Conversion Funnel Examples: Using Funnels to Track Campaign Success

Conversion Funnels Provide the Answer

Nowadays, experts have solved the problem.

Most experts use a tool called a funnel (or conversion funnel, or marketing funnel) to get an overview of that exact process.

They call it a funnel because it resembles and acts exactly like a funnel. But instead of liquids, in website analytics you work with visitors that land on your page. And in this parallel, the inside of the bottle is the last step of the conversion process, whether that is the checkout page, or a sign up page or similar. 

In both cases, some of that liquid may inevitably be “spilled” and will not make it to the inside of the bottle. So in translation, that means that not all of the visitors make it from the top of the funnel to the point of conversion, at the bottom.

Before we stampede towards our conversion funnel examples, let's firstly get to grips with the basics.

The marketing funnel is a tool used in analytics, to determine what percentage of the users landing on a webpage navigate towards other pages that represent steps to reaching a conversion goal. So in short, it is a more advanced tool for tracking conversion rates and also identifying problems in the customer journey.

It uses a simple graphical representation in the form of a funnel, where the top level represents the number of users visiting the landing page, while the next steps display the number of visitors that took an action to get to the next logical steps of the funnel. The bottom of the funnel then represents the number/percentage of visitors that made it to the conversion page.

So if we were to correlate the above funnel with assumptions about the user attitudes and intentions, a classical model would look like this:

• Awareness is the first level. Potential customers reached your website, so it is safe to assume they are aware of your existence.
• Interest represents the second and third steps. Visitors have not left your website, but still want to see your list of products.
• Desire is the fourth step. The product has been added to cart.
• Action is the fifth and final step. The user has subsequently paid for the product.

Having the funnel in place is obviously useless without an analysis of the data.

Given this, here are some of the things you can discover:

1. See Where You're Losing Customers

Ideally, the funnel should not be very “steep”. If you see big differences from one step to the other, it means potential customers are dropping out before buying something. And in essence, identifying the place where the difference between steps is the biggest.

What this means is that you may have a problem on the funnel step prior to drop-off. It might have something to do with the design of the page or the information on it. See the next point on this list.

2. Learn the Reasons Behind Drop-offs

The funnel itself can’t help you understand why visitors abandoned the conversion process. Fortunately, there are funnel tools that correlate with visitor session replays. So this means that, at every step, you can see the actual recordings of the user interactions with the page.

This way, you can try to find a behavior pattern to explain the drop offs. Are some of the users not scrolling enough to reach the CTA button? Or are they not even hovering the mouse in the area that leads to the next step? Is it click rage? Or, is there an error on the way the page is displayed or is functioning?

Find the error, fix it and then reset the funnel visitor data to see if results improve.

3. Identify Pages with High Conversion Rates

You may be running several marketing funnels at the same time, with small variations to the steps you use. Compare the data and see which pages lead to a higher conversion rate. Learn from that and try to replicate those pages in the future.

4. Provide an Intuitive Method for Measuring Conversion Success

Successful business is based on data, not on guesswork. A marketing funnel provides percentages at every step of the way. You can even set yourself a conversion goal during planning. Some conversion funnels analytics tools, like the one from TWIPLA will use that as a standard and provide data to show you whether your performance is good or not. Are you reaching your goals? By how much have you missed the mark? After some adjustments, how have the percentages changed as a result?  

5. Conversion Funnel Optimization

Take all of the data in and use it to improve. If you notice after some visits to the landing page that the funnel is not showing acceptable conversion rates, make changes to the steps or even to the entire funnel logic. After funnel analysis, you may also want to remove a step, change some page layouts, and rearrange the order. You will need to set up a new, optimized marketing funnel. Hopefully, the results should show.

Let us see another couple of examples of marketing funnels and how they can undoubtedly help us improve conversion processes:

Conversion Funnel Example 1

Conversion funnels are undeniably a great way to focus on what matters most to website development - increasing sales, signups, and other key actions.

By increasing the appeal of key webpages, you'll then quickly find that your website quickly starts working for you, and achieving your goals.

Given this, why not try putting these conversion funnel examples into practice?

So sign up to TWIPLA, and start creating your own conversion funnels today!