Identifying ‘Holes’ in Your Sales Funnel
By Kerry Guard on February 23, 2012
The other day, we walked you through the process of measuring mobile marketing conversions using an online conversion funnel.
Today, we'd like to show marketers how to identify holes, gaps and general inefficiencies in online conversion funnels.
Situation #1: Tons of leads begin the sign up process, yet few actually complete the entire lead generation form.
- Possible Solution: Does your lead gen form ask for too much information or require sensitive information? Look at the sign up process from the eyes of your consumer and ask yourself "Would I actually answer these questions if I was a potential customer?"
- Tip: Try going timing yourself as you go through the purchase / sign up process on your own product.
Situation #2: Inconsistent flow of users through each step of the sign up / purchase process.
- Possible Solution: Say you get 95% of users through to step 2, 90% through to step 3 and then only 35% through to the fourth and final step. Take a look at the flow of questions between 3 and 4; What are you asking the user for? How could you acquire that information in a different way?
Situation #3: The form asks for too much sensitive information.
- Possible Solution: Try using a service like DemandBase, which collects non-personally identifiable information (non PII, for short) such as industry, category / vertical, HHI, SIC code, etc and can populate those pieces of the form in the background without the consumer being asked.
- Tip: A bit low fi, but have you re-considered internally whether you really need information that sensitive?
Drop us a note in the comments section if you've ever come across a conversion path issue and we'll get back to you with a response!
Go Forth & Conquer,