With the appearance of online commerce, new ways of relating to consumers arise. It is a much more versatile format than physical trade, but that does not mean it is no longer tangible and, as a result, marketing techniques have also improved. There are strategies we can adopt to develop an optimal sales funnel for our e-commerce portal and, whether or not to apply them, decisively affects our bottom line. The typical e-commerce sales funnel (also known as “conversion funnel”) has four general stages:
1.-Awareness. The user has to satisfy a need and thinks of your electronic portal as one of the possible candidates for it, that is, she/he is aware that you exist. Reaching this point is perhaps one of the most challenging steps, so once you get the potential client to visit your portal, you should make a positive impression. Avoid the trap of focusing all your attention on a simple exhibition of your product/service, since you should give the visitors to understand the benefits they could get through you: the ways you can meet their needs.
2.-Consideration. Users consider your portal as one of the finalists and leading candidates to end up being the object of their purchase. Accordingly, you should resolve any type of doubt that may arise for users and facilitate the decision-making process. Using easily recognisable elements like familiar payment channels is one way to put ahead of your main competitors. As fintech consultants, PayXpert offers you some of the major international payment systems to exponentially increase the purchasing possibilities of your online portal: the Russian MIR payment system or WeChat Pay and AliPay (for the Chinese market) increase potential customers by billions.
3.-Decision. Congratulations! If you have managed to take the visitor to this step, it means that you have been her/his purchase option. Once there, you have to avoid possible obstacles or surprises that hinder the purchase process. Aspects such as unforeseen additional costs (VAT, shipping) are some of the main reasons for abandoning the cart. In addition and as we mentioned in the previous paragraph, the simple fact of offering robust payment systems dramatically increases the reach of our website and especially prevents you from losing already converted customers, by not providing them with a “frictionless” payment means.
