The eCommerce marketing funnel is an effective method when you, as an eCommerce marketer, feel stuck trying to optimize your marketing efforts. More specifically, if you want to improve the conversion rate of your website, your eCommerce marketing funnel will help you turn leads into buyers.
What is the purpose of creating an eCommerce store?
Of course, it’s a part of the sale process, right?
Everyone wants potential customers to visit their online store, fill their cart with items, and pay for them. However, life doesn’t go, sometimes, the way we want it to.
Often, customers will not immediately purchase the products of an eCommerce store the first time they visit it. Consumers today have a very clear awareness of the so-called transparency of products. They will check all kinds of information related to it and the brand, compare it with similar products from other vendors, etc., and then make the final decision.
If you’re having problems converting them into customers, you’re not alone. However, with our experience in eCommerce marketing, we will share with you a secret to help you drive sales by sending the right message to the proper potential audience at the correct time. That is bringing it into your eCommerce marketing funnel.
So what is it? Which stages are included? What role does it play in attracting customers from the first visit? How to build and optimize it?
The essence of this tool lies in knowing what your potential customers want. Let’s explore those specific sections in today’s article and dive right in!
What is an eCommerce marketing funnel?
Contrary to its name, the eCommerce marketing funnel is not a place where all your marketing activities or anything meaningful with a website (traffic, for example) will go through without loss, like the purpose of a typical funnel.
It is a description of the visitor’s path from the moment they click on your website until they make a payment for the order. During the process, the customers will make a series of decisions, and these will be recorded in the eCommerce marketing funnel. So, the website owner can see what his customers are searching for, what their experiences are like, and whether the type of information he provides on the eCommerce store is sufficient.
An eCommerce marketing funnel will usually have 4 stages, including Awareness, Interest, Desire, and Action. That is the process by which customers interact with your website and products.
So why is it funnel-shaped?
As you can see in the image, the widest part at the top is the stage where customers know the brand. If they’re not interested, they’ll leave. But what if it is? That is, they are going to the second stage. Gradually, your customers will reach the final step of the funnel.
However, it is a gloomy fact that the average number of customers who make it to the final stage is very low, only 3.3% of overall. And it’s called conversion rate.
After each stage of the eCommerce marketing funnel, this number will decrease, as shown below. That’s why it has that special shape.
But don’t be discouraged, because…
From that customer journey map, you can determine the types of content you need to edit to engage with customers, plan marketing campaigns, and more. The end result is an increase in the area of the lower stages of the funnel.
Read more: https://magenest.com/en/ecommerce-marketing-funnel/
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