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How will Google Analytics 4 affect your funnel?

For most B2B marketers, Google Analytics (GA) is a foundational part of their stack. Google’s long-running web analytics platform emphasizes universal compatibility, meaning it often serves as the connective tissue between different elements and software applications you use in your marketing. Most business and marketing tools incorporate Google Analytics. With the continued implementation of Google Analytics 4, the platform has leaped forward in critical areas.

Announced in late 2020, Google Analytics 4 is one of the most significant upgrades the platform has seen since its launch over 15 years ago. You might have already migrated your data to this new version, but if you haven’t, the deadline is coming up quickly. On July 1, 2023, Universal Analytics properties used by older versions of GA will stop processing new data. Depending on your settings, Google may automatically create a new instance of your old profile into the new GA4 platform. If possible, try to get ahead of this deadline and migrate your profiles before Google does it for you.

This article will help you understand some of the most important new features in Google Analytics 4, how they differ from previous versions, and how this could impact how you use GA throughout your funnels.

What Are the Biggest Changes in Google Analytics 4?

The overall mission of GA hasn’t changed: it’s designed to help website owners and marketers better understand the way visitors interact with digital properties. Google has changed the way that its platform understands and measures these interactions in a few key ways:

  •  More flexible events. The system for gathering data (or “hits,” as Google calls it) is much broader in GA4. It’s derived from the Firebase Analytics platform, which Google developed for mobile devices and apps. In the updated version, you can set custom events based on almost any action or event you want instead of limiting yourself to Google’s predetermined event categories.
  • Support for apps and other websites. The new version of Google Analytics can track user data on external apps and social media platforms. It’s especially beneficial to apps built with Firebase SDK, Google’s suite of app development tools and platforms to help developers and engineers streamline products.
  • New visual dashboard. Google has streamlined the main GA dashboard’s interface and visual aesthetic, offering a more concise set of options and a cleaner main page. There are fewer options on the left-hand navigation menu and a less boxy design. Google has also implemented a tab-based navigation system that many users will find more intuitive.

New Reporting Tools

As most experienced marketers know, the data you gather is only valuable if you can measure and understand it. This is typically done by taking it from the platform on which it was collected and contextualizing it into a report or similar document. Google Analytics always had powerful reporting tools, but GA4 ups the ante by adding a few new features.

Besides the new cross-platform reporting tools mentioned above, GA4 offers more sophisticated attribution models than the last version. That means deeper insights into where leads come from and which sources provide the most qualified prospects. Better attribution can lead to better marketing and less wasteful spending on channels that don’t produce the same results.

Google Analytics always had powerful reporting tools, but GA4 ups the ante by adding a few new features. Click To Tweet

Finally, Google’s upgraded platform also incorporates machine learning, the fundamental principle behind the vast artificial intelligence trend that seems to be sweeping every industry. This can be used for predictive recommendations about optimizing your site or app and protection from spam or bots that may be generating a high level of suspicious traffic. Machine learning can also track the habits and patterns of specific users and help you develop protocols for serving preferred content to the groups that want to see them.

These tools are great for both business administrators and marketers responsible for explaining their work results to clients. Better reporting means more efficient use of the data you create and access in Google Analytics.

Cross-Platform Support

Google understands that the internet is a much different place than it was in the late-2000s when Google Analytics first rose to prominence. Today’s web is fragmented – people use several different apps or social media networks to find what they’re after, whether information, entertainment, or connection with others.

That’s why one of the key hallmarks of GA4 is expanding the places where Google lets you track user data. With GA4, you can gather data from Twitter, Instagram, and Facebook to help you measure significant trends and patterns related to your business and its presence on third-party websites. You can imagine how helpful it might be to include social media data and information about your funnel’s different websites.

Compatibility with social media is also powerful because of GA4’s attribution technology. You can attribute leads from specific social media networks, which can be used to tweak your campaign and investment. You can also include GA4 attribution as a component of a larger lead-scoring formula to grade new opportunities across the company.

Best of all, if you’re already using a tool for attribution – perhaps a CRM like Salesforce or a marketing automation platform like HubSpot – you can still connect your Google Analytics account to the most popular types of lead tracking and marketing analytics software.

Final Thoughts on How Google Analytics 4 Impacts Your Funnels

Most marketers who have been on the job for a considerable time have some experience working with Google Analytics or at least have worked alongside others who know the platform well. For the better part of two decades, it’s been a pivotal arrow in the quiver of marketers and website administrators looking to get a sense of where their traffic is coming from, how people interact with their pages, and what the ideal prospect looks like.

With their new update that will sunset older versions this upcoming July 1, Google has widened the scope of data available to users and increased the number of ways to measure user interactions on their websites. From a business perspective, these updates will lead to marketers and businesses getting an even firmer grasp of their ideal clients, letting them develop more customized solutions that address their most pressing problems.

You may still have time before the deadline, but it’s always better to be prepared well. If you haven’t already made the jump and are looking for help converting your Universal Analytics account to Google Analytics 4, want to set up a new campaign, or are simply struggling to gain meaningful business insights from Google Analytics or any other platform for gathering data about user interactions with your web presence, we may be able to help.

The team at FunnelEnvy has many years of collective experience working with consumer and business software companies across all kinds of industries, from healthcare to real estate. To find out more about whether or not we can help and get additional details about our pricing, fill out this short quiz.

By |2023-05-22T08:32:12-07:00May 29th, 2023|Analytics|0 Comments

The 4 Top CRO Tips For 2023

It may have taken a couple of decades to perfect the modern internet, but nowadays, technology is getting more advanced by the day. Recently, we’ve been hearing a lot about how AI and blockchain will revolutionize how we do business. It’s critical to stay current on these developments as they relate to your business.

But at the same time, many of the strategies doled out on how to respond to advancing technology look surprisingly similar to “the old way.” Often, tech just asks us to use existing principles of sales, marketing, and business with a new platform or tool.

In this article, we’re diving into four ways to think about conversion rate optimization (CRO) given everything we know about how technology is advancing this year – and beyond.

Revisit Your SEO Practices

We don’t always associate search engine optimization (SEO) with conversion rate optimization. The premise of SEO is getting new traffic to your site, after all. Smart marketers know they should consider user intent long before someone even lands on their page.

