Standing in 2022, there are an estimated 12 – 24 million ecommerce websites globally. So, you can imagine the extent of competition you need to face to get in front of your target customers. And even if you manage to attract traffic to your ecommerce business, the conversion rate may be only 2.63%. People are less likely to buy from your ecommerce website on their first visit. However, by devising an effective funnel for marketing, you can nurture your leads throughout their buying journey for better conversions.
So, what is a marketing funnel?
It is a roadmap that your business lays out to guide a potential customer through their buying journey – right from the first interaction with your brand to making a purchase. It comprises three primary stages:
- Top of Funnel (Awareness): In this stage, consumers are not typically interested in your business, but they are searching for information that can address a pain point they are struggling with.
- Middle of Funnel (Consideration): Here, it can be expected that consumers have got enough insights to address their problems, and will now consider products and services. At this stage, they will research different brands, including yours.
- Bottom of Funnel (Purchase): The customer is ready to buy from you, but still there are some considerations or doubts.
Now that you know what is a funnel for marketing and what it comprises of, let’s understand how to create one and increase your ecommerce conversion rate.
How to Optimize Your Ecommerce Marketing Funnel?
Discussed here are the tactics to optimize your market funnel and drive more business:
1. Use SEO to Build Awareness
Customers are new at the ‘awareness’ stage and you aren’t sure whether they are interested in your brand or not. So, one of the best and most cost-effective ways to build awareness is through eCommerce SEO. Curate high-quality content that focuses on topics your potential customers will ideally search related to your business or niche. So, try to provide value through your content keeping the sales talk negligible.
The objective should be to drive organic traffic who will engage with your content and gain awareness of your brand.
2. Build Awareness with Facebook Ads
Social media platforms like Facebook aren’t much effective during the latter stages of your funnel for marketing. However, they can help build strong awareness. Facebook Ads are expensive, especially at this stage of the marketing funnel, but provide exceptional targeting options, a huge audience base, and lower CPCs. When targeted to the right audiences, these ads can be an incredible long-term strategy to add value and build awareness.
But at this stage of ecommerce marketing, create Facebook Ads that are more informational, focusing on how your products and services can address your audience’s pain points.
3. Integrate High-Intent Keywords
When your audiences move from ‘Awareness’ to ‘Consideration,’ target high-intent keywords that focus on the search intent. So, if you have used low-intent keywords like “B2B marketing tips 2022” in the awareness stage, get more specific in the next stage by using direct keywords like “Best B2B marketing software.” These keywords clearly show the intent to purchase, either now or in the future.
4. Capture Email Address to Nurture More Leads
Capturing email addresses is one of the most effective ways to nurture your leads for better conversions at later stages of your funnel for marketing. But for that, you will need to compel your website visitors to sign up for your email lists. And you can do this in several ways, but creating lead magnets are more effective in email marketing. These are valuable resources, services, or free items you give to your audiences if they sign up for their email lists. Examples are free e-books, trial subscriptions, etc.
5. Use Social Proof
Social proof can be used at any stage of the marketing funnel and helps persuade your website visitors about the quality and credibility of your products and services. One of the best types of social proof is customer testimonials, showing ratings and reviews on your home page or product pages.
A robust and high-converting ecommerce funnel for marketing should be able to drive quality leads, boost conversions, and grow your ROI. Make sure you have a strategy for each stage of your marketing funnel.
Need Expert Help for Your Online Business?
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