Assist consideration and conversion in your marketing funnel

Based on How to Create a Marketing Funnel by Responding to Customer Behavior by Tom Whatley

Business benefits

Improve customer relationships and increase your conversion rate.

Personalize retargeting ads and emails to reach out to customers who have already visited your site, building a sense of relationship.

Campaign Monitor research shows that segmented and personalized emails increase revenue by as much as 760%. Additionally, personalized email CTAs convert 202% better than standard CTAs.

Dyson uses personalized emails well to target customers that didn’t complete a purchase.

Image source

By using scarcity, Dyson encourages users to come back: Your basket for this promotion was saved, but the offer is only for a limited time. Click the link to complete your order.

Encourage happy customers to leave reviews on external review sites like Google My Business and TrustPilot.

Prospects at this stage will be trying to get a complete picture of your business through reviews and recommendations.

Employ social listening to monitor your presence and interact with your audience to keep brand sentiment high.

For example, Hootsuite has a dedicated help team to respond to customer queries on Twitter.


With 45% of people using social media for product research, Hootsuite being on hand to engage with customers paints a positive picture of their customer service.

Run conversion rate optimization (CRO) on your website to remove barriers to conversion, like complex checkouts or expensive shipping.

If you have the data and resources, use A/B testing, user testing, and goal measuring to identify where people are stopping short and run tests to increase your conversion rate.

In the absence of data and resources, focus on the key principles that make a difference to user experience. According to Common Thread Collective’s Aaron Orendorff, these are:

  • Speed: Reduce page load time.
  • Singularity: Have only one goal per page or piece of content.
  • Simplicity: Remove distractions that may confuse visitors.
  • Clarity: Lead with benefits, use clear language, and avoid jargon.
  • Identification: Design pages around a single target market.
  • Attention: Use keywords in headings and subheadings and write directly to your audience.
  • Desire: Answer What’s in it for me? with copy, social proof, and hero images.
  • Fear: Use scarcity and the PAS formula: problem, agitation, solution.
  • Trust: Use clean design, clear contact details, and social proof.

Offer incentives that make customers more comfortable with spending more money.

When developing incentives, here are some best practices to follow:

  • Keep incentives simple: Make guidelines clear and ensure that incentives are achievable for customers. This encourages participation and increases trust.
  • Understand what rewards motivate customers: Ask your audience what they prefer and test. High ticket items might convert more with discount rewards, but free item rewards may work better for everyday products.
  • Remind customers of expiration dates: Use scarcity marketing to inspire action.
  • Consider using gamification: Using challenges creates a sense of achievement and reinforces good behavior.

For example, one of the barriers that prospective Cozy Earth customers face when considering its products is price.
Its collection of bamboo bedding and clothing is more expensive than many cotton or polyester alternatives. It gets around this by reassuring the reader with its Worry Free Guarantee .

Cozy Earth email example

Customers can sample products for free before committing. They can also benefit from a 10-year warranty and free shipping and returns.

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