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• Conversion Funnel Optimisation : 10 Ways to Convert More

  24 janvier 2024, par Erin

  Converting leads into happy customers is the ultimate goal of any sales and marketing team. But there are many steps in between those two events, or in other words, funnel stages. 

  Your sales funnel includes all the steps you take to make your audience aware of your product or services and convince them to purchase. Conversion funnel optimisation strategies can help you move users through the stages of your sales funnel. 

  This article will show you how to optimise your conversion funnel and boost sales — no matter how your funnel looks. We’ll go over practical tips you can implement and how you can analyse and measure results.

  Let’s get started.

  What is conversion funnel optimisation ? 

  Conversion funnel optimisation is the strategic and ongoing process of refining and improving the different stages of a sales or marketing funnel to increase the rate at which users complete desired actions.

  A sales funnel represents the stages a potential customer goes through before purchasing. 

  The typical stages of a sales funnel include :

  • Awareness : At the top of the funnel, potential customers become aware of your product or service. 
  • Consideration : In this stage, prospects evaluate the product or service against alternatives. They may compare features, prices and customer reviews to make an informed decision.
  • Conversion : The prospect completes the transaction and becomes an actual customer by purchasing.
  • Loyalty : You can turn one-time buyers into repeat customers and brand advocates. 

  It’s called a “funnel” because, similar to the shape of a funnel, the number of potential customers decreases as they progress through the various stages of the sales process — as you can see illustrated below.

  

  Sales funnels can vary across industries and business models, but the general concept remains the same. The goal is to guide potential customers through each funnel stage, addressing their needs and concerns at each step, ultimately leading to a successful conversion. 

  You can create and monitor a custom funnel for your site’s user journey with a web analytics solution like Matomo.

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  The importance of conversion funnel optimisation 

  At the heart of conversion funnel optimisation is the quest for higher conversion rates. 

  Refining the customer journey can increase the chances of turning visitors into customers who return repeatedly.

  Specifically, here’s how conversion funnel optimisation can benefit your business :

  • Increased conversions : Marketers can increase the likelihood of turning website visitors into customers by making the user journey more user-friendly and persuasive.
  • Higher revenue : Improved conversion rates aren’t just numbers on a chart ; they translate to tangible revenue. 
  • Increased ROI (return on investment) : By optimising the conversion funnel, you can get more value from your marketing and sales efforts. 
  • Improved customer satisfaction : When customers find it easy and enjoyable to interact with a website or service, it positively influences their satisfaction and likelihood of returning.
  • Data-driven decision-making : Businesses can make informed decisions on budgets and resources based on user behaviour and performance metrics by analysing and optimising conversion funnels.

  ​​Ultimately, conversion funnel optimisation efforts align the entire funnel with overarching business goals.

  10 ways to optimise your conversion funnel 

  Here are 10 ways to optimise your conversion funnel.

  1. Identify and segment your target audience

  The key to a successful conversion funnel begins with a deep understanding of your target audience. 

  Identifying and segmenting your audience lets you speak directly to their pain points, desires and motivations.

  One effective way to know your audience better is by creating detailed buyer personas. These are fictional representations of your ideal customers based on thorough market research and real data. Dive into demographics and behavioural patterns to craft personas that resonate with your audience.

  

  Note that consumer preferences are not static. They evolve, influenced by trends, technological advancements and shifts in societal values. Staying attuned to these changes is crucial as part of optimising your conversion funnel.

  Thus, you must regularly update your buyer personas and adjust your marketing strategies accordingly.

  2. Create content for every stage of the funnel

  Each funnel stage represents a different mindset and needs for your potential customers. Tailoring your content ensures you deliver the right message at the right time to the right audience. 

  Here’s how to tailor your content to fit prospective customers at every conversion funnel stage.

  Awareness-stage content

  Prospects here are seeking information. Your content should be educational and focused on addressing their pain points. Create blog posts, infographics and videos introducing them to your industry, product or service.

  This video we created at Matomo is a prime example of awareness-stage content, grabbing attention and educating viewers about Matomo.

  Consideration-stage content

  Prospects are evaluating their options. Provide content highlighting your product’s unique selling points, such as case studies, product demonstrations and customer testimonials.

