Make Data-Driven Decisions by Analyzing Your Sales Funnel

What is Middle of the Funnel Marketing?

When people shop online from your website you wish them to fill up the cart and bring revenue to your business. What happens when people abandon the cart and don't buy your products?

New age customers are searching for information and it is difficult to make them focus. So, they may not act the way you want them right away. Visitors may change the idea of investing money in your product or service or they shut down the device. In all these instances it is difficult to grab the complete attention of customers. But you can always maneuver them into the eCommerce “conversion funnel”. In this article let's understand a few points and tips to encourage funnel conversion.

A conversion funnel is the different stages of a customer's journey. The buy is influenced. The marketing funnel stages explain the journey from a visitor to ending up as a customer. There is a gradual decline of numbers from visitor to lead in customer conversion route. This funnel also includes customer retention, cross-selling, upselling, and subscription-based customers.

The conversion funnel is divided into an upper-funnel, middle funnel, and lower funnel. The separation helps to establish the correct marketing tactics for each section. This ascertains the exact methods to increase conversion. The level of brand awareness of every potential customer is different. These terms Upper funnel, Middle funnel, Lower funnel refer to the level of awareness. The higher the awareness, the nearer is the purchase decision.

  • Top of the Funnel: The top funnel represents a user who started with researching a product. This user is not aware of the technicalities and requirements of the product and is keen to research.
  • Middle of the Funnel: Mid-funnel marketing users are somewhat aware of various products. They have subscribed to various email campaigns and newsletters to build information. They are sure of their expectations and will ignore brands with negligible prospects. Brands that add good value and quality get noticed. The middle-level funnel is more focused on customer relationships and ways to improve it. It is about nurturing and building relationships with prospects. Mid-funnel marketing is about educating people and building trust.

    The goal of mid-funnel marketing is to lead prospects to an understanding to evaluate products. This will develop an affinity towards your product and services over competitors. Relevant content campaigns according to the target audience will deepen the connection.
  • Mid-Funnel Marketing and Advertising: For Middle-level online advertisement, you can use the following methods; Visually interactive design, A catchy headline, Clear and short content, A call to action, Attractive logo or symbol.
  • Botton of the Funnel: Bottom funnel users are sure of their product and would look for reviews from customers. They will weigh the pros of what they would achieve after the purchase. Long-tail keyword optimization and remarketing of the products will help to convert.
Awareness, Interest, Desire, Action

The Levels of a Conversion Funnel

The levels of a conversion funnel are further broken down into four parts. They are Awareness, Interest, Desire, and Action. The main intention of building a conversion funnel is to attract more customers. These persuaded customers are ultimately encouraged to reach the last step to make a buy.

Awareness

This is the first step of the conversion funnel to attract more customers to build awareness. Understanding and acting on the correct source which drives more traffic is effective. Social media advertisements reach the targeted audience to divert attention to your brand. Content marketing campaigns and search engine optimization also helps to build traffic.

Interest

The next step after diverting traffic is to build interest in your products and services. Interactive and engaging content, irresistible offers will attract customer's interest. Request prospects for email signup in exchange for a discount will develop interest. At this stage gauge tactics that are working to build interest among visitors.

Desire

Desire is the next step to build confidence and need in your prospects to learn more about products. The visitors in this conversion funnel need to be gently persuaded to move down the funnel. Workflow campaigns, customized content relevant for the targeted audience engage these leads. This process helps leads to come back to your site for further information.

Action

This stage is a significant and final action stage in the conversion funnel. Till this stage, your potential customers were taking small steps like micro-conversions. Now persuade and convert your leads to purchase decisions. You turn them into customers. At this stage, if your customer leads are turning away then your lead nurturing tactics are inefficient.

Building Trust at Each Step of the Funnel is Crutial.

How to Optimize Middle-Level Conversion Funnel

The simple method to optimize the conversion funnel is breaking into portions. They are upper, middle, and lower. Now lets us understand different ways to optimize the middle of the funnel.

When you achieve attention, the next step is to build trust. The middle funnel is about building trust with potential customers. Establish trust to illustrate the benefits of your product to your prospects. The next step depends on the quality of interaction and conversation time. The process helps to earn the loyalty of the prospects. It persuades them to turn as leads. Tools and techniques like testimonials, reviews, forum discussions, and price comparisons are helpful.

The ability to understand the customer's mind is important for developing tactics to keep visitor interest. Running continuous comparison tests, gathering feedback, tracking key metrics are crucial. The marketing and sales team can both work on the middle-level funnel to convert and work on leads. The number of leads generated can be distributed among the marketing and sales teams for follow up. The marketing team can provide the sales team with case studies for engagement.

Some of the potential customers would come back to your site so give attention to retain them. Engagement metrics, referral traffic, and social engagement will help to convert those leads. As it is very important to convert visitors as quality leads. Lead metrics like an email subscription, case studies, webinar participation guarantees quality leads. So, it's the right time to focus on mid-funnel marketing and seize the opportunity to convert leads.