A conversion funnel, or sales funnel, is the path that a prospect takes through your site that ultimately results in a conversion. Because the amount of traffic (visitors) your website gets will likely be larger, with prospects dropping off at various points in that path, those that do convert will be a smaller percentage of the original group – thus the funnel shape.
Why do they drop off? There can be any number of reasons, ranging from technical errors to disconnects between your ad and your landing page and so on. Each of these drop offs increases your bounce rate and lowers conversion rate.
As you build your conversion funnel, you will learn how to identify and fix these “leaks,” so that more and more of your visitors become loyal customers.
More questions are asked at each level of the conversion funnel:
How do we make the customer more aware of our brand?
How do we entice them with an irresistible offer?
Why would they not act and what can we do to fix it?
How can we recognize and anticipate their needs?
Remember that the conversion funnel is an ongoing cycle. The process is always shifting and your conversations with your customers are always evolving. What served their needs yesterday may not be adequate enough today.
Always be asking yourself “what can I do to make their experience with me absolutely unbeatable?” and live up to those expectations. Those are the kinds of actions that not only fill your conversion funnel, but keep customers beating a path to your door.
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