The conversion funnel is a tool used in Inbound Marketing related to the costumer journey or consumer journey, from the moment they come into contact with our brand until the purchase process is completed. Read on in our blog article about the conversion funnel. When starting an Inbound Marketing strategy, it is essential to set objectives and to plan all the movements we want to make. In this way, it is essential that our conversion funnel is mapped out before starting to work on it.
We differentiate all the parts that make up the conversion funnel: ToFu, MoFu and BoFu. Conversion funnels allow us to accompany our customers to become registered or potential customers or to complete the purchase of a product or service. In addition, it allows us to strengthen family ties to achieve a higher degree of loyalty.
Knowing how important it is to have a conversion funnel, let's discover how to make one and tools that help us optimise our funnel.
- TOFU, ATTRACTION: creating a landing page
A landing page is a tool that converts users into leads, so they are fundamental to the growth of your business. It can be the first point of contact between the user and your company. If they click on an ad, register for a webinar or download an e-book, it directs them to the landing page. It is crucial that the landing page has a form with multiple fields that users can easily complete. The main goal of landing pages is to convert users into leads. A well-executed landing page can achieve higher conversion rates than a normal web page. Knowing their personal data and information allows you to personalise the experience with each of them. - MOFU, CONNECTION: delivering valuable content
This is the part where you have to give your visitors something in exchange for their email address. Lead magnets, such as e-books, guides or free courses, are an effective way to provide something of value on your landing page. To promote this magnet, we recommend creating campaigns on Facebook and Instagram to quickly validate and test your channel.
Also, at this stage the customer moves from the knowledge stage to the interest stage. And since all email addresses are pre-collected, it gives you the opportunity to create a series of email nurtures to share educational content about your product. This way you exert a composure of authority and referral with consumers. - MOFU, DELEITE: sales and decision-making begins
When users begin to make a decision, you should start offering them any products or services that may contribute to their purchase decision. This may include product demonstrations, extended free trials or special limited-time discounts. - BOFU, CLOSE: Tighten and nurture your relationship
In the final stage, you will be able to verify that your funnels are really working, as you will have results and data to analyse. By analysing and studying our conversion funnel we can know what the bounce rate of our website is at each stage to find solutions. By analysing the personality and behaviour of our customers, we try to fine-tune our guidelines to increase sales. With the results obtained, we will reach the necessary conclusions to change our strategy. In addition, we will get to know our best customers better to continue offering them exceptional attention and to keep them trusting us.
In addition to the steps we must follow in each of the stages of the conversion funnel, we are going to recommend tools that optimise the process.
Six useful tools for this strategy:
In essence, ClickFunnels is a company that strives to help you solve all of the above problems. It is a complete website and sales funnel creation tool, based mainly on landing pages and basic marketing automation functions. The magic is that you can set up very smart workflows and funnels without the help of developers.
It allows you to make use of the drag-and-drop editor. The ability to create additional sales with one click. It offers email and Facebook marketing automation. It contains a free e-book with expert tips. It is also organised by a simple and intuitive dashboard. It is easy to install and offers many templates for pre-designed funnels.
Price: 15-day free trial.
HubSpot Marketing Center includes tons of free tools to help marketers do everything from managing paid ads to collecting leads, creating landing pages and setting up email marketing campaigns. We particularly recommend it, as it's the tool we work with at OCCAM, a digital agency.
The best part is that all your contact data is stored in the free CRM, so you can easily access information and use CRM data to improve and personalise your campaigns. It offers easy and effective communication and social media integration. It's a platform that helps you implement policies related to inbound methods and manage customer relationships. You get more sales through automation, management and marketing.
Price: the initial price is free, then the starting price is $50 per month.
Leadpages is a big contender in the marketing technology space and is an extremely popular landing page builder. Basically, it allows you to create web pages and landing pages. It also includes useful tools for lead capture and funnel creation, such as pop-up forms, alert bars and an impressive list of native integrations.
Allows you to create the homepage. Has text ad campaign enabled. Pop-up windows appear before the user exits. Recommends optimisation tips.
Price: from $25 per month
Unbounce, their landing page builder, is easy to use, but the product is also one of the most powerful and flexible I've tried. Whether you're a programmer, designer or web developer, you'll be equally satisfied with this tool. It's a great product for creating great landing pages and sales funnels.
Unbounce is the oldest tool for creating and designing landing pages. As an early entrant in the market, it knows how to constantly update itself to meet the needs of users to become a very flexible tool. It has more than 100 target templates, allows A/B testing and provides real-time user behaviour analysis.
Price: from $80 per month
GetResponse is an all-in-one marketing platform with a great email marketing solution and excellent deliverability. It has a very impressive and intuitive landing page generator. They have some unique features like powerful marketing automation and webinars, along with some standard tools like forms and pop-ups.
Creates social ads and homepage, offers a web form. Hosts a webinar software. Has a product storefront. Ecommerce integration with Etsy, Stripe, Shopify, BigCommerce, Magento, WooCommerce and PrestaShop. Guarantees an abandoned order referral email.
Price: from USD 15 per month.
MailChimp is a very good platform to quickly create a sales funnel for free or with a premium plan. The popular tool provides users with templates and guides to create a quality sales system that captures the attention of users. It integrates with all CMS, is compatible with all social networks, has an email marketing system and provides the best reports.
Free | Starting at $9.99 per month
Remember, our goal in creating a conversion funnel strategy is to gradually engage potential customers until they become loyal customers. It reports all strategies in the ToFu, MoFu and BoFu phases, essential to understand how we can further optimise our campaigns.
