up with them tends to be automated.
In order to get more leads at this stage it’s important that you have a well optimized landing page
Recommended Reading: 11 Actionable Landing Page Optimization Tips for Better Conversions
What is the Middle of the Sales Funnel
The middle of the sales funnel is when you make contact with the lead and follow up with them from their initial opt-in.
This can include sending them to a webinar to get further information about your product or service, case studies, tutorials about your product or service and much more.
It’s a soft way to engage with your leads and nurture them in order to give them further information that can help them with making a purchasing decision.
What is the Bottom of the Sales Funnel
The bottom of the sales funnel will be the point at which you take your lead to a sales page to make a purchase.
It will also be the point at which you may have to overcome objection handling and provide further information to the lead that will help them buy.
At this stage of the funnel you should have a skilled team of sales closers that can help the leads make an informed purchase.
Once they do purchase it’s your job to continue providing them value and support.
In order to continue growing your marketing and sales operations it’s important that you measure and analyze the performance of your sales funnel.
A common way to do that is through the process of split testing.
It’s a great way to test out different landing pages, ad copy, and traffic sources that can help you increase your conversions.
Now that you have a better idea behind what a sales funnel is and how it works, let’s take a look at 9 simple ways to improve the conversion of your sales funnel.
1. Use Value Driven Lead Magnets
If you are noticing that your main landing page is converting at a low rate its a good idea to consider providing your leads with a lead magnet.
A lead magnet is a small incentive that you give to your leads in exchange for their contact information.
It will make the lead feel that they are receiving immediate value for just giving you their contact information.
This can include:
- Free e-Book
- PDF-Guide for further information
- Case Studies
- Trial Period of Software
2. Use Different Traffic Sources
You could have the greatest lead magnet, landing page, ad copy, email auto-responder and process inside your lead funnel, but if you are failing to attract targeted traffic your conversion rates will suffer.
In order for you to gain further insight into your sales funnel conversions you have to experiment with different traffic sources and see how they convert.
This will depend on the type of product you are selling and at what price. Some of the different traffic sources that you should consider testing out include:
- Pay-Per Click (Google Adwords, Bing)
- Facebook Ads
- Display Ads
- Youtube Video Ads
- Native Ads
- Mobile Ads
Don’t just use a single traffic source because you heard it converts the best.
You have to split test different traffic sources to see which one is effective for your industry and niche.
You also have to accurately track your conversions to see which component inside your marketing is triggering those conversions.
3. Use Drip Marketing To Automate Your Operational Processes
Another way to improve your conversion rates inside your sales funnel is to send carefully timed and sequenced emails that go out to your leads based on very specific actions they take throughout your sales funnel.
This process is known as drip marketing.
Recommended Reading: Everything You Need to Know About Drip Marketing
Traditional sales funnels tend to feature a static approach as a customer moves down the sales funnel.
By using drip marketing inside your sales funnel you can keep in touch with customers based on the types of actions they take on each individual page inside your sales funnel.
The beauty behind this is the fact that it can give you insight into components of your sales funnel that may be causing people to leave.
It will help you identify at which stage inside your funnel that your conversion rates start to drop.
By sending your leads sequenced emails based on the actions they take you are improving the communication and experience they go through.
The great part behind all of this is the fact that it’s automated.
You build it once, sit back, analyze and improve.
What are some Actions the Trigger Drip Marketing Emails
Drip marketing is known to have great impact not only on conversions but also inside the process of your business as a whole.
Some common actions that can trigger drip emails include:
- Opt-in to email list
- Abandoned Shopping Cart
- Filling out a Questionnaire
- Requesting a Demo
- Starting a Trial
- Trial or Product Expiring
The power of drip marketing lies in its ability to stay in constant contact with your leads and customers throughout any cycle.
It can improve conversion and also customer retention rates.
4. Use Different Calls to Action Inside Your Sales Funnel
For each unique landing page you create you need to nail down exactly what you want the visitor to do.
