When was the last time you evaluated the success of your current marketing strategy? Are your online customers met with great offers and promises only to be disappointed by your last-mile logistics?
Many eCommerce businesses are failing to optimize their sales funnels. The consequences of this could be anything from high customer acquisition costs, a lack of repeat customers, and generally low conversion rates. In this article, we identify some of the most common eCommerce funnel mistakes and what you can do about them.
Understanding the eCommerce sales funnel is at the heart of a great marketing strategy. The eCommerce funnel is a map of the customer’s journey from the time they first interact with your company right through to when they complete the purchase, and it is represented diagrammatically here.
Visitors land on your business website or eCommerce store from many channels, including search engines, social media, referrals, and your other marketing efforts. Once they are on your site, they navigate the different pages and products. When they find what they like, they add these items to their cart and then initiate the checkout process. As the funnel narrows towards the final purchase, many visitors exit the funnel. The visitors who complete the purchase as a percentage of the total visitors is your rate of conversion. The average eCommerce conversion rate is 1-2%.
There’s a lot that you can do to convert more of your site visitors into paying customers. It all starts with understanding every stage of the funnel, including the marketing, the website navigation, the checkout process, the post-purchase experience, and the last-mile logistics. Each step has an impact on how many visitors stay on for the ride, make a purchase, and potentially become repeat customers.
There are many common eCommerce funnel mistakes that businesses are making. Fixing these is possible. It could take a small tweak in your content or going back to the drawing board with your overall strategy.
Not optimizing the website for the UX- The user experience on your website is so important. While brick and mortar stores can wow visitors with elaborate displays and friendly staff, eCommerce stores must realize that the site is the storefront. You need user testing to determine whether your website is easy to navigate and visually appealing, especially on a range of devices. The last thing you want is for visitors to get lost and fail to find the information they require.
Not communicating value proposition- Your content marketing strategy is crucial. Whether it is your blog, email newsletters, homepage, or product description, you have to effectively communicate what problem you are solving and value you are adding.
Offering too many choices- There is such a thing as too many options. When your visitors have to make too many selections for a simple purchase, you are likely to overwhelm and drive away a good number of them.
An unclear checkout process- If you manage to get a potential customer to the checkout stage, this is not the time to confuse them. The checkout process must be simple and straightforward. Don’t spring up some surprise costs or inform the customer that their selection is out of stock at this late stage.
Not providing targeted support at different stages of the sales funnel- People who are interacting with your brand for the first time and those who have bought from you before require different levels of information. At each stage of the conversion funnel, personalized information and support can improve the customer’s experience tremendously.
Neglecting your post-purchase experience- What happens once your customers complete their purchase? Many eCommerce companies never communicate with their customers again, and this is a sure way to miss out on creating a loyal tribe of repeat customers. Ensuring that the last-mile of the funnel is seamless affects the customer’s overall impression and view of your company.
Not updating your marketing strategy- One of the worst things you can do is to keep an outdated marketing strategy. Hard decisions need to be made, and methods that are not yielding results must be abandoned. Data-driven marketing is the best approach because this means that the decisions you make are based on real data analytics. Perhaps it’s time to track more data at each stage of your sales funnel.
Fixing these mistakes might take some time, but it is worth it. Successful eCommerce businesses have learned to nurture their customers at each stage of the funnel and provide personalized content, offers, and support. When it comes to the last mile, these companies keep their customers in the loop regarding the delivery timeline and ensure that packages reach the right recipients on time. In essence, having the adaptability to change your approach to marketing and the sales funnel can lead to better retention and conversion rates.