If the goal of your WordPress site is to generate sales, then you already have a sales conversion funnel. You may have created it intentionally or it may be accidental. The good news is that with just a few changes, you can increase the likelihood of moving people through your funnel, resulting in getting them to take the action that you desire.
The largest part of the ecommerce conversion funnel is awareness, and there are many different ways that you can capture people on your WordPress site. Use keywords when you create content so that you can capture the attention of search engines. Start creating content based on keywords, but be sure to write good content that will be informative to real people. Try to be as broad as possible so that you attract as many people as possible to your website. Consider installing one of the WordPress plugins, allowing you to share your content on social media. Think about using a guest blogger plugin to connect your content to that of people who have a larger audience than yours. Use a pay-per-click plugin to create ads that will bring people to a dedicated WordPress landing page.
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The second widest part of the sales funnel is interest. At this point, your audience has become aware of your product or service. They’re now ready to learn more about it. You’ll want to offer customers easy ways to find out more about you, your company, and the products that you sell. Live chat is a popular way of engaging with visitors, and leads to high rates of conversion. Additionally, it’s important that you create a professional look. Enable WordPress to post reviews directly to your site. Use a Schema app so that your product reviews are easier to find when using various search engines. Use a plugin to collect interested people’s emails in exchange for a small gift.
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The next step of the sales funnel is creating a desire for your product. Make it easy for customers to compare different options on your site to see which one will meet their needs the best.
This is where the buyer actually purchases the product, and you want to make it as simple as possible. Use a WordPress shopping cart plugin that allows customers the most options for paying for the product. Create pages clearly showing your shipping and return policies. You may even want to use a plugin allowing customers to print a return label straight from your website.
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Making it Your Own
There are many ways to move your targeted audience through the conversion funnel on a WordPress site. You now have a high-level understanding of each step of the process along with what’s possible, so it’s your turn to start applying your knowledge. This is where your company’s unique voice comes into play. While there are basic plugins that many different companies use, it’s important that you take them and make them your own. Customers want to see that your company is a unique entity that has its own personality.
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It’s important to understand that not all customers will find it necessary to go through each of the sales funnel levels. For example, repeat customers may be ready to buy as soon as they arrive on your site. Therefore, take a look at your navigation menu to make sure that the most important pages are where customers can find them quickly and easily. Take a look at your analytics to find out how customers are moving through your site. You’ll also want to look at your bounce rate as it may give you a great clue on pages that need to be reinvented to serve their purposes better. Additionally, ensure that your customers can see any new products that you’re offering as well as any promotional codes to encourage them to buy even more.
While each site will have its own conversion path, there are at least three paths that many different websites experience. Customers may see a pay-per-view ad or an organic listing and head to a dedicated landing page. From there, they may decide to join an email list where you sell them quietly. Keep in mind that customers may be ready to buy just from seeing the pay-per-click ad. Alternatively, a customer may land on your site’s home page directly because a friend has told them about your product, or they may have heard a radio or television ad. From the home page, they may go to a product page followed by the cart page where they complete the purchase.
Taking a look at your website based on the sales funnel and redesigning it where necessary is a great tool to increase the number of customers who take the final action that you desire. Understand that customers may take several paths through your site before they make a purchase, so make it as easy to navigate as possible. Add your company’s personality at each point to build trust and credibility.