Ecommerce Sales Funnel Optimization: Turn Visitors into Buyers

Process of conversion funnel optimization for e-commerce store

How well does your ecommerce funnel convert visitors into loyal customer?

Is it optimized for conversions or sales, or both? If neither, then it might be time to optimize it.

Have you ever thought about how much time and effort goes into building an ecommerce conversion funnel, only to see very little traffic return to your site?

But how can you improve conversion rate optimization and good user experience without spending too much money?

Optimizing an ecommerce funnel is a powerful tool that should include some essential components, such as call-to-action (CTA) copywriting, landing page design, and social media marketing.

These product marketing steps ensure that the target audience has the information they need, makes the purchase decision, and sticks around long enough to complete their transaction.

Determine the customer journey

Google Analytics helps you understand valuable insights of where customers are coming from like google ads or facebook ad, and how they interact with your site with a relevant search query. You can use it to figure out what website visitors do when arriving at each of your online store.

How your prospect behaves when they first touch a home page than when they land on a product page?

What referring domains bring in the highest volume of traffic?

And how many touchpoints does the happy customer go through before making a purchase?

Customers buy products because they feel compelled to do so. They see what they want now, and they may be willing to spend money to get it.

So, if someone wants to sell something, they need to know what kinds of things potential customers would desire to buy. You may show them additional product recommendations as well. And once that person knows what kind of product they’d like to buy, they must figure out where they could buy it.

To understand why this is important, you need to think about how a consumer searches for a product.

Sales funnel stages to trigger conversion

You may think that optimizing your ecommerce funnel boils down to writing good CTA copy and designing attractive pages. However, there's a lot more to it than that. When creating your funnel, map out exactly what needs to happen for each stage before someone buys from you.

Take the following example, where we're selling a product called "traditional Kurtis." We'll assume that our primary goal is to sell traditional kurti.

When someone visits our site, we want to know if they are interested in buying a Kurtis. To do so, we ask them if they'd like to learn more about Kurtis by clicking here.

We then ask them if they'd prefer to watch a short video about Kurti pattern designs instead. Also, product descriptions, product reviews and other user-generated content can be essential that leads to sales and conversion.

Then we ask them if they've heard of us before, or if they are first-time visitors.

Finally, we give individual users the option to contact us directly.

Breadcrumb to convert Visitors into leads

The goal of lead generation isn't just to turn visitors into leads; it's to convert those leads into loyal customers. And there are three steps along the way to getting there: Awareness, Interest, Desire to bring organic traffic and leads.

You've probably heard about the "awareness stage," where people learn about your product or service through traditional advertising. But what happens next? Do they become interested in what you're offering? Or do they simply want to know more about it? In fact, many companies struggle to move beyond brand awareness stage because they don't know exactly what to say to encourage prospects to take the next step.

In the beginning, you may face bounce rate, there was no conversion. A visitor sees your product or service and doesn't buy anything. He or she might even come away feeling like you're trying too hard. But eventually, that visitor will hand over some sort of information about himself or herself — either via email or social media — and that's when you start working toward converting him or her into a potential buyer.

The key here is to figure out what stage each individual visitor is in. This way, you can tailor your messaging and work on email marketing accordingly. Are people just browsing around? Do they already know what they want? Or do they need a little nudge to make the decision?

Once you know what type of visitor you've got, you can begin crafting messages that will help guide those individuals along the path to purchase.