The ecommerce industry is forever growing, with the UK market expected to reach £80,675 million in 2021 and a projected market value of £92,461 million by 2025.
To reap these rewards, it’s become essential for ecommerce companies to develop a strategy for ensuring real business growth. This means attracting new customers, retaining existing ones and consistently engaging them to create long-lasting relationships.
All of this comes down to having an efficient ecommerce sales funnel and the steps that you take to optimise it. Let’s take a look at the different stages of an ecommerce conversion funnel and how to apply certain marketing techniques for each step.
What is an ecommerce sales funnel?
An ecommerce sales funnel is the process that prospects go through in order to discover and buy a product, with it broken down into the following stages:
An example of how this looks is that a prospect sees a brand that piques their interest on Instagram – Awareness. Then, they see a product ad from the brand on another special platform like Facebook and they choose to click through to the website (Interest).
A few days later, the brand might have shared an article that lists the benefits of the product. This then persuades the prospect to buy the product (Decision). The prospect purchases the item and then becomes a customer (Action).
Let’s break down these stages even further.
The awareness stage is the first step in an ecommerce sales funnel and focuses on building awareness of your products and brand. This stage is to ensure that your target audience is aware of who you are, what you do, and what your business stands for. This is the first time that a potential client is being introduced to your business, the techniques you use and content you show them will reflect where they are
at in the conversion funnel.
Some ecommerce marketing techniques to use are:
- Create high-quality blog content to demonstrate your expertise and solve problems that your customers are looking for the answers to
- Utilise strong Search Engine Optimisation (SEO) in your product pages to rank highly for the search queries that consumers type into Google
- Craft educational product videos to show the benefits of your products and services and increase the chances of improving your ecommerce funnel conversion rate
At the interest stage, the goal is to help prospects connect to your brand on a deeper level. Simply because someone is aware of your brand doesn’t mean they’re ready to convert and there are several techniques you can use to help increase interest:
- Encourage people to sign up for your newsletter so you can provide them with additional educational content
- Invest in great on-site navigation and direct consumers towards relevant products
- Integrate your social media platforms into your ecommerce store so people can connect with you more easily across multiple touchpoints
- Connect with your target audience. Ensure that your personality as a business, culture, and brand shines through in all your content. For example, if you are a fashion retailer you could write a blog around 2021 fashion trends, or post a relatable meme on social media that they are likely to interact with – the idea is to spark their interest as much as possible.
The third stage of an ecommerce conversion funnel, the decision step is when a prospect has moved from browsing products into thinking about making a purchase. Your goal is to nudge them over the line and become a customer.
Here are some tactics for increasing ecommerce funnel conversion rate at this stage:
- Create detailed product information for all of your pages and help users make an informed buying decision
- Place personalised content across your store to meet individual shopping needs
- Offer additional incentives such as free shipping and discount coupons in exchange for making a purchase
- Social proof is key. People trust people – if there are products with positive reviews from others enjoying your products then your browsers are more likely to become customers.
The action stage involves the prospect finally being ready to make the purchase and you can make this easier through creating an effortless shopping experience in the following ways:
- Have an auto-populate feature that fills in customer details and saves time at checkout
- Use a progress indicator to make people aware of where they are in the checkout process
- Give prospects the option to buy immediately with strong calls to action. People are very inclined to use contactless payments where possible – it’s fast and easy. Implementing software such as ApplePay and PayPal could speed up the checkout process.
- Give your customers options. Clear Pay and Klarna are two big ‘buy now, pay later’ trends of 2021. Many fashion retailers have opted to implement this kind of payment into their checkout options.
Creating a successful ecommerce sales funnel with PureClarity
With intelligent product recommendations and deep personalisation capabilities, PureClarity is the ideal platform for helping you develop a robust ecommerce conversion funnel. Book a discovery call to see it in action.