

Tactics to Help You Excel with Google’s Responsive Search Ads
May 26, 2022
From the 30th of June 2022, Expanded Text Ads (ETAs) will no longer be available to…
by India Gumbley
Aug 30, 2019conversion, cro, marketing
Your conversion funnel is a valuable tool for understanding your customers’ experiences online with your company. Find out what a conversion funnel is, how you can map yours and how to use it to boost your marketing performance, here:
A conversion funnel is the flow or journey that a customer takes online before a conversion. Conversion funnels work based on the knowledge that customers arriving on your website won’t always purchase your services or products immediately. Instead they will need to move through several stages. Customers arrive at the opening of the funnel and are gradually nurtured through each stage before they finally convert into a lead. As customers move through this journey a percentage will drop off, meaning that the opening of the funnel is much wider compared to the final ending point.
A typical conversion point can be split into the following stages:
In some models of the conversion funnel, marketers also include the following stage:
Different marketing channels perform effectively at different points in the conversion funnel. For example, email marketing would be good for engage, persuade, convert or retain, but not for initial awareness. A PPC campaign would be good for initial awareness or for the final nudge into a conversion but not as effective at ‘persuading.’
By understanding your conversion funnel, you can use the journey to boost your marketing performance. Are you conducting enough marketing activity to cover each part of the funnel? If you’re not currently running any marketing for ‘awareness,’ then think about setting up a display campaign. Or if you don’t have any activity to cover the ‘delight and retain’ aspect of the funnel, then review your post-purchase points of contact, such as sending customers an email with an offer code, or personalising the invoices that you send out.
Do you need helping creating your conversion funnel for a typical customer journey? Get support analysing your digital channels and spotting opportunities with the help of our expert team. Get in touch today to find out more!
May 26, 2022
From the 30th of June 2022, Expanded Text Ads (ETAs) will no longer be available to…
May 10, 2022
Page speed is an essential ranking factor for all websites. The time it takes for each…
Apr 29, 2022
The increase of privacy measures on Facebook and the iOS 14 update has made it increasingly…