How to Optimize Your Marketing Funnel Effectively

A sales funnel is the customer journey from introduction to purchase. Typically, a sales funnel is necessary for successful marketing and sales, where clear steps are laid out for the team. This can include gathering traffic to the website, calling customers, signing contracts, and processing payments. Each of these steps is tied to a metric that can be used to track the success rate. If there are deviations in the funnel, the team re-analyzes and, if required, changes the strategy to achieve the set plan.

What is the sequence in which the sales funnel is built, and for what purpose?

The right sequence of actions is an important component that will result in targeted actions. For online stores, a sales funnel is needed for the following:

1. Tracking user behavior at a particular stage of interaction with the resource.
2. Finding weaknesses in the site interface. It is important to determine when a person begins to lose interest and leaves the resource.
3. Identification of the best options that will help raise the site in the output.

Using an analytics tool, you can track the conversion rate and how many visitors reach a particular page of the site or a particular place. You can get a good look at how users behave and how it affects the website. X-Ray Contact's analytics tools can help you effectively optimize your marketing sales funnel, which will allow you to achieve your goals.

Sales funnel: types and functions

Among the main types, the primary and secondary ones are distinguished. Each of them is necessary for a certain list of tasks.
Macrofunnel (main) is required to build user paths - from the beginning of the visit to the site to the final action. It usually looks as follows:

1. A person from the search goes to the product page.
2. Comes to the product card.
3. Then, goes to the cart page.
4. Finally, it completes the process with a targeted action (purchase, call, etc.).

The stages of the additional (secondary) funnel differ significantly from the main funnel. Here, actions such as generating leads and collecting different user data are performed. For example, it can be useful for features such as adding buttons such as “Order in 1 click” or “Get a free consultation.” This is all aimed at getting the user to leave their details, after which managers contact the customer and, using certain techniques, try to lead them to a purchase.

What steps contribute to the effectiveness of the sales funnel

Generally, a sales funnel is based on the steps that customers follow before making a purchase:

1. Attracting attention to the service or product.
2. Actions to get customers interested in the product by demonstrating the quality and demand for the product.
3. Inducing a desire to purchase a product or order a service.
4. Leading the visitor to a targeted action.

The following methods are used to build a highly effective funnel:

1. Determining the user's needs that he wants to solve. For this purpose, a variety of interviews or surveys are often used to find out if they experience certain difficulties in the process of visiting the site.
2. Creating a separate funnel. It has functionality designed to move from one stage to the next. For example, this can include quick search, adding products to favorites, etc. That is such an option that will help the client return to the original action on the site if he closes it. 
3. Analysis of user behavior. On its basis, you can develop a strategy for effective optimization of the sales funnel. This will allow you to see in a timely manner what users need and how their interests change.

The sales funnel for each individual online store is made individually. Do not make the funnel too long: a shorter one will make the customer's path to the target action simpler and easier. Most importantly, always take into account the peculiarities of the business being promoted and the target audience.