eCommerce Sales Funnel: 7 Secrets for Higher Conversions

When someone hears about your product and heads to your landing page, the glaring hope is that they’ll click that order button and make a purchase.

But from getting them to arrive at your landing page to encouraging them to purchase, there are proven techniques you can employ to increase not only these conversions but the revenue you make from each one.

We’ll guide you through the eCommerce sales funnel and give you seven of our best secrets to create higher conversion rates and increase your average order value (AOV) when they do convert. 

What Is An eCommerce Sales Funnel?

Also known as a conversion funnel, the eCommerce sales funnel is the path your customer takes from becoming aware of your product until the final sale – and then extends to post-sale.

Typically, your sales funnel will have four stages: awareness, consideration, decision, and loyalty. In eCommerce, we can get more specific and relate each stage to a particular point of our unique selling processes.

  • Awareness: This is where your customer first notices your product – whether it was through a social media ad, an infomercial, a referral, or simply by chance.

    Awareness is when you spark their interest with your product or service and persuade them to continue to the next stage.

    In eCommerce, awareness most always begins with your advertisement and is crucial in getting customers started in your sales funnel. An ad that isn’t compelling and doesn’t attract your customer will fail to collect any prospects into the funnel and stop your efforts in their tracks.
  • Consideration: At this point, your customer has made the step to get to your product’s landing page. They’re seeing what you have to offer, reading through the features and benefits, watching your videos, and considering the purchase.

    Now is where you remove any doubts that your product is exactly what they’re looking for. Here, you want to be sure to sell your benefits. We’ll get into more detail on this later.
  • Decision: Here is where your persuasion lies for the final push, and you provide a gentle nudge for them to convert.

    Some buyers may skip the consideration stage and go directly to the decision, as they knew when they became aware that they needed your product.

    Call to actions are important here, as well as making the checkout process fluid and simple.
  • Loyalty: In this retention stage, we are post-sale, and your goal is to increase the customer’s lifetime value by nurturing their loyalty with additional campaigns and other purchasing opportunities.

    One-click post-transaction upsells are critical at this stage, as well as your post-transaction email campaigns. Repeat customers are nine times more likely to convert and will spend more than a new shopper.

Once you’ve understood the basic eCommerce sales funnel, you can implement a few strategies and research specific things to help you achieve higher conversions. 

The 7 Secrets To Higher Conversions

You may not be as successful in increasing your conversions if you follow any guidance that doesn’t pertain specifically to eCommerce. Our industry is unique in that our sales funnel has a flow that emphasizes landing page optimization to succeed.

Increasing the conversion rate of an eCommerce site is a bit different – and far more difficult – than other types of websites, like lead gen sites.  Why?  Because an eCommerce conversion means your visitor has actually purchased your product.  You were able to convince them to pay their hard-earned money, right then and there.  The stakes are higher.

Here are our seven secrets to higher conversion rates and increasing your overall customer value.

  1. Fine-tune your mobile experience and page load times.

    A 1-second delay in page loading may result in up to 7% fewer conversions. That may not sound like a lot, but for a site bringing in just $15,000 per day in product sales, it would equal a potential loss of $383,250 over a year.

    The mobile experience should be the top priority, as the majority of website traffic comes from mobile. In fact, for Mojo’s clients, 80-90% are visiting from a mobile device. Use Responsive Web Design technology to build your site, and make sure the load time is quick.  Always implement lazy-loading, avoid unnecessary scripts and 3rd party libraries that slow down page load times, and make sure the mobile experience is as well designed as the desktop experience.
  1. Analyze your traffic sources.

    Having a complete understanding of where your visitors are coming from will help you to better allocate your budget to the places that provide meaningful traffic.

    Be careful with “too good to be true” offers of spending a little to receive a lot. A $25 advertising campaign promising 100,000 website visitors is likely not sending qualified traffic. And if the traffic is unqualified, they don’t convert, and it’s rather pointless and wastes your hard-earned money.

You may have a 5% conversion rate overall, but upon closer examination you’ll find that one traffic source converts way better than another.  Whenever possible, focus your media budget on the traffic that converts.  Adjust your media every week at a minimum.

  • What they are going to buy (product shots)
  • What it will cost them (the offer)
  • Why they should buy it (your unique selling points)
  • A video if you have one
  • A clear call to action (Order Now buttons)
  1. Optimize your eCommerce sales funnel by identifying your customer journey and adjusting accordingly.

