Visibility does not guarantee success for your business; there are numerous other variables at play as well. While a campaign may have high impressions, it does not necessarily mean you generated interest within your audience. The primary cause of conversion loss in this instance is poor targeting.
When your campaign messages are very general, users may click simply because it feels relevant or interesting to them. Therefore, users are more likely to bounce than engage.
A good digital marketing agency thoroughly understands audience segmentation and utilizes it to develop content based on intent, behavior, and the timing of a user’s online activity. Without this level of distinction, budget alone will not result in attracting quality visitors.
What Happens In the Consideration Stage?
Once a user enters the funnel (the path to purchase), the most difficult challenge is nurturing them through the consideration phase. This is where many digital marketing firms fail. Digital marketing content often does not offer direction for users, instead overwhelming them or failing to provide answers to their real questions.
The value of a consistent message cannot be overstated. If a user is presented with an ad that implies one benefit, and the landing page content is completely different, the user will lose trust in your company immediately and leave without taking any further action.
Effective campaigns are cohesive; that is, they take the user through a series of steps toward the desired outcome (purchase). Each step of content within that campaign should lead the user to make an informed purchasing decision.
What Causes The Bottom Of The Funnel Conversion Drop Off?
The bottom of the funnel represents the most significant level of conversion drop-off. At this point, a user is already interested in a product/service and will be converting shortly. Unfortunately, many brands fail to create successful campaigns at the bottom of the funnel due to various friction points.
One way that a reputable digital marketing agency can help improve this process is to eliminate distractions and provide clarity. Their primary objective is to make the required action simple and instantaneous.
Even small alterations to the process will yield positive results; for instance, speeding up page load time, explaining to potential customers what they will receive from the product/service and providing ways for them to trust you will have a major effect on your bottom line.
Are There Additional Conversion Opportunities You Might Be Missing Out On?
Once a sale is made, many brands stop marketing to customers. This is a big mistake! Retention and advocacy are two tremendously powerful continuing growth opportunities, and if brands do not treat their customers right after a sale, they will lose out on that future income stream.
Top-level digital marketing firms have marketing strategies that target consumers before and after conversion. This will include developing email journeys, remarketing to customers and trying to improve the customer’s experience after their conversion. These strategies keep people engaged and help develop lifetime customer value. A well-developed funnel does not end with a purchase; it continues with a loyal customer.
How can Brand Visage alleviate the problem of conversion loss in your sales funnel?
At Brand Visage, we view all stages of a sales funnel as equally valuable. We do not view campaigns as separate entities; instead, we create an interconnected strategy for navigating users through the different stages of your sales funnel (awareness, action, etc.). By performing audience behavioral analysis and refining messaging for your target audience, we create a seamless user journey through every point of user interaction with your brand.
We are focused on preventing conversion loss at all points of user interaction with your brand. By providing a consistent and clear experience from user
targeting to user conversion, we provide a unique combination of creativity and
data that allows us to create a relationship with our users that creates
results for you. As a digital marketing agency, we provide brands with the tools necessary to create scalable and precise brands through our data-driven approach.
Ready to Fix Your Campaign Funnel?
If your campaigns are not delivering results, it may be time to start re-evaluating your strategy. Partner with a team of experts that will be able to identify your individual campaign funnel; they will be able to identify gaps within the funnel and convert them into growth opportunities. Use digital marketing firms focused on creating an effective, measurable, scalable growth plan.
Frequently Asked Questions
- Why do many digital campaigns go horribly wrong?
Many digital campaigns go horribly wrong due to one of three reasons: the targeting was off, messaging was weak, and insufficient funnel alignment. Each of these three stages requires a comprehensive strategy as part of your overall digital marketing strategy. - What is meant by “funnel leakage” in the world of digital marketing?
Funnel leakage is the name given to losing prospective customers at various points along their buying journey, from being aware of a product, to considering buying it, to actually making the purchase of the item. - How does a digital marketing company improve conversion rates?
Digital marketing businesses typically focus on optimizing landing page performance (ensuring they load quickly), reducing barriers to completing an online purchase (friction), and ensuring that their calls to action are easily understood. A lot of the time, small changes lead to better results. - Why is a post conversion strategy important?
It keeps customers engaged with your business after they have made a purchase and helps boost retention, loyalty and lifetime value. - When considering potential digital marketing agencies, how do I select the right one?
The best way to evaluate a digital marketing agency is by assessing their track record of success, their data driven strategies, and their overall ability to effectively manage your entire funnel and customer lifecycle.