Conversion optimization is crucial for every business, no matter what app you have. It’s always beneficial to have more users completing the registration process or ordering the product than the ones who give up in the meantime. With UXCam, you can easily track who finishes the designed journey and who drops off and why.
A conversion funnel is a tool used to evaluate and comprehend the process that occurs when turning a curious consumer into a loyal customer. The better you understand the process that the customer takes, the more easily you can improve the steps to increase consumer flow and, in turn, sales.
When talking about conversion funnels, it’s best to picture a kitchen funnel with a modification. With typical funnels, everything you put into it eventually comes out of the bottom, however, with conversion funnels, there are holes on every level, leaking potential customers.
Not everyone who downloads your app or happens across your website is going to have a need for what you’re offering, therefore every funnel is always going to have a leak. Our goal is to minimize these leaks, making the funnel as efficient as possible, thus retaining as many users as possible.
To best minimize these leaks and optimize the process, we need to take a closer look at the process, especially from the customer’s point of view. With UXCam, you can easily build funnels, find the leaks and analyze what to improve in the processes in your app:
4 levels of a basic conversion funnel
One of the first things you’ll need when converting consumers into clients is, of course, the consumers themselves. They can’t buy your product unless they know it exists, right? This is where you attract possible customers and bring them into your app, pulling them into the funnel.
Just remember, these are people that you’re selling to and not just generalized segments of a population. Not everyone is going to have the same pull and they won’t all respond to the same prompting so know your audience.
When maximizing the effectiveness of this step, quantity over quality is not always the best approach. It’s true that you want to bring in a high number of consumers to look at your product. But if you’re bringing in consumers that have no use for your product you’re likely to spend more time and money trying to convert them only to be met with little success. Focus on quality by identifying your ideal audience and target them through proper marketing. This will give you a higher conversion rate, saving large amounts of time and money you would have spent on pursuing bad leads.
Now that you’ve pulled in potential customers that are well suited to your product, it’s time to develop the consumer’s interest in your product. Notice at this point that, as a funnel does, this level is now smaller than the “action” level. As mentioned before, each level will have leaks; not everyone who downloads your app will have an interest or a need for your product.
Now that we’ve sorted some of those poor leads out, we focus on generating a stronger interest for the product in those consumers that we’ve retained from the first step. Remember, it’s important to ensure a good customer experience throughout the entire process. Consumers probably aren’t going to purchase anything until they’ve gotten a feel of what your company is and a level of trust has been developed. They will need a chance to browse your products and get comfortable with the product before moving to the next step. Because of this, an important tool for this step is a well-designed app and an easy and smooth registration process (if needed). This will lead to a higher number of consumers on to the next stage of our funnel.
Now that we have nurtured the consumer’s interest in the product, we need to create a desire for the product. We’ve sorted through potential customers and narrowed it down to only those who have an interest in the product so, as before, this level is smaller than the previous levels.
Now you can take those leads you earned with the quick bait in the previous step and follow up on your leads. The goal is to show the potential customers why your product is necessary. An effective method is to demonstrate how your product solves a particular problem that the consumer has. People want solutions to problems, even problems that they didn’t know they had.
Build on the previous “Interest” phase by focusing on the details: great product pictures, detailed descriptions and demonstration videos help the user feel confident that they know what they’re getting.
This is what it’s all been about up to now and we’re approaching the finish line. The customer has the awareness, interest and desire for the product; now we just need to secure the sale. It’s important to ensure that the customer has the smoothest experience from start to finish, encouraging not just the initial sale but also reducing cart abandonment.
When your product is an app, you’ll want to ensure that there are no issues with the user’s experience and that your app is suited as closely as possible to the customer’s needs. Of course, you’ll want to make sure that your app has as many customers' desired traits as possible but if you have too much in your app that isn’t used, then you’re wasting space and possibly users' time.
Your best customers are repeat customers. They’re much less resource-intensive as they’ve already been through the funnel and are already converted. They’re familiar with your product and you’ve built a relationship with them based on that first sale.
Now that they’ve been through the funnel and completed that purchase, it’s time to nurture that relationship. Think about other funnels in your business that you can steer this customer towards. Encourage them to join a loyalty program, follow you on social media so you can continue to market to them, sending them promotional materials and new product notices.
Try to approach them in various ways over a reasonable time period. Spreading out your marketing to these customers will be more effective than bombarding them with emails over a short period of time.