Focus on all stages of the funnel.
All too often, business owners spend loads of money on ads that direct people to their website – but don’t pay enough attention to what these potential customers experience upon arrival. The process of turning a new visitor into a paying customer is called conversion rate optimisation (CRO), and it’s one of the best ways to improve your revenue without spending a fortune on marketing.
Many marketers in NZ like to think of the sales process in terms of a funnel. The top of the funnel is wide, and catches a lot of people who are just beginning to consider your product or service. (For instance, someone might google ‘best juice blenders’ and then stumble upon an online store that sells kitchen products). As these mildly interested ‘prospects’ become more intrigued by what you have to offer, they’re said to be moving down the funnel.
Prospects can become weak leads (e.g. by signing up to your newsletter), and weak leads can become strong leads (e.g. by emailing you to ask about shipping costs). At the very bottom tip of the funnel are paying customers. Your website’s conversion rate is the proportion of visitors who make it all the way through the funnel. This is where conversion rate optimisation comes in.