The conversion process can be summed up in the three word phrase “Browse, Compare, Buy”. It’s one of those things that any web design agency seattle has had burned into their minds. Unfortunately, that places just as much focus on the Buy stage as it does the Browse stage. In our minds, the process looks a bit like this:
In reality, the time it takes for users to come to an understanding of what they feel they need, how they are going to approach satisfying that need, who or what they are going to choose to satisfy the need, making a decision, and committing to that decision, is entirely different:
Making the decision and acting on it is usually the smallest part of the process. People can spend days or weeks thinking about a dress or a pair of shoes, but it only takes a moment to purchase, and yet we as marketers spend an enormous amount of time focusing on just that final step.
Take a look at the time it took to actually make that purchase. During that entire time, as the user gets the information they want and makes the comparisons that they need to make, they are being exposed to your competition. They may even forget you exist.
So What Can Marketers Do to Compensate For This?
This is where the importance of nurturing comes into play. Email nurturing, paid ads, social media contact, and so on are all ways that you can keep your visitors engaged, interested, and aware of you. Maintaining a clear conversion path is also important — part of conversion rate optimization (CRO) is to make sure that next steps are intuitive, so that people naturally and easily move themselves down the sales funnel to purchase.
Instead, we need to stop thinking about just the buy stage. The bottom of the funnel isn’t where the people are. Using ebooks, guides, and coupons as offers and backed with a solid email marketing effort, we can stay top of mind with our customers during the browse stage, help guide them through the comparison stage, and ultimately be the only choice for them.
Winning our customers isn’t just about keywords and rankings. It’s about being there every step in their journey.
If you are in need of help with your SEO and inbound marketing strategies, give us a call.