E-commerce Funnel based on your process.
March 26, 2024
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Here’s an e-commerce funnel tailored to your workflow, focusing on identifying leaks and building a roadmap for growth:
Top of the Funnel (ToFu):
Awareness: Utilize discovery calls to understand target audience and product value proposition. Insights gained here will inform content creation and ad targeting strategies.
Step 1: Discovery call
As the name suggests…
I ask What’s your:
Hero product?
AOV?
Current CPA?
Target CPA?
Goal revenue in the next 6 months?
From there, I can understand at what level the business is in and the knowledge of numbers the founder has.
Middle of the Funnel (MoFu):
Consideration: Evaluation Stage (Step 3): Analyze ad performance metrics (clicks, CPAs) and website behavior (bounce rate, conversion rate) to pinpoint leaks in the funnel. This identifies where potential customers are dropping off.
Step 2: Permission to assets
I don’t suggest or promise to achieve X ROAS in X months because that doesn’t work and that isn’t the goal.
I ask for access to:
Ad account
Creative bank (Optional)
Once I have access to these, it’s time to find where the leak happens.
Bottom of the Funnel (BoFu):
Decision: Based on the identified leaks (Step 3):
- Ad problems: Refine ad creatives and targeting based on insights to improve click-through rates (CTRs) and lower CPAs. Consider retargeting campaigns for website visitors who haven’t converted.
- Website problems: Optimize website for conversions by addressing high bounce rates and low conversion rates. This might involve improving product descriptions, streamlining checkout processes, and implementing A/B testing on key elements.
Step 3: Evaluation
To analyze if the brand has an:
♦ Ad problem
Signs:
High cost per click
High CPA
Low hook ratios on videos
♦ Website problem
Signs:
Bounce rate above 20%-30%
Conversion rate under 2%
Low AOV
Retention:
Solid Roadmap (Step 4): Develop a 2-month plan focused on fixing the leaks identified in the evaluation stage. This plan should include:
- Specific actions to improve ad performance or website user experience.
- Measurable goals and timelines for each action.
- Budget allocation for potential ad spend or website optimization tools.
Step 4: Solid Road Map
After evaluating, I craft a 2-month road map to accelerate towards the brand’s targets from step 1.
If you’re ready to scale your eCom brand bigger & better than ever before in a way that feels easy with a person who fully supports & implements everything for you with the right plan
And in a way that you feel reassured your budget is being spent in the best way…
Additional Considerations:
- Leverage data from your permissioned assets (Step 2) to inform your funnel optimization efforts.
- Regularly track and analyze funnel performance metrics to identify areas for further improvement.
- Communicate progress and results clearly to your clients.
By focusing on leaks and building a data-driven roadmap, this funnel aligns with your process of identifying problems and implementing solutions for e-commerce growth.
Tags :
Ecommerce, Funnel
Abdul Rasheed PC
Performance Marketer
Performance marketing is my playground, and I'm passionate about helping businesses of all sizes achieve their marketing goals. Think of me as your friendly neighborhood guide, here to break down complex strategies and ignite your campaigns with actionable tips and tricks.
