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Internet Marketing - Planning & Management | Conversion Analyst

Mohsin Khawaja

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Understanding Sales Funnels

 Anyone interested in analytics always come across a term "Funnel" or sometimes "sales funnels" or "goal funnels", below I will explain in short "What a Funnel is?" and What to measure from it?


This is a typical funnel, below is a short explaination of each part:

 

Website Visitors -- Website visitors are at the top of the funnel. These are the people you've attracted to your site via channels like your blog, social media and search engine optimization.

 Leads -- Leads are the website visitors who express interest in your product by submitting information on a landing page. Maybe they fill out a form in order to download a white paper. Maybe they requested an demo. Whatever it is, these people are potential customers, and you have more information about them than you have about your website visitors.

 Customers -- These are the folks who pay you. If you're not already tracking them, you're in trouble.

Here's what you should be measuring in this funnel:

Conversion Rates -- This is the percentage of website visitors that converts to leads and the percentage of leads that converts to customers. This is important to know because you need to understand where in the funnel you can improve. Are you better at converting leads to customers? Or visitors to leads? The answer to that question will help you determine where to focus you energy and how to drive more sales.

Channel-Level Funnel -- This means tracking everything above (the funnel) for each channel. How many website visitors, leads and customers do you get from organic search traffic? How about from your blog? And what are the conversion rates for each? The answers to these questions will help you determine which channels to focus you marketing resources on.


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Mohsin Khawaja is a Internet Marketing Manager at Intellectual Works.He occasionally writes on various IT topics along with various SEO, SEM and Internet Marketing articles.
http://www.linkedin.com/in/khmohsin