May 302012

In this, the second part of our short series on boosting conversions on your blog, it’s time to look at your conversion funnel.

Yesterday, the Blog Tyrant showed us how to review our offer of a paid or free product or service. Through that analysis, you should be able to pull together some detailed and valuable information about your product. That’s great, but the other aspect that the Tyrant touched on was your conversion funnel.

I want to take those ideas a step further today.

Understanding your conversion funnel

We’re talking in this series about conversions for any product or offer—so that could be a product or service you’re selling, or it could be a free subscription you offer on your site.

Whether it’s free or sold for a price, your offer has a conversion funnel. The Web Marketing Ninja showed us this one in his article, How to Optimize Your Sales Funnel for Success:

Sales funnel

The key is that at each point in your conversion funnel, you’ll lose potential customers.

As the Blog Tyrant explained yesterday, you can use your blog stats package to review where, exactly, those losses are occurring.

And as the Web Marketing Ninja explains in How to Optimize Your Sales Funnel, the best thing to do is put measures on each point in the funnel so that you can understand what, exactly, is happening at each point in the conversion process. He says that looks at as much data on each point in the sales process as he can—and that includes bounce rates, time on page, entries and exits through the page, traffic sources, and so on.

So the conversion funnel review process might look something like this:

  1. Go through your site, and map each step in your conversion funnel.
  2. Look at your analytics work out what you’ll measure at each point in the funnel.
  3. Put numbers against the metrics you’ve decided to measure at each step.

Understanding the data

Once you work through this process, you’ll find yourself armed with a lot of data. How you interpret that data will go a long way toward boosting your conversions.

For example, finding that you have a high exit rate from a page in your funnel means people are leaving it—you’re losing potential conversions at this point. That’s good to know, but that information alone doesn’t tell you what you can do about it.

In working out implications of that information you

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