Demystifying The Conversion Funnel

A short guide on how to navigate through the sales funnel and what kind of activities can help move a customer from the Awareness Stage to becoming a loyal customer for your brand.

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Rukhsar Khan

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Demystifying The Conversion Funnel

A short guide on how to navigate through the sales funnel and what kind of activities can help move a customer from the Awareness Stage to becoming a loyal customer for your brand.

Uploaded by

Rukhsar Khan

We take content rights seriously. If you suspect this is your content, claim it here.

Available Formats

Download as PDF, TXT or read online on Scribd

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Demystifying the Conversion Funnel: Make the

Journey from ToFu to BoFu

In a purchase cycle, the customer goes through various stages before narrowing down on your
product or service. If you draw parallels to your own shopping patterns, it dawns that you too
don’t buy the first thing in your line of sight. The identification of a need leads you to find
solutions that cater to it, and so whatever suits your need best, in terms of pricing, features,
quality and quantity is finalised upon.

Each level in the sales funnel has to be passed through successfully to achieve consumer
conversion. Understanding the customer becomes paramount as you have to predict their
needs, wants and pain points to identify gaps that your product can service. Your final aim isn’t
to only acquire a new customer, but to ensure that they are repeat customers.

Unpacking the conversion funnel

The sales funnel, also called conversion funnel explains how a customer moves from
discovering your product or service to actually purchasing it. From the bulk or prospects
tapering to a few leads that actually convert create the funnel-like structure of a sales journey.
These prospects come from multiple mediums where the product offering has been displayed.

The rate of conversion can be optimized at each stage to increase the number of people moving
down the funnel. For this, the user experience has to be very targeted and the call to action has
to be specific to the target audience.

The stages of a sales funnel are: Awareness -> Interest -> Evaluation -> Action

Stage 1: Awareness

Awareness building is the step to ensuring that the customers first touchpoint with the company
urges them to explore more about the product. By creating multiple touchpoints for customer
discovery, there are chances of capturing more leads, and using techniques such as blogging
and interaction on social media can help gather data that helps in further segmentation.
Blogging & Social Networking

According to Demand Metric, content marketing can generate 3 times more leads and costs
62% less. Blogging is an inbound marketing technique in which users are lead to the product in
an organic manner. Blogging is all about attracting customers by creating content they’re
actively looking for. It’s about creating a platform that gives the lead confirmation bias that the
product/ company knows what it’s doing. Having a call to action on the blog page can help
collect prospect data as well.

Today, most consumers communicate with companies through their Facebook or Twitter
handles. From complaints to referrals, it happens on an open forum where you can speak to a
large audience. A Social Media presence also helps in getting better rankings on search
engines. Companies can also target their desired segments using social media advertising.

Stage 2: Interest / consideration

At this stage, you have to start standing out from your competitors and promote the
product/services unique selling proposition. Here’s where your landing page and content
become important as their engagement with the customer determines if you convert a prospect
into a qualified lead.

PPC and Landing Page Optimization

Email opt-ins only visible to PPC visitors can increase conversions and collect prospect data.
Page level targeting can increase the effectiveness of any ads run on search engines.
Catchy headlines, attractive imagery and a strong call to action are essential for a successful
PPC campaign.

Similarly having a site that understands the customer's journey and takes them on a journey of
discovering your product. Your landing page is the first impression a customer gets of your
company and creating content that resonates with them with a user interface/experience to
support that can cement a customers interest. This reduces your bounce rate and helps retain
them.

Stage 3: Evaluation
At this stage, customers have started evaluating all options and eliminating the ones that don’t
fit their needs. Here’s the part where you have to establish your company as the expert that
stands out from the competition. The middle of the funnel stage is where each email or
communication is viewed with more serious intent.

Thus establishing yourself as the frontrunner through live demos, video guides, white papers
and testimonials from happy customers help leads make a decision.

Emails, Product and Thank you pages

Emails are the most cost-effective technique to keep reminding your customer of your product in
different ways. You have to know what will make each segment click, and create email content
that leads them to the website or revert back to the sales executive.

Product specific pages have to be created basis the understanding of what the target audience
would need. You reduce the number of steps a customer has to take to reach the product by
creating specific pages that can found in the least amount of clicks.

Thank you pages are necessary to push customers further down the funnel to take a bigger
decision of investing more in the company. After they’ve taken a small action, say download an
e-book, you can now thank them, and recommend an email subscription that will keep updating
them with more content, indirectly giving you lead data.

Stage 4: Action
Once you’ve taken all the steps to optimize your sales funnel and converted a lot of them into
paying customers, the next step is to introduce them to more product offerings and ensure that
they become repeat customers. Repeat customers are more likely to refer your product to their
peers and increase your audience.

It cannot be taken for granted that a customer that has converted won’t switch, so the after-
sales service becomes an important component to retain customers.