Smart marketers know they should consider user intent long before someone even lands on their page. Click To Tweet

That’s because the more people who get to your page, the better – as long as they have the right intentions. Having good enough SEO to attract visitors who aren’t interested in your offering might produce some good vanity metrics but ultimately won’t help you drive business goals. To rectify this issue, you need to consider SEO to attract the right traffic.

You can assess the way you incorporate keywords on different kinds of pages to see if it still makes sense for your intended audience. Don’t forget to examine your fundamental keyword strategy, too. Since most SEO success often comes from going for longtail keywords, if your target audience has changed, your longtail keywords may also change.

Audit the Forms in Your Funnel

Form optimization is a long, dynamic subject matter that could fill up its own blog post (or a whole series). But the foundation of it is the same as it’s always been: go through all appropriate forms and make sure there are no obstacles, distractions, or errors that arise. Ideally, you can break this down into two parts: first, audit your forms internally from a technical perspective, making sure they work with the right software and functions in your business – like a CRM or marketing automation tool.

The second part of the audit is about your users’ perspective. If possible, try to get a person outside your internal marketing team, preferably a prospective customer or someone with similar characteristics. You’ll typically get more cooperation with this form testing when you offer to compensate participants, even if it’s a simple thing like a small discount or virtual gift card.

Here are a few questions to keep in mind as you go through the testing process:

  • Are people completing your forms in the amount of time you expected?
  • Is relevant information on form pages easy enough to find?
  • Are any parts of the form unclear or confusing?
  • Does the form’s language resonate with users?

Test Load Times and Technical Elements 

Load time is a significant factor in getting people to visit your site and convincing them to convert. According to statistics by Google, an increase in load time from 1 second to 5 seconds can increase a page’s bounce rate by 90%. If a critical page of your funnel is loading slowly, it can hinder your marketing efforts.

There are plenty of tools available that can help marketers improve load speed and related technical slowdowns. Google’s PageSpeed test is a good starting point – based on your results there, you’ll either want to develop a plan to cut down on elements slowing down your page or ensure protocols are in place to keep the page loading at optimal speed. 

Depending on the nature of the technical challenges you’re running into, you may require outside help. Certain changes to your domain settings may need to be handled by your hosting provider, while more advanced changes to the site itself could require specialized help from a developer.

Diversify Funnel Media Types

Are you using  only long-form content and headers on every page throughout your funnel? Does your main landing page use the same video you’ve had for years? Unless your forms and funnel elements are already converting at a very high level, it’s always valuable to improve your content by diversifying its delivery. While prospects in certain industries may be more predisposed to specific kinds of content, no rule says you can’t switch it up. 

Video content is becoming increasingly popular in many industries, particularly with the rise in popularity of platforms like TikTok and Instagram Reels. There are also infographics, audio presentations, photos, etc. You might even want to consider the presentation of your content with elements like parallax scrolling and carousels. Even if you aren’t drastically changing the information you include when you make these adjustments, you’ll find it could still add a significant bump to your conversion rate – especially on pages and funnel elements that may have been struggling previously.

As you look to add new kinds of media to your mix, remember that you’ll need to track everything in some way. If you’re adding a new kind of video, for example, be sure you have the right software tools to track important metrics and incorporate them into the rest of your analytics.

Last Thoughts on CRO for 2023 and Beyond

The tools we use to conduct business have come a long way from the pen, paper, and snail mail days. Startups can access a wealth of information about people they’ve never met or interacted with. Technology is capable of helping a company achieve some truly inspiring things today.

Yet despite all the advancements, many of the fundamentals about selling remain strong; possibly even strongerr than in the pre-internet days. When you receive messages, emails, and notifications at every turn, the fundamentals stand out as even more important now. The core tenet of conversion rate optimization is getting more people to raise their hands and signify interest in your product or service. To do that, you need to attract more of the right people, remove technical blocks that prevent them from converting, and experiment with different types of content that can better educate them on why they need your offering.

Looking for some help implementing these or other CRO tips into your existing marketing campaigns? At FunnelEnvy, our optimization specialists have spent years studying what it takes to get people interested in our clients’ products and services. We’ll bring an objective eye to your digital marketing efforts while using our decades of combined experience to help you overcome any challenges you may be facing.

To get started, just click here to fill out a short quiz that will help us learn more about your organization and how we may be able to help you meet your marketing goals.

By |2023-05-03T22:23:27-07:00May 15th, 2023|Conversion Rate Optimization|0 Comments

Why Audience Data is Vital to Your B2B Funnel

There’s a famous quote often attributed to John Wanamaker, an early American department store entrepreneur: “Half my advertising budget is wasted – the trouble is, I don’t know which half.” The phrase has become somewhat trite these days, showing up often in PowerPoint presentations given by marketers across the world.

But the saying itself speaks to a problem at the heart of many marketing departments: it’s just tough to know which of your marketing campaigns are successful and which are a waste of time and resources. 160 years after Wanamaker opened his own retail store, in our advanced digital age with AI and automation galore, his words seem to ring more true than ever before.

One of the easiest ways to minimize waste in advertising – or any other part of your marketing budget – is gaining a better understanding of your audience. Knowledge about the people you’re selling to and how you can help them solve their problems has been the holy grail of all kinds of marketing and advertising since the inception of human commerce. 

Today, audience knowledge is arguably more important because of the huge volume of noise prospects face every day in the marketplace. Below, we’re diving into more specifics about why knowing your target audience may be the key to unlocking more success – and ROI – from your marketing.

Reduces Content Costs

As we mentioned in the intro, greater audience knowledge means less money spent on the wrong thing. For marketers today, a significant chunk of their resources go towards creating content. From blog posts to social media updates to email newsletters, companies in all sectors spend lots of time and money on creating content.

But what’s actually in all that content? Is it really helpful, or is it only being produced because there’s a need? Robert Rose, a strategy executive with the Content Marketing Institute, frequently talks about the problematic concept of the content team operating as a “vending machine” – you need a piece of content for a funnel, so you push a button and the staff member, team or contractor produces it. The problem with this approach is it creates a siloed attack where different arms of your marketing campaigns function with different goals.

