When it comes to making a purchase, sometimes people act on impulse, grabbing items on a whim. Other times, especially with higher-value items, the decision-making process is a little more thoughtful and deliberate.
Your job is to convert those leads. To do that, you need to focus on your sales funnel. It's there to help 'push' potential customers from the "just browsing" phase to the "let's do this" moment when they decide to make a purchase.
But, it’s not as easy as it sounds, we get it.
The key to nailing this process is understanding that your sales funnel isn't just a series of steps—it's an experience. And just like any good experience, it should be smooth, engaging, and, most importantly, relevant to your audience.
You need to guide potential customers through their journey with a well-structured funnel that addresses their needs at every stage.
So, let's dive into some tips we use to optimise our funnel. If you want to convert more leads and turn them into your customers, I suggest you stick around!
What Are The Stages Of A Customer’s Journey?
The lead generation funnel has five key stages: awareness, consideration, decision, retention, and loyalty. Each stage aligns with a specific part of the funnel—top-of-funnel (TOFU), mid-funnel (MOFU), or bottom-funnel (BOFU), as shown in the image above.
You have to customise your lead magnets for each stage of the funnel. Match the content you provide with what your prospects need at each point in their journey.
Providing relevant information at the right time keeps leads interested and helps guide them toward making a purchase.
Understand Your Audience
Before you start tinkering with your sales funnel, take a moment to really understand your audience. What are their pain points? What motivates them to seek out your product or service? Understanding this will help you craft a funnel that resonates with them at every stage.
Think of it like planning a road trip. You wouldn't just start driving without knowing where you're headed, right? The same goes for your sales funnel. Map out your audience's journey from the moment they first hear about you to the point where they're ready to buy. This helps you anticipate their needs and address any concerns along the way.
Work On Irresistible Lead Magnets
Keyword: Irresistible!
The main focus at the top of your funnel should be capturing attention. And to do that, you need a lead magnet that makes your audience go, "I need this!"
Whether it's an eBook, a checklist, a free trial, or a discount code, your lead magnet should offer some sort of value, but not too much that people don’t actually buy your product.
But here's the thing—it’s not just about giving something away for free. Your lead magnet should be relevant to what you’re ultimately trying to sell.
For example, if you’re selling skincare products, a guide on "How to Identify Your Skin Type" could be a perfect lead magnet. It’s helpful, niche, and sets the stage for the next steps in your funnel.
Optimise Your Landing Pages
Once you've hooked them with your lead magnet, the next step is your landing page. This is where many leads either continue their journey or drop off, so it needs to be spot on.
Your landing page should be clean, simple, and focused. Avoid cluttering it with too much information—stick to the essentials. Highlight the benefits of your offer, use clear calls-to-action (CTAs), and ensure your page loads quickly. A slow-loading page is a sure way to lose potential customers.
Also, consider adding testimonials or social proof. People are more likely to convert if they see that others have had a positive experience with your product or service.
Nurture Leads with Email and SMS Sequences
Just because a lead doesn’t buy right away doesn’t mean they’re not interested. They clicked on your ad for a reason. This is where your email and SMS sequences come in.
Create a series of messages designed to keep leads interested. Start with a welcome email or SMS that thanks them for signing up and delivers the promised lead magnet. Follow up with more emails or texts that provide helpful tips, case studies, or useful information.
The goal here is to stay connected and keep your brand in their minds. Each message should include a CTA that guides them toward taking action.
Use Retargeting to Stay on Their Radar
Let’s face it—people can be unpredictable, and their indecision often intensifies when they're bombarded with too many choices. Plus, there are distractions everywhere! Just as quickly as they consider your product, they can dismiss it. It's important to nurture your leads before they lose interest entirely, or you risk them slipping away for good.
Retargeting ads are a great way to ‘pull’ them back into your funnel.
Here’s what we noticed works in our retargeting campaigns:
Try using lifestyle images and show your products being used. You can even use a before-and-after comparison or a customer testimonial image
Pair these ads with an action-driven CTA, like "Unlock Your 15% Discount Now" or "Shop the Sale Today."
Position the CTA prominently, either within a button or a highlighted section, to make it easy for viewers to click and proceed.
To really understand what works, conduct A/B testing on different visual elements and CTA phrasing to see which combinations convert better, and continuously optimize based on the results.
Continuously Refine and Improve
Your sales funnel isn’t something you set up once and forget about. It’s a living, breathing part of your business that needs regular attention.
Use analytics to track how leads are moving through your funnel. Where are they dropping off? Which stages are converting the best? Keeping an eye on these data will help you understand what’s working and what isn’t.
For instance, if you notice a lot of leads are dropping off after your first email, it might be time to revisit your email content or timing. Or, if your landing page isn’t converting as well as you’d like, consider testing different headlines, images, or CTAs.
Don’t Forget About the Bottom of the Funnel
It’s easy to focus so much on the top and middle of your funnel that you forget about the bottom—the point where leads are ready to convert.
Today’s consumers crave instant gratification, easy access to information, and quick solutions. A lengthy or complicated conversion process can lead to drop-offs and missed opportunities.
Take a close look at how your current funnel supports lead conversion. Make sure your calls-to-action (CTAs) are clearly written and thoughtfully placed across your website.
Ensure your checkout process is user-friendly and offers multiple payment options. Reduce friction by minimizing the number of steps required to complete a purchase. And, if possible, include a live chat option to assist with any last-minute questions or concerns.
Olivia Tan, co-founder of CocoFax, recommends placing a CTA on every page, not just your main landing page. According to her, this approach can help you capture more leads throughout your site.
Follow Up After the Sale
Here’s a common mistake people make: they assume the process is finished once the purchase is complete. In reality, the journey doesn’t end with the sale.
Start with a friendly thank-you email or SMS to show your appreciation. Ask for their feedback—this shows you want to learn about their experience with your brand.
And don’t forget to offer a special discount or exclusive deal for their next purchase. I’ve noticed that these little perks made me want to shop at the same place again!
For example: "Get 20% off your next order with us! Just use code SAVE20 before [expiry date]."
PRO TIP: Adding an expiry date helps create a sense of urgency, nudging your customers to use the offer sooner rather than later.
Remember, keeping a customer is much cheaper than trying to find a new one. In fact, Forbes reports that acquiring a new customer can be 5-7 times more expensive than keeping an existing one. Staying connected and showing genuine appreciation helps solidify a customer’s positive experience and keeps the door open for future sales.
Final Words
Converting leads into loyal customers isn’t a one-time task; it’s an ongoing journey that requires attention to detail and a commitment to understanding your audience.
With these strategies in mind, you’re well on your way to enhancing your sales funnel and boosting your conversion rates. So, roll up your sleeves, dive into your funnel optimisation, and watch your leads convert!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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