How Can I Master the Ecommerce Conversion Funnel?

In order to properly optimize different type of marketing tactics for your company, you must first understand your company’s objectives, marketing budget, and the way in which these channels interact with one another.

Gaining user acceptance and ultimately conversion is an involved process that can take anywhere between 7-13 touches to generate a qualified sale. It is necessary for a user to be exposed to your brand and products multiple times before they make their first purchase. As a result, your approach must incorporate a variety of tactics in order to reach buyers at various stages of the buying process.

1. Top-of-Funnel Marketing

Users who have never seen your products are reached by your top-of-funnel marketing efforts (also known as brand awareness).

They are not likely to make a purchase right away. In order to increase impressions, email sign-ups, web traffic, and social followers, sales prospecting tactics include paid and organic social media posts as well as display advertising, among other things.

A user may view one of your Facebook image advertisements and then visit your website, but he or she may not be ready to make a purchase at that time, depending on the circumstances. They help you grow your email list, gain social media followers, and are ideal for retargeting campaigns because they are interested in what you have to offer them.

A warm lead can be created whenever a top-of-funnel user visits a product page but is not yet ready to convert. These users can then be added to the company’s email list.

2. Bottom-of-Funnel Marketing

Once users become familiar with your brand, they are more likely to make a purchase, allowing you to employ bottom-of-funnel marketing strategies to increase sales.

PPC advertising on behalf of brands, remarketing campaigns, and abandoned cart emails are all examples of what we do on a daily basis. They are directed at users who are searching for your brand on Google, have already visited your site, or have added a product to their shopping cart.

The ultimate goal in this situation is to generate sales.

Pay-per-click (PPC) advertising for your brand is essential for driving users to your product and category landing pages. They are targeted at users who are searching for your brand name on Google; they are already familiar with you and are interested in visiting your website, which is excellent for generating leads and converting them into customers.

A higher return on investment will always be achieved with brand keywords because the searcher is already familiar with you and is looking for your specific brand name in the search results. You should assert ownership of these brand terms and work hard to maintain a position of 1.0-1.5 in search engine marketing (SEM) tools, at the very least.

It is always more profitable to use non-brand terms because these users are still looking for your products, may be unfamiliar with your brand, or are shopping around and looking at competitors.

In order to be effective, make sure you are retargeting on both Google and Facebook. When it comes to retargeting on Facebook, you can use Dynamic Product Ads (DPAs), which display the exact products that users have looked at on your website in a scrolling carousel format based on their browsing history.

By making use of different time frames, you can target visitors who viewed your products 3, 14 or 30 days ago as well as visitors who viewed your products 180 days ago. This strategy allows you to bid higher on your 3-day audience than on your 30-day audience, resulting in a higher return on your campaign’s investment (ROMI).

In the same way, Google is in this situation. In order to optimize your bidding strategies and return on ad spend, segment your retargeting audiences according to the duration window they will be visible for (ROAS).

You can also test whether discount messaging generates a higher return on investment by running A/B tests and offering a discounted price to specific audiences targeted by retargeting campaigns.

Bottom-of-the-funnel campaigns with a good return on investment (ROI) include Google brand keywords, Facebook retargeting, and search engine optimization (SEO).

3. Ecommerce Upselling, Cross-Selling, and Repeat Purchasers

Are you aware of the percentage of times you make a purchase again? A repeat purchase rate is a metric that measures the proportion of customers who return to make additional purchases after their initial purchase. This is calculated by multiplying your repeat customers by 100 and dividing the result by the number of customers in total you have.

There are some conversion rate killers that go undetected, such as a lack of discounts, hidden shipping charges, and a limited number of payment options.

Second, what strategies do you use to market to your existing customer base? When it comes to customer acquisition, it costs five times more than when it comes to customer retention. When it comes to segmenting your customer base, the most effective marketing strategies are retargeting, email marketing, and social media campaigns that target only previous customers.

You can create targeted campaigns for users who have previously made a purchase using Facebook Ads and email marketing options that are integrated with your ecommerce platform.

Whether promotional in nature, offering VIP discounts, or simply making the recipient feel special, these can be very useful (because they are).

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