In an ideal situation, audience data serves as a connecting factor that ties the creators of content in your business to all other areas: including the broader goals of the company. When this happens, there is in turn less money and time wasted creating content that doesn’t resonate with your target audience. 

Improves Brand Reputation

The impact of strong audience knowledge on brand reputation might be most apparent in B2B sales. When your audience operates in a highly technical field that requires specialized knowledge, it’s easier for them to tell if you really know what you’re talking about. This can serve as something of a double-edged sword, however – it also means that if you have authentic knowledge of your audience and their goals, you’ll stand out in your marketplace.

When your audience operates in a highly technical field that requires specialized knowledge, it’s easier for them to tell if you really know what you’re talking about. Click To Tweet

The key here is to stay current by studying and immersing yourself in communities of people like your target customer. Whether it’s a sub-forum on Reddit, a Discord channel, or a social media group, it’s important to take time to understand the newest concerns and discussions among your audience. Ideally, these are communities you already are or were present in at one time. This is a big reason why many of the most successful healthcare services and product companies are created by former doctors, nurses or healthcare office employees. They have first-hand knowledge and experience in a highly specialized field where it’s easy for prospects to pick out impostors.

Guides Direction of Your Business

Great companies respond quickly and effectively to the most important requests of their prospective customers. The idea has been ingrained into the modern business community, particularly since the rise of the Lean Startup model popularized by Eric Ries and others in the startup community. 

But the best companies are able to predict what their customers want in the future. Reaching this level has the potential to put a business in rarefied air reserved for the biggest brands in history: Nike, Microsoft, IBM, etc. Steve Jobs once famously paraphrased Henry Ford, believing that he’d once said: “If I asked my customers what they wanted, they would’ve told me a faster horse.”

Over the years, this quote has been twisted into an argument against customer research. If people wouldn’t have asked for a car or an iPhone, why bother paying attention to their input on your product or service? This interpretation neglects the first part of the quote, where Jobs says “our job is to figure out what they’re going to want before they do.”

You don’t reach that depth of audience understanding by ignoring relevant data. Just the opposite: the only way you can really predict what your customer wants before they do, like Jobs and Ford, is by so deeply understanding your audience that you begin to think the same way. This level of familiarity can only be attained with an extremely strong grasp of prospect data, and typically takes a long time to achieve.

Final Thoughts on Audience Data for Your Funnel  

The specific methods you use to collect data and learn about your audience will vary depending on the kind of product or service you offer. We’ve covered individual tactics like landing page and form optimization on many other posts here on this blog.

We believe, however, what’s more important than any one tactic or data collection method is adopting a broader philosophy about audience data within your company. The truth is, audience data is important to your B2B funnel and almost every other part of your marketing, from the initial creation of customer avatars right on through to the way you hire and build your team.

As your organization changes and grows, you’ll find that the particular campaigns you deploy may change. Sometimes you’ll focus on high-level content intended to make your prospects think deeply; other times you’ll just be creating a simple demonstration video that shows off one of the key features of your product or service. No matter what particular actions you are taking, they’ll always be more successful with a foundation in audience data. If you can pay close enough attention to what your ideal client wants, what’s stopping them from achieving it, and what they need to be convinced that you can help them in this pursuit, all of your marketing endeavors will flow much more easily.

And if you need a little veteran help to give you a better perspective on how to wrap your head around customer data, FunnelEnvy is here to assist. We have a wide breadth of experience helping businesses of all sizes in all different industries get a better handle on their audience. Whether you’re a brand new startup or a seasoned marketer looking to enter the next phase of growth, we can help fill in some of the natural gaps that may occur as your marketing gets more and more developed. The more things you have going on, the more difficult it is to keep your audience central to your mission.

To start the process, just click here to fill out a quick quiz that will help us learn more about ways we may be able to assist.

By |2023-04-25T09:04:40-07:00May 1st, 2023|General B2B Funnel Advice|0 Comments

The 4 Most Important Landing Page Elements

We’ve devoted several posts on this blog to discussions of landing pages and their importance within the broader context of your digital marketing. It’s no exaggeration to say that a landing page can make or break your funnel. Even if other elements are well-optimized and you have a great offer that adds value for prospects, a bad landing page can significantly constrain your results.

Too often, we think about landing pages in the abstract. They’re mentioned in passing as if every marketer should know how to construct a landing page by instinct. 

Unfortunately, real-world funnels aren’t that simple. Like any complex system, a landing page is only as good as its parts. The specific things you put on a landing page can vary based on the offer, your industry, and the people you want to attract. However, we’ve found that every landing page needs the below four elements in one form or another. Remember to view these tips in the context of your specific funnel and target audience.

Concise, Usable Forms

During many B2B funnel transactions, you will need to collect data from the user to take them further down the funnel. These efforts can be limited or stifled by forms that are difficult to use or unclear to the audience. Ideally, users shouldn’t need to think about forms; they should blend seamlessly into the broader landing page experience.

What exactly makes a good form? HubSpot has created a helpful list of tips, including:

  • Single-column design: According to design research, it’s easier for the eye to follow and progress through one column of text and fields. It can also feel overwhelming to be presented with two columns full of text and form fields.
  • Go from easy to hard: Putting a few simple questions at the front of a longer form will help reinforce the feeling of progress. Doing this makes visitors less likely to bounce while filling out your form, since they’ll feel they’ve already made tangible steps to finishing.
  • Validate entries immediately: If someone provides an invalid response to a form field – like an email address with no domain – make sure the form alerts them directly. They should not need to wait until they try to submit the form to notice and then work backward through it to identify the error. 

Succinct Copy

We’ve all met someone who loves nothing more than talking about themselves. Every topic concerns what’s happening in the person’s life with little care for those around them.

No one wants to hear you wax poetic on a landing page: they simply want to know how your offer is relevant to them and what they stand to gain. Click To Tweet

The digital marketing equivalent of this is a landing page with tons of elaborate sentences and flowery phrasing about the greatness of a product or service. No one wants to hear you wax poetic on a landing page: they simply want to know how your offer is relevant to them and what they stand to gain. 

