{"id":5357,"date":"2015-10-09T13:46:08","date_gmt":"2015-10-09T18:46:08","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=5357"},"modified":"2015-10-09T13:46:08","modified_gmt":"2015-10-09T18:46:08","slug":"creating-awareness-conversion-funnel","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/creating-awareness-conversion-funnel\/","title":{"rendered":"Creating Awareness For Conversion Funnel Optimization And To Increase Conversions"},"content":{"rendered":"Reading Time: <\/span> 6<\/span> minutes<\/span><\/span>

Talk to anyone about conversion rate optimization and there\u2019s a damn fine chance that the \u201ccall-to-action\u201d button will pop up in the conversation. Or the sign-up form. Or that you should be testing both. Many of\u00a0our conversion optimization programs<\/a> have a myopic focus on the point of sale.<\/p>\n

But, as we learn more about the customer journey, omnichannel marketing and the overall convergence of marketing and commerce, it\u2019s clear that customer experiences long before the call-to-action button, higher up in the \u2018conversion funnel\u2019, hold as much sway over the customer\u2019s ultimate decision to convert as anything.<\/p>\n

\"customer<\/a><\/div>\n

Yes, You Have a Conversion Funnel<\/strong><\/p>\n

Every business has a conversion funnel. While Wikipedia says that they are part of \u201cecommerce operations\u201d, the idea of a conversion funnel<\/a> also lends itself to lead generation and offline sales.<\/p>\n

The imagery of a funnel comes from the diminishing numbers at each stage of the conversion process. Simply put, a certain number of people become aware of your offer. Fewer take an interest in it. Of the interested, some develop a desire for it, and fewer still actually take action and buy or become a sales lead.<\/p>\n

\"AIDA<\/a><\/div>\n

 <\/p>\n

So whether you\u2019re trying to sell or get leads, or whether your business is online or off, you have a conversion funnel.<\/p>\n

And you are so very lucky that you do. Conversion funnels make your life easy. Want to increase conversions? Optimize your conversion funnel.<\/p>\n

Think about it. If you\u2019re not getting the sales you expect, the fault lies somewhere or everywhere along the funnel. Perhaps you\u2019re not creating enough awareness at the top of the funnel to get enough qualified sales on the bottom. Or maybe you\u2019re doing everything right, but spooking the customers when it comes time to buy.<\/p>\n

In any case, by analyzing and improving each stage of your conversion funnel, instead of just at the point of sale, you will improve your conversion rates. Let\u2019s look at how:<\/p>\n

1. Brand Your Conversion Funnel<\/strong> – Before you start to look at each step of the funnel, think about its entirety. And think about \u201cbranding\u201d it.<\/p>\n

This isn\u2019t the \u201cslap a logo on everything\u201d sort of branding. Instead, the \u201cbrand\u201d of your funnel is a focus on the customers and delivering to them a consistent and rewarding experience throughout the funnel.<\/p>\n

One of the major faults of any conversion funnel is the destabilizing, conversion-killing disjointedness that usually exists between each stage. We tend to take a modular approach to each step, dealing with each one individually<\/p>\n

    \n
  1. You hand off your paid advertising and SEO to a company that promises to drive lots of traffic.<\/li>\n
  2. Your uniquely branded landing pages are created by a web designer.<\/li>\n
  3. The customer ends up on a catalogue page built on a groovy, feature-rich ecommerce platform, but it looks like every other catalogue page on the web.<\/li>\n
  4. Everything\u2019s cool because your \u201cAdd to Cart\u201d button is the most obvious element on the page.<\/li>\n<\/ol>\n

    It’s all about your customer and her journey.\u00a0<\/strong>Yes, it\u2019s marketing-speak, but your customer really is on a journey of discovery in relation to your business and\/or its products. When she sets out, she doesn\u2019t know that your offering is her best option.<\/p>\n

    Like any journey, the more familiar the traveller becomes with the path, the easier it is to follow. Integrating your funnel into a more seamless and friction-free route makes it an easier path to take.<\/p>\n

    Here\u2019s a quick test:<\/strong> think about the answers to the questions below. Awareness is one of the funnel steps we\u2019ll look at below. Some of the more popular ways of creating awareness online are social media, search engine optimization and paid advertising.<\/p>\n