As more and more small businesses are going through digital transformation, there’s an emerging demand for new ways to attract and engage customers. As online shopping is becoming a norm, both the competition and customers’ expectations are quickly growing.How to create a more effective ecommerce sales funnel? Here are few fresh ideas:
1. Revamp your product recommendationsCross-selling (that is, showing related products on all stages of the sales funnel) is one the most important – yet often neglected – components of the sales funnel.Did you know that cross-selling accounts for more than a third of Amazon’s revenue? Based on the public company’s data, 35 percent of what people buy on Amazon comes from product recommendations based on AI-driven algorithms.No wonder Amazon is using cross-selling all over the site – from product pages. All of these cross-selling blocks are included on a single product page.Cross-selling comes in many forms, including:
- Personalized upsells: These usually show up on product pages to urge the customer to buy something they didn’t initially intend. These can be driven by the customer’s prior buying habits or the buying habits of other customers who have bought the current product
- Product bumps: Showing matching products right on the checkout page
- Email-driven upsells: Automated emails sent immediately after you pay encouraging you to buy more to add to the same delivery
2. Make your customer support part of the sales funnelThe ideal buyer’s journey looks like this: They land on a product page, add it to a shopping cart, submit their payment details and wait for the product to arrive.Obviously, it doesn’t always look like that. Customers’ journeys are often interrupted, and in many cases, they are interrupted by customers themselves who get distracted or come up with questions they need answers to before completing the purchase.The truth is, no matter how well you set up your knowledge base, many people will still want to contact your customer support team before buying. This is where lots of buying journeys may be interrupted unless you set things up properly.
Set up email follow-upsAny customer interactions should be recorded and there always need to be personalized follow-up based on the customer’s action (i.e. whether they ended up completing the purchase or not).Depending on your current CMS platform, you may already have access to email automation that would allow personalized follow-ups.
Brand your customer support team’s emailsRemember – Your emails mean to bring your customer back to your site. It needs to revive the interrupted buying journey, so links to your site are essential. At the bare minimum, add a clickable logo and a detailed email signature prompting your customer to take an action.
3. Mind your brand-driven search queryWhat is it that tends to interrupt your buyers’ journey? If it’s not reaching out to your customer support, it is usually:
- Checking your product reviews
- Looking for your coupon codes or special deals
4. Create search intent-driven copyWhether your landing (i.e. product) page relies on organic traffic or not, using search intent to drive your copy creation is a good idea. Semantic-analysis-driven search intent analysis is the only method we have to predict customers’ expectations prior to being able to analyze the actual user on-site behavior.Semantic analysis will help you understand your customers’ journeys better:
- What is it they may be looking for and where may their research take them?
- Which products may they also be interested in?
- How to catch their attention better?