Conversion Funnel

The conversion funnel is an essential part of a marketer’s toolkit and can help identify areas for improvement in driving conversions. It is based on the idea that people go through stages as they move from being unaware of your product/service to becoming a customer.

At the top of the funnel, marketers must attract potential customers who may have never heard of their product before. This typically involves using keywords, content marketing, social media campaigns, search engine optimization (SEO), and other strategies to draw users in and make them aware of their offerings. For example, a company selling groceries might want to create blog posts about healthy eating or provide helpful recipes on their website; this will attract organic traffic as well as promote awareness of their products.

As users progress down the funnel, they become more interested in what a company has to offer. The goal here should be to engage with potential customers by providing them with valuable content, such as webinars or ebooks related to your industry or topic. This will create an opportunity for further interaction between the customer and the company that could lead towards a sale.

When prospects reach the bottom of the funnel they are already familiar with your brand and likely close to making a purchase decision. At this stage, it’s important for marketers to focus on converting customers through tactics such as personalized product recommendations or tailored discounts on certain items. Additionally, nurturing leads with emails containing helpful information or resources can also help increase conversion rates at this stage by demonstrating that your company cares about its customers’ needs and wants more than just a sale.

Finally, after someone has purchased from you once it’s important not just to maintain but also grow their loyalty over time by providing excellent customer service and showing appreciation for their business through incentives like rewards programs or exclusive offers. Doing so will ensure not only repeat purchases but also referrals which could bring even more new customers into your funnel in the future!

Modeling the Conversion Funnel

There are multiple models that are useful in thinking about how we think about conversion funnels – and even more when you break out of the funnels and into flywheels. But before you can fly, here’s how to walk.

1. AIDA: Attention, Interest, Desire, and Action

The AIDA model is one of the most well-known marketing and sales frameworks. It was first introduced by Elias St. Elmo Lewis in 1898 and has since become a widely-used approach in various industries, including e-commerce.

AIDA stands for Attention, Interest, Desire, and Action:

1. Attention: Capture the customer’s attention with eye-catching visuals, headlines, or offers.
2. Interest: Maintain their interest by providing relevant and engaging content.
3. Desire: Create a desire for your product or service by showcasing its benefits and features.
4. Action: Encourage the customer to take action, such as making a purchase or signing up for a newsletter.

For a more in-depth look at the AIDA model, check out this article from HubSpot.

2. ACCA: Awareness, Comprehension, Conviction, and Action

The ACCA model, introduced by Russell H. Colley in 1961, is another popular conversion funnel model. It’s similar to AIDA but focuses more on the cognitive aspects of the customer journey.

ACCA stands for Awareness, Comprehension, Conviction, and Action:

1. Awareness: Make potential customers aware of your brand and products through advertising and marketing efforts.
2. Comprehension: Help customers understand the features and benefits of your product or service.
3. Conviction: Persuade customers that your offering is the best choice for them.
4. Action: Motivate customers to take the desired action, such as making a purchase or signing up for a newsletter.

For more information on the ACCA model, refer to this article from Smart Insights.

3. REAN: Reach, Engage, Activate, and Nurture

The REAN model, developed by Steve Jackson in 2006, is a digital marketing conversion funnel that emphasizes the importance of nurturing customer relationships.

REAN stands for Reach, Engage, Activate, and Nurture:

1. Reach: Attract potential customers to your digital channels, such as your website, social media, or email list.
2. Engage: Provide valuable content and experiences that resonate with your audience.
3. Activate: Encourage users to take a desired action, such as making a purchase or signing up for a newsletter.
4. Nurture: Maintain and strengthen relationships with customers through follow-up communications and personalized content.

To learn more about the REAN model, check out this introduction by Steve Jackson.

4. POST: People, Objectives, Strategy, and Technology

The POST model, introduced by Charlene Li and Josh Bernoff in 2008, is a strategic framework for creating a successful conversion funnel in the digital age.

POST stands for People, Objectives, Strategy, and Technology:

1. People: Understand your target audience’s needs, preferences, and online behaviors.
2. Objectives: Define clear and measurable goals for your digital marketing efforts, such as increasing sales or improving brand awareness.
3. Strategy: Develop a comprehensive plan for achieving your objectives, including content, channels, and tactics.
4. Technology: Leverage the right tools and platforms to implement your strategy effectively and efficiently.

For more information on the POST model, read this summary from Forrester.

Contrasting the Models and Modern Approaches

While these four models differ in their focus and approach, they all aim to guide customers through the various stages of the conversion funnel. The AIDA and ACCA models are more traditional, emphasizing the importance of capturing attention and building interest. In contrast, the REREAN and POST models emphasize the significance of nurturing relationships and leveraging technology in the digital age.

For modern e-commerce businesses, a combination of these models can provide a comprehensive understanding of the customer journey. It’s essential to adapt and customize these frameworks according to your target audience, industry, and business goals.

In recent years, personalization and data-driven marketing have become increasingly important in e-commerce. By leveraging customer data and using advanced marketing automation tools, businesses can create highly targeted and personalized experiences throughout the conversion funnel. These data-driven approaches complement the traditional models and can be integrated into each stage of the funnel, enhancing their effectiveness.

For more information on modern e-commerce conversion funnels, check out these resources:

1. 7 E-commerce Conversion Funnel Optimization Best Practices
2. The E-commerce Conversion Funnel: A Comprehensive Guide
3. How to Improve Your E-commerce Conversion Funnel with Personalization