Digital Strategy

Taming the conversion funnel

The funnel is at the core of every marketing meeting of every company who has something to provide.
Before going into further details, let’s start with some pedagogy.

Quick reminder on the conversion funnel:

The conversion funnel has been conceptualized to mix “buying journey” and “marketing actions”. It can be divided into three: top of the funnel (ToFu), middle of the funnel (MoFu) and bottom of the funnel (BoFu)

The ToFu (Top of the tunnel) aims to attract prospects to the brand. According to « 1m30.com », the TOFU gathers all the actions corresponding to the discovery phase, including those who bring the online consumer, through serendipity to give interest to your brand.

The MoFu (Middle of the funnel) is designed to engage the prospect by turning it into a lead. In my opinion, it is the most valuable step on the funnel.  Because it is the step where the visitor becomes a lead. Where the IP became a name. In this stage, we mainly talk about Call to Action (CTA)

The BoFu (Bottom of the funnel) corresponds to the last stage. Your leads are now becoming sales qualified leads. This stage is here to make your customers loyal to made them buy again.

How you act

After pedagogy, let’s briefly discuss the best ways to act on these different parts of the funnel.

You need to act on the ToFu? Let’s create great and innovative content. Let’s not forget that the prospect is still in his discovery stage. Quality content will be more likely to bring him to the second stage of the funnel. Alex Sobal for the blog « weidert», explained: « At this point, they’re just trying to gather the basic information they need to get started”.

You want to act on the Mofu? As mentioned in the introduction, you need to answer the customers’ questions, his goals. In other words, you must engage him and answer his needs to let him give you his contact information. I insist on the two words “engage” and “answer” because they are in the middle of my reflexion. Today, according to the French blog « 1M30 » the Mofu part mainly contains: Call-to-action, landing page, videos, webinars, emailing’s, events (conference) etc.…

Finally, when it comes to act on the Bofu, we use the habitual ways of making the customer loyal, which means discount codes, free trials or free samples.

But my aim was not to reinvent the wheel. Now that I have highlighted this article with a promising title, there is no way you can run away!

How can you impact the entire funnel?

It appears obvious to me that there was a way to attract, identify, and make the visitor loyal with one major factor: human assistance on all your digital direct communication assets.

A brilliant article from Ipsos called « Emotional attachment and profitable customer relationships” from Roger San explains that brands managers are all looking to create an emotional link with their customers in the hopes of making them “more valuable customers” who stay longer, spend more, and recommend the brand to others. By doing so, I truly think that we are acting on every stage of the funnel.

To create an emotional link, according to Ipsos, you must mix the functional with the emotional. The functional will be useful to the customer to help him meets his needs, to satisfy him, or to make the brand reliable. The emotional link will give trust, but also pride and forgiveness to the customer.

Why put the human at the center of your strategy?

According to the graph, the best way to act is to ally emotion and functional; humans on digital channels.

I do believe most digital marketers forget the essential: the human relation. If you want to convince your visitors, identify them, and to make them be loyal to you, you must create an emotional link by introducing the human relation into the digital channels at the center of your strategy.

If I was to dig further into my reflexion, I could talk about Fournier, who published in 1998 a book demonstrating that customers are in a relationship with some brands.

For Carroll and Ahuvia, the attraction between a brand from a customer includes characteristics such as passion, devotion, positive evaluation and positive emotion. I would not be able to detail in this article all the studies made on love and customers; but I can recommend this book from Noel Albert and Pierre Valette Florence “L‘amour d’un consommateur pour une marque: dimensions exploratoires” unfortunately in French only.

Will AI and chatbot ever replace humans?

As I said earlier in the article, if you are only involved in the functional and not in the emotional, you will only satisfy your customers in a partial way.

Indeed, Chatbot or AI can be formidable Tools (when they are well developed) to handle repetitive demands. However, when it comes to « natural talk » the chatbot is no longer useful (according to Reforge), as he struggles to convince.

It is impossible to have a private joke with a chatbot, to ironize with him, and impossible to pursue a conversation if, by mistake, your fingers slip on the keyboard, causing a typing error. In fact, we found the same problems with the Artificial Intelligence.

The IPSOS study concludes on this sentence, which is also applicable as a summary of my article: “Clearly one of the biggest opportunities to create an emotional attachment is via exceptional customer-staff interactions” and not chatbot.

Soon in the center of all concerns…

More and more companies now understand the need to put the human back on the stage in their digital strategy.

In every stage of your funnel, you need someone to comfort you, to help you, to convince you in your choice. You must create this emotional link, and no CTA or newsletter will be more efficient on your conversion funnel.

About the author

Mathieu MOUTON

Mathieu MOUTON