CHARACTERISTICS OF SALES FUNNELS
PART II
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The access to this area gives you the possibility to navigate through deep insights about how to structure a customer journey. It allows you to develop a detailed expertise about consumer behavior related to sales funnels. The main navigation area includes, among others:
• Introduction
• Cognitive ease
• Relevance
• Orientation
• Motivation
• Certainty / risk factors
• Cognitive dissonance
• Trust / credibility based design
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ORIENTATION
This level is a fundamental pivot within a sales funnel. At this point, users have judged your offer to be relevant and found enough elements to trust. This has happened within a few seconds, but now they need to know more. ... ... ... (Content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• How can you optimize the usability and orientation for your customer journey.
• Cognitive ease: what users are looking for (consciously and unconsciously), and when they leave a funnel.
Basic factors to improve orientation:
... ... ... (Content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• Indicators how users reach a sales funnel: different approaches with divergent characteristics.
• How to simplify the navigation.
MOTIVATION
Motivation intended as stimuli characterizes the entire customer journey through a detailed, coherent strategy. Motivation becomes an essential factor at the stage of sales funnel after that users have considered your offer to be relevant, they have found elements to trust you and they are in a position where they can navigate clearly and instinctively through your sales funnel / online presence. At this point, with the most appropriate impulses ... ... ... (Content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• About the unconscious influence in a decision-making processes.
• Emotional components in a decision- making process.
• Essential characteristics of a strong brand identity.
• Motivation through an efficient communication.
What to consider?
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In this section
(among others):
• Persuasive copywriting: create targeted, high quality, original content.
• How to reflect your (potential) customers' lifestyle.
• Elements for a convincing motivation: are your products / services suitable for emotional messages?
• Alternatives to create and define motivation; examples of behavior patterns.
CERTAINTY / RISK FACTORS
While in the early phases of a sales funnel, users focus mainly on filtering out the most relevant options, considering those who are best able to involve them in their experience map and to communicate the highest trust, in the later stages more consideration is given to possible risk factors that could be associated with a purchase. As a seller, you can determine in which phase of the buying process a customer is, on the basis of specific security questions they have. ... ... ... (Content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• Customer journey: what are users' typical questions ("Inner dialogue")? Which are the most important / appropriate answers and certainties you should provide as a seller?
• How to know and prevent customers' main doubts & concerns?
• Essential characteristics of you sales funnel helping you to provide certainty and avoid risk factors.
COGNITIVE DISSONANCE
After a purchase, customers have frequently doubts about the product / service ("Buyer’s Remorse"). It might happen that certain considerations about the purchase are elaborated from a different point of view, or information that would have been useful for the purchase (e.g. more detailed reviews) are only researched afterwards. The list of... ... ... (Content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• Buyer's Remorse: possible hesitations, and how to prevent them as seller.
• Emotional factors that influence Buyer's Remorse.
What can you do to prevent Buyers' Remorse?
... ... ... (Content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• List of essential elements to prevent Buyers' Remorse.
... ... ... (Content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• How to prevent Buyer's Remorse and generate a positive experience, in order to stand out and make a true difference: list of essential indications.
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