It is common to talk in marketing about the funnels of conversion and its stages. What are they really? How are the needs of each phase interpreted and what are their characteristics? How can they be used to perfect the purchase process ? What kind of actions are the ideals in each moment? The conversion funnels are a useful guide with which to classify the potential customers of every vendor. To all these questions we will try to give an answer in this article of our blog.
The conversion funnels are structured in 3 main stages depending on the situation in which the potential client is located. There are many names that are usually given to each stage. In our case we will use prospecting, consideration and action. The more interested the user is in making a purchase, the closer to the last stage of action will be found. There are many characteristics and behaviors that can be used to interpret where you are.
The prospecting stage, also known as reach or upper funnel, is one in which there are those users who have not yet expressed their need to acquire the product or service. It is in this scenario where techniques and procedures are defined to identify those users that could become buyers. Some of these techniques are recognizing how the customer is a product type and extrapolating it to larger user groups. Define your demographic data (sex and age), your interests in the online environment, analyze how it behaves, what devices and platforms it uses, what content it consumes, etc. The entire cookie framework and other follow-up techniques are essential to carry out this process.
Once recognized as the potential client the next task is to try to contact similar users using the different advertising platforms. Facebook, Google Adwords or the programmatic purchase itself allow you to direct ads only to users with certain characteristics. These segmentation possibilities are increasingly more advanced, being able to contact, for example, only with women between 20 and 30 years old interested in buying shoes and who are also regular online shoppers.
In the consideration stage are all those users who in one way or another have shown interest in the acquisition of the product or one with similar characteristics. By the signals that it emits it can be interpreted that it is “considering” whether to buy it or not. You may find yourself comparing prices, analyzing peculiarities or services of the provider, so being present at this moment is of the utmost importance.
In this process you can consider paying more for showing ads to the user than in the previous stage, the possibilities that finally become greater. Those people who have visited the seller’s website before, but not for too long, or who emit signals of their clear intention to buy, such as, for example, making certain searches in a search engine (“buy snowboard online”), will be included here.
The action stage would be constituted by those users who are really close to the conversion . This phase is also known as “lower funnel”. They are users with similar characteristics to the type of customer that they usually buy and they have also demonstrated their interest in the brand. The goal here is to try to finish the process by showing you messages that end up persuading you. You may be considering buying options among several competitors, so techniques like dynamic remarketing (showing in the ads exactly the same product you were interested in), the frequency limitation (not showing too often the same product at the same time). same user so as not to disturb him) and the use of Purchasing advantages (discounts, promotions, exclusive services, etc.) are of vital importance.
Advertising platforms offer a large number of segmentation possibilities and billing methods. Adapting them to achieve the best possible results is a task that greatly contributes to making the campaigns profitable. In this way, they can be configured to pay only for the clicks that come to the web within the prospecting stage; In this way, advertisements will be shown to which the target audience is considered but will only be paid for those who show interest in the brand and click, and not for all those occasions in which it has only been shown. Technique that counteracts with the actions that are usually used in the lower funnel where the interest lies in showing ads whenever possible, being present in the top of mind of the potential customer at the time you consider making the purchase. That click or does not pass to the background.
Mordan Sean: SEM Consultant and Social Networks in SkWebSolutions: SEO Orlando Online Marketing. Graduated in Advertising and Public Relations from the Pontifical University of Salamanca. Sports and travel are my two passions.