Find out how to Optimize shopping funnel for your website. Objective: reduce friction with your visitors to increase your conversions. First of all, let’s remember the basics. What is a shopping funnel? Also called order tunnel or purchase funnel, it corresponds to the customer’s purchasing journey, from arrival on the e-commerce site to the act of purchase, or in other words: the confirmation of An order. Here are some great tips to reduce friction in your buying funnel and provide a better customer experience on your site.
1. Take care of your product sheet: name, description, visuals, CTA …
A fundamental element: the product sheet. To make you want to take the act of buying, you absolutely have to take care of your product sheets upstream: take care of your CTA, think carefully about the title given to your product sheet, display a clear price, work on the text description of your products, offer images that highlight the products, add elements of reassurance such as payment terms, customer reviews, product origins, etc. Improving your product sheets is already a first step in optimizing your purchasing funnel, think about it!
2. Facilitate account creation with a limited number of fields
Are visitors interested in your products? You want to ask them to create an account to be able to order. This step is crucial, you must pay particular attention to it. They need it fast, otherwise, they won’t hesitate to leave your site to order from another site or marketplace. As a first step, you can analyze your registration form page and try to reduce the number of fields present as much as possible. The fewer form fields, the faster it is to create an account, and that’s what your visitors expect. Another possibility: you can also offer a quick connection via an existing account: Google, Apple, Facebook, or Twitter. This type of connection is appreciated by users,
3. Make the purchase possible without creating an account
Another very interesting possibility: you offer your visitors to buy a product without having to create an account. Even if e-merchants are increasingly simplifying account creation, some online shoppers still perceive account creation as a really restrictive step and may not validate their purchase because of this obligation. If you have an e-commerce site, it is therefore in your best interest to offer your visitors an option to buy without creating an account.
4. Display delivery and payment information early
A visitor clicks on the CTA “add to cart” on the product page to order? Nothing is won, it’s just the beginning! You should keep in mind that visitors need to be reassured before confirming an order. This is why it makes sense to display delivery information (delivery methods, estimated delivery date, etc.) as early as possible in the checkout process, as well as the payment solutions offered (bank cards, PayPal, etc.). ). Regarding payments, it is also relevant to highlight (explicitly) that payments are secure on your website.
5. Remove all interfering elements in the control tunnel
In the ordering funnel (once the visitor has clicked on “order”), it is in your interest to remove the elements that may disrupt the passage to the act of purchase. For example, you can remove at this step the header with the main menu to prevent the visitor from browsing other pages of the website instead of finalizing his order. At this stage, you can also simplify the existing footer, leaving only the options that seem essential to you: return to the store, need for help, T & Cs, legal notices, etc.
6. Display at the top of the screen the different stages of the purchase tunnel
To guide your visitors, do not hesitate to display at the top of the order tunnel a breadcrumb trail dedicated to the order tunnel. This offers the possibility of visualizing all the stages of the ordering and allows visitors to understand where they are in their purchasing process. Tip: If possible, consider making each displayed step clickable so that your visitors can return to a previous step quickly, with one click.
7. Reassure consumers on the page dedicated to payment
It is important to give your visitors confidence on the page dedicated to payment because this is the moment when they must provide their bank details. It is therefore important to remember that the payment is secure, in particular, you can add locked padlock icons to express the security of the transactions. You can also add the icons of the different payment solutions to allow visitors to quickly view their usual payment method: MasterCard, Visa, PayPal, etc. You can also add a link in the footer to your T & Cs to offer consumers the opportunity to learn more about payment via your site and thus reassure them.
8. Improve the loading speed of your web pages
If a page takes too long to load, it can be a big sticking point. Visitors will prefer to leave the page rather than wait for it to load. You must therefore also think about optimizing the loading of your pages on your entire website. To improve the loading speed of your web pages, you can rely on web performance tools such as Page Speed Insights or GTmetrix.
9. Make sure your shopping funnel works on mobile
Too often forgotten: mobile navigation. Keep in mind that you can also convert via mobile, so it is essential to test your mobile purchase tunnel to ensure that everything works correctly on this medium, in responsive mode. All the elements must be displayed correctly (no overlay for example) and must be clickable without problem (especially your CTA!). You need to make sure that browsing the order tunnel is as easy on mobile as it is on desktop.
10. Use a heat map tool to better understand your visitors
Do you know the heatmap solutions? These tools make it possible to analyze the navigation and the clicks of the users on the web pages of your shopping funnel, through heat maps. By performing an analysis of your customer’s journey on your site, you can learn lessons: understand the elements that capture their attention, and those which, on the contrary, are not efficient, identify the points of friction at each stage of your tunnel control and thus be able to implement the necessary adjustments. Tools such as Hotjar, Smart look or even Mouse flow have a free version to allow you to test heat maps on your website. It’s your turn!
FAQ:
There are many things that can be done in order to optimize a funnel:
Add CTAs at different stages of the process which will allow customers to subscribe for newsletters and download content related to their interests.
Make sure you have an email list sign-up form so people can stay updated on new products and services and get special offers.
Use social media platforms like Facebook, Twitter, etc., as well as other sites like Google Maps in order to generate traffic towards your site or blog.
It is essential to keep your customers engaged and create a sense of urgency. A great way to do this is by offering discounts or promotions, such as:
• Free shipping
• Coupons
• Exclusive offers for first-time buyers
• Hosting an event on social media that will offer exclusive giveaways.
The funnel optimization process is a series of steps that helps in converting visitors into leads and leads into customers.
Some best practices for a successful funnel are:
• Make sure your site has good content.
• Have good landing pages with effective CTAs.
• Provide information about your product or service that will help convert visitors into leads.
• Keep it simple, don’t overcomplicate the process.
The sales funnel is a marketing tool that helps to move potential customers through the buying process.
It can be as simple as getting a lead from an advertisement or landing page and following up with email marketing, phone calls, and other channels of communication.
Once you have your lead in hand, you will need to decide what actions you want them to take before they purchase your product or service. The two most common actions are subscribing for more information about your products or services and making a purchase.
A sales funnel is a step-by-step process in which prospects or customers are directed from one stage to the next.
The first stage of the sales funnel is awareness, where you create and promote your brand by building a website, starting an email list, and creating content that people can find on social media.
In the second stage, your customers become interested in what you have to offer by sharing your content with their friends. This helps to increase traffic to your site and ultimately increases conversions in the third stage of the sales funnel.
Once your prospects start converting into customers, they are placed into a nurturing system where they get more information about your product or service so they feel confident about buying it.
Conclusion
You need to know that your website has a shopping funnel which is the best way to boost your sales. By optimizing your shopping funnel, you can improve the conversion rate of your visitors and increase the number of sales.
