Enhancing Customer Journey - The Value of Funnels
Whether your business is creating a new product or improving its existing one, the customer journey requires a lot of care and attention to maximize return on investment.
Many businesses use marketing funnels as a framework for tracking the success of their efforts to attract, engage and convert customers. A well-designed and optimized marketing funnel can provide valuable insight into a brand’s performance, and even help identify opportunities to improve the experience for current customers.
The first step in the marketing funnel is creating awareness. This can be done with a variety of strategies, from advertising and social media campaigns to newsletters and website updates. At this stage, the goal is to draw potential customers to a brand or product that is relevant to their needs and problems.
At the middle of the marketing funnel, questions and concerns become more specific as potential customers research what products and services might meet their needs. This is a great time to target long-tail keywords to get in front of qualified leads.
For example, a potential customer might search “best soft mattress topper for back sleepers.” Content at this stage can include frequently-asked-questions pages, videos that show product features and side-by-side comparisons with competitors.
Once a potential customer has entered the consideration phase, he or she will be ready to make a purchase. To ensure that the customer is fully satisfied, the brand can offer testimonials, free trials or discounts on purchases.
This is the stage where customer retention and loyalty becomes a critical component of any successful business. A loyal customer will be more likely to recommend the brand to friends and family, and can also drive repeat sales.
A high conversion rate is the hallmark of a well-optimized marketing funnel. A business can boost conversion rates by providing a more intuitive, personalized experience for each prospect. For example, an e-commerce site that automatically makes suggestions for products based on browsing history can increase the likelihood of a sale.
Using a marketing funnel to track and analyze your prospects’ experiences can give you valuable insights into how to optimize your digital properties, including your website, mobile app, social media sites and other online platforms. In addition, you can track user behavior to identify and understand the reasons why some users drop off the funnel, allowing you to make changes that will boost engagement and conversion.
For example, if you notice that a significant number of people are clicking through your online store but not making a purchase, you can use a tool like UXCam to see where the problem is. Once you have identified the issue, you can fix it to improve the user experience and grow your revenue.
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