  Here’s how we use a versus landing page at Matomo to persuade prospects at this funnel stage.

  

  Conversion-stage content

  This is the final push. Ensure a smooth transition to conversion with content like promotional offers, limited-time discounts and clear calls to action (CTA).

  Loyalty-stage content

  In this stage, you might express gratitude for the purchase through personalised thank-you emails. Follow up with additional resources, tips or exclusive offers to reinforce a positive post-purchase experience. This also positions your brand as a helpful resource beyond the initial sale.

  Reward customer loyalty with exclusive offers, discounts or membership in a loyalty program.

  3. Capture leads

  Lead magnets are incentives offered to potential customers in exchange for their contact information, typically their email addresses. 

  Examples of lead magnets include :

  • Ebooks and whitepapers : In-depth resources that delve into specific topics of interest to your target audience.
  • Webinars and workshops : Live or recorded sessions that offer valuable insights, training or demonstrations.
  • Free trials and demos : Opportunities for potential customers to experience your product or service firsthand.
  • Checklists and templates : Practical tools that help your audience solve specific challenges.
  • Exclusive offers and discounts : Special promotions are available to those who subscribe or provide their contact information.

  For instance, here’s how HubSpot uses templates as lead magnets.

  

  Similarly, you can incorporate your lead magnets into relevant articles or social media posts, email campaigns and other marketing channels.

  4. Optimise your landing pages

  Understanding how visitors interact with your landing pages is a game-changer. So, the first step in optimising your landing pages is to analyse them.

  Enter Matomo’s heatmaps — the secret weapon in landing page optimisation. They visually represent how users interact with your pages, revealing where they linger, what catches their attention and where they may encounter friction. 

  

  Here are a few landing page elements you should pay attention to :

  • Strategic visual elements : Integrate high-quality images, videos and graphics that support your message and guide visitors through the content.
  • Compelling copy : Develop concise and persuasive copy that emphasises the benefits of your offering, addressing user pain points.
  • Effective CTA : Ensure your CTA is prominently displayed, using compelling language and colours that stand out.
  • Mobile responsiveness : Optimise your landing pages for various devices, especially considering the prevalence of mobile users.
  • Minimal form fields : Reduce friction by keeping form fields to a minimum, requesting only essential information.
  • ​​Leverage social proof : Integrate testimonials, reviews and trust badges to build trust and credibility.
  • A/B testing : Experiment with variations in design, copy and CTAs through A/B testing, allowing data to guide your decisions.

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  5. ​​Use compelling Calls to Action (CTAs)

  Crafting compelling CTAs is an art that involves a careful balance of persuasion, clarity and relevance.

  Here are a few tips you can implement to write CTAs that support your goals :

  • Use language that compels action. Instead of generic phrases like “Click Here,” opt for more persuasive alternatives such as “Unlock Exclusive Access” or “Start Your Free Trial.”
  • Make sure your CTAs are clear and straightforward. Visitors should instantly understand what action you want them to take. 
  • Tailor CTAs to the specific content on the page. Whether it’s a blog post, landing page or email, the CTA should seamlessly connect with the surrounding context.
  • Position your CTAs strategically. They should be prominently displayed and easily noticeable, guiding visitors without intruding.
  • Create a sense of urgency. Encourage immediate action by incorporating language that instils a sense of urgency. Phrases like “Limited Time Offer” or “Act Now” can prompt quicker responses.

  6. Have an active social presence

  Social media platforms are bustling hubs of activity where your target audience spends a significant portion of their online time. Cultivating a social media presence allows you to meet your audience where they are, fostering a direct line of communication.

  Moreover, the integration of shopping features directly into social media platforms transforms them into seamless shopping experiences. Nearly half of Instagram users shop weekly through the platform. 

  Also, the US social commerce sales continue to grow each year and are expected to reach $79.64 billion by 2025.

  

  7. Build a brand community

  Four in five customers consider communities important to how engaged they are with a brand.

  A strong community fosters a sense of belonging and loyalty among members. When customers feel connected to your brand and each other, they are more likely to remain loyal over the long term. 

  Also, satisfied community members often share their positive experiences with others, expanding your brand’s reach without additional marketing efforts.

  For example, Nike’s community for runners is a digital space where individuals share their running journeys, accomplishments and challenges. 