    Every eCommerce business will not have the same results through the funnel. Some products push from awareness right to a decision by being such a unique product that the buyer wants it immediately. In that case, your focus may be more on optimizing your awareness stage and making it more actionable to skip right to the decision.

    Analyze your data to learn where your customers abandon to adjust that portion of the funnel. For example, if you’re not getting traffic to your landing page through your ad, reevaluate your advertisement to strengthen your awareness and push more customers into the next stage.

    If you’re getting the traffic but see a high bounce rate, analyze your landing page to determine why. Utilize tools such as heat mapping to see where your customers have been most and least interested.

    The following few secrets will also help optimize your landing page and strengthen your consideration stage’s success.
  2. Utilize compelling offer selection pages with choices and optimize your main page, forms, and checkout.

    Giving your customer an offer selection page with options is like rephrasing the question from “do you want to buy this product?” to “how many do you want to buy?”.

    You’re effectively eliminating their internal struggle to purchase and replacing it with the subconscious decision that they’re going to, but all they need to decide on is the quantity.

    Allow them to choose from one item or bundles of multiples that offer a multi-buy discount to encourage their increased order size. When a customer is presented with a good-better-best scenario, you’ll find they’re more likely to want the best, which means a higher average order value (AOV) for you.

    It is important to optimize your landing page and checkout. Your main page should always pass the blink test – which means your page’s message is well-received within just the split second it takes for your visitor to blink.

    The top fold (what users see before having to scroll) is your priority, and the most important content should be here. Visitors need to see: 

Your main landing page should contain no additional “noise” like other links, even if they’re to your own site.

There should also be a clear step to take – conversion. Your call to action should be very apparent, giving the visitor a pronounced next step to purchase.

Checkout should also be simple and clear. Once they get to make the purchase, utilize payment tools like Paypal Express for quick and easy purchasing without a credit card. Incorporating this checkout feature increases conversions by up to 82%, as it eliminates the risk that people will leave because they don’t have their payment with them and never return.

These tips will help to get your buyers through the decision portion of your eCommerce sales funnel.

Related: The Ultimate Guide to Direct Response Marketing in 2021

  1. Pay close attention to your Key Performance Indicators (KPIs).

    Data is everything when it comes to eCommerce and getting higher conversions through your sales funnel. The only way to truly understand your campaign’s success concerning your unique goals is to study your metrics.

    Total sales, AOV, and conversion rates can help optimize your sales cycle’s decision stage. KPIs like your cost per order (CPO) incorporate the money spent on your advertising efforts and where you can streamline the sales cycle’s awareness portion.

    Related: 19 eCommerce KPIs to Measure in 2021
  2. Use proven landing page templates.

    At Mojo, we provide our clients with free landing page templates to use that are proven to have the highest eCommerce conversion rates—so the grunt work is done for you. You’re able to allocate more resources to other stages of the sales funnel to scale your growth.

    With 100+ native integrations for all the tools and platforms you’ll need, and an easy drag-n-drop visual website editor, you’ll have all of the above secrets implemented for you. These features include multiple payment options (for optimized checkout), lightning-fast page speeds, templates that utilize all of the best practices for increased conversions, and even A/B testing, which we’ll get to next.
  3. Test, test, and test again!

    Running tests on your sales funnel – which is essentially testing both your marketing and your offer – is the final secret and the most important!

    By testing the marketing copy of your offer, you’ll learn what works best for your particular product. You can test just a simple “Buy one” type of offer, test Buy 2 Get 1 Free offers, any many other offer configurations.  You’ll be surprised just how many of your customers will option for the offers that significantly increase your AOV.

    If you plan to offer continuity, test the different ways to do this. Will your customer immediately choose between one product or a subscription? Or will you have them order and then add the option to the checkout page? Or will you offer continuity after the purchase as a one-click post-transaction upsell? Much of the time, this is the best option as it gets the sale first, then offers the upsale of continuity. It creates less confusion during checkout and doesn’t make customers immediately think about long-term costs.

    Other options include using email nurtures post-sale to offer the continuity options.

    Whatever way you opt to do it – what’s important is that you test and let the metrics decide what works best for your business.

Following these secrets will nearly guarantee a higher sales funnel conversion rate. 

Mojo provides the easiest eCommerce platform that can help you truly optimize your eCommerce sales funnel and create more conversions with higher average order values.

With a thorough understanding of your company’s unique funnel and ways to test and improve the fluidity within each buyer stage, you’ll find your business scaling and achieving success in no time.

By Greg Silvano

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