Having arrived here, you might ask yourself: What is Funnel Optimization after all?
Product and marketing managers use the term funnel to describe the customer journey through a website or app towards a specific goal. This goal is usually a conversion (e.g. payment for a pair of shoes on Zappos). Moreover, the funnel metaphor refers to the decrease in numbers (typically of potential customers or, in Google Analytics terms, unique visitors) that often accompanies each step of the process.
To optimize your conversion funnel, start with your ideal customer (or persona) in mind. Aim for a measurable goal and then systematically address each step in the funnel. Implementing, testing and measuring your iterations on certain parts of the funnel or their corresponding marketing strategies will take time, as would any other evolutionary improvement to your product or service. Ultimately, you may come substantially closer to achieving the best alternative, but the evolving circumstances will require your continuous effort. So you will need to dip into your stores of creativity, passion, and patience.
Over the coming months, this blog will dig deeper into everything around funnel optimization and acquiring, converting and retaining users while forming long-lasting customer relationships.