When it comes to marketing, there is no one-size-fits-all strategy. Every business has its own unique buyer journey, and understanding how to optimize your marketing funnel is key to increasing conversions. The traditional marketing funnel model is linear, starting at the top of the funnel and ending at the bottom, where potential customers convert. It's important to understand the customer journey from the moment of awareness to the moment of conversion, and how each stage works in the traditional marketing funnel model. The top of the funnel (TOFU) is where potential customers first become aware of your brand and interact with it.
At this stage, content and marketing materials are used to promote brand awareness. The bottom of the funnel (BOFU) is the last place potential customers go before making a conversion. Here, trust has been built and a relationship has been fostered. To measure the success of your marketing funnel, you need to understand how people use your website and why they behave in a certain way while browsing or buying. Hotjar heat maps, recordings and surveys can be used to optimize your marketing channel for the customer journey and increase conversions.
Once you've optimized the page, take a look at the heat maps again to see if the change has affected your conversions. Surveys give you the opportunity to interact with real visitors at every step of the funnel, so you can learn how to improve customer experience and increase conversions. PPC advertising campaigns are one of the most popular marketing strategies used to generate leads if you have a big budget. When designing a marketing funnel for your brand, don't forget to add an additional stage at the end, focused on retaining your customers. Influencer marketing is also an effective way to promote your offer to their audience. Measuring the target conversion rate allows your team to make more informed decisions about each phase of the funnel, rather than just about the final outcome.
Combining quantitative and qualitative information with the tools and tips we've described above will help you create a better funnel that meets the unique needs of your customers and, as a result, increase conversions.
