Whether you’re a small start-up, in the early stages of launching your ecommerce business, or you’re a well-established online Shopify Plus business, the conversion funnel plays a significant role in your brand’s success.
If you’re not familiar with the conversion funnel, it’s a useful metaphor to represent the different stages of the buyer’s journey leading to a conversion. It consists of Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU). Each one has a specific set of marketing tactics:
At the TOFU level, customers are just starting to research products or services, and they’re unsure about their precise needs. Their focus at this stage is researching a variety of brands.
At the MOFU level, the customer is aware of the more popular brands for particular products, and they may have subscribed to some email newsletters to learn more about ones they’re interested in. They have a better idea of what they want and are defining their expectations, which is to say that they’ll disregard brands that appear unable to deliver quality and value.
At the BOFU level, which is the focus of this 8-minute article, customers have shortlisted brands and are now looking for specific, usually logistical, information. We’ll break this down further in the next section.
Each part of the conversion funnel relates to a particular level of the funnel: awareness, interest, desire, and action. Learn more about those stages here.
Bottom of the Funnel is the narrowest part of the buyer’s journey. It's the decision stage, the final step before conversion.
As a brand owner, this is where you really have to step up your game and give your customer precise information and the right kind of attention. Whomever remains in this part of the funnel is a highly-qualified lead and very close to making a buying decision.
Your goal is to nurture those leads, which requires specific tactics and detailed content that properly address any remaining concerns they have about your brand, product, or service.
At this stage, you must be aware of possible problems, focused on a solution, and available to quell any remaining objections they have to sealing the deal.
This stage of the conversion funnel is your final chance to convert shoppers and turn them into loyal customers.
Offer specific details about your brand or product, offer limited-time discounts, and apply any other hard pushes necessary to result in a conversion.
If you were strategic in your TOFU and MOFU marketing approach, well-executed BOFU tactics should lead naturally to a conversion. If they don’t, it’s not necessarily owed to something you’re doing wrong, but nonetheless, it’s prudent to reflect critically on your approach to see where you can make improvements.
Calculate your conversion rate using this formula:
Conversion rate % = (Total number of conversions / Total number of visitors) x 100
The more customer data you have collected and analysed during the previous stages, the more effectively you can craft personalised and targeted experiences in the BOFU stage to keep customers interested and engaged with your brand.
Your goals at this stage of the funnel can be summed up in these three points:
In short, you need to prove to your customer that your brand is the solution to their problem by addressing all concerns and inquiries clearly, logistically, and honestly. Challenge their assumptions with pre-emptive data-driven responses.
What should you do if they’ve gotten this far in the journey only to abandon their cart?
Keep in mind that there are several reasons why shoppers abandon their cart at the eleventh hour. It doesn’t necessarily mean it’s a missed sale. Use email marketing, retargeting ads, or even push notifications to re-engage their attention and interest.
We’re Shopify experts and ecommerce website specialists here to help you get the most conversions possible. You don’t have to do all the work yourself. Our team is experienced in a variety of industries, so give us a call today to book a free strategy session.