Conversion funnel in e-Commerce

Funnel or conversion funnel in e-commerce illustrates the route that your customers take from discovering your brand until they make a purchase.

Each business has a different conversion funnel according to the specific characteristics of each business, the stages are the same but the details depend on the product and the audience. For example, some companies have shorter conversion funnels since the cost of the product is low, so you can convert visitors faster since the price is not an obstacle.

Conversion funnel in e-Commerce

Smart Insights visual representation of the average conversion rate that a business could expect to see on their website.

The sales funnel above shows that of the total sessions, almost 50% will look at a product page but less than 15% add a product to their carts and only 3% will complement the transaction.

4 phases of the e-commerce conversion funnel

An e-commerce conversion funnel consists of four stages. During each stage, the consumer makes decisions based on their perception of the brand, product, and competition.

The goal is to optimize each stage to generate more income.

Stage 1: Awareness

Consumers become familiar with the brand and what it offers. At this stage the consumer needs to solve a problem or achieve some goal for which they seek solutions.

The awareness stage should offer your potential clients educational content about your brand: blog posts, webinars, reports and guides.

Stage 2: Interest

Now that they've taken an interest in your brand, you can't let them get away. Continue to provide them with entertainment and educational value to keep them interested in your products, creating more useful content for your blog, engaging your audience through email marketing , and posting videos on YouTube.

Stage 3: I wish

When you have the interest of your audience, create desire. Talk about the benefits of your product, not the features, focus your messages on how the consumer will benefit, not what you offer. Create your CTAs strategically. For example, Apple communicates that its products are user-friendly and stylish.

Stage 4: Action

It is time to close the sale. The goal will be for your potential customers to add your product to their shopping carts, enter their payment information, and click buy now.

As I mentioned before, only 3% of your website visitors end up buying. It is important that you perform A / B tests as I explained last week and optimize your e-commerce:

Examine your payment process.
Form with unnecessary fields
Different types of payment

How to optimize your conversion funnel?

There are three steps you can take to create an e-commerce funnel to help you identify what your customers want and need.

Step 1: Identify your customer journey

Google Analytics can help you map the customer journey using reports like user flow. Find out what users do when they reach each of your e-commerce pages.

Step 2: Assign the stages of your funnel

Use the four stages of the conversion funnel, create a plan to guide consumers through your sales funnel. List the types of content you want to offer at each stage.

Step 3: Define the point at which the visitor becomes a potential customer

For most e-commerce, a visitor becomes a potential customer when they provide contact information, usually an email. Create a strategy to promote potential customers, decide how you will help consumers move from awareness to interest and desire to act. Your email subscribers should receive content designed for all four stages.

Conclusion

Collect data and run A / B tests continuously to improve the conversion funnel of your e-commerce in order to improve the user experience and consequently, generate more sales.