During the 1st week, we assisted you in creating conversion funnels to envision the sales cycle of your company. We are today going to assist you in transforming that abstract idea into a more concrete thing.
We wish to have you outlining the steps that people literally take while on your website on their route towards becoming 1st-time customers and then your subsequent repeat buyers. Chart these paths on sheet of people or whiteboard. Utilize Photoshop. It really will not matter how nice looking the diagrams appear. They require being accurate and tangible. You even could craft your list in Word format:
Conversion Paths Example
Step 1: User discovers your brand via guest blog post
Step 2: Clicks on the link available from the guest blog post
Step 3: Through Facebook shares content
Step 4: Likes your brand on Facebook
Step 5: Locates an additional article from your company blog on your Facebook Page
Step 6: Enlists as an email subscriber
Step 7: Opens up an email linking to some blog post > clicks
Step 8: Discovers from boss that she/he has got a budget for hiring a consultant
Step 9: Calls and requests for a phone consultation
A path for an e-commerce company might appear like this:
Step 1: User discovers your brand via a friend’s word-of-mouth referral
Step 2: For the 1st time browses the website
Step 3: Signs up for getting via email to receive a deal
Step 4: Revisits website for redeeming the offer
Step 5: Adds an item to their shopping cart. Becomes lazy. Perhaps falls asleep while at the computer.
Step 6: Gets an email reminder to check out.
Step 7: Finally checks out. Finalizes the 1st transaction
At every step, there is considerable probability for drop-off. This happens when the visitor/user initiates, but will not finalize the conversion process.
Reasons why a drop-off could occur:
1. People may forget your brand.
2. People could become bored.
3. People at times get lazy.
4. The process breaks on the site.
5. Too much website friction.
6. Procrastinating and putting matters off.
It’s becomes very easy to just label drop off as things outside the control of the marketer. Too easy!
Don’t fall for such a trap.
If you are perhaps that can’t impact such actions by users, you are then in denial mode. You’re being afraid of confronting the reality. The aptitude of keeping users engaged is completely within your control. This is the main point of optimization of conversions.
Through examining the diverse steps of your business conversion funnels, it is possible to pre-empt drop off through responding suitably with cues that move the people along. An e-commerce business example:
Step 1: The finds your website via word of mouth
Step 2: Places the order and completes the checkout
Step 3: User does not remember about the e-commerce company > following the sale, follow up the user with an email offering a deal, promotion or coupon.
Step 4: User visits again to redeem the offer.
Step 5: User then adds the item to their cart. Perhaps falls asleep while at computer. He or she forgets about their shopping cart > the e-commerce merchant could then dispatch an email to the logged-in users having any abandoned shopping carts; reminding them to finalize the pending transaction.
Step 6: Repeat buy = conversion occurs = success
The above mentioned steps are possible to be any real-life situation, so it would be safe to assume this was the case.