Once you start getting consistent traffic on your site and landing pages, you'll want to start looking at ways to optimize the performance of conversion funnels.
It's nice to have a lot of people visiting your website but when they convert, it's even better.
The conversion funnel of your website will be influenced by: your traffic acquisition sources: are you receiving more high-trend bottom-of - the-funnel traffic (BOFU) or more low-trend top-of - the-funnel traffic (TOFU?)?
A site goal: Do you optimize sales, sign-ups, leads, demo requests or brand awareness? Different targets can lead to various forms of funnels and conversion rate windows.
Your website structure: Is your website a single landing page? Is sequential to the conversion flow? Is the Hierarchical Structure? But is it the foundation of a network?
We're looking at how to map and track your conversion funnel to optimize it in this article.
Knowing the Site Structure Websites usually has one of three web structures: sequential as WeTransfer (upload > send > done), hierarchical as Highlights and much of the Internet, or network as Facebook and LinkedIn.
Sequential sites are the simplest to automate, as the conversion funnel is the experience.
The more complex the website becomes, the more difficult it is to automate hone-in on a single funnel (e.g. A > B > C >?).
Most hierarchical and network-structured sites would have conversion funnels, both scheduled and unplanned.
The Users Flow feature of Google Analytics (Audience > Users Flow) is a good way to discover unplanned conversion funnels, but first you have to know what you are trying to optimize for.
Optimize Funnel Output for Conversion, but for what?
To concentrate your marketing efforts to improve your conversion funnel efficiency, you need to know your business objective.
Whether it is orders, sign-ups or leads, by looking back from it you can identify the main steps in your customer journey. Yes, a number of analytics tools can help you identify the most successful routes to achieving your conversion objectives.
For example, our main aim with the marketing website is signups at Highlights. We get a lot of our traffic from the search engines and by promotion of content. This means that a typical route to signups looks like this: the user sees a blog post on social media or on a website; he / she reads the post and decides to visit our homepage; he / she decides to sign up after careful investigation; he / she decides to go through the registration from the signup screen; Voilà!
To maximize the efficiency of the conversion funnel, we need to understand and track all of these micro-goals to see if they support (or hurt) the over-arching target (signups).
What to Track Conversion Funnel Performance By using the A.A.R.R.R system (originally from Startup Metrics for Pirates) of investor Dave McClure, the best way to monitor conversion funnel performance is
His process has five steps: acquisition: visitors entering the funnel from various channels; activation: visitors having a first encounter with the app / web; retention: visitors returning and being retained; revenue: users purchasing the product and becoming customers; referral *: visitors or consumers forwarding the platform or product to friends and colleagues.
* I recommend that the sales and referral processes be reversed.
Although we are optimizing for a particular goal, monitoring the entire customer journey from Acquisition all the way to Referral is a good idea.
You would be able to identify the break points by doing so and analyzing the output of cohorts – a group of people who share a similar trait over a certain period of time.
The question this survey asks is: of the people who have viewed the blog (1,000), how many have viewed the homepage (150), clicked on sign up (25), and actually completed the registration (17).
Through looking at the drop from one stage to the next and comparing data to benchmarks, you can find the bottlenecks and find ways to improve the efficiency of conversion funnels.
It's nice to have a lot of people visiting your website but when they convert, it's even better.
The conversion funnel of your website will be influenced by: your traffic acquisition sources: are you receiving more high-trend bottom-of - the-funnel traffic (BOFU) or more low-trend top-of - the-funnel traffic (TOFU?)?
A site goal: Do you optimize sales, sign-ups, leads, demo requests or brand awareness? Different targets can lead to various forms of funnels and conversion rate windows.
Your website structure: Is your website a single landing page? Is sequential to the conversion flow? Is the Hierarchical Structure? But is it the foundation of a network?
We're looking at how to map and track your conversion funnel to optimize it in this article.
Knowing the Site Structure Websites usually has one of three web structures: sequential as WeTransfer (upload > send > done), hierarchical as Highlights and much of the Internet, or network as Facebook and LinkedIn.
Sequential sites are the simplest to automate, as the conversion funnel is the experience.
The more complex the website becomes, the more difficult it is to automate hone-in on a single funnel (e.g. A > B > C >?).
Most hierarchical and network-structured sites would have conversion funnels, both scheduled and unplanned.
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The Users Flow feature of Google Analytics (Audience > Users Flow) is a good way to discover unplanned conversion funnels, but first you have to know what you are trying to optimize for.
Optimize Funnel Output for Conversion, but for what?
To concentrate your marketing efforts to improve your conversion funnel efficiency, you need to know your business objective.
Whether it is orders, sign-ups or leads, by looking back from it you can identify the main steps in your customer journey. Yes, a number of analytics tools can help you identify the most successful routes to achieving your conversion objectives.
For example, our main aim with the marketing website is signups at Highlights. We get a lot of our traffic from the search engines and by promotion of content. This means that a typical route to signups looks like this: the user sees a blog post on social media or on a website; he / she reads the post and decides to visit our homepage; he / she decides to sign up after careful investigation; he / she decides to go through the registration from the signup screen; Voilà!
To maximize the efficiency of the conversion funnel, we need to understand and track all of these micro-goals to see if they support (or hurt) the over-arching target (signups).
What to Track Conversion Funnel Performance By using the A.A.R.R.R system (originally from Startup Metrics for Pirates) of investor Dave McClure, the best way to monitor conversion funnel performance is
His process has five steps: acquisition: visitors entering the funnel from various channels; activation: visitors having a first encounter with the app / web; retention: visitors returning and being retained; revenue: users purchasing the product and becoming customers; referral *: visitors or consumers forwarding the platform or product to friends and colleagues.
* I recommend that the sales and referral processes be reversed.
Although we are optimizing for a particular goal, monitoring the entire customer journey from Acquisition all the way to Referral is a good idea.
You would be able to identify the break points by doing so and analyzing the output of cohorts – a group of people who share a similar trait over a certain period of time.
The question this survey asks is: of the people who have viewed the blog (1,000), how many have viewed the homepage (150), clicked on sign up (25), and actually completed the registration (17).
Through looking at the drop from one stage to the next and comparing data to benchmarks, you can find the bottlenecks and find ways to improve the efficiency of conversion funnels.
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