When you get started in digital marketing, your goal will not simply be to generate quality traffic to your website, but above all to be able to convert visitors into active customers. Moreover, as the mode of consumption has completely evolved, the creation of an efficient conversion tunnel will be the first option to achieve this end.
Understanding the behaviour of the users of your site allows you to control and optimize your inbound flows in order to guarantee better commercial productivity. That doesn’t mean, however, that the design and content of your site don’t matter. On the contrary. But know that the fate of your online business lies primarily in the performance of your conversion funnel. However, its implementation can be very complex. Above all, it requires good motivation and perseverance before giving satisfactory results.
If your current concern revolves around creating an effective marketing funnel that naturally converts your traffic into sales, takes a look at this guide.
Conversion tunnel: what is it exactly?
Also called funnel marketing, the conversion funnel represents all the steps that a web user goes through to achieve a given action. The latter can be registration, a purchase, an online order, a contract signature, etc.
Clearly, it refers to the process of converting your simple visitors into prospects, into customers, then into true ambassadors of your brand. In the context of a sale, the conversion funnel describes all the stages that a buyer goes through until the act of purchase.
Why is it essential for your digital strategy?
Today, postings and newspaper ads are not enough to acquire loyal customers. Your leads now have access to the Internet and easily find solutions adapted to their needs. You probably already know that in BtoB, 57% of the purchasing process is already carried out before the customer even contacts a sales representative. And since your prospects are completely independent and more demanding, offering them a simple advertisement is not enough to engage them in the purchase. You must now:
- have an attractive website design and easy navigation
- be active on social networks (Facebook, Twitter, Google+, LinkedIn, Instagram, etc.)
- Share testimonials and opinions from your customers
- offer attractive offers with guarantees
- provide relevant information
- be easily accessible (e-mail, live chat, social media, etc.)
And from the moment you see that over 90% of the traffic on your site does not result in a purchase, creating a more efficient conversion funnel becomes a priority. Hence the need to strengthen or replace your current conversion cycle to convert more visitors into customers.
Have your own conversion funnel
Carrying out a behavioural analysis of your targets will help you create a marketing approach that guarantees real business opportunities. This is why the creation of a conversion tunnel specific to your business is essential. The objective will be to stimulate the transformation of your leads into customers and then to engage them sustainably.
Don’t be fooled by trying to copy your competition’s conversion funnels. Set up yours so that it matches your offers, your business goals and your targets. Be aware that a model that works on business will not necessarily work on your business. The configuration of the specific steps that compose it must be done in collaboration with the marketing and sales department to ensure more efficiency.
Inbound Marketing: a better-adapted solution
Making a curious person an ambassador for your brand is not an easy task. Did you know that 80% of consumers who arrive at the purchasing decision have already made their choice on the Internet? On average, your targets spend 4 hours a day on this interface. And since they do most of their journey independently, your conversion funnel must take these new uses into account. This is the case with the inbound marketing funnel: an inbound methodology aimed at attracting prospects to your site in a natural way until converting them into loyal customers.
This customer-centric marketing concept perfectly integrates the new mode of consumption to develop a marketing approach corresponding to the needs of modern consumers. To tell you that, if you plan to create an efficient conversion funnel, know that the strategic steps proposed by this methodology are best suited to new consumer behaviour.
By implementing such a strategy, you will be able to detect the right time to contact a prospect with the right content. And this, according to his purchasing journey so that your offer is perceived as the best option to solve his problem.
With this in mind, your first challenge will be to build trust with your prospects by providing them with the information and information necessary for their research. Put yourself in their shoes to know their real needs. When you listen to them, you build trust and anchor your brand in their minds. Thus, they will not only be content to choose you as the ideal provider but also share their experience with them to attract more customers.
The inbound funnel: for optimal conversion
The stages of the conversion funnel that a buyer goes through to reach the decision phase vary depending on the offer and the company. It also depends on your branding goals. Each of the steps that make up your tunnel has a specific goal that leads to the end goal which can be your business goal.
Here is an example of an inbound (sales) conversion channel :
Free content => Landing Page (capture page) => Workflow (email sequence) => Sales page => order form => premium subscription => order confirmation page…
As today’s consumers no longer appreciate the traditional sales approach, companies now prefer to use the inbound conversion method based on high value-added content. And as we already know, the idea will be to naturally bring prospects to you. So you have to know how to capture traffic to fuel your conversion tunnel.
To easily get curious visitors to your site to the end of your tunnel, here’s what your marketing funnel should look like:
Step 1: generate traffic
Traffic is the preamble to your conversion strategy. The idea is to acquire visitors to your website, your pages on social media or other digital interfaces. If you are already present on all the digital channels (website, social media, blogs, forums, applications…) you will not miss the traffic. Since your targets are there as well, you are already on the right track.
How to attract potential customers to your site?
