This seemingly simple sales funnel template uses the incredible power of so-called “micro-commitments” via interaction with a survey to drive users through your sales funnel. Inducing micro-commitments was pioneered by researchers such as Prof. Robert Cialdini (also known as “Godfather of Influence”), Regent’s Professor Emeritus of Psychology and Marketing at Arizona State University. This strategy addresses the axiom that a new customer will always have reservations about purchasing from a business the first time. Prof. Cialdin’'s work conclusively demonstrated that this major stumbling that can be overcome by getting them to first make small engagements with the business, for example participating in a survey, signing up for a free trial, or making an initial micro-payment of a few dollars to try out a service. Once these simple interactions have occurred, the customer is psychologically more disposed to further, more significant interactions with the business, such as a full purchase. (For a fascinating deep dive in the science behind this we thoroughly recommend his book, Influence: The Psychology of Persuasion).
Understanding the customer’s journey can help you optimize your digital marketing strategies and increase that conversion rate. In our experience, clients struggle to conceptualize the ecommerce sales funnel in a way that benefits the customer and their business. They see it as a streamlined process—an A to B—but picking it apart stage by stage is a much better method. In this post, we’re going to show you how understanding the typical customer journey will help you increase your ecommerce sales funnel's conversion rates and customer retention rates.
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