The Ultimate Guide to Ecommerce Conversion Funnel for Your Business in 2023

In 2023, if you sell something online, you know getting a sale is a big win.

But it’s tough, right?

Sometimes, you almost get a sale, and then poof – it’s gone.

So, how do you keep that from happening?

Well, there’s a trick to making your online shop sell more.

And it’s all about making shopping easy and smooth for your customers by optimizing your conversion funnel.

Let’s talk about how to do that in this guide.

What is an ecommerce funnel?

An ecommerce funnel is a series of steps that a potential customer goes through, from discovering your brand to making a purchase and beyond. It’s a crucial framework for businesses because it gives you insights into customer behavior and pinpoints areas for optimization. With a clear understanding of this funnel, brands can craft targeted strategies to nudge customers closer to conversion.

What are the five funnel stages in ecommerce?

In general, we can distinguish 5 main stages in an ecommerce conversion funnel. 

Those include:

1. Awareness stage

The journey begins with awareness.

This is the stage where potential customers first learn about your brand.

It could be through social media, search engines, or word of mouth.

💡 Prodport steps in here by offering personalized landing pages, ensuring that the first interaction a customer has with your brand is relevant and engaging.

2. Interest stage

Once awareness is sparked, interest follows.

Customers start to show curiosity about your products or services.

💡 Prodport enhances this stage thanks to its features that analyze user behavior and preferences. As such, it allows for personalized product recommendations. This not only captures the customer’s interest but also demonstrates your brand’s attentiveness to their unique needs.

3. Desire stage

Interest transforms into desire when customers start to see your product as a solution to their needs.

💡 Prodport’s functionality of dynamic content optimization plays a vital role here since it makes sure that product descriptions and images are tailored to resonate with individual preferences. This further fuels the desire to purchase.

4. Action stage

Desire leads to action, the pivotal moment where a customer decides to make a purchase.

💡 Prodport delivers a frictionless checkout process with its streamlined page designs and easy navigation. The result? You can reduce any potential hurdles that might deter a customer from completing their purchase.

5. Retention stage

The final stage of the funnel is retention, where the focus shifts to keeping the customer engaged post-purchase.

💡 Prodport aids in this by offering personalized follow-up emails and recommendations. The tool encourages repeat purchases and fosters a long-term relationship between the brand and the customer.

How is the ecommerce funnel tracked?

Tracking is a key element in optimizing every conversion stage of your ecommerce funnel.

While it may sound challenging, the good news is that it doesn’t have to be difficult.

Just keep in mind these 3 aspects:

#1 KPI-based measurement

First up, we’ve got KPI-based measurement. Think of it like keeping score in a friendly game.

We’re looking at conversion rates, which tell us how many of our visitors are actually hitting the “buy” button. It’s like checking who’s really joining in on the fun.

And then there’s the shopping cart. Oh, the beloved shopping cart!

It’s where all the chosen goodies go. But sometimes, people change their minds, and that’s okay. We just keep an eye on our cart abandonment rate to make sure it’s not happening too often.

#2 Campaign-based measurement

Next, we’ve got campaign-based measurement. Imagine you’re throwing a party and you want to know what gets people through the door.

Is it the promise of great music, delicious snacks, or just a fantastic time? This is where we look at our marketing campaigns and see which ones are really resonating with our target audience.

And for our loyal customers, the ones who keep coming back for more, we’ve got loyalty programs. It’s our way of saying “thanks” and making sure they know they’re valued.

#3 Attribution/journey-based

Now, let’s talk about the whole adventure from start to finish, also known as attribution or journey-based measurement. We’re looking at the customer journey, from the moment they discover us to the moment they make a purchase.

It’s about understanding what catches their eye (awareness), what makes them stick around (consideration stage), and what finally convinces them to take the plunge (conversion).

And throughout this journey, we’re keeping an eye on the customer experience, making sure it’s top-notch.

How to optimize your ecommerce sales funnel?

Top of the funnel

Let’s start at the very beginning. The top of the funnel is all about grabbing attention and making a great first impression.

Here’s how:

SEO (Search Engine Optimisation) and paid search

Use the power of Google Analytics to understand your user behavior and tailor your content marketing. It’s like laying out a welcome mat for prospective customers.

💡 Top tips: 

• Use Google Analytics to dissect your customer segments and optimize your content.
• Focus on high-performing keywords and run Google Ads targeting potential buyers specifically.

Advertising on social media channels

Dive into the world of Facebook, Instagram, and Twitter. Show off your brand’s personality and connect with your customer base.

💡 Top tips:

• Create a visual representation of your products and brand personality.
• Use Facebook and Instagram targeting options to reach your ideal customer base.