That’s not to say long-form landing pages don’t work. Many B2B and B2C marketers have found success with longer, narrative-style landing pages, especially when selling a relatively new product or dealing with an audience that needs plenty of information before making a business decision.

But there’s a clear distinction between a long-form landing page and a page with too much text. Long-term testing will help you pinpoint an exact balance, but in the short term, you can reach out to trusted clients or colleagues to get quick feedback about your landing page copy. You can also use helpful online tools like the Hemingway App to see if you can make your writing more straightforward.

Social Proof

The power of social proof is well-documented and based on a simple psychological principle: people place a lot of weight on the words and experiences of others like them. Seeing that another person had a positive experience can go a long way toward convincing a prospect that your offering is right for them.

Like other parts of a landing page, the specific way you present social proof depends on the nature of the funnel and your audience. Some might like to see a talking-head-style video of a client like them speaking firsthand about how great their experience was. Others may want to look at hard data, like an ROI experienced by your previous clients.

Two quick tips for social proof: don’t go overboard. Many people are suspicious of things they see on pages designed to get them to buy or commit to something. Even if it’s true, an over-the-top client testimonial may appear inauthentic. Second, remember to offer external validation of the people you include on your testimonial page. A social profile or company website link can help visitors believe in what you’re showing.

A Multimedia Element

In 2023, “multimedia” can be defined in several ways. It could be a video, chart, graphic, animation, or even a lovely photograph depending on the specific nature of your offering and the people visiting the page. Multimedia is essential as a way to break up text on your page. It’s also valuable for visitors who may be using a mobile device or tablet and can’t spend a lot of time reading and processing text on a page.

Videos are popular for a landing page because they are easy to produce – all you need is a phone – and engaging for visitors on any device. According to marketing expert Neil Patel, it’s helpful to incorporate the video in the design of the rest of your page and track the video’s analytics closely to see how often it’s being viewed and for how long.

Final Thoughts on Key Landing Page Elements

It’s easy to conceptualize theories about landing pages and discuss ideas about what may or may not work. But for marketers who want to maximize their results, the only way to know what will lead to success is by trying and measuring different options to see which resonates most with your audience.

And remember: changes to your landing page elements or overarching strategy shouldn’t be static items you address whenever you get the time. It’s important to stay committed to frequent assessments of the success of your entire funnel, including landing page elements. By including concise copy, highly usable forms, social proof, and multimedia, you’ll be well on your way to constructing a successful funnel that drives your desired business results.

Looking for a hand with these four items or any other parts of building a landing page? Our team of specialists can help. We have many years of history assisting clients in different industries with their landing page needs. Whether you want a partner who can work with you to build a plan from the ground up or you’d simply like another set of eyes on the various components of your landing page, FunnelEnvy is ready to assist. Click here to fill out a short quiz to learn more about how we can help.

By |2023-04-05T19:53:14-07:00April 17th, 2023|Landing Pages|0 Comments

How to Make Your Ads Less Expensive

Paid advertising campaigns on one of today’s many prominent digital media channels can be a valuable part of any funnel. One of the key advantages of paid ads (also called PPC) is that they offer quicker access to a larger audience than organic strategies like SEO and referral marketing. In this sense, building a massive audience almost “overnight” is possible, often reducing the time it takes to achieve your KPIs.

But like every strategy to promote your funnel and company offerings, paid advertising has a downside: cost. Investing in paid placement on social media networks and search engines can get expensive, especially if you aren’t sure about the return you’re getting.

Based on our experiences working with clients incorporating paid advertising campaigns into their funnel, we’ve found a few specific strategies work best for cost reduction.

Tweak Audience Targeting

On most paid advertising platforms – especially social media networks – one of the first things you’ll do is set up a target audience that dictates what kind of people will see your ads. One significant determining factor is often location: some companies running ads will want to restrict them to people in a specific location. For many software and digital services companies, geography is no longer significant in determining their target audience for paid ads.  

However, you can still use geography as a variable as you adjust your audience targeting until you can find an ideal audience set that gets you the results needed for sufficient ROI. Here are a few other ways to adjust your audience targeting:

  • By device. While it’s essential to ensure all elements of your funnel are accessible from any device, it’s sufficient to experiment and see if one particular device works better for generating engagement and visitors.
  • Browsing time. Each PPC platform will allow you to target the time of day or browsing windows slightly differently. You may find it best to break up these metrics into six or 8-hour periods and see which timing works best.
  • Lookalike audience. A lookalike audience is a predictive feature that allows a network to list people who share the same characteristics as another group of people who have already shown interest in your audience. For example, on Facebook, you might use “Fans of the Business Page” as a lookalike audience to draw on for an ad campaign.
For many software and digital services companies, geography is no longer significant in determining their target audience for paid ads. Click To Tweet

Make the Offer Better

Another big element of getting more traffic from each ad campaign – thus lowering overall costs – is the offer; how do you intend to attract people into your funnel? It starts by getting them to click on the ad while browsing the platform on which it appears; an action sometimes referred to as a “clickthrough.” It is an important first step in any paid ad campaign. No matter how well-optimized your audience targeting or how great your ad creative is, you’ll struggle to bring in enough prospects if your offer isn’t as compelling as it should be.

There are many ways to improve your offer, but we’ve found a simple and quick way to upgrade substantially: keep your current offer but expand what you provide. For example, if you offer a 15% discount on an initial package, you may increase that discount to 20%. If you’re offering a 20-minute evaluation, maybe change it to 30 minutes. 

If these adjustments don’t bring about sufficient improvement, you may want to consider completely changing the nature of the offer. In these situations, look to competitors or companies who work in related industries to see the most successful paid advertising offers.

Strengthen the Hook

In this context, the offer’s ” hook ” refers to the ad’s elements that bring in prospects. Usually, this consists of an image, a headline, and a “sub-headline” element that appears at the bottom. There’s also usually a CTA button that entices users to click and take the next step in the ad’s funnel.

Bringing as many prospects into the funnel as possible is crucial to minimize the amount of money you invest in each ad campaign. One way to do this is by improving the elements listed above. Pick an individual component to work on – like the headline – and go through some testing to determine an ideal version. From there, you can open up the testing to other ad creative elements. For example, should your subheadline be a question that piques readers’ curiosity or a bold statement that challenges their beliefs on an important subject? Either could be practical, depending on your specific needs and target audience.

