Today I am going to present to you the conversion funnel that I usually use in my own projects and in those of the clients.
If you are interested in conversion funnels, you are one of those who are aware that several points of contact are required to move from a first interaction to a client .
Those who follow the contents on Facebook Ads already know that my conversion funnel has 4 phases . This I want you to be clear is not an exact science . According to your product, sector, route, experience whatever you can get to have one or 23 phases. The 4 that I apply can be well adapted to many sectors and businesses. Not at all, it is clear.
A conversion funnel requires an important thing. Get new contacts continuously . If at a given moment new people stop coming in, sales will decrease to the point where they can completely give way. Logical, no?
Generate first points of contact with strangers (part 1)
In this phase we want to generate interactions with cold traffic. We will use a segmentation with these three advanced tactics towards audiences where we exclude those that have already generated interactions in the last 30 days.
We will generate 5 different audiences to keep 5 promoted publications in parallel. In this way we can compare and find out the ideal target audience and the segmentation that it requires. Each publication receives a low budget of 1-2 euros per day. The metric we control is the cost per interaction . According to the project, it should not exceed 3-10 cents. As soon as you overcome them, we launched a new interaction campaign.
Generating traffic with click campaigns (part 2)
A funnel consists of activating the contacts initiated . Therefore we go from cold traffic to a temperate level. Now we do traffic campaigns in order to generate visits. Therefore, the metric that matters now is Cost per Click (CPC) . According to the niche we seek to be between 7-25 cents per visit. We keep 5 campaigns of 5 euros in parallel each. This type of campaigns have an average duration of 7-10 days. When they surpass our established CPC, it has to be renewed. At the level of segmentation, we use audiences that have interacted with our publications in the first phase.
Capture leads with conversion campaigns (part 3)
Now we take the next step. We are braver and we ask for the most valuable thing that a digital person can have: their email. It is a sensitive issue since almost everyone relates to it something negative:spam . That is why we do not step up until now.
The metric we measure is the cost per contact or Cost per Lead (CPL). According to the sector we can be moving between 1-10 euros. It is more advisable to make conversion campaigns if your audience requires a higher level of activation. If you are already related to the something, the Lead Ads that usually generate low cost conversion, but often not of very high quality, can also work very well . These contacts generate sales on everyone through e-mail marketingin g campaigns .
Of this type of campaigns we have 2-3 active in parallel with an expense of 5 euros per day and campaign. The segmentation is retargeting of the last 30 days and / or fans of the page. I usually alternate between these two.
Closing the sale with catalog campaigns (part 4)
The moment has come. We take the final step. We want to close the sale . For them we will make dynamic catalog campaigns. At the level of segmentation we want to reach people who have already added something to the cart excluding all those who have purchased.
The good thing about this type of campaign is that it does not require the creation of banners since we work with catalog campaigns and the user sees the photo of the product that he has seen in his last visit to our store. We invest at least 5 euros a day. We have tested this campaign on the travel agency UK brand “Flights to Copenhagen“, the campaign turned out as a massive success for us.
If you have done the sum you will see that in sum this funnel requires a minimum investment of approximately 1,500 GBP per month . For some themes we may even fall short. And this is just the figure to start putting the thing in motion. Once you have optimized it and you are benefiting, the idea is to make it scale more logically. While we earn money, we can multiply the investment .
If your business is only betting on the Facebook Ads channel, the minimum amount described in this post is what you will have to spend at least. Miracles unfortunately do not exist. On Facebook Ads either. If you want to earn money, you have to invest money, there is no more. In another case I’ll tell you.
The author of above content is Kazim Raza. He’s working as a Digital Marketing expert at Travangelo; a flight comparison website. He’s opt to increase traffic, conversion and ROI.