If you are asking yourself “Funnels? What is he talking about now?” then this post is for you.
A short definition
Put as clearly as I can, a funnel is the path you want your web site’s visitor to follow. The large open end of your funnel represents all of your landing pages while the small side of the funnel is the end result you want to achieve. The user arrives at your landing page, finds the product or service they are looking for and ends up at the buy now or contact us page.
Simple huh?
Sounds easy don’t it. Well, don’t let that fool you. Designing your web site to have a clear functional funnel is anything but simple. It all starts with a clear plan that answers this simple question… What do you want your visitor to do? All of your design decisions will then revolve around that one simple idea. If you remember your purpose throughout the design and implementation process you will greatly enhance your chances of succeeding.
Been to MySpace recently? What a mess. No wonder they are losing market share, just try to set up an account and get something done. The site is so polluted it takes real concentration to find anything. Sure they have a large market share now but they gained that share before they destroyed the functionality of the web site. Since the sale of MySpace things have been heading south.
Clarity of purpose is key to each part of the funnel. Next time you go to Google something take a moment to really take in the design of that search site. Simple and clear. Not bad in the profitability department either. Clarity of purpose helps in most endeavors but rarely has quite the impact it has when applied to a web site.
A funnel has three parts. Each part of the funnel is important so I am going to break it down for you.
Landing Pages
The landing pages are the beginning of the funnel. The landing page has to be designed to keep the visitor on the web site (you have less than 10 seconds on average, that is how long the average visitor takes to decide.), quickly show what you offer and point the visitor in the right direction… right into the funnel.
Navigation
Your navigation system should be simple and effective. The visitor needs to be able to find what they are looking for quickly.
Too many steps or any confusion leads to a leak in your funnel. The visitor leaves for another site and you have lost your chance. The funnel must be kept “visitor” tight. Make sure your guest knows what you want them to do and show them how to do it. Keeping your visitor moving through the process ensures you get the lead / sale.
Success!
Make the contact us or buy now page simple, quick and efficient. Once the visitor makes it to the bottom of the funnel it is almost a criminal act to lose them. Do not forget to keep leading your visitor at this point, too many web sites give up helping the visitor here and they create an awful leak. The visitor is your responsibility until they leave your web site, make sure you help them every step of the way if you want to succeed.
How tight is your funnel? Just wondering. You know… Google Analytics is really good for judging the effectiveness of a funnel. Give it a try!
Keep your purpose in mind, help your visitor realize the result you intend and success will be yours.
Hello from Russia!
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