Funnels may be an important part of your marketing efforts, but they can also be one of the most frustrating things to get right. There are many moving parts to a funnel. If even one thing is out of alignment, it can throw the whole process off balance.
To fix funnel design problems, you first need to analyze your content. See if any pages or sections are difficult to find through your targeted traffic channels. Then adjust the funnel design and create compelling CTAs. Also, ensure your message aligns with the customer journey.
Understanding how to resolve funnel design problems is essential, but you can’t fix issues that you aren’t aware of. For this purpose, let’s look at some common funnel design issues.
1. Undiscoverable Content
You can write the best content in the world, but if no one can find it, it won’t do you any good.
This is often referred to as the discoverability problem, and it’s one of the most common funnel design issues.
Depending on your advertising channel(s), there are different ways to fix this.
For example, if you rely on organic traffic from Google, ensure your pages are properly optimized for SEO.
On the other hand, if you’re using email marketing, ensure your links are prominent and easy to find.
It’s advisable to use a variety of different channels to promote your content. That way, even if one channel isn’t performing well, you have others to fall back on.
Going for paid promotion is also an option, but it’s not always necessary. There are usually plenty of free ways to get your content in front of people.
However, paid promotion can be a good option if you’re targeting a specific audience.
2. Unattractive Funnels
Your funnel might be functional, but that doesn’t mean you can ignore its design.
An unattractive funnel can be off-putting for potential customers, making them less likely to convert.
First impressions matter. Therefore, it’s important to ensure your funnel looks good. That means using high-quality images, videos, and graphics.
It also means ensuring your pages are properly designed and easy to navigate. Your funnel doesn’t have to be perfect, but it does need to look professional.
If you’re not sure how to do this yourself, there are plenty of freelance designers you can hire to help you.
Many online funnel builders also provide templates that you can use to easily create a professional-looking funnel.
3. Little to No Conversion
Conversion rates are the most important metric for any funnel.
If your conversion rate is low, it means people may be interested in what you’re offering, but something is preventing them from converting.
There are several potential reasons for low conversion rates.
- Your offers are not compelling: This is one of the most common reasons for low conversion rates. If your offers are not attractive, people will not be motivated to convert.
- Targeting the wrong audience: Another reason for low conversion rates is that you’re not targeting the right audience. Ensure you understand your target customer and what they want.
- Your funnel is not optimized: Optimization is essential for any funnel. If your pages are not properly designed, prospects won’t convert.
4. Slow Customer Journey
Imagine you’re trying to buy a new car. You find the perfect one, but the process of actually buying it takes forever.
You have to fill out endless forms, provide loads of information, and jump through hoops to get financing.
This is an example of a slow customer journey. It’s a problem for businesses because most people are not patient.
If they have to wait too long, they’ll give up and go elsewhere.
A slow customer journey is often the result of having too many steps in the funnel. Each step takes time and effort. Eventually, people get fed up and leave.
The solution is to streamline your funnel. Remove unnecessary steps and make it as easy as possible for people to convert.
5. High Drop-out Rate
The drop-out rate refers to the number of people who enter your funnel but don’t reach the end.
A high drop-out rate is a problem because it means people have lost interest in your offering.
These are some possible causes of a high drop-out rate.
- Long funnel: A common reason for high drop-out rates is that people get bored before they reach the end of the funnel. If your funnel is too long, people will lose interest.
- Requests for too much information: We are in an era where people are very protective of their personal information. If you ask for too much, people will become suspicious.
- Poor funnel navigation: People will get frustrated and confused if your funnel is not easy to navigate. This leads to a high drop-out rate.
1. Analyze your Content
I have worked as a content strategist for years. One thing that most businesses get wrong is focusing on content creation without considering analysis.
Creating quality content is essential, but it’s not enough. You also need to ensure that your content is effective. The only way to do this is to analyze it.
You should constantly analyze your funnel content to see what’s working and what’s not.
This will help you make the necessary adjustments to improve your conversion rate.
Some of the areas you can assess include:
- Bounce rate: How many people leave your site after viewing only one page?
- Time on page: How much time are visitors spending on each page?
- Click-through rate: How many people click on your content links?
Apart from these metrics, it’s also essential to consider aspects like your tone, style, and message. Is your content aligned with your brand?
Does it resonate with your target audience? Analyzing your content will help you identify any areas that need improvement.
Then, once you know what needs to be fixed, you can make the necessary changes to improve your conversion rate.
2. Adjust Funnel Design
When it comes to funnel design, there is no one-size-fits-all solution.
The design of your funnel will depend on your business, your products, and your target audience.
That being said, some common problems can be fixed with a few simple adjustments.
If you have a long funnel, try removing some of the steps. Ask yourself if each step is necessary. If it’s not, get rid of it.
If you’re asking for too much information, try reducing the number of fields in your forms.
The fewer fields there are, the easier it is for people to fill out the form.
Finally, try simplifying the design if your funnel is difficult to navigate. Ensure it’s easy to understand and use.
3. Create Compelling CTAs
Your call-to-action (CTA) is one of the most important elements of your funnel. It’s what tells people what to do next.
If your CTAs are ineffective, people will not know what to do or where to go. This will result in a high drop-out rate.
To create effective CTAs, you should ensure they are compelling and relevant. The CTA should be clear and easy to understand.
It should also align with the rest of your funnel content. For example, if you’re selling a product, your CTA should be something like “Buy Now” or “Add to Cart.”
4. Align Your Message with Customer Journey
Just like a road map helps you get from point A to point B, a good customer journey helps prospects understand the path they should take.
It’s essential to align your message with the different stages of the customer journey.
If your message is irrelevant to the purchase journey, you will not convince potential customers to join.
For example, if someone is at the awareness stage, your message should be focused on educating them about your product.
On the other hand, if they’re at the decision stage, your message should help them take action and make a purchase.
Fixing funnel design problems improves your conversion rate.
To do this, you need to analyze your content, adjust your funnel design, create compelling CTAs, and align your message with the customer journey.
Doing this will guide prospects through your funnel and increase your chances of making a sale.
Modern customers have distinct needs and behaviors that funnels should adapt to.
Make sure the process is as smooth and easy as possible so you won’t frustrate or confuse anyone.