Yaron Been, CMO of EcomXFactor and author of “Growth Hacking,” is dropping the hammer on all things Sales Funnels.
After he scaled his own store to 7 figures, he spun around to help others do the same.
But why Sales Funnels? Aren’t there more important things to talk about?
For D2C and Ecommerce brands, sales funnels are the best way to
📈Increases Conversion Rates
🎯Has Better Targeting
👍Improves Customer Experience
🦄Get Personal With Customers
Whether you’re a seasoned professional or a complete newbie, Yaron’s bound to have some tips and tricks you’ve never heard before.
🗣️: What are the best practices for creating effective CTAs in an e-commerce sales funnel?
💬 Yaron: Well, it should be short and sweet, using action words that encourage users to take action.
It should be easy to spot on the page, and tell users what they can expect once they click it. It's also good to create a sense of urgency or excitement, so users feel motivated to click. That being said, what works for one website may not work for another, so it's important to find what works best for you.
There's no one-size-fits-all approach to crafting effective CTAs for an e-commerce sales funnel.
You'll want to experiment with different techniques, such as using action-oriented language, bold colors, and strategic placement, to see what resonates with your audience. I once tried a CTA that ticked all the boxes, but it didn't do as well as a more straightforward option 🙂
🗣️: How can e-commerce businesses use social media to improve their sales funnel?
💬 Yaron: Social media can be used to gather feedback from customers and improve the sales funnel as well.
Beyond this function, brands can use social media to improve their sales funnel by creating engaging content, building a strong brand identity, and interacting with customers.
I think that brands that focus on creating unique and authentic content on social media can differentiate themselves from the competition. Obviously, it's easier said than done, but it definitely something to strive towards.
🗣️: What are the best practices for creating an effective landing page for an e-commerce sales funnel?
💬 Yaron: Best practices for crafting an effective lp- it really depends on your product, audience and what traffic channel are they arriving from.
The main goal of your landing page is to convince your prospect that it makes more sense to buy the product now than to postpone the decision or ignore the offer. Some people call this "creating an irresistible offer".
I believe that having a ton of social proof, a powerful guarantee and a demonstration of how the product can solve your prospects' pain are the most crucial elements of your landing page.
🗣️: What is the role of customer service in an e-commerce sales funnel?
💬 Yaron: Customer service has many roles. It's the face of our brand before and after the sale. It's the function that hears the customers and is responsible for maintaining their happiness.
Beyond responding fast, clarifying queries, and addressing prospects' and customers' concerns, the customer support team is also a great place to gather feedback about how can your brand improve.
The customer support ticket system is a goldmine for copy, ideas for testing, and optimization.
🗣️: More broad question, but still interesting to hear what are the common mistakes that e-commerce businesses make in their sales funnel?
💬 Yaron: Haha, yes that's a pretty broad question and the list is very long.
Lack of social proof
Not testing different upsells
Poor product descriptions
Ineffective call-to-action buttons
Slow website loading times
Offering too many upsells prior to first sale
Inconsistent branding and messaging
Failure to segment customers and target marketing efforts accordingly
Not using exit intent popups correctly
Not collecting 1st party data
Ignoring the traffic channel that drove the traffic
I think that most of these issues can be solved by:
Running 2-5 usability tests on a monthly basis
investing time and thought into planning the funnel to the T and
Setting up google tag manager correctly and monitoring it on a weekly basis
🗣️: What are some effective strategies for driving traffic to a sales funnel? If you can share some CTA ideas as well that will be great. It's for a multi-product store with colletions.
💬 Yaron: Regarding your first question, there are so many, it really depends on your product and offer. I would suggest starting by taking look at what are your leading competitors doing and progress from there.
🗣️: How can we improve our store visitors' experience with sales funnel?
💬 Yaron: I would suggest trying to improve your sales funnel by first analyzing the friction points in your funnel. This can be done using Heatmaps, customer surveys, analyzing customer support tickets or by usability testing.
Next, priortize what are the most impactful things you can do that require the smallest amount of resource. (You can google 'Ice Scoring Model' for this one).
After you have all your ideas priortized, the next step would be to start testing your hypothesis and see if the improvement you've proposed really makes a positive impact on your overall results.
🗣️: How can we measure the effectiveness of the sales funnel? Do we have to tag/track the visitors at every step?
💬 Yaron: First of all, I'm a big believer in the importance of tracking and reporting. So I woudln't even build or create anything that I'm not sure I can accuratly track. I would suggest tagging with GTAG any significant element in your sales funnel.
🗣️: What is the role of SEO in an e-commerce sales funnel?
💬 Yaron: Awesome questions. I used to overlook SEO for many years.
I focused 100% on paid and when the iOS update happened my business and many of my friends and clients were hit really hard.I strongly emphasize the role of SEO in the sales funnel. It's crucial for e-commerce businesses to optimize their website for relevant keywords to attract targeted traffic and increase organic visibility.
Getting organic traffic has many benefits: It increases valuation when selling, it helps you diversify your acquisition channels and it also produces a lift in paid performance (reduced blended CPA). So yeah, overall I def recommended not ignoring the SEO game.
🗣️: How can e-commerce businesses use chatbots for customer support in their sales funnel?
💬 Yaron: With regards to chatbots- the options are endless. I would suggest starting by analyzing what your customer support does on a daily basis that can be automated and start building a chatbot from their.
🗣️: As a sales funnel expert, what tools and technologies do you use to track and measure the success of a sales funnel? How do you analyze data and make adjustments to optimize performance?
💬 Yaron: I think that setting up gtag correctly and monitoring Google analytics should cover 80% of most businesses needs. On top of that you can add heatmaps, session recording and split testing tools.
Most tools offer more or less the same benefits- it boils down to your specific needs and your current tech stack.
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