  

  By strategically building and nurturing a community, you not only enhance retention and spur referrals but also create a space where your brand becomes an integral part of your customers’ lives. 

  8. Conduct A/B tests

  A/B testing systematically compares two versions of a webpage, email or other content to determine which performs better.

  Examples of elements to A/B test :

  • CTAs : The language, colour, size and placement of CTAs can significantly impact user engagement. A/B testing allows you to discover which variations prompt the desired actions.
  • Headlines : Crafting compelling headlines is an art. Test different versions to identify which headlines resonate best with your audience, whether they are more drawn to clarity, humour, urgency or curiosity.
  • Images : Test different images to understand your audience’s visual preferences. This could include product images, lifestyle shots or graphics.

  

  With Matomo’s A/B testing feature, you can test various elements to see which is successful in converting visitors or moving them to the next stage of the conversion funnel.

  9. Leverage social proof

  In an era where consumers are inundated with choices, the opinions, reviews and endorsements of others serve as beacons, guiding potential customers through the decision-making process. 

  Simply put — when people see that others have had positive experiences with your brand, it instils trust and confidence.

  

  You can proactively gather social proof and display it prominently across your marketing channels. Here are some examples of social proof you can leverage :

  • Customer reviews : Positive reviews and testimonials from satisfied customers serve as authentic endorsements of your products or services. 
  • Case studies : In-depth case studies that showcase successful collaborations or solutions provided to clients offer a detailed narrative of your brand’s capabilities. These are particularly effective in B2B scenarios or for complex products and services.
  • User-generated content : Encourage customers to share their experiences. This could include photos, videos or posts on social media platforms, providing a dynamic and genuine portrayal of your brand.
  • Influencer endorsements : Collaborating with influencers in your industry or niche can amplify your social proof. When influencers vouch for your products or services, their followers are more likely to take notice.

  10. Measure and analyse performance

  This is a continuous loop of refinement, where you should use analysis and data-driven insights to guide your conversion funnel optimisation efforts.

  Here’s a systematic approach you can take :

  1. Identify the path users take on your site using a feature like Users Flow.
  2. Map the customer journey using a Funnels feature like the one in Matomo. 
  3. Identify the metrics that align with your conversion goals at each stage of the funnel, such as website traffic, conversion rates, click-through rates and customer acquisition costs.
  4. Assess conversion rates at different stages of the funnel. Identify areas with significant drop-offs and investigate factors that might contribute to the decline.
  5. Use heatmaps and session recordings to see first-hand how users interact with your site.
  6. Create an experiment to test and improve a specific area within your funnel using insights from the heatmaps and session recordings.
  7. A/B test, analyse the results to understand which variations performed better. Use this data to refine elements within your funnel.

  See how Concrete CMS 3x their leads with conversion optimisation.

  Conclusion 

  The customer journey is not linear. However, it involves a few specific stages your audience will go through — from first learning about your product or services to considering whether to try it. The goal is to turn them into happy and loyal customers.

  In this article, we went over strategies and practical tips you can use to guide customers through the conversion funnel. From segmenting your audience to capturing leads, optimising landing pages and running A/B tests, there are steps you can take to ensure your audience will move to the next stage.

  And of course, you have to continuously measure and analyse your performance. That’s how you know whether you’re heading in the right direction and, if not, where to correct your course. 

  For that, you need a robust web analytics solution with conversion optimisation features. Try Matomo free for 21 days and start optimising your conversion funnel—no credit card required. 

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• 5-Step Conversion Rate Optimisation Checklist

  27 octobre 2023, par Erin

  Did you know the average conversion rate across e-commerce businesses in August 2023 was 2.03% ? In the past year, conversion rates have increased by 0.39%.

  Make no mistake. Just because conversion rates are higher this year doesn’t make it any easier to convert visitors.

  Cracking the secrets to improving conversion rates is crucial to running a successful website or business.

  Your site is the digital headquarters all of your marketing efforts funnel toward. With every visitor comes an opportunity to convert them into a lead (or sale).

  Keep reading if you want to improve your lead generation or convert more visitors into customers. In this article, we’ll break down a simple five-step conversion rate optimisation checklist you need to follow to maximise your conversions.

