Have you defined your eCommerce funnel and started using it? Do you find it challenging to leverage and fully comprehend its effectiveness?
If you answered “yes” to both questions, you’re not alone. It’s a widespread scenario where marketers have defined eCommerce funnel, occasionally utilized it, yet face significant challenges in fully grasping their effectiveness. Specifically, many struggle to analyze the funnel comprehensively and translate their findings into actionable strategies.
In this article, let’s take a quick look at what a conversion funnel is and why it’s important. Then, we’ll discuss how to analyze it and use the insights wisely.
So, what is the ecommerce conversion funnel
The eCommerce conversion funnel is a step-by-step journey that potential customers go through to make a purchase in an online store.
It typically involves stages like:
- and decision
Its importance lies in providing businesses with a structured process to comprehend and enhance the customer’s journey towards conversion.
How to Utilize a Funnel in Your Online Business
Imagine you run an online clothing store and want to optimize the user journey from their initial visit to making a purchase. Employing a conversion funnel can guide users seamlessly through each step. Here’s a breakdown of a conversion funnel tailored for this purpose:
- Awareness (Campaign): introduce your products through effective campaigns to reach a wider audience
- Landing Page: create engaging landing pages that capture users’ attention and encourage exploration
- Product Page: provide detailed and appealing information about your products to generate interest
- Shopping Cart: ensure a smooth transition to the shopping cart, making it easy for users to review and modify their selections
- Purchase: Guide users through the purchase process, ultimately leading them to the “thanks for purchasing!” page
After outlining the structure of your eCommerce conversion funnel and identifying the steps to be included, you can then establish Key Performance Indicators (KPIs) for each step. This allows you to pinpoint which steps may need improvement, indicating those with performance below expectations.
How to analyze your ecommerce funnel
A conversion funnel analysis highlights areas in the funnel that require attention. By revealing the percentage of users progressing from one step to the next, it enables you to identify and enhance stages with low conversion rates through funnel optimization. Below is a step-by-step guide for analyzing your funnel, complete with examples to illustrate the process.
For easier illustration, let’s use the same example as before and examine the eCommerce funnel in the following order:
- Awareness campaign: check the reach, impressions, click through rate
- Landing Page: check how many visitors it attracted, how many visitors have came to visit the page
- Product Page: assess the transition from the landing page to the product page
- Add to Cart: determine the number of visitors who add a product to their cart
- Purchase: evaluate the conversion from the cart to the final purchase
Out of 3,000 visitors who landed on the Landing Page, 2,000 (66.7%) proceeded to the Product Page. Subsequently, 1,000 people added a product to their cart, reflecting a 50% progression rate from those who landed on the product page—an acceptable transition.
However, a significant challenge emerges in the next step. Out of the 1,000 people who added items to their cart, only 9 concluded the process with a purchase, resulting in a completion rate (from adding to cart to purchase) of 0.9%. This indicates a considerable drop-off in the journey at this stage.
Once you’ve pinpointed areas for optimization, the optimization process can commence. In our case, it’s evident that there’s a noticeable drop-off rate in the transition from adding items to the cart to completing a purchase Now that you’ve identified the optimization focus, let’s formulate hypotheses to understand the reasons behind the significant drop in conversion from the “add-to-cart” to the “purchase” stage.
Consider factors such as unexpected costs, like minimum order values or high delivery charges, or if specific return policies are communicated only at this final step. Additionally, assess whether offering the right payment methods is a potential issue.
Once you’ve developed hypotheses, it’s time to implement optimizations. For more complex hypotheses, conducting A/B tests is ideal. However, if the issue is less complex and very obvious, such as a lack of suitable payment methods, you can directly implement changes and monitor the performance improvements.
In conclusion, pinpointing conversion bottlenecks and crafting informed hypotheses allows you to strategically optimize specific stages of your eCommerce funnel. Whether addressing unexpected costs or refining payment methods, a well-informed approach, coupled with A/B testing when necessary, positions your business to enhance overall performance and maximize conversions. Continuous monitoring and adaptation ensure an ongoing improvement process for sustained success in your online sales journey.
Strategically optimizing your E-commerce funnel is the key to unlocking success in your online business. Addressing conversion bottlenecks and implementing improvements can enhance overall performance and drive increased conversions for sustained success.