Some Websites Require Multiple Sales Funnels
This blog entry was posted on September 6, 2009.
The website sales funnel describes the conversion process your visitors go through from the moment they arrive to your site until they fulfill a goal. This is the selling sequence that guides prospects from getting their attention, creating interest, building desire and then getting them to take action.
Some website funnels have 2 steps, some 3 steps and others will have 4 steps from arrival to conversion. The fewer steps you use, the higher your conversion rate. Simpler products that are familiar to the visitor should use a 2 step conversion. More custom or higher priced products and services will normally use more conversion steps.
You want to solve the core problem or need for your customer and then build a selling sequence to address their need. What happens when you have customers with very different needs? Then you would want to establish multiple selling paths.
Let’s suppose you are a flooring retailer that sells to residential consumers, residential building contractors and commercial accounts. You would have three different types of customers, each with different needs and buying criteria. You would want to develop three different sales funnels clearly visible on the home page. Each sales funnel addresses the needs, problems and concerns for each buying group.
The residential consumer may be after quality, service and quick installation. The building contractor may be looking for budget pricing and extreme flexibility for installation scheduling. The commercial accounts are looking for commercial quality and service contracts. By establishing a separate sales funnel for each, you can address the specific needs for a specific class of buyers.
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Love the diagram, it really explains the process of how visitors are converted to customers. There are some great tools in google analytics that can help a company determine all these factors. Anyone serious about selling online simply cannot ignore this tool.
Comment by Cian — September 7, 2009 @ 1:03 am
Google Analytics is a great tool for monitoring your sales funnel. Google also has some excellent tutorials on how to use their free Analytics tool.
Comment by Doug Williams — September 7, 2009 @ 6:19 am
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Comment by Leland Tobias — September 7, 2009 @ 11:07 am
Thank you Leland and I went ahead and took care of the reset for you.
Comment by Doug Williams — September 7, 2009 @ 5:59 pm
The Internet bubble may have burst, but online business is here to stay. Your business must be online, and you must be making the most of the internet opportunities. Nice Post..
Comment by SEO Albuquerque — September 9, 2009 @ 12:39 am
The Internet bubble may have burst, but online business is here to stay. Your business must be online, and you must be making the most of the internet opportunities.
Comment by SEO Albuquerque — September 9, 2009 @ 12:40 am
A very good way to explain sales funnels! Thanks for the post!
I would also like to contribute by recommending you a smart web analytics solution that does the job a lot better than Google. It’s called Logaholic Web Analytics and it’s better than GA because it allows for live reporting and complete ownership of your log files( you can install them on your server). Making a sales funnel is way easier with Logaholic and all the advanced features such as A/B split testing and segmentation are included in the one-time fee of only $67. You can download the free trial from here: http://www.logaholic.com/wp/trial-download/
Comment by Silvia — October 6, 2009 @ 6:56 am
[...] Sales funnel: Guide your prospects through a well thought out selling sequence. Grab their attention, build their interest and then get them to take action. Your best selling sequence should be built into your website. More on sales funnels. [...]
Pingback by Web Design, Seo, Blog Marketing Tips » How to Design Your Site to Convert — November 23, 2009 @ 5:24 am
Very good primer on the subject and should help many businesses better understand SEO. I will be recommending it.
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Comment by Jan — June 24, 2010 @ 5:24 am
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Comment by Mothers — June 28, 2010 @ 6:58 am