by Alex Mangrolia
When you look at a marketing funnel, there are two sides to this story. The first is from the marketer’s or website’s perspective and the second is from the consumer’s perspective. Oh yes, there are two sides to this coin and I will do my best to give you an understanding of both sides. First I will go over the marketer’s perspective and the second I will go over the AIDAS model for the consumer buying method. I will get into way more details as we go along, so just work with me here, I’m trying to make it so you can understand even if you’re drunk out of your mind.
First of why the heck is it an “analysis”, why can’t I just tell you the process? This is because that all funnels are different. They use a similar model, but they all are different and could have more or fewer steps, thus here is the rough breakdown. How well are your visitors lead down a path for conversions? Funnel navigational analysis attempts to address this by taking a close examination of each step of the funnel process. This is not locked into stone here, so this could change based upon your navigational model, but just for a general understanding, here we go.
Step 1: Landing page or Advertisement – If you are looking at this from an SEO perspective the page where someone lands on would be considered the “Landing Page”. From a social media or advertising perspective this would be an advertisement.
Step 2: Product or Services page – From an SEO perspective you might have a blog that leads them to this product page. If you are advertising, the advertising will lead the person to this product or services page.
Step 3: Lead Signup page or Cart Page – this is where the consumer will either subscribe or add the product to a cart. Somehow they are getting ready to buy. Oh yeah, you can taste the money.
Step 4: Donation or Sale Page – This is where the customer actually buys or subscribes, etc. for your offering. Aka – Gett’in paid! Okay, they traditionally call it a Conversion. Unless you don’t have an eCommerce site, then this is where your sales process really begins Or if you are doing a signup for a newsletter or some other form of inbound marketing where you plan on selling them later down the pipeline. (If you got lost on the last sentence, then just ignore it, I will go over it later).
There are a few different models available for a marketing funnel. Like I had mentioned before, if you ask a million different marketers “what is marketing” you’ll probably get a million different answers. Thus, there are several funnel navigations available, but for this I will outline it from the AIDAS model. The AIDAS model outlines marketing from the perspective of the consumer.
Step 1: Attention – A consumer cannot purchase a product or service if it is unknown to them. If they don’t know you don’t exist, then you they don’t know. This is really where your marketing comes into play to bring that awareness factor.
Step 2: Interest – This is where consumers decide whether your product or service is relevant to their wants, needs, lifestyle, etc. Basically, does your brand speak to the consumer? Does it hit the right triggers? I will get into triggers later down the line.
Step 3: Desire – is whether a consumer wants or needs an offer after they have had the interest to learn more about the product or service. Consumers will evaluate the value proposition, features, costs in relation to themselves and others in order to reach a clear decision.
Step 4: Action – is when the consumer needs to know what to do in order to purchase the product or service. A lot of times this action or “call to action” is NOT clear and you will lose sales. When a consumer is ready to make a purchase, they need a clear path to do so.
Step 5: Satisfaction – is when a consumer is pleased or “satisfied” with a purchase of a product or service they made. They are ready to repurchase and even possibly inspire the same AIDAS model in others.
As you can see there are two sides to this funnel navigation story. The whole science behind this is not to lose people when they enter into the funnel. For every step in the process, there is a chance to lose a potential sale. The goal is to do a thorough analysis of your funnels and make sure ALL of the holes are plugged up. If you are able to plug up the holes you will decrease the amount of effort needed to make or attract more visitors to your website and actually see a boost in your profits. I will once again, go over these strategies in more detail later down the line.
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