Summer Sandals and Success: A Marketing Funnel Case Study You own a children's clothing store. It's the height of summer, and it's natural for parents to shop for lightweight clothing for their little ones. potential customers type in the best summer fabrics for kids. Guess who's on the first page? You, thank you for your superb strategy! (One of these might be information provided by your suite of keyword research and analysis tools.) Among the first people, someone clicks through to your site (awareness). Among them, there is a registration to your mailing list (Interest). Then, half of the group chooses an item (desire) and then takes a chance and buys a piece of clothing from you (whoa! action.
From the initial Google search to checkout, the numbers industry email list drop. And, while purchases may sound low, it still represents the conversion rate of the raw batch of leads. good! Remember, the strength of the marketing funnel is also its ability to identify vulnerabilities along with your website's key metrics. For example, in the above scenario, your website may generate a lot of traffic. However, the number of people who subsequently sign up for your mailing list is likely to be very small. In this case, the problem could be with your website not inspiring confidence, or with the process of signing up for the mailing list itself (i.e. the form is hidden, too hard to fill out, or worse a broken button.
A dip between the desire and action stages after the product but before the purchase could indicate friction in your online checkout process. Again, look for the cause. Are you asking for too much information? Are you offering your customers the option to check out as a guest? Function? Does your website's shopping cart provide an experience that is clean, cohesive, convenient, and consistent with the look and feel of your website? While a good marketing channel won't tell you the causes of these friction points, it will help you find them and eliminate them. Differences from Marketing Funnels As we saw earlier, no funnel is created equal. And, when it comes to marketing channels, the differences are especially stark.