How many pages does it take to get to your online business’s checkout? Or maybe your goal is simply to get the user to sign up for a service. Whether it is a web page or a mobile app, your funnels can make or break your sales. Funnels are the steps users take to get to that final checkout/sign up page and become converts. Converts are prospective customers who complete your funnel process and successfully become actual customers.
Green Mango can help map out and carve the best funnel path for your business. Our objective is to assist in achieving as many conversions for you as possible. After refining what we think is the best funnel to begin with, we need to gather user visitation data that we can then use to analyze performance.
Once you have successfully mapped out your sales funnel, analytics come into play. Services such as Google Analytics or Hotjar allow you to see this information. Hopefully you have given your website some time to acquire valuable visitation data. If your business has a 4-page checkout system, use your analytics to see what percentage of users made it to the 2nd, 3rd, or even the final page if they made it that far at all. Take advantage of this information to pinpoint where user interest dropped off for whatever reason. Ideally it’s just a small bug on the page which is absolutely fixable. It’s also possible that the solution is not so simple and your page just does not retain user interest at that point. Once you are able to isolate whatever the page issue is, adjustments need to be made to get back on track to maximizing conversions.
What should you do if you do see a drop in user retention before conversion? It happens. Sometimes during the checkout process, users see the shipping cost and determine they no longer want to spend so much and close the page. Sometimes drops are a result of the user’s responsibility to fill out an excess of information they do not feel comfortable sharing. User drop off can be explained by a multitude of reasons, but this should not be seen as failure. By figuring out where we lose user retention, we can improve on those points. Test what methods will maintain the user’s attention long enough to become a conversion.
Sometimes known as bucket testing or split testing, A/B testing allows your business to test two versions of the same page to see which one performs better. Your A and B pages do not have to be drastically different from each other. Changes could be as small as adjusting the wording in one section or writing a new headline. This is a fantastic way to experiment with different funnels to have the most successful approach and produce the most conversions.
Not every user will willingly provide feedback by leaving a review or attempting to contact you via social media should you be so lucky! However, your business can still learn a lot from what users are not saying, i.e. analyzing funnel data. Refine on the information provided by your funnel to find out which method provides the most successful conversion rate and continue from there.