The top of your conversion funnel is getting quality traffic to your site. So, what strategy to adopt? Inbound marketing will be the right answer to this question. With such a strategy, it is mainly the people interested in your offers who will find you. In this sense, you are only going to drive quality traffic which gives you a better chance of converting them into customers easily. To achieve this, you can use different inbound marketing levers such as:
- content marketing (blogging): blog articles, videos, e-books, podcasts, webinars …
- SEO (natural referencing) and paid to reference
- social media (SMO): Facebook, Twitter, Instagram, Youtube …
- Ads campaigns (paid advertising): Google Ads, Facebook Ads, Twitter Ads, etc.
- games and contests and other promotional offers …
But before that, you need to know who you are targeting. Hence the importance of drawing up a typical profile of your ideal customer (persona) in order to reach the right target. By identifying its real pain points, you will have a good benchmark to better redirect your content strategy so that it meets its expectations. Once you have your buyers personas, just adjust them with your conversion goals.
Here, your targets are in the discovery phase. Offer them especially relevant content without necessarily waiting for a return.
Step 2: Convert Visitors to Leads
You now have visitors. It’s a good start, but the hardest part is yet to come. Do you know how to keep their interest so that they move on to the next phase of conversion? It will be time to take them to a more advanced stage.
In marketing, a “prospect” is a leader who has shown a particular interest in your offer following a subscription to your newsletters or by contacting you for example. In this stage, the idea will therefore be to engage these visitors generated on your site. Arouse their interest with content with high added value so that they progress towards the decision-making phase of their purchasing journey, and that, with your brand.
Offer them useful content
In order to push your leads to go further in your conversion funnel, you must offer them important content in return for their contact details or email. This is how you will obtain valuable information on them to guide your marketing actions according to their degree of maturity.
Here, the use of CTAs (call to action) such as registration forms, downloads of premium content (white paper, e-book, guide, etc.) allows you to obtain interesting information about them. To encourage them to take action, you can also offer games and contests, contact widgets, demos linked to a form, etc.
Tip: The CTA is the most important part of your conversion funnel. It must be present on each of your pages to let visitors choose to perform a specific action. The goal will be to engage him to another option when he tries to leave the current page. This step corresponds to the consideration phase of the customer journey. So be up to the task to provide favourable answers to their questions.
Step 3: approach prospects
Once your targets give you the opportunity to contact them in exchange for your high-value content, you can start communicating with them. In this case, choose the best way to interact with them.
With lead nurturing, you will, throughout the conversion funnel, feed your targets with relevant content. Personalization should be at the centre of your strategy in order to instil confidence in them by showing you that you know their needs well.
Thanks to the e-mail addresses, the contact details as well as the few data collected about them, you will be able to carry out a more targeted approach. In case you have a large contact database, marketing automation (like Hubspot ) can make your job easier. This solution allows you to send personalized emails at the right time to all your contacts automatically. In this step, make your targets see you as a trusted partner. Highlight your expertise and your differentiating know-how to bring them closer to the final phase of the conversion funnel ( bottom of the funnel ).
Advice: to turn your potential customers into actual customers, favour simplicity in your procedures. For example, order confirmation, acceptance and signing of quotes must be done with one click.
Step 4: engage them by retargeting
There is also what is known as the retargeting system which consists of displaying targeted advertisements on the sites that your prospects visit often. This conversion option allows you to immediately win back leads who have already shown an interest in your offer wherever they go on the Internet. This increases your chance of converting them into customers.
Knowing that it takes about 5 visits to convert a visitor into a prospect or a customer, retargeting is a favourable outcome to quickly regain their attention. This is possible thanks to tracking cookies. Thus, you will be able to put an advertisement in the form of a banner on the pages that your targets visit when they connect to the Internet. By clicking on the advertisement, the lead will be directly redirected directly to a landing page of your site (conversion page). Simply aim for your ad to match its progress in your conversion funnel.
NB: you can make the conversion by retargeting even without having obtained the contact details of your leads. This allows you to reach even anonymous visitors to your site.
Step 5: Retain acquired customers
Did you manage to convert a target into a customer? Well done! But in order to preserve it, you must continue to accompany it. If you slack off as soon as a customer signs a contract, it won’t really pay off for you. And you know very well that it is easier to do business with the current client than to acquire a new one.
Better yet, a satisfied customer will share their experience with those around them and will not hesitate to promote your brand. If you want your relationships with your new customers to last, you need to nurture the trust they have placed in you. To do this, provide excellent after-sales service (SAV) and continue to offer them useful advice on their recent acquisitions. Make sure they don’t miss any of your important events. Reward them with special and promotional offers. Specifically, the idea is to retain them so that they will continue to move forward with your brand until they become dedicated ambassadors for your business. Thus, they will only share a positive image of your brand with those around them.
In short, the current consumer trend is forcing companies to turn to inbound marketing to generate traffic and qualified leads on their sites. It is the method of conversion par excellence that generates more engagement. Through it, you will set up a win-win exchange with your prospects to easily pull them to the end of your marketing funnel.