Optimize your ecommerce funnel
1. Identify gaps in your full-funnel marketing strategy.
Create a table with different stages: Top of the funnel Middle of the funnel Bottom of the funnel Enter your current marketing activities relevant to these funnel stages: Top of the funnel activities typically aim at informing or educating your user and raise awareness of your brand. For example, promotion of whitepapers, infographics, guides, and blogs with inspirational content are typical marketing activities. Middle of the funnel activities are aimed at the customers exploring different product options. For example, free product trials, product reviews, unboxing videos, tutorials, or product webinars, are typical activities. Bottom of the funnel activities are aimed at driving conversions. For example, sales campaigns in search engines and social media directing the users to the product or landing page, are typical activities.
2. Fill the gaps in your full-funnel marketing strategy.
Consider additional marketing activities if you don’t target all the stages of the funnel. For example, create informational and educational content and promote it via social media. Offer a free trial of your software or service or launch a search engine marketing campaign driving sales.
3. Optimize the top of the funnel marketing activities.
Create metrics to measure your activities, for example: Number of whitepaper downloads or cost per download. Number of users on the blog. Newsletter sign-ups. Use different marketing channels and measure which one is most effective. For example use Google Search, Facebook Ads, and LinkedIn Ads to promote your whitepaper. Measure the cost per download. Use attribution to understand the role of these channels in the entire purchase journey. For example check how many of your customers interacted with your blog before purchase. Scale the channels and campaigns with best results
4. Optimize the middle of the funnel marketing activities.
Create metrics to measure your activities, for example, number of trial downloads or cost per trial download, and Youtube views of your tutorial videos. Use different marketing channels and measure which one is most effective. For example use Google Search and/or Facebook Ads to promote your free trials. Engage the users who signed up for your newsletters or follow you on social media. Provide additional content that is relevant in the product consideration phase, for example, case studies on how your products are used.
5. Optimize the bottom of the funnel marketing activities.
Optimize your marketing channels for ROAS and cost per conversions. Invest in channels and campaigns with the best return. Use abandoned carts e-mails to target users that left your checkout before purchasing: Optimize your landing pages Optimize images and videos Make prominent calls to action Make the unique selling proposition clear and compelling: Add trust symbols Add special promotions Send newsletters to your existing customers and inform they about new product launches. Use social media to engage your current customers, for example, share the user-generated content related to the use of your products.