Continue using PPC campaigns
Click to see a larger image.
In this example, we brought a top-of-funnel CTA into bottom-of-funnel targeting.
We created ads that linked to a gated whitepaper on the client’s website. As you can see, there are a large number of impressions with 531 clicks.
The theory was that our targeting was enough of a pre-qualification. Instead of getting a custom practice evaluation, the user was offered a map to show them how much money they could be making per patient in their state.
Continue using landing pages
A specific landing page and call to action is more relevant to the visitor’s needs than your homepage and so is more likely to convert.
Following the multi-step model designed to ease visitors into a commitment, here’s a demo example from one of our clients:
Notice the questions being asked in the step-one form:
- Average Monthly Revenue
- Current E-Commerce Pain Points
These questions allow the user to stay anonymous. They also lead the user to believe that they will get a more custom response to their needs based on the specific information they input.
Next, they’re directed to the second-step form fields:
This step is asking for the personal information. However, notice the change in headline on the form itself. “Last step: We have your demo ready to go. Who can we give this to?” This second-step language is very important as it reminds the visitor as to why we need their information: it’s for their benefit — we want to give the visitor something, not take something from them. Time and again, I see a multi-step page outperform a one-step by 300%.
Take advantage of thank you pages
Even though you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Right after people opt in for the offer on your landing page, you’ll want to ask them to immediately take another specific action on the thank you page. For example, if you have a page offering a free e-book, offer a free demo on the thank you page to attempt to push those prospects farther down the funnel. They’ll be much more likely to take an action once you’ve already convinced them to take a smaller action.
When visitors land on the report thank you page, we provide them the download link, but we also provide next steps with an option to get a demo.
It’s important to tag people based on what they’ve downloaded or what posts they’ve read. That way you can create tailored messaging for these prospects when reaching out to them through email.
Action
Assuming you’ve optimized each step of the conversion funnel, you should have some qualified leads becoming paying customers. However, your work here is not done. You will need to continue nurturing those qualified leads. After someone has taken a desired action and converted on your website, you’ll want to get these people back into the funnel in order to coax them into repeat business. Retention is such an important part of growing your customer base, since this will be revenue that you don’t have to pay for — this audience already showed a definite interest in what you're offering.
If the lead converts into a customer, show them your other products or services and begin the cycle again. For example, let’s say you provide tree-trimming services and your customer just had you come by to trim the oak trees in their large backyard. After the job is done, continue reaching out to this customer with other services such as grass treatment, stump removals, or whatever else could be useful to them. You can do this by inviting them to an email newsletter or your social media channels. Send coupons and promotions via email. If you have an online store, include loyalty materials in their shipped order so they understand how much you value them as a customer.
Along with nurturing this repeat business, focus on optimizing your product pages by removing friction and doing all you can to encourage shoppers to checkout. Examine and improve your checkout flow by answering common questions along the way.
Key takeaways
Optimizing your funnel is a process that takes time, so don’t be afraid to experiment. It may take a few different offers before you find one that sticks and garners the most conversions. So create as many TOFU offers as you can think of to cater to the many different personas that make up your customer base. From white books and e-books to free trials, your TOFU content is the first step to building that relationship with your customers.
From there, continue creating great content and nurturing those mid-funnel leads. If your content is relevant and your website is optimized, you'll notice that you'll be getting many more leads than you did before optimization. The more leads you gather and keep interested, the more likely you are to get repeat sales!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
Newark USA 
London UK