It's such a common phrase these days, 'You need a Funnel'. If you do any kind of marketing I'll bet you've heard it. But what exactly does it mean? Are you a little bit curious? Is it really the secret formula to get more customers and grow a business? And the Secret is.....Simply put, a funnel is the path or step by step process a visitor follows to get to the conversion. Whether your goal is a sale, a sign up, or a click to another page, that final step is your conversion. Visitors don't typically make a purchase or click a button randomly, they are brought through a skillfully crafted chain of events that make them want to buy or click through. The entire process is the funnel. This can also be referred to as the Customer Value Journey. So, how do they work?Great question! Neil Patel provides a detailed diagram (shown below) from his post explaining in more detail each step a visitor follows to reach the conversion. You can see how it resembles an actual funnel. The width of the funnel represents the amount of visitors at each stage of the customer journey. Read more from Neil's entire post here.
Why do funnels get results?Instead of simply offering a sale, a funnel will take a large group of visitors and walk them through steps that teach them about products, services, features and benefits. They become more engaged and connected to a brand. The longer they stay in the 'funnel' and move to the next step, the greater the chance to convert them into customers and fans. A well built funnel will convert a larger percentage of visitors. Starting with a targeted market will further refine your results.
As you can see the correlation, the more 'aware' the customer is, the more likely they continue through to conversion. This also demonstrates how important it is to engage and interest your customer to continue through the funnel. Without captivating content, you'll lose them. Marketing analysts can determine at which step customers are leaving with the funnel. With this information you only need to adjust where the funnel stops working rather than change the entire campaign. Now that you know what a funnel is it's time to learn more about the different types. Yep, there's a lot more to learn! Comments are closed.
|