The marketing funnel is a roadmap designed by companies to guide potential customers from their first interaction with the brand to becoming paying customers. It consists of four stages: knowledge, evaluation, purchase and enjoyment. Each stage has a specific purpose in the customer journey, as does the content presented to them at those stages. The traditional funnel model is linear, starting at the top of the funnel and ending at the bottom, where your potential customers convert.
However, it's important to understand that people's buying behavior in real life is not linear, so it's essential to understand the customer journey from the moment of awareness to the moment of conversion. The top of the funnel (TOFU) is where potential customers become aware of your brand and interact with it for the first time. Content and marketing material that promote brand awareness are essential at this stage. The bottom of the funnel (BOFU) is the last place potential customers go before making a conversion.
You've captured their attention, built trust and fostered a relationship with them. Measuring the target conversion rate allows your team to make more informed decisions about each phase of the funnel, rather than just about the final outcome. To measure the success of your marketing funnel, you need to understand how people use your website (beyond traffic and conversions) and why they behave in a certain way while browsing or buying. Then, you can optimize your marketing funnel to increase conversions at every stage of the customer experience. Hotjar heat maps, recordings and surveys are great tools to optimize your marketing channel for the customer journey and increase conversions. Once you've optimized the page, take a look at the heat maps again to see if the change has affected your conversions.
Surveys give you the opportunity to interact with real visitors at every step of the funnel, so you can learn how to improve customer experience and increase conversions. Combining quantitative and qualitative information with these tools will help you create a better funnel that meets the unique needs of your customers and, as a result, increase conversions. Beauty brand NYX shows an outstanding example of a marketing funnel that starts on social media. Once a potential customer visits their page on Pinterest, their journey begins. Some of the content on their page involves advertising products. In this example, it is an attractive image with a brief description of the product.
The publication contains several links to their website, taking customers to stages of interest and consideration. Online ad creator Bannersnack also attracts potential customers with Facebook PPC ads. The service arouses interest and informs potential customers about its benefits with an impressive video advertisement. The widest part of the funnel represents anyone who knows your product and your business. This could be due to your own marketing efforts, a recommendation from a friend, an article summarizing on Google or through a social media post. These people know that your business exists and may or may not need one or more of your products. To incorporate chatbots into your marketing strategy and attract potential customers faster, try SendPulse. The last step in this process is to determine what metrics you're going to track to determine how well your funnel is working.
At the top of the funnel, your task is to help them realize it rather than offering them a solution right away. Now that you've completed your marketing funnel, you need to make sure you know exactly where your traffic is coming from. Amanda points out that this model helps differentiate where you place your budget and emphasis on different parts of your funnel. Combining quantitative and qualitative data will help you understand how real customers buy and behave on your site so you can optimize your marketing channel for the customer journey and increase conversions. Unfortunately, not everyone who makes it through early stages of the funnel will be a good choice. That's why it's important to understand when creating a marketing or purchasing funnel that you need to look at it from the customer's perspective. Since it's free, use SendPulse's funnel tracking tools until you determine that you need something more advanced then move on to another sales analysis program or an entire marketing automation program. Analyze website heat maps to identify elements on page that work (or don't) to get people through your funnel. That said, there are still some key quantitative metrics you should consider when measuring success and effectiveness of your marketing funnel. Customers enter sales funnel and through process of discernment choose between moving to alternative solution or buying from you.
To ensure success in this process it's essential to understand each stage works in traditional marketing funnel model.