How to Increase the Conversion Rate of Your Website - The Conversion Funnels

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A conversion funnel is the number of steps your potential customer will go through to complete the transaction or sale. For example, say you have the following conversion steps:

Step 1: Lands on the home page

Step 2: Visitor clicks “Red widget” category

Step 3: Visitor clicks “Special product widget in red widget category.”

Step 4: Visitor clicks “Buy now” button in the special product widget.

Step 5: Visitor registers by entering his/her name, address, etc. on the customer registration form.

Step 6: Visitor checks his/her email to verify the registration process.

Step 7: Visitor returns to your website to enter credit card details.

Step 8: Visitor enters shipping information.

Step 9: Visitor finally becomes a customer.

The example above is a  nine-step conversion funnel. Unfortunately, the conversion funnel is a reverse pyramid. This means that a lot of customers enter it at first, and then gradually you lose some at each step -- possibly due to losing patience with the process. See the illustration below:

If you can cut down your conversion steps to as few as possible, you will save a lot of potential customers. The ideal conversion steps are as follows:

Step 1: Present your visitor directly with the “Buy now” button for your most important products/services. Put this on the most-viewed landing pages, typically the home page.

Step 2: Present terms and conditions.

Step 3: Check out.

The check out may constitute directly inputting credit card details. A three-step process is quick, increases your conversion rate, and makes your customer happy at the same time.

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