Micro-funneling: another vision of purchase funnel

In a previous post The justice of web analytics: “To César what is from César” described the evolution of web analytics in recent years and the advantages it brings to Albania Phone Number List campaigns. To explain these advantages, I made a graph of a purchase funnel : the process that users go through from the first prospecting clicks, until they become customers. I tried to summarize these advantages with the following sentence: “Professional web analytics allows us to be infinitely more efficient with our investment, to provide invaluable information to our loyalty departments, recruitment , etc.”

The idea conveyed by the purchase funnel is that through a series of campaigns a certain number of users who enter the funnel (” fall into the funnel “). Some are qualified (ask for information, place an order, etc, …) until they end up being customers, and the rest “fall” from the process. The goal , of course, is for as few users as possible to “fall” along the way. Those who end up converting customers represent the conversion rate of our funnel. What is the reality? The purchase funnel of our campaigns is made up of the funnels of each of the channels or micro-funnels . How logical each channel attracts a different number of users and has a different effectiveness (conversion rate). If we could observe from the input and the micro funnels of each channel we would have a “view” similar to the following graphs ( click on the images to see them better ).

And we would see: Which channels are most effective at attracting users . Remember that high traffic is not necessarily the best. It is essential that this traffic brings “quality” users (really interested in our products). ” Bounce zone “: the gray zone represents those users that we have impacted with our creativity, and they have not clicked because: They did not find it interesting (because they do not like the product or simply because they are not our target audience). They have not understood the message (or rather we have not been able to explain it well). ( Clarification : when I speak of “Bounce Zone”, I am not referring to the Bounce Rate. The users that measure the Bounce Rate have entered the web, and left after a few seconds, those in the bounce zone did not have gotten to click on creativity.


Following the reasoning in the graph, our main goals should be: Make the “inputs” of each channel as large as possible. Maintain and / or improve the conversion rate of each channel’s traffic, attracting “quality” users. The reality is somewhat more complicated (still), because the users do not have a linear behavior. In other words, it is normal for users to use several of the “front doors ” before deciding to visit our website to buy (in many of these cases they use search engines to find us). De Phone Number a small percentage see the creativity, click and buy in the same action.In this regard, and thanks to web analytics professionals and the tools available, we are able to better explain this non-linear behavior, since we can establish the most frequent paths . (for example: banner, search engine, shortcut, search engine).

Leave a comment

Your email address will not be published.