Creating interesting content that will hook people in

Every piece of content is a chance to dazzle and engage. Whether it’s blog posts, videos, or infographics – you have to make it interesting and relevant.

💡 Top tips:

• Develop educational content that addresses the purchase intent of your audience.
• Blog posts, videos, and infographics should provide value and relate directly to your products.

Community engagement and influencer marketing

Engage with your audience and collaborate with influencers. It’s like having a friend vouch for you at a party.

💡 Top tips:

• Identify and collaborate with influencers in your niche.
• Make sure that their followers align with your target customer segments.

Mid-funnel

Now that we’ve got their attention, let’s build that connection:

Optimizing your website user experience (UX)

Optimize your website’s user experience. Keep your checkout flows as smooth as butter, and don’t forget to consider those shipping costs.

💡 Top tips:

• Streamline your checkout flows and ensure your website is mobile-friendly.
• Offer multiple payment options to cater to different preferences.

Using content to showcase product features and benefits

Use content to highlight your product’s features and benefits. It’s like having a product whisperer on your team.

💡 Top tips:

• Use content to highlight product benefits and features.
• Include user-generated content and product reviews to build trust.

Educating and supporting decision-making with reviews and buyers’ guides

Support your customers in the consideration stage with product reviews, customer reviews, and buyers’ guides. Positive reviews are like gold.

💡 Top tips:

• Locate product reviews, customer reviews, and buyer’s guides throughout your whole ecommerce store.
• Make sure those elements are placed in visible, easy-to-spot places so that they catch your shoppers’ attention.

Live chat on product pages

Be there when your customers need you with live chat, and show off those happy customer stories.

💡 Top tips:

• Implement live chat on product pages to answer queries in real time.
• Showcase positive reviews and testimonials as social proof.

Bottom of the funnel

We’re almost there! The bottom of the funnel is all about conversion:

Offering promotions and benefits

Offer promotions that your customers can’t resist. It’s like the cherry on top of a great shopping experience.

💡 Top tips:

• Offer a discount code for first-time purchases, free shipping or a special discount in your cart abandonment emails.
• Make the deal irresistible to convert one-time buyers.

Upsell and cross-sell

Don’t be shy. If you’ve got something great to offer, show it off!

💡 Top tips:

• On product pages and during the checkout process, suggest related products or upgrades.
• Ensure these suggestions are relevant to the single product being viewed.

Objection-handling

Be ready to answer questions and alleviate concerns. It’s like smoothing out any bumps in the road.

💡 Top tip:

• Use FAQs and customer service to preemptively address common concerns and objections.

Remarketing & abandoned cart emails

Use email marketing to bring back those who might have strayed. Abandoned cart emails are your secret weapon.

💡 Top tips:

• Set up email campaigns targeting users who’ve left items in their carts.
• Use persuasive language and perhaps a small discount to encourage completion.

Turning ecommerce funnels into cycles

Now, let’s turn that funnel into a cycle:

Offering rewards through referral programs

Reward your customers and keep them coming back for more. It’s like saying, “Thanks for being awesome!”

💡 Top tips:

• Create a tiered loyalty program where customers earn more rewards the more they purchase. This will encourage them to come back and shop more frequently.
• Regularly update and refresh the rewards available in your loyalty program to keep it exciting and engaging for long-term customers.

Tempting with targeted offers

Use customer segmentation to send personalized offers. It’s like giving a gift that you know they’ll love.

💡 Top tips:

• Analyze past purchase data and customer behavior to create personalized product recommendations. Send them via email or display them on your website.
• Celebrate customer milestones, such as the anniversary of their first purchase, with a personalized offer or discount code.

Referral marketing

Encourage your customers to spread the word. Happy customers are the best advocates.

💡 Top tips:

• Make the referral process as easy as possible to provide customers with a simple way to invite friends and track their referrals.
• Offer a dual-sided incentive for referrals to reward both the existing customer and the new customer they referred.

Once you implement our top tips into your conversion optimization efforts, 

Wrap up

Ecommerce conversion funnels are crucial in guiding the customer journey from awareness to purchase.

Thanks to optimizing each stage of the marketing funnel and focusing on conversion funnel optimization, you can effectively turn visitors into customers and customers into advocates.

Remember, the journey customers take is invaluable.

So optimize it, and watch your ecommerce sales funnels transform into cycles of continuous growth and success.

And if you want to further boost your selling power, be sure to check out Prodport’s features. 

We have everything you need to turn visitors into paying customers: personalized product content, AI-driven content generation, AI-powered testing on shopper data and much more.

Don’t wait, give it a try today – it’s free.

Did you like this article? Check out our other releases on our blog and sign up for our ProdPros newsletter on our website.