4 Easy Funnel Optimizations to Boost Sales

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Ever thought about how a leaky bucket can help you optimize your online funnel and turn it into a conversion machine? Stick with me, and you'll find out.

Picture your funnel as a leaky bucket.

The water you pour in is your leads and website visitors. The water you keep represents sales and customers. The water leaking out is revenue you're losing. 

And let's be real, most buckets have more holes than a Swiss cheese. But here's the thing - you can't fix all the holes at once. 

So, what do you do?

You look for the magical combination of the biggest holes that are easiest to patch and will make the most significant difference when fixed together.

Fixing one hole alone won't do much, but if you plug a few strategic ones, you can double the water (aka revenue) you keep. Some of the case studies I'll share today have resulted in severe conversion growth - like the hype you get after chugging a double espresso. 

One company even experienced a whopping 207% increase in conversion rates after implementing changes. Impressive, right?

Now, each action I'll suggest might not seem like a game-changer on its own. But remember, in the world of growth marketing, small compounding actions can generate mind-blowing results when combined.

Ready to plug some holes? Let's dive in!

Optimization 1: Simplify Your Lead Capture Forms

I know, I know, you've heard this one before. But why is this important?

The Data Doesn't Lie

A 2018 HubSpot study revealed that forms with fewer fields have a 50% higher completion rate compared to their more complex counterparts. This finding holds true across various industries, and I've seen it firsthand with many clients.

Just like a shorter wait time at the checkout makes for a happier shopping experience, a shorter form leads to more conversions. By simplifying your lead capture forms, you can plug a significant leak in your funnel and retain more potential customers.

For example, Visme implemented a simplified lead capture form by reducing the number of fields and incorporating interactive elements. The result? A 40% increase in form submissions and a jaw-dropping 207% increase in conversion rates.

But How Do You Get the Extra Info?

One great option in my experience is using follow-up emails or calls to request more detailed information after the initial lead capture. This way, you gather all the necessary details without causing friction during the first interaction. I will further explore this in the next section.

The Science Behind It

Complex forms can deter potential leads because they're time-consuming and introduce a psychological barrier known as "cognitive load."

When a visitor encounters a lengthy or complicated form, their brain has to process more information, which can lead to decision fatigue and ultimately abandonment. 

It's like trying to solve a complex math equation while listening to a screaming toddler – not exactly a recipe for success.

Every additional field increases the perceived effort required to complete the form, which can be particularly off-putting for mobile users who have to navigate those tiny keyboards.

Optimization 2: Personalize Your Email Follow-Ups

Remember how we discussed simplifying your lead capture forms? Well, now it's time to talk about how follow-up emails can help you gather more important information about your leads while keeping them engaged.

We All Like to Feel Special

Think of personalized emails as tailor-made suits. Just as a custom-made suit fits better and looks more impressive than an off-the-rack option, personalized emails resonate more with recipients and drive higher engagement.

They stand out because they address the recipient's specific needs and interests. It goes beyond just using their name, though. It involves tailoring the content based on their behavior, preferences, and past interactions with your brand.

For example, if someone loves espresso, send them tips on the best machines or recipes. If they're into fitness, share workout routines or healthy snack ideas. You get the idea.

Does It Really Work, Though?

Oh, it does. According to a study by Experian, personalized emails generate six times higher transaction rates and revenue per email than their generic ones.

I worked with a company that implemented a personalized email follow-up strategy by segmenting their email list based on user behavior and preferences. They used dynamic content to tailor the email's body, ensuring that each recipient received information relevant to their specific use case. 

For instance, new users received onboarding tips, while long-term users received updates on advanced features. This approach led to a 29% increase in open rates and a 41% increase in click-through rates​. Not too shabby, eh?