CHARACTERISTICS OF SALES FUNNELS
PART I
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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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INTRODUCTION
Often a customer journey is considered as a mere succession of levels, during which users progressively abandon, so that only a small part comes to a conversion. Consequently, sales funnels are structured in a linear manner, following substantially standardized procedures... ... ... (content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• The "5 levels of awareness". - This allows to target users and (potential) customers more specifically, by consumer awareness.
• The human brain doesn't act rationally. - Not linear customer journey.
• What should be taken into account to generate an optimized customer journey?
• What characterizes the users' behavior during a customer journey?
• Levels of a decision- making process.
What can generate users' motivation? The first requirement is, that you are clear about who your (existing and potential) customers are: if a significant proportion of your customers already know your products / services and are... ... ... (content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• Determine the ideal communication between different kind of (existing and potential) customers.
• Characterize consequently a suitable sales- funnel.
• How to communicate your added values.
• Strengthen a brand / professional identity and target sales funnels.
At any level, specific behavior patterns can be implemented (priming, scarcity, reciprocity, etc.). The use of behavior patterns is covered in different parts of this content area, based on their specific context... ... ... (content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• Examples of behavior patterns, and where they are more appropriate.
• Essential characteristics of human behavior with specific behavior patterns (consciously and unconsciously).
• Outline your added values at any level of the sales funnel and discover weak points.
COGNITIVE EASE
An efficiently designed customer journey allows users to follow familiar paths, consisting in well known and clear elements. A structure able to provide in the most intuitive way the possibility to make those choices that customers... ... ... (content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• Conscious and unconscious confirmations that the brain elaborates during the journey.
• Key factor that characterize the customer journey.
RELEVANCE
Although sales funnels with different requirements have different structures, they are still characterized by some common key points. They consist in important "guarantees" and confirms that (potential) customers expect - consciously or unconsciously - at any level of a sales funnel... ... ... (content only for members).
In this section
(among others):
• The processing of analytical and psychological insights.
• The first impact of users with your brand / activity: how to communicate relevance.
• What do users DON'T want to see.
Essential elements at this level are: ... ... ... (content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• What to consider for a comprehensive market research about your (potential) customers.
• The importance of a deep understanding of your market / niche.
• A clear market positioning.
These are some key points to improve the relevance of your presence and content: ... ... ... (content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• How can you reach more relevance?
• Visual conformity.
• Find the most appropriate language.
• What are "Personas", and why they are important.
• Create relevance in the decision- making process.
VISUAL PRESENCE
At this level of your sales funnel, one of the main factors is to create a harmonious visual presence, capable to communicate relevance in a single glance. ... ... ... (content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• Main indicators concerning the users' experience.
• The concept of complementarity to generate correlative offers.
• Diversified approaches to integrate a more complete offer.
How can you improve your web- presence / profile in order to get more relevance?
Various steps can help you to achieve a more relevant presence:
... ... ... (content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• Main characteristics of your logo.
• Main purposes of your headline / subheadline and introduction.
• Essential elements of a UVP (Unique Value Proposition).
• "Reason Why": Give your users direct arguments for their decision.
(Content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• Important aspects to determine the most appropriate price for your products / services.
• Characteristics of a clear call to action.
TRUST / CREDIBILITY BASED DESIGN
Trust and credibility are among the most important factors for a sales funnel, to reach a conversion. What is important to consider? ... ... ... (Content only for members. Unlock unlimited access to continue reading).
In this section
(among others):
• About credibility based design and trust for your brand: introduction and relevant aspects.
• Trust factors to improve your conversion rate.
• Characteristics of an outstanding aesthetic.
• How to define a strong brand identity.
In collaboration with: LOIMEDIA
LOIMEDIA is the marketing division of Storyexpe
