You’ve got the lead. They’re shopping on your site and everything looks on-track to make a successful sale. But as a smart marketing team, you also know that people shopping does not necessarily translate into people buying. There are a million little things that can go wrong or interrupt the shopping process before that final “Checkout” button is clicked. This is, in fact, one of the most important moments in a full-funnel advertisement. Not just catching the leads, but helping them stay hooked all the way through the mid-funnel buying process.
We’ve talked about widening your top-of-funnel and streamlining your end-of-funnel, but today we’re here to share a few clever tips on how to keep your leads on-track in the critical mid-funnel stage. The following five tips can be used to help leads stay focused, motivated, and even quickly resolve obstacles to ensure that a shopper makes it all the way to becoming a customer.
1. Smooth Website Experience for a Successful Mid-Funnel Process
The performance of your website is absolutely part of the mid-funnel and full-funnel experience. No matter how beautifully designed the site is or how high-quality your content and product pages are, a lead left staring at a half-loaded page or a broken image is going to go elsewhere. It’s vital for marketing, sales, and web dev teams to work together to ensure that leads experience a smooth shopping journey from the moment they enter the site to the moment they complete payment.
2. On-Demand Cart Management
When a lead is shopping on your website, they want quick and easy cart management with checkout transparency. They want to check their total to stay in budget, admire the items they’ve put in the cart already, and quick-compare cart items to whatever item they’re currently pondering. The best way to do this is with on-demand cart management.
Instacart and Amazon are two different, high-profile examples that use this technique. And, it really works. Both, with different styles, allow customers a quick glance at their existing cart from any product page on the site. Even better if customers can instantly remove items, change their quantities, or even adjust the details like color or size if this is an option.
This will keep shopping leads engaged and prevent the frustration of popping between tabs to manage their cart while mid-shop.
3. Available Live-Chat Customer Support
When a lead hits a snag, live chat is invaluable for the mid-funnel process. Maybe they don’t want to buy a pair of shoes until they know of your sizes tend toward small or large. Maybe they’re having trouble finding a pair in their favorite color through your product search tools. Whatever the hurdle, live chat can help. The ability to pop onto chat and ask for quick assistance can seriously save a sale. A live chat technician can resolve technical issues, answer questions, serve as personal shopping assistants, or anything else the lead needs to complete their shopping experience with satisfaction.
4. Cross-Selling/Up-Selling Suggestions Driven by Customer Reviews
Up-selling and cross-selling is now an automated part of many websites, particularly e-commerce platforms. However, the way you choose the items suggested and how they are displayed makes a real impact on how many successful cross/up sales you make. If you want customers dropping suggested items in their cart like going through the cookie aisle at the grocery store, your automated cross-selling feature needs to act with intuition.
The smartest approach for the mid-funnel process is to use previous customer behavior and real reviews to both select and promote your cross-sells. Take Amazon’s “Frequently bought together” bundling suggestion and the fact that every item is shown with its aggregate star rating. For smaller platforms, a blurb of the most glowing review might be more effective. They also use color-matching, which is very smart. Why? Because customer behavior indicates products that are tempting together and because
5. Hand Out Discount Codes
Lastly, use discount codes. Seed them through the site or in the account-confirmation emails. Online shoppers love using discount codes, and those that enjoy it most will even feel sad when they see that empty code field on the checkout page. It doesn’t matter how small or specific the discount code is, just give your first-time buyers something that will be fun to enter and see the discount calculated into the final total. And having a discount code in-hand to spend is a surprising motivator for many to make it all the way through the checkout process.
Learn More About Mid-Funnel Web Design
Full-funnel advertising means cultivating the entire lead-to-purchase experience and beyond. It doesn’t matter how widely or effectively you cast your net if those leads don’t turn into paying customers. So make sure to tend your mid-funnel with just as much dedication as your top-of-funnel awareness marketing and your bottom-of-funnel purchase streamlining. For more user experience insights, contact us today!