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Thursday, Jul. 31, 2008 at 6:04 am

Fixing Your Sales Funnel

By Jeffrey Eisenberg
July 31st, 2008

It does my heart good to see others say, thanks Carolyn Gardner in DM NEWS, what we’ve been saying for the better part of a decade. Online marketers need to focus on their sales funnels. It’s not enough to have read “Call To Action” or “Waiting For Your Cat To Bark?” (so many did they became NY Times & Wall Street Journal lists’ bestselling books) you have to do something about it.

Carolyn Gardner writes:

“According to Shop.org’s State of Online Retailing report for 2008, online retailers allocate 53% of their marketing budgets to online customer acquisition — driving traf­fic to a Web site or landing page. But when it comes to online customer retention, the marketing spend shrinks to 21%. Does this mean that any effort to convert visitors into customers must come out of the remaining 26% of budget? Because retention is all about building engagement and loyalty, this dispro­portionate spend and disregard for the sales funnel is alarmingly short sighted.

Acquisition strategies that drive traffic to Web sites designed for mass appeal are safe. But going a step further, by creating Web sites with “personalized content,” you improve engagement, retention and loyalty. Loyal customers typically buy and spend more than new customers, so shifting budget into engagement and retention should be a no-brainer. What, then, is the problem?

I think it stems from marketers playing it safe in the comfort zone of e-mail and search. E-mail and search have definite roles to play, but won’t address conversion. After all, what happens after the beckoned traffic arrives? Too often, engagement is weak and visitors bounce. With competition just one click away, there’s a very small window of opportunity. It can only be optimized with personalized content, displaying the right message to the right person at the right time, based on that person’s profile and behaviors. ” (read entire op-ed column)

We explained recently, in our newest whitepaper, how especially in a recession marketers can’t afford not to focus on conversion rates and gaining market share.

Do you need help fixing your sales funnel? We can help.

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Comments (5)

  1. Every major marketer online is using some kind of advanced marketing funnel from One Time Offers to exit page offers to free and low priced lead generating offers to cross sells and upsells…

    The money is in how you join those offers together in a carefully crafted sales process that makes sense, keeps your clients happy and makes you maximum sales.

    Most online marketers are leaving a fortune on the table simply because they don’t understand the sheer revenue creating power of an effective marketing funnel.

    Kindest regards,
    Andrew Cavanagh

  2. I would say that email from online retailers is one of the biggest turn-offs from me. Whenever I purchase from Amazon I get months of spam from them and have to manually turn it off every time it seems. That’s a turnoff and a reason I very rarely shop at amazon.

    I say it a lot, but Newegg found the perfect formula and whatever they are doing they are doing it right because they are the first place I turn when I need anything with a circuit in it generally. Even if I have to pay a smidge more.

    I think a useful and somewhat entertaining blog is the best bet to keep potential purchasers coming back. If they have something to read that entertains them, and on the side reminds them of a few cool items on sale.

  3. [...] Streamlining information architecture towards a predefined sales funnel [...]

  4. [...] Streamlining information architecture towards a predefined sales funnel [...]

  5. It’s good article.

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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