The conversion funnel is a critical component for any eCommerce business. During this stage, marketers work to pique shoppers’ interest by creating engaging content and offers.
On-Page Optimization
Ideally, each customer journey through your sales funnel ends with a conversion, a purchase, filling out a form, or some other micro-conversion. But, in the real world, buyers often don’t follow a linear path from awareness to conversion.
Optimizing your e-commerce website to match the nonlinear buyer journey is critical. You need to use qualitative data, such as behavior analytics software, to track how customers experience each stage of your sales funnel.
At the top of your sales funnel, prospective customers are sizing you up-they’re getting to know you and your brand. You must ensure your online presence is as strong as possible to attract this audience using SEO and social media marketing. You must build trust with your prospective customer during your sales funnel. This is crucial in ensuring your prospects are willing to spend their hard-earned money on your products.
It would help if you employed tactics like retargeting ads and content marketing to do this. You must close the deal at the bottom of your sales funnel by optimizing your checkout process and product pages. You also need to keep in touch with your new customers via email and social media to keep them returning for more.
Keyword Research
Ecommerce SEO is all about helping potential customers move through the sales funnel, from being a stranger to becoming repeat customers who make referrals. This process involves a series of stages that each have their own specific marketing goals. Optimizing each step of this process helps you increase your overall revenue. Keyword research is essential to identifying the words and phrases most likely to attract customers at different sales funnel stages.
Tools are great for discovering the most relevant keywords to your audience. However, it is important to understand that keywords may have multiple meanings depending on the context in which they are searched. For example, the head keyword “event manager” has a high search volume and low competition but can also be used to describe someone who organizes events, works as a secretary, or even a computer program.
The second stage of the sales funnel is when your audience becomes aware of your brand and products. At this stage, they are more interested in learning about your business and the pain points you can help them address. In this stage, focusing on long-tail and brand keywords is important. Additionally, you want to ensure that your call-to-action (CTA) explains how the customer will benefit from converting (e.g., receive a free trial, or earn a discount).
Link Building
Getting the right traffic to your website is vital. The more visitors you have, the higher your conversions. One way to get more visitors is to do SEO, which includes link building. This is when you create high-quality links to your website. This can help you rank better in search engine results pages (SERPs). Link building is also a good way to increase brand awareness. It can also help you drive more customers to your eCommerce sales funnel. Updating your eCommerce site with the latest features is another way to boost conversions. Optimizing your website for mobile devices is especially important because more and more shoppers use mobile phones to shop.
In addition, you are ensuring that your site loads quickly is essential. Studies show that 57% of customers will leave a site if it takes more than 2-3 seconds to load. Finally, it would help if you focused on improving your checkout process and sending cart abandonment emails. Studies have shown that these strategies can increase conversions.
For example, putting a “buy now” button on your website can increase the likelihood of converting a customer by 80%. In addition, showing a trust indicator on your website can build trust and credibility and improve conversions. Adding a phone number and email address to your website is also a good idea so customers can contact you with any questions.
Conversion Tracking
If you want to optimize your e-commerce sales funnel, you need to track the results of your efforts. This way, you can identify areas that aren’t performing well and make necessary changes. Every business has a different conversion funnel depending on the specifics of its products and audience. For example, if you sell high-cost products, your conversion funnel may be much longer than for businesses that sell low-cost goods.
The checkout process can also impact it. In that case, you might need to offer more payment options, add trust badges, or improve the overall checkout experience by adding features such as progress bars and two-page carts. In addition to tracking the actual results of your marketing efforts, you must also set realistic goals and measure them accurately. For example, you cannot convert a certain number of monthly visitors. That’s a key indicator that your investment cannot generate the desired results.
For e-commerce, the most important conversion metrics are purchases and cart abandonment rates. To boost those, you might use a tool to send abandoned cart emails with coupon codes and other incentives to entice customers to your site. You could also implement retargeting via Google AdWords to show ads for products left in the shopping cart, which can lead to more sales.