Monday, August 27, 2012

What is website funneling?

What is website funneling?
A funnel is an instrument that helps us spill less. A funnel is a pipe with a wide, often conical mouth and a narrow stem. It is used to channel liquid or fine-grained substances into containers with a small opening. Without a funnel, spillage would occur.
Website funneling works pretty much the same many clients may be visiting your website but few are turning into clients. This is called a drop of rate. People may visit your websites home page and not find much interesting and then leave the page (Drop off). Others may visit and click on another page that interests but then drop of without taking any further action.
Via many different programs it easier these days to see visitor patterns, when and where they dropping off. If you have a high first (Home) page drop of rate it means that your front page is ineffective and must be revised. When selling a product or service your sales will depend on people talking a certain action. Companies send out sales executives to try and persuade clients to like or buy your products or service. Great companies will spend a great deal of effort in winning over clients. There are obviously different methods implemented to win over clients by sales executives e.g. the dress well, they are well spoken, they know their product well, they use marketing materials and they will even entertain or reward clients and buy them drinks or tickets to a game etc.

They same strategies should be used on your website. A website is your 24/7 sales executive. It must look good (great first impression), It must have good content (know product or brand well). It must reward clients.
Funneling then is directing clients to follow a certain pattern or take certain actions. There are many strategies that can be implemented to find the right business system for your website. Often pages have to literally be revisited 100 times before you find that right pattern. If you have a high drop of rate from your Home Page then you will need relook at the page and see what can be done better to have people visits the next page,  and so on and so on until they happy to take action (Funneling).

Funneling can also be used to remove the bad from the good, Think of a chimney were  a funneling method is used to direct the bad smoke away from people but keep the warmth of the coals. The idea then is to remove bad pages from the overall website or replace the page with a better one.
I often say when I go fishing that “I give the fish worms, I don’t like worms but the fish do... I like pizza but the fish does not like pizza, they like worms...” My point is that you may like your website to have a certain look and feel but your clients (fish) may not like your bait at all. If your want to win over customers you will need to give them what they looking for and not just what you looking for. Then you need to lure (funnel) them toward a goal and bring them into the boat.

Copyright 2012 - CB.Kruger

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