During web design, you end up talking a great deal about user journeys from where they start, to where they end. A lot of your goals revolve around creating an ecosystem with no “dead ends” where the user doesn’t have another place to go if they aren’t ready to purchase. Often this means creating a hierarchy of content or even a forced flow for the user that brings them through set content pieces. Brands like Wealth Simple and Sonnet Insurance take it a step further using multi-stage forms to get across to the user what to do next. It’s important to understand what order the content should be presented to the user and what their next action should be after consuming it.
Funnel stages are a funny thing… everyone measures them differently. Very few people use the same nomenclature even. Some use a traditional top-middle-bottom of funnel model, while other approach it with stages that go right through to loyalty. Personally, I prefer to use cognitive steps for the buyer’s journey. It helps associate activity to the thought process of the customer instead of trying to fit into in to stages that work only for the client. This in turn allows us to build our KPIs off of intent rather than by potential revenue. Advancing someone from one stage to the next becomes far more obtainable than just a ToFu-MoFu-BoFu model.
A little more on how to gain insight points… when you look at the funnel stages and start to bucket content and CTAs, you’ll start to see weak points in the flow. You’ll also identify what elements represent an advancement in the funnel stage. This advancement allows you to add a KPI to your page knowing that a behaviour that flows through that element represent users that are a step further in the funnel. You can then start playing with these elements with A/B or multi-variant testing to see how you can improve. Typical elements that represent an advancement can include product detail pages, e-commerce CTAs, certain types of blog or rich content, video views, etc.
Knowing what to measure is only the start, you need to know based on the funnel, what step should come next to the user. This informs your UX and content decisions on every page. Does the user know what to do next? Does it align with their funnel flow? Are you serving the right content at the right time? In the end what you want to stray from is over serving or prescribing to the user. Don’t hit them with a loud “buy now” on a page that is still about product consideration. Conversely don’t hit them with a “Learn More” when their behaviour indicates that they are ready to buy.
It varies from site to site, and page to page but understanding how and when to serve content to a user is the holy grail of conversion. Even small bumps in percentages can mean big revenue boosts at the enterprise level. Map your content, figure out how people should read it, and add value at every stage. You’ll be surprised with the results.