Sales Funnel Optimization relies on two things.
- Understanding of the various levels of your funnel (see below)
- Understanding of how Conversion Rate Optimization works (see below)
In the buying process, there are various ways to understand the mindset that your potential customers is in. One of our favorite ways was designed by Avinash Kaushik in a several thousand word blog post called See, Think, Do. It presents a similar funnel to the more common: Awareness, Consideration, Choice.
In this funnel, we understand that our buyers are not all, yet, buyers. Many of them are simply people that would be good customers…if they knew of the product (awareness). Others are actively seeking out a solution but are busy gathering information and narrowing down their selections (consideration). And finally, there are some who are genuinely buyers, looking for a solution (choice).
To optimize a sale funnel, we must understand which layer of the funnel needs the most work and attention. This can mean content creation for those in the consideration phase, or it can mean additional advertising or promotion for those in the awareness stage.
It is only when someone is aware of the product/service, and has added it to the consideration pile, that a purchase is likely.
We utilize a combination of a comprehensive audit and a review of what’s needed at each stage, before optimizing the funnel to make you a positive ROI.