Call in a Specialist as Needed

As is the case with most elements of a digital marketing campaign, sometimes it’s hard to have the right perspective when you are so close to the internal workings of your funnel. You and your team may have strong opinions about what is or isn’t working for your ad campaigns and the rest of your digital efforts, but you may be missing one key piece of perspective that’s hard to find inside your own business.

These are situations in which outside experience can be precious to your marketing efforts. Cost is a big factor here – there’s no point in reducing the amount of money you’re spending on paid ads for your funnel just to replace that spend with money going towards a consultant or expensive agency. And it’s true that in some cases, bringing in an outside party to review your ad campaigns can make things more convoluted and frustrating.

There are two keys here: first, you must seek assistance on a level that makes sense for your business and your budget. As a smaller startup just beginning to experiment with paid ads to bring in revenue, one probably doesn’t need to rush out to lock down a yearlong agreement with a boutique agency with a five-figure monthly retainer. Even a casual “brain-picking” session with a respected mentor or expert in their field can sometimes be enough to shed new light on a problem that helps you take steps towards solving it.

At FunnelEnvy, our team has many collective years of helping clients in all kinds of industries address challenges related to their marketing funnels, whether it involves paid ads, landing page optimization, or making forms more efficient for visitors. We use this background to give each client personalized attention to help them meet their goals. Whether that’s ensuring they spend less on advertising in favor of other methods or optimizing their current expenses to ensure they get as much return as possible from their ad campaigns, we can help.

If you’re interested in learning more about FunnelEnvy and how we work with our clients, click here to fill out a brief quiz that will allow us to learn more about your business and determine if we’d be a good fit to help with your funnel optimization needs.

By |2023-03-23T21:11:47-07:00April 3rd, 2023|Paid Media|0 Comments

3 Examples of Helpful A/B Tests and Why They Work

A/B testing is a powerful tool for B2B marketers and considered a staple of the toolbox for improving a campaign. Marketing teams in every industry with every type of product and service can use A/B testing to figure out which option in a campaign works. 

The fact that you must conduct A/B testing in a specific method to attain success doesn’t get discussed as regularly. A/B testing done the wrong way can cause a lot of wasted time and effort for your team. Even if you generate sufficient data from the tests, it won’t be as effective as with proper methodology.

To help you better handle your A/B testing, we provide three examples of some of the most crucial A/B tests you can perform in many different contexts. Remember: the advice here is general, so you’ll need to think about how to apply it to your specific funnel.

Landing Pages With a High Bounce Rate

Every experienced marketer knows the dreadful, pit-of-your-stomach feeling you get when you spend lots of time and resources building up what you think is a great landing page for your funnel, only to find that it flops with very little engagement and conversions. 

You likely have a few landing pages already in mind that need to be tweaked and improved. If not, an excellent way to get started with this type of A/B test is to explore your analytics platform to identify which pages need the most improvement.

Here are a few other tips for landing page testing:

  • Have a predetermined length in mind. You don’t want to have one A/B test running for a week, another for a month, and another for just a few days – this distorts your data and dilutes the quality of the tests’ results.
  • Don’t make traffic splits equal. You should start by giving the existing landing page a larger share of site traffic, then slowly increase it. Do this to account for the potential negatives of incorporating any new idea onto a page.
  • Consider predictive traffic. In this blog, we’ve previously explored some of the relative benefits and drawbacks of using A/B tests compared to predictive bandits, which use machine learning models to determine the optimal version of your site to deliver to users. The most significant benefit of this approach is that it avoids the “one-size-fits-all” problem with A/B testing.

Important Form Page for your Funnel

You can apply form pages in several different ways within your funnel, for everything from a critical conversion step to a basic logistics element like booking a video call. With this in mind, it’s important to think carefully about which form you decide to A/B test.

A seemingly-minor form page setup improperly can have just as much of a negative impact as a final form directly tied to conversions. Click To Tweet

That doesn’t mean, however, that you should only test critical funnels directly linked to the main conversions you’re tracking. A seemingly-minor form page setup improperly can have just as much of a negative impact as a final form directly tied to conversions.

For example, imagine a well-designed form with dynamic fields, progress indicators, and other staples that should convert properly. However, when a user reaches the last step or segment – or even the confirmation page – there’s an element that causes users to lose confidence and fail to complete the subsequent steps to get them down the funnel.

That’s why we recommend considering A/B tests for even the smallest elements when it comes to forms. Form field length, field titles, progress bars, button text – even the form’s primary and secondary colors can impact how people view your forms. 

It may not seem significant, but as is the case with many other types of A/B testing, a tiny change can significantly impact conversion rates.

Email Subject Lines

Almost every successful modern funnel will use some kind of email, especially for B2B marketers who need to provide their prospects with a significant amount of information along each step of their funnel.

Unlike some of the other elements discussed in this post, most people know the importance of email subject lines. They are frequently cited as determining whether people even open an email. According to Zippia, just under half of all email recipients will open an email based on the subject line alone. Similarly, about 7 in 10 email recipients will mark an email as spam based solely on the subject line.

Here are a few ways to A/B test email subject lines:

  • Experiment with length. Shorter is usually better here. Generally, it’s recommended that your email subjects be somewhere between 20 and 60 characters, but you should run some tests to find your own sweet spot.
  • Incorporate one or more emojis. Of course, it’s important to understand your audience and the email’s subject matter – with certain somber topics, it may not be smart to use emojis. On the other hand, an unexpected emoji can be a great way to stand out in someone’s inbox.
  • Sentence structure. Sometimes, a question is the most effective way to get a recipient’s attention. In other cases, using a short statement or fact is best. Remember that many marketers get in trouble by trying to make their subject lines too mysterious or clever. This mystery is often a direct route to the spam folder.

Regarding length and timing, the guidelines we mentioned apply here: start with a small percentage of your list receiving alternate subject lines. A 70/30 split is a great starting point; from there, you can slowly increase the number of subscribers who receive the alternate version.

Also, remember that you’ll need to get sufficient data to ensure that your test results have value. The specific amount of time it takes for your data to be significant varies depending on the size of your list, but you’ll generally want to give the test at least a week.

