Identifying A Conversion Funnel

We recently came across an article in Website Magazine with a staggering statistic: 68% of B2B organizations have not identified their conversion funnels—the track a website visitor makes from a search or ad through your website on the way to making a purchase. The article inspired us to compile some thoughts on identifying a conversion funnel.

First, it helps to understand that the funnel metaphor represents the decrease in number of users at each step along the way. At the outset you have a large audience online who could click on your link. Only a portion of them do, and so your funnel begins to taper. After clicking the link only a portion of visitors will proceed to another page. Each step the visitor takes further reduces the number of visitors. The more steps, the fewer visitors get through to become a customer.

Once you have attracted an audience to your site, it’s time to begin engaging their interests. If you’ve ever had the experience of seeing something in a store window, only to enter the store and realize that was the only item you’d buy and it’s not clearly for sale, then you already understand how important it is to keep people engaged on your website long enough to find the product, service or information they desire.

Unfortunately, much like retail fitting rooms, not everything that goes in the shopping cart will make it out the door. Quality offerings and a persuasive tone will keep your funnel flowing that this point. Even if you’re not in retail, your site will experience users who drop off after giving you a great deal of consideration, never to be heard from again. Those who make it all the way through your funnel to conversion are now yours to renew or lose through the same steps of minimizing friction and building loyalty.

If you’re still mystified by the concept of a conversion funnel or unsure why you need one for your website, just run a google image search for the term and see how many smart marketers are optimizing their websites day in and day out to craft the perfect conversion funnel.

10 Mobile Stats to Convince Skeptics

Imagine this scenario—You know that mobile devices are an important communications tool. But, when you explain it to your boss and teammates you’re met with more than a little resistance. They’re still not convinced why it’s so important to build websites that are mobile-friendly.

Perhaps it’s not so surprising. Most business executives are successful because they boil complex systems down to costs and revenue. To their mind, responsive (mobile optimized) design represents a major cost for something unfamiliar that might not pay for itself. To your mind, you see more and more of your audience turning to the competition as they struggle to engage with your brand. What can you do? Show these 10 stats to the skeptics in your life.

    1. 58% of all US Consumers already own a smartphone.
    2. Mobile traffic now accounts for 15% of all global internet traffic.
    3. Tablet users spend over 50% more per purchase at online retailers compared to smartphone users.
    4. Nearly half a billion tablets will ship in 2013 and 2014.
    5. 61% of people have a better opinion of brands when they offer a good mobile experience.
    6. 60% of mobile shoppers use their smartphones while in a store. 50% while on their way to the store.
    7. 90% of people move between devices (smartphones, PCs, tablets or TV) to accomplish a goal.
    8. More than 25% of all emails are opened on mobile phones. More than 10% on tablets.
    9. Mobile-based searches grew to make up a quarter of all searches, with desktop searches remaining flat (not declining).
    10. 95% of smartphone users have searched for local information.

Sources:

    1. comScore
    2. Internet Trends 2013
    3. Adobe
    4. Gartner
    5. Latitude
    6. Deloitte Digital
    7. Google
    8. Knotice
    9. The Search Agency
    10. Google