An online marketing funnel is much like a physical funnel that channels liquid. The problem is, when the funnel has a leak, you lose precious drops of that liquid.
The same is true of your online marketing funnel; when you start ‘leaking’ prospects, you must fix your funnel! Though the concept is simple and well known, having a properly working funnel cannot be understated.
The funnel works by drawing people in through advertising e.g. social media, email marketing, Search Engine Marketing (SEM), which reach a large audience.
Prospects move along a path to the website, navigate to the appropriate pages, then finish by making a purchase or submitting a contact form, thus becoming the lead and opportunity (or customer).
Identify Cart Abandonment
When we look at the funnel of traffic entering and exiting the site, we identify leaks where people abandon pages, or even the shopping cart. Cart abandonment is when someone visits your website, clicks all the right links, and then, just when they’ve filled their online cart with that huge order, inexplicably close the browser and leave.
Perhaps this prospective customer might already have five other tabs open with your competitors, comparing prices, and is ready to buy from them!
Another big problem is that while you may have carefully prepared a pathway for a suspect to follow to your site, the odds are that many people have simply done Google searches, and Google can display ANY PAGE on your site in the Search Engine Results Page (SERP)!
Therefore, you need to be prepared to have every page on your site offer an invitation to re-join the ‘funnel’, or pathway to your goal, or be part of its own path.
Analytics Behavior Flow
At Cazbah, we use Google Analytics Behavior Flow to identify specific funnels or paths we think will have the greatest chance for online conversions. More times than not, our customers will want to focus on flows from their homepage, but often the highest conversion rates come from visitors entering your site from a deeper page.
Therefore, it is important to find those pages that have the most potential, but are leaking traffic. In the Behavior Flow below, you will notice red arrows. This shows us where the traffic is leaving your site.
We work with our customers to identify the elements on some of these pages that might be causing this leaking. We make reasonable changes and then measure the results.
The funnel can be incredibly useful, and it needs to be carefully applied to internet marketing. When users abandon their carts, but have made it far enough to enter their contact info, use that as an opportunity to follow up.
Make sure you carefully assess the potential landing pages on your site to ensure that there is a clear pathway to complete the path to do business with you.
Lastly, keep up the development of content that draws in the vaguely interested, brings them to your site where you convince them to complete a goal, and make it easy for them to buy or contact you.