Final Thoughts on A/B testing  

Anyone who says A/B testing isn’t valuable to their marketing funnel or overall business probably hasn’t been able to find an approach that works for them. Indeed, there are some situations where A/B testing isn’t the best option for tweaking your funnel.

But in many cases, all that’s standing between you and a successful A/B test is the right approach. If you’ve been struggling to find meaningful results from A/B testing, or you simply want to get an outside perspective on improving the process, our team at FunnelEnvy can help. We have many years of combined experience helping companies of all sizes in all industries ensure they get the most out of the resources they put into testing.

Just click here to fill out a quick quiz to learn more about us and our pricing and determine how best we can assist you with your funnel optimization requirements.

By |2023-03-13T11:34:09-07:00March 20th, 2023|Analytics, A/B Testing|0 Comments

Optimizing Your Funnel With Video Content

If you aren’t already taking advantage of the power of video content, you’re missing out on one of the most important channels for any type of marketing – especially B2B. Research shows that video makes for some of the most engaging content. Over 9 in 10 marketers already use video in their funnels to help capture the right audience and serve them relevant, helpful content that allows them to accomplish their business goals. Moreover, nearly the same number of consumers report that watching a brand video has convinced them to buy a product.

At this point, it’s far from groundbreaking to say that video should be a key element of any organization’s marketing funnel. Clients often experience difficulty with the specifics of video content and understanding the optimization process. How exactly should you use video in your funnel? What kinds of videos should you make? And how will you know if your videos are effective?

Clients often experience difficulty with the specifics of video content and understanding the optimization process. Click To Tweet

Though it’s tough to definitively answer these questions for any company without specific knowledge of their campaigns, we can offer some advice based on the trends we’ve seen working with clients to help them wisely incorporate video into their existing strategies. Let’s jump in.

Select the Right Kind of Videos

There are dozens of different kinds of video types and endless variations or tweaks you can put on those types to make them even more unique. Just spend a few minutes on YouTube, and you’ll see exactly how diverse video content can be! 

In a business marketing context, we can generally group videos into one of three buckets:

  • Quick snippets are meant to explain one specific concept or express a single idea. Software companies often create these using a screenshare that shows off a particular feature.
  • Medium-length videos are longer and go more in-depth on a broader area. These videos are anywhere from five to 20 minutes in length. For example, one type of feature video could be a medical research company showing off different parts of its facility.
  • Feature videos are anything longer than about 20 minutes. These are often pre-recorded speeches or conference sessions shared with the audience.

Again, these categories aren’t perfect, and you can probably come up with endless video types. Don’t get caught up in the specific traits of one type or another – instead, use them as a springboard to think about which type of video may be best for your business. As you go through the process of creating, promoting, and analyzing your video content, be sure to sort them by type so you can get more data on the effectiveness of each kind.

Let Your Prospects See Themselves

Think about some of the best movies, books, or television shows you’ve consumed over the last few years. For many people, the stories in these mediums are much more effective when they feel a connection to the characters in them. That could mean their job, geographic location, family status, etc.

The best marketers have figured out that this concept doesn’t just apply at the box office or the bookstore – it also works in a B2B marketing funnel. Whether you’re planning to create half-hour explainer videos with multiple scenes and people speaking, or you simply want to run a 45-second screenshare showing a single feature, do what you can to ensure your prospects connect with something. You could use language they recognize, name a process they frequently use in their business, or something completely different.

A case study or testimonial-style video is the best video to achieve this connection. Just be aware that many viewers are naturally skeptical of testimonial videos, so you should strive to include an authentic, balanced evaluation of your company and its offering. 

Connect Performance, Budget, and Analytics

Even after you’ve decided on a particular type of video to use, planned its production, and included it in the right channels, your job is still unfinished. The time after you’ve placed your videos into your funnel and published them on social media, your newsletter, etc., is one of the most critical periods for determining the overall success of your video efforts.

That’s because this is when you can get honest feedback from prospects about how effective your videos are at helping you achieve business goals. This feedback comes in the form of data – views, conversions, form abandonments, meetings booked, and so on. Ideally, you can compare this data with a preexisting, deep data set. 

Once you’ve analyzed the numbers and determined which kinds of videos are performing best for you, double down on them by redirecting more of your budget toward making them. Unless you have a specific reason, there’s no point continuing to spend money on content that doesn’t maximize the return.

An easy way to think of video is a virtuous cycle with three parts: budget, analytics, and performance. The cycle starts when you invest marketing dollars into creating a video (budget), continues when you dive into the numbers and metrics behind the video (analytics), and finishes with an ultimate evaluation of the video’s effectiveness in helping you achieve business goals (performance).

From there, the cycle starts over with the budgetary phase. As each part of the cycle becomes more and more optimized, it carries over to the other parts of the video cycle, helping them improve. 

Final Thoughts on How to Optimize a Funnel With Video

In 2023, it’s essential to get beyond just “doing video” and into optimizing your video for maximum funnel success. Barriers for video have dropped so much that you should already be incorporating them into your funnels.

To reach the next level of success with video, you need to know which types of videos your prospects respond to, how to include a hook that connects them to the content of the video, and what steps are necessary to iterate on videos to attain continued success. After all – you probably already spend time analyzing other elements of your conversion rate, so why not devote some of the same attention to the specific performance of your video?

While it’s possible to handle all of these steps within your organization, many companies find it easier to get them taken care of with the help of an outside specialist. A well-qualified B2B marketing expert will be able to give you a broader, more strategic perspective on the way you incorporate video into your funnel. They’ll assist you in identifying which kinds of videos to produce and how to track their metrics so that you end up getting the most out of the investment you make into a video for your funnel.

FunnelEnvy has helped many clients in various industries attain greater efficiency with video production and a better grasp of whether or not their content is moving the needle. To learn more about our pricing and determine if we are a good match for your needs, click here to complete a short questionnaire.

By |2023-02-27T12:23:28-08:00March 6th, 2023|General B2B Funnel Advice|0 Comments

3 Symptoms of Siloed Data and How to Fix It

Data siloing is like a poisonous, invisible gas: it’s hard to identify, you may not even know it’s affecting you, and it can cause significant health problems for your business.

