Your sales funnel can make or break the return on investment (ROI) for your website. Figuring out how to move customers through the various phases of the sales funnel requires knowing who they are and what they want. Have you ever visited a site where you just couldn't resist moving through the site toward the end goal? Such experiences indicate a positive buyer journey.
Around 68 percent of companies don't have a measurement for their sales funnel, which led to high numbers of customers not converting. Around 68 percent of companies don't have a measurement for their sales funnel, which led to high numbers of customers not converting. Share on X Getting customers to your site isn't always an easy process. You want to convert as many of those visitors as possible into paying customers.
There are some clear things you can do which encourage site visitors to move through your sales funnel and convert into customers. We're going to look at six ways of moving visitors through your funnel and consider some examples of companies doing this particularly well.
1. Create Trust
When people land on your website for the first time, they don't know who you are or if you're dependable. You have to create a level of trust. The only way to do that is through being authentic and upfront. Share information about who you are and create easily found links to your return policy and any warranties.
Include trust indicators, such as which consumer groups you belong to such as the Better Business Bureau (BBB) and what your rating is. Allow customers to post reviews on your website. Share testimonials from your happy customers.
2. Place the CTA Near the Top of the Page
Some people will come to your page ready to do business. Perhaps they were referred by a friend or maybe they just need assistance now. Provide an option for them that allows them to skip all the information gathering elements or the trust factors by placing a call to action (CTA) near the top of your landing page.
Garage Door Specialists places two clear CTAs near the top of their landing page. One reads "Request Estimate" and the other reads "Request Service." No matter what the customer needs, they can click on the CTA and get immediate help. The telephone number is also listed clearly in the same location in case the customer prefers to phone.
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3. Write a Blog
Content is one of the best ways of educating your site visitors and making them see the value of what you have to offer. While it isn't a direct path to the person making a purchase, it is a vital part of the sales funnel process. One of the first keys to conversions is getting people to your site. Companies who blog get about 97 percent more links to their sites than those who don't. Companies who blog get about 97 percent more links to their sites than those who don't. Share on X
Mattel's Barbie website does a good job of providing some interesting content about Barbie. They even tie some current events to the doll, such as the Fourth of July. Notice how the information varies but always provides an education about the product to try to convince users why purchasing Barbie is a smart move.
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4. Show the Process
Sometimes site visitors hesitate because they worry the process of signing up will be too complicated or take too long. Show them how easy it is to sign up for your product or services. They're much more likely to move forward in the sales funnel. However, in addition to showing them the process, you must make the act of viewing the process simple and getting started simple.
Winc does a good job of showing the process of signing up for their subscription service while still keeping the information simple and making sign up as easy as clicking on a button titled "Get Started."They offer visuals on the process and show three simple steps on "How it Works." They explain you get to discover the bottles and choose the types of wine you like, they deliver it and over time they learn what you like based on your ratings. The process is simple and the visual takes the fear out of trying it out.
5. Find Your Focus
Your landing page needs to have a narrow focus. The more choices you offer site visitors, the more likely they'll grow confused and bounce away. If you really want to move them through your sales funnel and create conversions, make the process simple by offering a single choice - to convert. You can do this through the headlines, text and a single CTA button, for example.
Freckle does an excellent job of narrowing the focus and driving visitors into subscribers. They include a CTA just above the fold in a contrasting color that says "Create Your Free Account." The headline reads "Freckle for Grades K to 2" and the text describes that it is lessons building a foundation of skills. Of course, there are some navigational elements in the nav bar. However, they fade into the background compared to the bold, big CTA which grabs the user's attention.
6. Write a Killer CTA
When it comes to moving users through your sales funnel, your CTA is the key point of entry. When a user lands on your page, the first thing they should notice is your CTA. In addition, the text on your button makes a difference in how likely the user is to click on the button and take action.
Pay Attention to Small Details
Small changes impact your overall conversion rates. Look to your landing page with an eye for detail. Does the size of the text work well? Pay attention to each feature on the page, even the color of the CTA button. Make adjustments as needed and test them thoroughly to see which ones work best for your target audience.
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Lexie is a designer and typography enthusiast. She enjoys writing HTML code and creating new styles guides. In her spare time, she works on her design blog, Design Roast.
