With a decent marketing funnel strategy in place you can build yourself a ‘golden path’ to a successful online business.
Your content is published and you are attracting plenty of visitors…but nobody is converting! In this article we will be looking at a handful of website conversion strategies that can help you make some sales…
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What is a Conversion Funnel?
A conversion could basically mean a sale, some sort of opt-in, a lead, a phone call or a sign up. It’s basically down to something that can be tracked.
A conversion funnel is a path that your website lays out for your visitors ( traffic ). It is a way for you to create a user experience through your website so that people end up at a final destination YOU choose.
You are basically anticipating that a percentage of visitors will take this path and end up at your chosen destination. Below is a short example:
- An individual lands on a article on one of your stationary web pages
- They click a feature link on this page that takes them to a sales/pitch page
- The individual clicks the link and ends up on this sales/pitch page ( your chosen final destination )
Marketing Funnel Strategy – Why so Important?
With effective website conversion strategies in place you can track where people leave your funnel. Once you locate the area of your website that people are leaving from you can try and find out why they are leaving and fix it!
On the flip side of the coin – conversion funnels allow you to track and take note of where people convert the most.
Once you know where people are converting you can leverage that and repeat it on other areas of your website.
Creating An End Result
You need to have a good idea what the end result of your website is before going any further with a conversion funnel.
So ask yourself this question – what is the end result of your website?
Could it be…
- Some sort of opt-in?
- A sale of a particular product?
- Do you want them to visit a site with a view to signing up with them?
You NEED to determine what you want people to do on your site once they have arrived there. Once you have this end result in your head you will have a clear path of what you want to do.
Tracking Your Chosen End Result
So you now know what the end result of your website is – it’s like a weight being lifted off your shoulders!
But there’s no point having all these visitors making their way through your site if there is no way of tracking them. Thankfully there are a number of ways you can track your chosen end results. Below are two of the most popular choices:
- Internal website tools or plugins
- Track externally through Google Analytics or software
I’ve encountered many handy website tools to do this job but I still end up back where I started – Google Analytics.
I simply find Google’s approach a lot easier to find my way around and remember.
Let’s take a look at how simple it is to set up a tracking system within your Google Analytics account:
- Sign into your account
- Click the ‘Admin’ button at the top-right hand side of the screen
- Your are now confronted with three columns. In the far right column click on the ‘Goals’ button
- Choose the red colored button that reads ‘New Goal’
- Then click the ‘Custom’ button
- You will then be required to give that Goal a name and then select the ‘Destination’ option
- Once inside the destination section you must enter your end result URL
- Finally, click ‘Create Goal’
Once you have this goal set up and working you will then be able to locate where people are dropping out of the path. You will also be able to see where the more interested parties are coming from and what route they take to get to your end result.