Wednesday, March 5, 2014

Web Sales Funnels - Introduction

Web Sales Funnel

The Sales funnel takes a significant role of the e-commerce website a company uses as a online sales channel. 
The better you understand your online sales funnel, the more you will be able to see what in your marketing and sales activities is not working in the way you expect to.
The focus of the sales funnel is on the core reason why you want visitors come to your website. Apparently, marketers do some great efforts to generate traffic to company websites. Once the people land on the sites, they are being supposed to take some specific actions and achieve our website goals.
By saying “website goals” clearly we mean actions web visitors make on your website and you are interested in seeing them being achieved. Site registration, placing a product in the shopping basket, sending a request for more information via the web contact forms published on the site and buying a product can be good examples for website goals.
Depending on the structure an online business has, websites have 2 step funnel, 3 step funnel, etc. 

How Sales Funnels work
As we mentioned above, the better we structure our sales funnel, the more efficient our efforts will be.
In most of the cases, e-commerce company websites have their sales funnels divided into three logical levels. 
On the top of the funnel is the stage of the “Visit”-when people just land on your site. They may come from traffic building campaign, from Google search, facebook, etc. At that level they decide if they will remain on your site or switch to the next one.
The second logical level is the “Browsing level”. At this stage, people decide to go and look through different pages on your site. 
Finally, comes the level where your website goals are being accomplished.

In order to realize better how sales funnels operate, we should add that web-sales funnels are also divided into two flows: organic flow and campaign flow. The organic flow represents traffic coming from organic, SEO search. The campaign flow shows traffic coming from any marketing campaign you launch over the Internet: from clicking on Google Adwords adds, Facebook adds, PR materials published on online media channels, email marketing campaigns.

When visitors pass through the sales funnel’s levels-when they purchase, engage or make a call to action-this is where we already have the ability to visualize their path as they look at a PR article advertising your services, for example, as they visit your website, see the information they search for and convert into customers.

A well-developed sales funnel gives you the opportunity to find answers to important questions like:

  • Why are people staying just few seconds on my site after landing there?
  • Why am I losing visitors at that specific page?
  • Why am I losing visitors between the sales funnel stages?
  • Is the user experience people have on my site poor?
  • Is the way people find how to contact me on my site not well-structured and a lit bit complex?
  • Does my website structure influence consumers to take action?
  • And much more.

What a company we work with says about their Sales Funnel insights 
“Our company provides nanny services. After starting working with Deskgod, we were able to literally see our own web-sales funnel right in front of our face.
We see the traffic coming from campaign and organic search and we are able to track who proceeds to the next levels of the funnel.
At the end of the day, we can track and successfully interpret how the website goals, registrations in our own case, are being or not being reached. We can work on creating strategies for better customer engagement and avoid high abandonment rates. This gives us precious information what is working and what is not and where is the broken piece of our business and customer strategy so we can adjust to what the visitor is searching for and expecting to receive from the interaction with the website.
You are logging in your account and the information is waiting for you to see it right there! At the dashboard!”

Johnson, Chl.,
Customer Relations Manager

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