Channel Funnel Optimization

Channel funnel optimization can be the difference between your site generating profit or just hovering over the break-even point. By taking quicker steps towards conversion you can increase your conversion rate and thus more ROI.

It is important to understand the steps your target audience takes online. We refer to this as the “customer journey”. A conversion funnel is a method to visualize the flow of users from individual marketing channels you may use that end up qualifying as a conversion.

The process of the traditional marketing funnel includes drawing prospects towards the website. The initial touchpoint could be ads or commercials where the audience becomes aware of the product.

Ideally, an optimized funnel consists of well-targeted ads or content sources that live in disparate marketing channels such as Google ads or social media ads that lead to specific landing pages on your website. To improve the conversion rates, you need to understand the step at which the potential buyers drop out of the funnel. In the case of an e-commerce website, there may be many reasons why a customer doesn’t convert.

Moreover, if the checkout page takes too long to load, the impatient customers will leave and you will see a drop-off in conversions and possibly not know why.

With funnel analysis, you can locate where prospects drop off and wander away to unrelated web pages. This would be your first step towards conversion funnel optimization. Our experts will help you analyze the leaks in the funnel and then create a strategy to optimize the funnel to convert more prospects into customers.

Based on the human behavior model, funnel thinking follows the AIDA model. It is based on human psychology, however, doesn’t specify channels, tools, or media and just explains the path to purchase that most people follow:

• A: Attention, attract customer attention
• I: Interest, promote benefits
• D: Desire, convincing customers that the product is what they need
• A: Action, customers making a purchase

A multichannel funnel approach is followed as customers move across many touchpoints, channels, screens, and devices during their purchasing path. Gone are the days when customers used to follow a linear or predictable path towards their purchase.

Online marketing channels such as display ads, social media, referrals, email, and direct traffic are combined with offline channels such as radio, outdoor TV, telephone, etc. Our experts in Seattle follow a multichannel approach to optimize the funnel.

We will help you build a winning funnel optimization strategy. We help identify the varying personas of ideal customers and then set goals for the ideal customer journey. Then, we will evaluate and test each campaign by measuring conversion rates across all channels.

We define the funnel stages and set key metrics which are selected depending on the conversion objectives. Here are the few examples of metrics we follow to track and measure:

Page visit

Unique visitors

Visitor-to-lead conversion rate

Lead-to-customer conversion rate

Return on ad spending

Average order value

Revenue per visitor

Bounce rate

With RORYMARTIN INC., you can learn more about how visitors interact with your website and how to optimize your marketing funnels.

Want to get your funnel optimized? Contact us today!