{"id":24126,"date":"2020-11-19T11:28:12","date_gmt":"2020-11-19T11:28:12","guid":{"rendered":"https:\/\/leadsbridge.com\/?p=24126"},"modified":"2023-08-31T19:43:53","modified_gmt":"2023-08-31T19:43:53","slug":"what-conversion-optimization-looks-like-in-every-step-of-the-funnel","status":"publish","type":"post","link":"https:\/\/leadsbridge.com\/blog\/what-conversion-optimization-looks-like-in-every-step-of-the-funnel\/","title":{"rendered":"What conversion optimization looks like in every step of the funnel"},"content":{"rendered":"

In the world of marketing and sales, it\u2019s no secret that conversions are king. Conversion optimization is a key focus for most marketing teams around the world, but what exactly does that mean?<\/p>\n

For some, a conversion is simply a sale. For others, a conversion is simply an action taken by a lead. Whatever your definition of a conversion is, there are plenty of reasons for conversion optimization, and a constant focus on improving.<\/p>\n

Today, we\u2019re going to break down the conversion funnel step by step, learn some of the ins and outs, and potentially redefine what a conversion means for a lot of people. Let\u2019s get started.<\/p>\n

What is a conversion?<\/h2>\n

Before we get into the steps and how conversion optimization works, it\u2019s important to get the record straight when it comes to conversions. As we mentioned just above, a conversion usually registers to most people as a sale.<\/p>\n

But the reality of it is that a conversion can be a lot of things<\/a>. Perhaps a conversion is a newsletter sign up, a demo registration, or a trial extension. You see, conversions don\u2019t always involve money. Sometimes, in certain cases, a conversion can be considered a positive interaction, and can even be considered generating the lead itself.<\/p>\n

\u00a0\"lead-magenet\"<\/div>\n
<\/div>\n
\n

Conversions don\u2019t necessarily occur at the end of the sales funnel. In fact, there are middle funnel and top funnel conversions, too. We\u2019re not talking about touchpoints here. We\u2019re talking about a lead taking a significant and measurable action towards their progress through the conversion funnel.<\/p>\n

Now, this will be important to remember as we continue our journey through this article today, so be sure to keep what we\u2019ve already discussed in mind.<\/p>\n

What are the steps for conversion optimization?<\/h2>\n

Conversion funnels can be as complex or as simple as you desire. Arguably, funnels that are too simple will end up harming your ability to measure conversions and optimize the funnel entirely.<\/p>\n

Conversion optimization strategy<\/h3>\n

The idea is that you want exactly the right amount of steps in your sales funnel so that the lead doesn\u2019t get tired, and neither does your sales team. This can be hard to accomplish, but a drive for conversion optimization will eventually lead you to either add steps to your funnel, or take them away in the end.<\/p>\n

What\u2019s important is that conversion optimization is always a key focus for both the marketing and sales teams. It can be easy to throw in the towel at an acceptable conversion rate but remember: there\u2019s absolutely always room for improvement.<\/p>\n

That being said, what are the steps for conversion optimization? To be honest, every single person you ask might have a different answer. Everyone has their own tactics, and some of those people don\u2019t like to share their secrets. That being said, there are a few industry-standard steps for conversion optimization.<\/p>\n

For this, it\u2019s best to use a common example, and then break it down into parts. For our example today, we\u2019ll use ecommerce.<\/p>\n

What are the steps for conversion optimization eCommerce?<\/h2>\n

Now it\u2019s time to break down the conversion optimization step-by-step. For this process, we\u2019ll talk about each point individually, and give pointers for each.<\/p>\n

Step 1 : Planning<\/h3>\n

The first step in any good conversion optimization strategy is to plan. Create your strategy from the ground up and tailor it to your needs and goals.<\/p>\n

Step 2 : Focus on UX<\/h3>\n

The biggest factor in whether or not a lead converts is their experience with the brand. To put it simply, if they have a bad experience, they most likely will not convert. That\u2019s why it\u2019s so important to focus on their experience<\/a> from the top of the funnel and all the way through.<\/p>\n

Ask the leads questions on how their experience was, send out surveys, and be sure to provide incentives.<\/p>\n

Step 3 : Plug the leaks<\/h3>\n

Once you ask around and have a better understanding of where the leads are slipping, it\u2019s time to plug the leak. Whatever your leads are complaining about, or whatever hole in the conversion funnel they seem to be slipping through, fix it.<\/p>\n

The reason we used the conversion optimization eCommerce example here is because it\u2019s easier to grasp, and for the most part, leads are there for only one reason. This helped us simplify the steps in this case.<\/p>\n

But, that\u2019s not to say that there can\u2019t be more steps. In fact, there can really be as many as you need.<\/p>\n

Conversion optimization conversion rate<\/h2>\n

Conversion rate optimization<\/a> is the process of fine-tuning your ads, landing pages, and web design<\/a> in such a way that positively affects your conversion rate. In this case, the goal is to get as many eyes on your product as possible.<\/p>\n

In addition to this, there are many ways you can improve your conversion rate. For example, many people shop online and leave their cart without making that final conversion. A simple cart abandonment plan<\/u><\/a> can help bring those customers back and make that purchase.<\/p>\n

Optimization testing<\/h3>\n

Along with conversion rate optimization will come optimization testing. In order to truly understand what can be improved and how to improve it, there will need to be extensive testing.<\/p>\n

\"conversion-optimization-testing\"<\/p>\n

For this testing phase, there are 3 basic sets of tests that need to be run:<\/p>\n