Introduction: The engagement funnel
Most companies spend more time and money on traffic acquisition (i.a. through SEM campaigns and affiliate marketing) than on the optimization of existing conversion paths on their website.
Furthermore we think too often in “here-and-now” terms: “How can we convert our visitors?”. Hereby we narrow our conversion funnels in advance. Thus we ignore the fundamental marketing technique consisting of: first map the entire target audience and then match our offer and message to each of these profiles. To then play off these on the right moment in the purchase cycle of every of these profiles. Anyway, all this can be summarized in one concept: relevance.
I really can not emphasize enough how important this concept is for an effective conversion optimization.
Below you can find 2 conversion graphs: the first shows the traditional conversion funnel, which is limited to our website. The other visualizes the engagement funnel, which is much more effective because, with the help of marketing techniques, for every step is viewed how these can be made as relevant as possible.
In the next weeks I will briefly discuss every step and note some best practices.
The 7 steps to increase your conversion engagement are:
1. Identify your conversion goals and KPIs
2. Define & acquire your target profiles – taking care of the 40/40/20 rule
3. Optimize the structure of your site
4. Develop an attractive message
5. Develop an effective “call to action”
6. Improve your “shopping chart” & “lead capture” process.
7. Test, measure and optimize
Next: Part 1 - Identify your conversion goals and KPIs
Source: Best Practices for Conversion, Omniture
This is a repost and was originally posted on www.conversion-optimization.be