  What is conversion rate optimisation ?

  Before we dive into the steps you need to follow to optimise your conversions, let’s back up and talk conversion rate optimisation.

  

  Conversion rate optimisation, or CRO for short, is the process of increasing the number of website visitors who take a specific action. 

  In most cases, this means :

  • Turning more visitors into leads by getting them to join an email list
  • Convincing a visitor to fill out a contact form for a consultation
  • Converting a visitor into a paying customer by purchasing a product

  However, conversion rate optimisation can be used for any action you want someone to take on your site. That could be downloading a free guide, clicking on a specific link, commenting on a blog post or sharing your website with a friend.

  Why following a CRO checklist is important

  Conversion rate optimisation is both a valuable practice and an absolute necessity for any business or marketer. While it can be a bit complex, especially when you start diving into A/B testing, there are a variety of advantages :

  Get the most out of your efforts

  When all is said and done, if you can’t convert the traffic already coming to your site, dumping a ton of time and resources into traffic generation (whether paid or organic) won’t solve your problem.

  Instead, you need to look at the root of the problem : your conversion rate.

  By doubling down on conversions and following a conversion rate optimisation checklist, you’ll get the greatest result for the effort you’re already putting into your site.

  Increase audience size

  To increase your audience size, you need to increase your traffic, right ? Not exactly.

  While your audience may be considered people who have seen your content or follow you on social media, a high-value audience is one you can market to directly on an ongoing basis.

  Your website gives you the playground to convert visitors into high-value audience members. This is done by creating conversion-focused email signup forms and optimising your website for sale conversions.

  Generate more sales

  Boosting sales through CRO is the core objective. By optimising product pages, simplifying the checkout process, and employing persuasive strategies, you can systematically increase your sales and maximise the value of your existing traffic.

  Reduce customer acquisition costs (CAC)

  With conversion optimisation, you can convert a higher percentage of your website visitors into paid customers. Even if you don’t spend more on acquiring new customers, you’ll be able to generate more sales overall. 

  The result is that your customer acquisition costs will drop, allowing you to increase your total acquisitions to your customer base.

  Improve profitability

  While reduced customer acquisition costs mean you can pour more money into customer acquisition at a cheaper rate, you could simply maintain your costs while driving sales, resulting in increased profitability.

  If you can spend the same amount on acquisition but bring in 20% more customers (due to using a CRO checklist), your profit margins will automatically increase.

  5-step CRO checklist

  To double down on conversion rate optimisation, you need to follow a checklist to ensure you don’t miss any major optimisation opportunities.

  The checklist below is designed to help you systematically optimise your website, ensuring you make the most of your traffic by continuously refining its performance.

  1. Forms

  Analysing and optimising your website’s forms is crucial for enhancing conversion rates. Understanding how visitors interact with your forms can uncover pain points and help you streamline the conversion process.

  Ever wonder where your visitors drop off on your forms ? It could be due to lengthy, time-consuming fields or overly complex forms, leading to a frustrating user experience and lower conversion rate. Whatever the reason, you need the right tools to uncover the root of the issue.

  By leveraging Form Analytics, you gain powerful insights into user behaviour and can identify areas where people may encounter difficulties.

  Form Analytics provides the insights to discover :

  • Average time spent on each field : This metric helps you understand where users may be struggling or spending too much time. By optimising these fields, you can streamline the form, reduce user frustration and increase conversions.
  • Identifying drop-off points : Understanding where users drop off provides insights into which form fields may need improvement. Addressing these drop-off points can increase the conversion rate.
  • Unneeded fields with a high blank submission rate : Discovering fields left blank upon submission can highlight areas for simplification. By eliminating unnecessary fields, you can create more concise and user-friendly forms that may entice more visitors to engage with the form.

  

  Hear first-hand how Concrete CMS achieve 3x more leads with insights from Form Analytics. 

  These data-driven insights empower you to optimise your forms, remove guesswork and settle debates about form design. By fine-tuning and streamlining your forms, you can ensure a smoother path to conversion and maximise your success in converting more visitors.

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  2. Copywriting

  Another crucial element you need to test is your copywriting. Your copywriting is the foundation of your entire website. It helps communicate to your audience what you have to offer and why they need to take action.

