Conversion funnels are a vital part of any digital marketing initiative, and they are the path through which you generate leads and conversions for your business. But many businesses will establish a conversion funnel and never evaluate it again, let alone improve it or fix it’s weak points. If you’re unsure if your funnel is successful or are looking for ways to improve your results, here is how you can analyze your current data and improve your funnels.
Analyze your current data.
In order to determine if your current funnels are successful (or where they could use improvements), you need to analyze the current data reports from those funnels. The metrics from your website and digital marketing initiatives will show you what is working effectively and where leaks in your funnel may exist. Some metrics to look at include:
- Website traffic. This metric tells you how many people have visited your website. When evaluating your website traffic, pay close attention to where that traffic is coming from. Is it from social media? An email marketing campaign? Paid ads? Organic searches? Determining where the traffic is coming from will help you confirm how many of those users are valuable prospects compared to those who may have visited your site erroneously, and knowing how many valuable prospects have visited your site will help you calculate your conversion rates.
- Bounce rate. Your bounce rate is the number of users who landed on your site and then left without navigating to any other pages. Knowing your bounce rate can help you determine if your visitors find your content relevant and useful enough to check out your other pages or if your visitors are unsatisfied and are led to seek other sources. Poor content, outdated site design, and site speed can all influence visitors to leave a site, so if you have a high bounce rate, your content or site speed may need to be audited and improved.
- Lead generation: Out of the users who are visiting your site, how many of them are becoming valuable leads? Are they just checking out your site and then leaving, or are they calling your phone number, filling out a contact form, or subscribing to your newsletter?
- Conversion: if you are generating a considerable number of leads, how many of those leads are converting to your brand by making a purchase? This is the ultimate goal for your funnel.
Evaluate your customers’ path.
Once you’ve gathered and analyzed those metrics, you can begin to better understand the path your prospective customer takes through your funnel and can evaluate where leaks or blocks might be.
If you’re generating a high number of traffic, but your bounce rate is high, then your content may not be relevant to the users who are visiting your site. Why are they visiting your site, and what are they looking for that they aren’t finding? Or, is your site not loading quickly enough for them to find it? A high bounce rate and little-to-no leads/conversions could indicate that the traffic being directed to your site is either not from your target audience or is not finding what they’re looking for on your site.
If your visitors are members of your target audience and they’re finding the content of your site relevant enough to click through to other pages, but they aren’t contacting you or filling out your form, this could indicate that your content may not effectively establish trust and authority, your CTAs (calls to action) and USPs (unique selling propositions) may be weak, or your site design may be keeping users from finding your form or contact information conveniently.
And lastly, if you are generating valuable traffic and those users are becoming valuable leads, but you aren’t able to turn those leads into conversions, you will likely want to evaluate your product/service pages, your transaction processes, and your lead follow-up processes to see if improvements can be made in any of those places.
Improve the weak points.
- Make sure you are targeting the right audiences. Reevaluate your traffic sources and see where that traffic is being driven from. If it’s paid ads and social media, tailor your initiatives to reach your target demographics. If it’s organic search, research the common search terms people are using to find you compared to what search terms you want to rank for. If you’re not guiding the right audience through your funnel, you won’t deliver valuable results.
- Make sure your content is relevant and professionally optimized. Your content should convey your brand messaging, tell your story, and display your unique selling propositions to your visitor right away. And, it should be thoroughly optimized for SEO (search engine optimization) with relevant keywords to help improve your organic traffic.
- Improve your website performance. Performing an audit on your site and improving your site speed, responsive design, and general functionality is a great way to maintain a healthy bounce rate—you don’t want to let slow load speeds or bad site design push away potential prospects.
- Review your CTAs and test your forms. If you’re struggling to generate leads on your site, strengthen your CTAs and test your lead generation forms to ensure that they are appealing to your audience and are user-friendly.
- Sell, sell, sell. Ultimately, the goal of your funnel is to sell, so make sure you are positioning yourself to sell to your leads as effectively as possible. Make sure your product descriptions are strong, your check out processes are user-friendly and secure, and your follow-up processes are being implemented with any lead who doesn’t convert right away.
We can help improve your conversion funnels.
If you’re ready to generate more valuable traffic, leads, and conversions, contact us today. Our digital marketing experts will evaluate your current funnels and use that data to determine how we can help you improve them for optimal success, or strategize new, more effective funnels.