30 second summary:
- Pandemic bans have driven many online businesses to stiffen competition and demand for more conversion optimization solutions
- One of the most effective ways to increase your sales is to revise your cross-selling tactics
- To attract more people to the sales funnel, you need to consider off-site activities, i.e. when your customer interrupts the buying process and how they get them back to your location
- Use Semantic Examination of Your Destination Search Query to Better Understand (and Fulfill) Your Customer Journey
- Finally, analyze your website’s sales funnel using Google Analytics
More and more small businesses are going there through digital transformationThere is a growing demand for new ways to attract and retain customers.
As online shopping becomes the norm, both competition and customer expectations are growing rapidly.
How do I create a more effective ecommerce sales funnel? Here are some fresh ideas:
1. Revise your product recommendations
Cross-selling (showing related products at all stages of the sales funnel) is one of the most important – but often neglected – components of the sales funnel.
Did you know that? Cross-selling makes up more than a third of Amazon’s sales? Based on Company data35 percent of the products bought on Amazon come from product recommendations based on AI-controlled algorithms.
No wonder Amazon is using cross-selling across the entire website – from product pages …
All of these cross-sell blocks are contained on a single product page.
… To check out pages using different methods to tailor a customer to better products:
Cross-selling comes in many forms, including:
- Personalized upsells: These are usually displayed on product pages to urge the customer to buy something they didn’t originally intend. These may depend on the customer’s previous purchasing habits or the purchasing habits of other customers who have purchased the current product
- Product bumps: Show matching products directly on the checkout page
- Email-driven upsells: Automated emails sent immediately after payment encourage you to buy more to add to the same delivery
Source: Screenshot by the author, March 2021
While cross-selling is a great way to increase your average order value, it is becoming increasingly difficult to convince customers to fall for it. To innovate your cross-sell strategy, here are a few things you can try:
- Personalize your product recommendations
- Try new formats (e.g. testimonials, Instagram carousels, stories).
Dialogue AI is an e-commerce solution that implements both by displaying product recommendations based on individual browser data and turning them into engaging stories.
Source: AI dialogue
Dialogue combines cross-selling with AI-based personalization and storytelling. It’s also a fully scalable solution that requires minimal labor. The platform keeps you up to date on important marketing metrics via a practical dashboard:
Source: Screenshot by the author, March 2021
2. Make your customer support part of the sales funnel
The ideal buyer’s journey is as follows: You land on a product page, place it in a shopping cart, submit your payment details and wait for the product to arrive.
Obviously, it doesn’t always look that way. Customers’ journeys are frequently interrupted, and in many cases they are interrupted by customers themselves who are distracted or have questions that they need answers to before they complete the purchase.
The truth is, no matter how well you’ve set up your knowledge base, many people will still want to contact your customer support team before making a purchase. This is where many buying trips can be interrupted if you don’t set things up properly.
Set up email follow-ups
All customer interactions should be recorded and there must always be personalized follow-up based on the customer’s action (i.e. whether or not they completed the purchase).
Depending on your current CMS platform, you may already have access to email automation that enables personalized follow-ups.
Screenshot source: Sleeknote
Highlight your customer service team’s emails
This is something that is actually missing from the screenshot above. It’s important to both personalize and brand your email follow-ups to gradually increase brand recognition and ultimately generate more repeat sales.
Remember, your email is designed to get your customers back to your website. It needs to revive the interrupted buying journey, so links to your website are essential. Include at least one clickable logo and detailed email signature asking your customer to take action.
3. Pay attention to your branded search query
What tends to disrupt your buyers’ journey? If you don’t contact your customer support, it is usually:
- Check your product reviews
- Look for your coupon codes or special offers
To better understand your customers’ journeys outside of your website, research your branded keywords (i.e. the keywords that include your or your product name). Google Suggest is a good place to start:
Source: screenshot from Googlefrom March 2021
These are all search suggestions that can affect your customers’ journey. Make sure your Pages and External Assets are ranked # 1 for all of these topics.
Start by displaying all of these queries as part of your sales funnel. Do you have a landing page (or landing pages) that would do a good job of getting people to continue their journey on your website? Or do you rely on third party websites to do this?
The latter is not the smartest decision.
Keep in mind that these queries are often used in the middle of the funnel (just before your customer makes the purchase). This should also be reflected in the copy.
3. Make a search intent copy
Whether or not your landing page (i.e. product) is organic-based, it is a good idea to use search intent to drive copy-making. Semantic analysis driven Search intent analysis is the only method we can use to predict customer expectations before we can analyze the actual behavior of the user in the field.
The semantic analysis helps you to better understand your customers’ journeys:
- What are you perhaps looking for and where can your research lead you?
- Which products could you also be interested in?
- How can you better get their attention?
All of these questions can be answered through semantic research. The text optimizer is the easiest to use here: it captures the search clippings from Google returned for your target search query and returns underlying concepts that will allow you to make one or more targeted copies:
Source: screenshot from Text optimizer
It’s also a great way to get your pages ranked higher on Google, but that’s beyond the scope of this article …
For this purpose, don’t forget to check out the latest recommendations from Google Providing better information to buyers.
5. Analyze your sales funnel
Finally, of course, monitoring your sales funnel is a must. While conversion monitoring is usually not included in SEO metricsMost SEO analytics platforms offer sales funnel analysis. Therefore, Google Analytics offers comprehensive conversion tracking that includes the visualization of the sales funnel.
- To begin, Use this guide to set up conversion tracking in Google Analytics
- Then proceed to Conversions -> Goals -> Funnel Visualizations to analyze your sales funnel:
Source: Screenshot from Google Analytics, March 2021
Google Analytics shows where your customers are going instead of completing their buying journeys.
Don’t forget the basics!
Basically, it’s about delivering a user experience that customers want to return to. That being said, the happier the customer, the better!
So, as you work on your sales funnel, don’t forget the basics: keep an eye on yours Customer feedback, Monitor your brand names, and always strive for it Optimize a better customer experience.
Innovation is an essential part of digital marketing. Global bans have dramatically changed shopping behavior and increased the demand for digital transformation and innovation. Hopefully the five steps above will help you make your ecommerce sales funnel more effective.
Ann Smarty is the Brand and Community Manager at InternetMarketingNinjas.com. She can be found on Twitter @seosmarty.