Optimize your sales funnel

This stage corresponds to the entry into your sales funnel. It aims to reach your persona, i.e., visitors who might show interest in what you offer.
To increase your site's visibility to this target audience, several strategies can be implemented. A paid acquisition strategy, via advertising on search engines (SEA) or on social networks. A natural or free acquisition strategy, via sending marketing emails and SEO optimization of your site, for example.
This phase corresponds to when the prospect discovers your offer.

Mission accomplished, your prospect has become aware of your existence. Now, they explore your site. Your goal is now to arouse and above all maintain their interest in your offer. You must convince them that you are the solution to their problem. This is the stage where you establish a connection with them.
But how to maintain their interest? First, position yourself as experts in your field. The content on your site or landing page must demonstrate your added value. Additionally, optimize the user experience (UX) on your e-commerce site by structuring navigation so visitors quickly find what they're looking for.
At this stage of the sales funnel, you must maintain the connection with your visitors.

The user is now ready to make a purchase on your site. They know your offer and are seriously considering completing their purchase. The conversion funnel gradually narrows: this is the right time to turn them into a qualified lead.
At this stage, you need to guide them a little more, as some questions remain: 'Do I really need this product?', 'Can I find this offer at a better price?'. To convince them, you'll optimize their purchase journey by offering, for example: A 10% discount on their first order. An exceptional limited-time offer. A free returns policy.
Don't forget that testimonials from your most loyal customers are also an effective way to convince your prospect!

Your prospect is almost at the end of the conversion funnel. They're ready to complete their purchase and become your customer. At this stage, their journey must remain as clear as possible. Landing pages are optimized, calls to action (CTA) are visible and the sales process is simplified to prevent any risk of cart abandonment.
If your prospect is no longer on your site, you can establish contact by email by offering them an offer related to their pending cart, for example. This is a practice known as smart content or adaptive content.

This is perhaps the most important stage of your purchase funnel, because retaining a customer costs seven times less than converting a prospect. Translation: pamper them!
You must succeed in maintaining the connection with them by offering them a personalized experience. Your goal is to guarantee their satisfaction. And encourage them to renew their purchases on your site through targeted loyalty actions.

If your customer perceives that their journey takes too long, they risk leaving the sales funnel before completing their cart. So, get to the point! For example, it can be fun to inform them about the number of remaining steps in the purchase process or to facilitate the experience with automatic filling of their details.

Simplifying user experience also includes site loading speed. Given that 60% of internet users browse on mobile, your site must be optimized for this type of visits: less is more.

On an e-commerce site, the relationship with your customer is completely dematerialized. The first impression will be decisive for visitors to your site. Testimonials or secure payment logos are reassurance elements that confirm your site's reliability at a glance.

A detailed product sheet presenting all information related to your offer helps convince your prospects to take action. Benefits, visuals, test videos, even the delivery process are elements that will help confirm the future customer's choice.

Eliminate elements that might divert visitors' attention during the purchase process. For example, intrusive buttons or pop-ups can be removed. This strategy maintains customer concentration and improves conversion chances.

Customer account creation represents approximately 30% of cart abandonments. It's the bane of some sites that deprive themselves of part of their clientele. It's important to simplify the process by only asking for information necessary for selling your product or service. For example, for a dematerialized offer, an email address is sufficient.

Some buyers don't see the point of entering your database. To remedy this, it can be useful to explain the benefits of their loyalty (customer benefits, private sales, promotional offers...).

Consumers appreciate the individualization of their experience with brands. Emails sent must directly address them and be personalized: tailored offers based on their previous orders or items waiting in their cart.
This approach will allow your brand to create a connection with your customers. By responding exactly to their requests, you have a better chance of increasing your conversion rate and retaining them.

Over 70% of carts are abandoned on merchant sites! Setting up follow-up email campaigns is an almost necessary marketing technique to complete your conversion funnel.
Thanks to certain marketing automation tools such as Klaviyo, it's possible to send automatic follow-up emails to your 'deserter' customers. In addition to being personalized and polished, they're an opportunity to offer limited offers they can't refuse. About a third of opened follow-up emails result in a purchase: don't neglect them anymore!

The guest checkout option simplifies your e-commerce purchase funnel. This option must be clearly indicated during the sales process so as not to lose certain customers. When validating their cart, only the essential details for delivery will be requested.