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What does a conversion funnel consist of?

21 August 2017

We have already mentioned in our discussion about leads how important conversion is in marketing, but we are now going to go into a little more detail about what conversion funnels consist of. Broadly speaking they can be defined as a feature that allows us to visualise the different stages our users pass through in the process of fulfilling our objective. They are therefore a useful tool for studying user behaviour, and for discovering where we are failing and how we can improve flow to achieve more conversions.

Conversion funnels are highly important for both B2B and B2C marketing, although one should bear in mind that businesses are not as impulsive as an individual client, a consumer who is more predisposed to purchase. Businesses need more information and their motivations are different, more rational and less emotional. They therefore require more patience and in-depth work. They are also more targeted clients, and often require more personalised messages.

Several levels in the conversion funnel

The term “funnel” is highly descriptive, highlighting the fact that the first stages (called the top of the funnel) are wider, as many people start the process; however, later the funnel narrows, and very few users get to the last stage (called the bottom of the funnel).

In general, it is a simple funnel. The first stages correspond to users who are familiar with our company/brand and who are interested in it. Afterwards comes the “desire” stage, in which our product or service emerge as a good solution for them. At this point, email campaigns are a very useful tool, because once we already have contact it is easier to follow the user throughout the process and try to prevent them losing interest, feeding that ‘desire’.

The last stage is the action or conversion, which will only be completed by a very few of those who started the process.

But it doesn’t end here, because subsequent loyalty is essential for creating a strong relationship with clients.

Of course, users can ‘escape’ at any stage of the funnel, and consequently all stages must be improved constantly. Studying our conversion funnels for maximum optimisation is therefore an essential task.

At LINK Mobility we can help you succeed, whatever your goal is: achieving a subscription to a newsletter, the purchase of a product, or the acquisition of a service. Through email, SMS, and even digital certification, you will be able to achieve better results and increase conversion rates.

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