Having an online store and not feeding its advertising spaces is like having a business in a physical establishment with the shutters down. Therefore, having a clear strategy for your ecommerce aimed not only at conversion, but also at attracting quality traffic, is increasingly important. We must bear in mind that not everyone is a potential audience for our business.
Advertising must be accurate to achieve your goals, whether through an e-commerce, marketplace or any other type of online business. Many companies believe that they will magically create a new market niche. And they persist in that perspective.
But what if you focused on converting those who have already interacted with you? What if you paid more attention to cart abandonment and how much we are losing out on with these? This is an opportunity to generate new sales or a quality lead, through which showing personalization in your sales funnel will bring you closer to your goals.
Table of contents
What is the sales funnel and what is it for?
Funnel stages
First phase: Preliminary contact
Second phase: Real interest
Third phase: Conversion
Fourth Phase: References
What is the sales funnel and what is it for?
The sales funnel or conversion funnel is the process by which the company reaches the user and by which the user reaches a specific objective, whether it is a purchase argentina email address action, a potential lead or a registration. This funnel consists of four phases, however, the most important is the one in which the user develops a real interest in the product and transfers it to the cart.
In this situation, there are only two possible outcomes: an increase in the percentage of cart abandonment or a purchase being made.
Funnel stages
First phase: Preliminary contact
This is the initial stage, during which the user has already had previous contact with the brand and has some kind of interest in what it can offer. It is in this phase that the user "declares" his need and/or desire for one of the company's products or services, when visiting the brand's website.
Second phase: Real interest
After the user's first sign of interest in the brand, a greater intensity of this interest is sought. The user has a purchase need to satisfy with a product from the brand. This leads to the consideration phase, in which the user has already identified his need and the solution to it: registering a visit to the cart and initiating payment using the form that requests his information for said exercise.
It is at this point that the situation can be resolved in two completely opposite actions: abandoning the cart or making the purchase.
Third phase: Conversion
This is, without a doubt, the most important phase of the funnel process, in which the action of the two previous stages is extremely important.
During this stage, the user converts, either by making a purchase or by giving an email address that makes them a potential lead, or by installing a mobile app. Once this stage is reached, the conversion goal has been met, but it doesn't end here...
Fourth Phase: References
You have already achieved your objective, the potential client has come to you, you have attended to his needs and you have been able to satisfy them. The next step is for the client to apply the most effective marketing technique: word of mouth. Sell a good product, provide good service to the user and, when the client is satisfied, he will recommend the brand to his contacts.
It is often easier than it seems. It is about knowing how to personalize the relationship depending on where they are in the conversion funnel. Today, this relationship is made easier thanks to tools that allow you to personalize relationships individually and reach the potential niche of users.
With such a competitive online market, reaching a group of potential users in a personalized way can bring us closer to that conversion goal.