  You need to ensure you have a good offer. This isn’t just the product or service you’re putting out there. It’s the complete package. It includes the product, rewards, a unique guarantee, customer service, packaging and promotions.

  Start testing your copy with your headlines. Look at the headers and test different phrases to convert more potential customers into paying customers.

  Here are a few tips to optimise your copy for more conversions :

  • Ensure copy is relevant to your headline and vice versa.
  • Write short words, short sentences and short paragraphs.
  • Use bullets and subheaders to make the copy easy to skim.
  • Don’t focus too heavily on optimising for search engines (SEO). Instead, write for humans.
  • Focus on writing about benefits, not features.
  • Write about how your offer solves the pain points of your audience.

  You can test your copy in several areas once you’ve begun testing your headers – your subheaders, body copy, signup forms and product pages (if you’re e-commerce).

  3. Media : videos and audio

  Next, testing out different media types is crucial. This means incorporating videos and audio into your content.

  Don’t just take a random guess by throwing stuff against the wall, hoping it sticks. Instead, you should use data to develop impactful content.

  Look at your Media Analytics reports in your website analytics solution and see what media people spend the most time on. See what kind of video or audio content already impacts conversions.

  

  Humans are highly visual. You should craft your content so it’s easy to digest. Instead of covering your website in huge chunks of text, split up your copy with engaging content like videos.

  High-quality videos and audio recordings allow your readers to consume more of your content easily, and help persuade them to take action on your site.

  4. Calls to action (CTA)

  This brings us to our next point : your call to action (CTA).

  Are you trying to convert more prospects into leads ? Want to turn more leads into customers ? Trying to get more email subscribers ? Or do you want to generate more sales every month ?

  You could write the most compelling offer flooded with beautiful images, videos and CRO tactics. But your efforts will go to waste if you don’t include a compelling CTA.

  

  Here are a few tips to optimise your CTAs :

  • Keep them congruent on a single web page (e.g., don’t sell a hat and a sweater on the same page, as it can be confusing).
  • Place at least one CTA above the fold on your web pages.
  • Include benefits in your CTA. Rather than “Buy Now,” try “Buy Now to Get 30% Off.”
  • It’s better to be clear and concise than too fancy and unique.

  Optimising your call to action isn’t just about your copywriting. It’s also about design. Test different fonts, sizes, and visual elements like borders, icons and background colours.

  5. Web design

  Your site design will impact how well your visitors convert. You could have incredible copywriting, but if your site is laid out poorly, it will drive people away.

  You must ensure your copy and visual content fit your website design well.

  The first place you need to start with your site is your homepage design.

  Your site design consists of the theme or template, colour scheme and other visual elements that can be optimised to improve conversions.

  Here are a few tips to keep in mind when optimising your website design :

  • Use a colour scheme that’s pleasant rather than too distracting or extreme.
  • Ensure your design doesn’t remove the text’s clarity but makes it easier to read.
  • When in doubt, start with black text on a white background (the opposite rarely works).
  • Keep plenty of whitespace in between design elements.
  • When in doubt about font size, start by testing a larger size.
  • Design mobile-first rather than desktop-first.

  Finally, it’s critical to ensure your website is easy to navigate. Good design is all about the user experience. Is it easy to find what they’re looking for ? Simplify steps to reduce the need to click, and your conversions will increase.

  Start optimising your website for conversions

  If you’re looking to get the most out of the traffic on your site by converting more visitors into leads or customers, following this 5-step CRO checklist will help you take steps in the right direction.

  Just remember conversion rate optimisation is an ongoing process. It’s not a one-time deal. To succeed, you need to test quickly, analyse the impact and do more of what’s working and less of what’s not.

  To optimise your website for better conversion rates, you need the right tools that provide accurate data and insights to effectively increase conversions. With Matomo, you gain access to web analytics and CRO features like Form Analytics and Media Analytics, designed to enhance your conversion rate optimisation efforts. 

  Try Matomo free for 21 days and take your conversion rate to the next level. No credit card required.

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• Not so beta-ish these days

  10 octobre 2010, par Scott Schiller

  m demo/360-player/canvas-visualization-basic.html m demo/360-player/canvas-visualization.html m demo/360-player/script/360player.js Not so beta-ish these days