Before we go any further, let’s back up and establish the term’s meaning. “Data siloing” is when you store important information in your business in a single, isolated place that is not easily accessible for people in the company outside of those who originally put it there. The term comes from the traditional silo used in agriculture to store grain or other supplies in bulk.

But unlike traditional silos, which are easily visible to most people, data siloing is challenging to identify. In fact, in our experience, companies suffering the most from data siloing don’t even know it’s an issue.

In this article, we’re going to correct that problem. Below are three of the most significant symptoms of data siloing. After we outline each problem, we’ll include a general fix for the problem that you can apply to these and other symptoms.   

Redundancy and Repetition Across Departments

Most companies organize their teams into groups ranging from a handful of people to dozens of employees, depending on the size of the company and the nature of its work. Given this inherent separation between teams, it’s normal for there to be some repeated information across groups.

Suppose you see a huge percentage of information repeated in meetings, presentations, or other kinds of department-level communication, though. In that case, it’s a good sign that each group may have its data siloed. One classic example is a separation between an organization’s sales and marketing teams, which happens to companies of almost every size. Marketing teams often collect data related to a prospect’s initial demographic info: the size of the company they work at, their job title, etc. Once the sales team gets involved, they typically learn new information related to more specific details about the prospect. If the two teams don’t share data sufficiently, it can lead to repetition of the same tasks and frustration on the part of the prospect, ultimately causing them to drop out of the sales funnel.

Teammates Ask Several Questions About Other Departments

One of the most obvious signs that your company has a siloing problem is when individuals in separate departments have very few details about how different parts of the organization work. This disconnect often leads to questions about how the other part of the company completes tasks, inquiries they wouldn’t ask if data wasn’t so siloed.

Remember that there will always be some degree of separation between departments – that’s their nature. You wouldn’t expect someone in marketing to understand how to put together a quarterly accounting statement, just as you wouldn’t expect someone on the support desk to work on developing your company website. But when different departments in a company don’t have a basic understanding of how other groups work – where their files are stored, how they communicate internally, etc. – it’s a sign that you may store their data too far apart.

Changing Access Levels Takes Longer Than Expected

From small shops with just a few people to the largest global enterprises, companies of all sizes have some sort of permission structure. These systems typically govern things like access to software platforms, the ability to read and write data in a certain folder, or access to a certain email inbox.

During a normal month or quarter, it’s common to change these permission levels for several reasons. Old employees leave, new employees start, and some may even change positions in the team, bringing up a need for different permissions. It’s okay if permissions don’t change instantly, but if it’s regularly taking your team several days or weeks to change permission levels, it’s a sign that your data and processes may have a problem with siloing.

Solving the Siloed Data Problem

As we mentioned, these indicators are just symptoms of an issue with siloed data in your organization. You may come across other signs in your organization, but it’s arguably most important to note that you may not come across any signs at all. Data siloing can happen even within a growing organization that seems successful otherwise. It might not be a mission-critical issue, but if you don’t nip it in the bud right away, it can grow into something much more serious. Even if it never becomes the issue that threatens your business’s existence, there’s still a chance it can prevent you from operating at maximum efficiency.

Data siloing can happen even within a growing organization that seems successful otherwise. Click To Tweet

In our experience, the best way to prevent siloed data from becoming a problem that threatens your business to any degree is to implement a shared data platform that all the different teams in your business can access to share relevant information. Regarding sales and marketing alignment, we suggest our clients implement a tool known as a customer data platform or CDP.  

The benefit of using a CDP is that, unlike traditional data-storing methods, this platform allows information to be put in and taken out by all the appropriate parties and applications. We refer to this as bidirectional integration. In other words, a CDP can integrate with all the tools you’re already using in your stack: a CRM, website analytics tool, email automation platform, etc.

In ideal cases, not only will implementing a CDP help you better manage the data your business uses on a day-to-day basis, it will help you get more out of that information to serve organizational goals better. For example, suppose you can input information about visitors to your website and the specific pages they visit. In that case, you might then be able to integrate it with data from your sales department about which particular parts of your solution prospects were most interested. The conclusions you can gain from these two types of data combined will be much more effective than the information you gain from analyzing the data alone, which often happens when siloed.

Final Word on Siloed Data

Although it’s not the most obvious problem or glamorous challenge to solve in your business, siloed data is still a profound issue worth trying to prevent. If you let it fester and expand within your business, it can eventually become such a severe problem that it impacts conversion rates and customer satisfaction.

Are you concerned that your organization may be suffering from siloing, or simply want to take preventive measures to prevent this situation from happening in the future? Our team is available to help. We have years of experience ensuring our clients can leverage the data they gather across the entire organization instead of watching their productivity suffer from inefficient communication and unnecessary re-work.

To get started, just click here and fill out a short questionnaire that will help you learn more about FunnelEnvy pricing and give us the info we need to determine how best we can assist.

By |2023-02-08T18:35:48-08:00February 20th, 2023|Analytics, A/B Testing|0 Comments

How to Incorporate UX Principles into B2B Funnels

There’s something of a paradox happening in many business marketing circles today: everyone wants to ensure their funnels are well-optimized for the user experience, but relatively few marketers can tell you what user experience (UX) actually means!

The truth is, there’s a good reason for this paradox: UX is a huge umbrella term that can encompass several different things to many other groups and individuals. This article will focus on some of the UX concepts most relevant to B2B marketing funnels. The key to successfully incorporating these ideas is thinking about how they may apply to your funnels and marketing campaigns.

Let’s dive in.

Incorporate as Much Feedback as Possible

According to their definition, The Norman Nielsen Group says user experience “encompasses all aspects of the end-user’s interaction with the company, its services, and its products.” The key term there is “user.” Some misguided or inexperienced marketers might believe they can optimize their user experience without input from their prospects. This approach simply isn’t possible if you want to maximize the improvement of your funnel UX.

For the best results, remember the idea of a specific audience and diverse methodology. In other words, you should have a highly detailed target persona already mapped out before you seek feedback from anyone – otherwise, you’re just wasting everyone’s time. Be as specific as possible about the kind of people you want to take UX information from because this data will ultimately shape your product or service’s development.

