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The ECommerce Funnel for a Successful Online Store

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Consumers are always looking for the best deals online. In some cases, they don't act the way you desire; at times, many of them act outside your set time frame. You don't expect a lot from a customer on their first visit to your site. However, you can introduce them to your eCommerce conversion funnel. Thus, an optimized eCommerce conversion funnel is crucial if you want your potential customers to flow to conversion. It is the secret to a successful online store.

Here's everything you need to know about the eCommerce funnel to enhance sales and conversions in your WooCommerce store.

What is an e-Commerce Funnel?

conversion funnel is a map of how visitors move from awareness to buying in your store.

Only a cross-section of your eCommerce website visitors will eventually convert. Consequently, an eCommerce funnel is cone-shaped: the funnel's top is wide (representing the overall number of site visitors), while the bottom is narrower (denoting the percentage of your web visitors who finally do convert and buy).

ecommerce conversion funnel

There's a drop in the number of customers who take the subsequent step at each step. In a sales funnel, you visualize the path to purchase. Along the way, you'll discover points of weakness, which you'll have to improve and optimize to boost the conversion rate.

The eCommerce Funnel Conversion Rate

The general consensus is that, out of all the visitors in a website, about 50% will look at a product's specific page, though fewer than 15% will add the product into their cart. And then only about 3% will translate that into a purchase.

the eCommerce funnel stats

These numbers may look worrying, but they're actually a hidden opportunity: what can you do as a brand to get visitors to engage? For starters, it's important to understand the eCommerce funnel and its stages, which you can read about below.

The Four eCommerce Funnel Stages

Typically, an eCommerce conversion funnel has four stages: Attention, Interest, Desire, and Action. As each step progresses, the consumer makes decisions. These decisions are based on their opinion, on your brand, your product, and what your competitors have to offer. The four stages are as follows:

Stage 1: Awareness

Here, clients realize that they have a problem to solve or a goal to reach, for which they seek a solution — and yours is among the ones they might consider. The awareness stage finds clients at a crossroads, making it a very crucial step.

Here, education is essential regarding the content from your brand. Educational methods include reports, webinars, guides, blog posts, and webinars.

Stage 2: Interest

At this stage, your audience starts getting hooked on the promotional strategy that interests them. You should continue what you've begun — providing your audience with entertaining, lucrative, and educational values that keep their interest sparked in your products.

You need a replicated strategy to increase your reach, including sharing brand memes on social media, email marketing, engaging blog content, and brand-focused YouTube videos.

Stage 3: Desire

Desire is about benefits — something that makes your customers get the results they're craving. Be specific. Talk about the product's ultimate benefit.

Your Call-to-actions (CTAs) should be concise and strategic. Here are two CTA examples to compare:

  • Example 1Grab a Pizza and enjoy the sumptuous taste in one big piece
  • Example 2Grab a Pizza and enjoy the sumptuous taste in one big piece. Buy two, get one free!

The second one sparks the desired benefit and is more likely to convert since the user can internalize the benefits.

Stage 4: Action

Action is the stage you probably have in mind when you begin: to close the sale.

At this point, your prospective customers create a shopping cart on your website, add products to it, choose a form of payment from existing options, and finish off by clicking "Buy Now." Realistically, only 3% of customers in an average eCommerce website get to this final step. You can do better than most businesses by taking a few strategic steps.

One aspect to look at is cart abandonment. What causes your visitors to abandon their carts and not reach the end of their buyer journey? Note what causes abandonment, including surprise charges, unnecessary form fields, the absence of a preferred payment method, etc. Try to look at it from the visitor's perspective.

Perform A/B split tests with different checkout pages, and see what works best for your business.

How To Build an Optimized e-Commerce Funnel Using WooCommerce

To build a successful eCommerce conversion funnel, you need to take the steps below:

Step 1 (Awareness): Attract Visitors To Your Store Through Targeted Content and Advertisement

Create a heavy focus around content that solves client problems, and make this prominent through your product pages. Educational content helps you pitch your product and solve a user's problem simultaneously.

Also, integrate the content with your social media platform to keep your users engaged. You could also consider click ads through Google and Facebook platforms.

This awareness strategy targets clients at the funnel's top who need to know how your product might interest them. Your main aim is to land this category of users on your site.

Step 2 (Interest): Simplify the Shopping Experience

Customers desire to understand your products and brand better.

You'll need to be more aggressive in product promotion at this stage while considering that users aren't ready to commit yet (it's not time to adopt the Buy Now approach). Your primary focus at this time would be user education, targeted at helping them learn more about what you offer on your store's front-end.

One option is to create a shopping page with various filter options and functions to help shoppers find relevant products. For example, you could create a faceted filter that helps your users drill down to specifics more easily. Consider the demo below that uses the FacetWP plugin with WooCommerce to sort out a list of automobiles:

Alternatively, you could use a table layout for products. This provides a lot of details within little space. Shoppers can also easily browse your products without page reload.

Create a dedicated landing page that portrays your "About Us" information. Additionally, include educational content about your brand on the page. You could use plugins like Elementor and Divi to add some visual spice.

There's a possibility of users showing interest but still leaving before taking the next step. To take care of this, consider retargeting ads on platforms like Facebook and Google to woo them back.

Step 3: (Desire) Lead Your Users to Decide With Further Details and Reviews

At this stage, shoppers should find product comparison and reviews easy and use this as a basis for decision-making. Add relevant information such as:

  • Material information
  • Color variety
  • Information on size

Customer review ratings are also important. Ratings help shoppers know whether the product works for other people. Where possible, shoppers should be able to see reviews without unnecessary page refreshes or leaving the site.

Step 4: Optimize the Ultimate Shopping Experience

This final step succeeds the previous one, where shoppers have decided based on product details and the nature of a product's reviews. Here you have two tasks:

  • Streamlining the checkout process. Ensure that shipping and return details are clearly stated (these two contribute largely to cart abandonment). Streamline the checkout page as much as you can. Optimally, use a one-page WooCommerce checkout. Also, consider offering familiar and popular payment gateways like PayPal and Stripe.
  • Encouraging clients to increase their order value. At this stage, use revenue-boosting methodologies like order bumps (which encourages a client to include add-ons to the product they're buying) and up-sells (which subtly encourages the client to upgrade to a product of higher value). Fortunately, WooCommerce already includes an option to display upsells and cross-sells on the site. A plugin like Iconic Sales Booster could help you add all the features and promote a related product to use during checkout.

At this stage, you can also incorporate a customer representative feature to help users find answers to the queries at any stage of your sales funnel. Answering questions has proved to curb bounce rates and also significantly reduce funnel leakages.

Step 5: Design a "Come Back" Strategy

It's essential to consider post-purchase client engagement. You need to send retargeting ads and relevant emails from time to time. This move will lead them to promotions and new products you'll add in the future.


Bright Vessel Can Help You Create an Optimized eCommerce Funnel

WooCommerce is a popular WordPress plugin that helps site creators set up optimized online eCommerce experiences. Creating an optimized WooCommerce sales funnel is a game-changer for boosting your online store's conversion rate.

To optimize your WooCommerce sales funnel and increase conversions, structure your store to reach users in each stage of the buying journey. Use targeted ads and educational content to rouse awareness of your brand. Lastly, use relevant plugins and add-ons on your website to move shoppers through the Awareness → Interest → Desire → Action channel and add as many as possible to your purchase bottom line.

Not sure how to incorporate WooCommerce in your WordPress site? Bright Vessel can help. We are WooCommerce experts who can help you develop your eCommerce platform from inception to sales and optimize your eCommerce Funnel. Contact us today for your eCommerce funnel needs.

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