Having the funnel in place is useless without an analysis of the data. Here are some of the things you can discover.
See where you are losing customers
Ideally, the funnel should not be very “steep”. If you see big differences from one step to the other, it means potential customers are dropping out before buying something. Identify the place where the difference between steps is the biggest.
It means you may have a problem on the funnel step prior to drop-off. It might have something to do with the design of the page or the information on it. See the next point on this list.
Find the reasons why some steps lead to high drop-offs
The funnel itself can’t help you understand why visitors abandoned the conversion process. Fortunately, there are funnel tools that correlate with visitor session replays. This means that, at every step, you can see the actual recordings of the user interactions with the page.
This way, you can try to find a behavior pattern to explain the drop offs. Are some of the users not scrolling enough to reach the CTA button? Are they not even hovering the mouse in the area that leads to the next step? Are they click-raging? Is there an error on the way the page is displayed or is functioning?
Find the error, fix it and reset the funnel visitor data to see if results improve.
See which pages perform better in terms of conversions
You may be running several marketing funnels at the same time, with small variations to the steps you use. Compare the data and see which pages lead to a higher conversion rate. Learn from that and try to replicate those pages in the future.
Offer your team or your clients clear conversion measurability
Successful business is based on data, not on guesswork. A marketing funnel provides percentages at every step of the way. You can even set yourself a conversion goal during planning. Some funnel tools, like the one from Visitor Analytics will use that as a standard and provide data to show you whether your performance is good or not. Are you reaching your goals? By how much have you missed the mark? After some adjustments, how have the percentages changed?
Visitor funnel optimization
Take all of the data in and use it to improve. If you notice after some visits to the landing page that the funnel is not showing acceptable conversion rates, make changes to the steps or even to the entire funnel logic. After funnel analysis, you may want to remove a step, change some page layouts, rearrange the order. You will need to set up a new, optimized marketing funnel. Hopefully, the results should show.