- Do you want them to opt-in to your email list
- Download a PDF-Guide
- Watch a video
- Setup an appointment
- Complete a contact form
Once you have these nailed down you have to experiment with different types of ad copy for you “Call to Action” and find out which specific call to action results in higher actions taken on your landing page.
There isn’t one call to action that is better than the rest.
They are a bit more complicated and require some analysis and tweaking in order to improve.
One thing to keep in mind is that your conversion will be affected based on the way a visitor came to the landing page.
It’s important to customer tailor your call to action based on the traffic source of your visitors.
This way you can align the call to action to match the temperament and energy of that traffic source.
So what are some of the most common calls to action that exist in today’s digital landscape?
- Email Opt-ins
- Form Submissions
- Read More
- Social Sharing
- Lead nurturing
- Sales Promotion
Once you narrow down the specific action you want a visitor to take on a specific landing page you can then align all the necessary language on that page to match the intended action.
5. Know Your Audience
Although an obvious tip, knowing your audience inside and out is key to making sure you align the interest of your audience to your landing page and ad copy.
The more you know about your audience the more focused you can make sales funnel in order to improve your conversions.
If you know that your audience acts very quickly, there’s no need to have an extremely long landing page and ad copy.
Some audiences convert much better inside a smaller and more concise landing page and some audience need landing pages with much more information.
This will depend on what kind of product or service you are selling and how long you have been in touch with your audience.
6 Use Reviews, Testimonials and Social Proof Inside Your Sales Funnel
By nature most people tend to be skeptical and have questions if they plan to spend money on something new that they aren’t familiar with.
They need to feel safe and have a sense of reassurance by someone who has been down a similar path.
A great way to increase your conversion inside your sales funnel is by providing customer reviews, testimonials and social proof.
They are a great way to build trust and establish a long term relationship with a client.
Reviews can give insight into the quality and reliability of a product or service.
Testimonials can provide an insight into the product or service experience.
Social proof can show the effects before and after an individual has used a product or service.
7. Integrate Your CRM to Sales Process
CRM stands for Customer Relationship Management and it’s a piece of software that is meant to help you track your interactions with your current and future customers.
It’s a tool that is used to help you see the stage inside your funnel your leads and current customers are in.
Your CRM can help you make the decision as to which email or contact method your prospect should receive next inside the funnel.
It’s a great tracking mechanism to help you nurture your leads and turn them into paying customers.
Therefore it’s important to integrate your CRM to your funnel in order to track, measure and follow up with your leads accordingly.
8. Create Limited Time Promotions
A unique way to increase your conversions inside your sales funnel is to create a sense of urgency.
People hate the idea of paying full price for a product if they know they can get it for cheaper if they act now.
Time limited promotions are a great way to incentivize your leads to act quickly in order to get a deal.
Pages with time limited promotions have been shown to increase the click-through rate by an average of 25%.
They also provide a ton of value for the customer since they are getting a product or service at a discounted rate.
If your website is running a discount promotion, you can integrate it inside your autoresponder and send leads follow up emails which will let them know about the limited time promotion that is going on.
This is an easy way to increase your conversions inside your sales funnel and it doesn’t cost you a thing.
9. Create Upsells and Volume Based Discounts
One of the most traditional and effective ways of increasing the average order value and return on your ad spend is by adding in valuable upsells and volume based discounts.
They can be seriously valuable to your business and also to the client experience.
If there is a complementary product or service that your client can use in order to enhance what they are trying to do its a value add on both ends of the transaction.
Companies who are successful at upselling inside their sales funnels are effective in being able to help their customers visualize the value they will get by purchasing a higher priced service or product.
8. Create Limited Time Promotions
Upselling helps to increase the value of your sales funnel by building deeper relationships with clients and helping to retain them.
On top of having upsells inside your sales funnel, you can have volume based discounts.
Volume based discounts increase the average order value for you and provide great discounts to hungry buyers.
All of these methods are great ways to help you increase your sales funnel conversions and add value to your clients.
In order to build a successful sales funnel you have to start with the customer experience in mind and work carefully to improve each component in order to drive value and higher conversions.
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