Once you’ve settled on a specific type of audience, do your best to offer them several methods of providing input on your funnel and other marketing elements. In an ideal situation, you can build intimate relationships with prospects by creating a community centered around their characteristics and business objectives. Think about what HubSpot did to grow its Inbound.org community, a forum for marketers to share experiences and tactics for the inbound methodology. At its peak, the site was bringing in over 300,000 visitors per month.

Consider building a community within your customer group, even if it’s on a smaller scale. In the era of remote work, plenty of tools are available to bring people together, including Slack and Discord. You can use a more traditional forum-based system for your community – whatever fits best into your operating methods and your customers’ preferred ways of learning about potential business solutions.

Consider building a community within your customer group, even if it’s on a smaller scale. Click To Tweet

Think About Your Microcopy

Adobe defines “microcopy” as “tiny tidbits of copy found on websites, applications, and products.” You probably run into dozens of examples of microcopy every day – think about form fields, button text, disclaimers at the bottom of a page, headlines on popular articles, etc. Even the captions on your images can technically be considered microcopy.

These items may seem pretty small individually, but taken together, they can have a severe impact on the perception of your funnel by users. We already know headlines are important, given statistics indicating that an average user only reads about 20% of the content on any given website. You can find similar studies on the importance of key microcopy within your funnel, such as the call to action found on a button at the end of a form.

While your specific approach may vary depending on the type of microcopy you’re looking to optimize, generally speaking, it’s wise to eliminate as much as possible: the shorter, the better. Most of your prospects don’t have time for unclear or lengthy instructions. Be concise and direct with your microcopy.

Review Your Funnel for Unnecessary Elements

As marketers, there tends to be an obsession with adding the next “thing” that will make your stack even better. In describing his 1980 Los Angeles Lakers team that failed to defend its championship, the legendary coach and executive Pat Riley coined the term “disease of more.” Each player wanted more accolades, money, and playing time, to the point where it started harming the collective team.

Thinking about this in a marketing context, we see parallels to software, email scripts, video courses, new form options, etc. There are lots of shiny “widgets” we can add or tweak with the idea that it will improve our funnel. In reality, several of these add-ons may not be necessary to make prospects convert. Some of them may even negatively impact your funnel’s conversion rate.  

One of the best things you can do to optimize your funnel’s UX is to go through the entire thing (start to finish) and see if you can identify unnecessary things. Do your best to put yourself in the shoes of a prospect, trying not to think of it as a marketer. Think about forms, text, images, menu items, footers, headers – anything and everything should be considered. The fewer elements you have on the page, the more likely it will push visitors to the result you desire.

Even with this mental exercise, fully adopting your prospect’s mindset may be challenging. It may be better to ask a trusted customer or outside consultant to give you accurate insights. 

Test Constantly and Seek Outside Perspective

Whether you incorporate these or other tactics to improve user experience, it’s important to remember the fundamental tenet of conversion rate optimization (CRO): always test your changes. Collecting data that shows the performance of a new strategy or idea in your funnel builds a concrete foundation from which you can understand what’s working and what isn’t. UX ideas can change quickly, but data will ground your funnel in the specific concepts that get results.

We also suggest that you seek perspective beyond yourself and, if possible, beyond your entire organization. As much as you can try to embody the mindset of your ideal prospect, you’ll never fully be able to get there simply because you aren’t that person. Even if you are a doctor-turned-marketer offering a product or service to the same kind of doctors, you still have the mental experience of developing and selling that offering, which colors your judgment and beliefs.

The best way to overcome this challenge is to get outside help with your UX optimization. Even if you don’t have the means (or desire) to hire an outside contractor to help you, there are options to get an external opinion. You might consider reaching out to a loyal customer, as well as some newer customers, for help evaluating the current elements in your funnel and any ideas you are thinking about implementing.

Of course, working with a group of experts with years of collective experience working on UX improvements for clients can also be helpful. We’ve helped startups and software companies in several industries increase their conversion rates by making their funnels more user-friendly and accessible so that prospects only see what they need.

If you’re interested in getting some UX assistance from the FunnelEnvy team, click here to fill out a short questionnaire, learn more about our pricing and determine if we’d be a good fit to work together.

By |2023-01-25T21:39:06-08:00February 6th, 2023|Conversion Rate Optimization|0 Comments

The 3 Most Important UX Considerations in Your Funnel

Now that the digital marketing space is maturing, the focus is increasingly on the finer details of digital experiences. Most marketers already recognize the importance of major pillars like email, social media, and web design. Plenty of different software and service options are available to help organizations in need.

Success on a broad level in channels like email marketing and social media is still vital, but they’ve become the minimum barrier to entry for top-quality B2B marketing. In 2023 and beyond, the best marketers will not only be nailing the larger elements of their funnels but also understand how to give prospects a desirable experience through the less obvious aspects of their campaigns.

We call them less obvious because, individually, it may not seem like the details that comprise user experience (UX) considerations will have that big of an impact on the success of a funnel. But when combined, these factors can determine whether a prospect has a positive or negative overall experience with your funnel, which in turn impacts their decision to do business with you.

Below, we’ll talk about three crucial UX elements of your funnel that you might have overlooked and give tips on addressing them in your campaigns.

Progress Bars and Indicators

In today’s world of increasingly crunched deadlines, dwindling attention spans, and bite-sized content, your prospects’ time is likely stretched thinner than ever before. That’s why it’s important to show appreciation for every second they give your marketing by explaining how much time it’s going to take for them to get through each part of your form.

Research shows that using progress bars can make people more willing to devote time to a form or wait for a page to load. Of course, you shouldn’t make users wait long for elements on your page (we’ll get to that in the next section), but there’s always going to be some level of load time. Similarly, it will always take some time for a prospect to give you the information needed to advance the sales cycle. The best you can do is make that time as painless as possible.  

Of course, the B2B world can be a little different. When it comes to complex sales cycles or those in industries with many regulations, most prospects understand that it’ll take some time to get through their buying journey. On a macro level, B2B transactions generally take longer than B2C. While you can use that to your advantage by requesting more information at an earlier stage in the buying process, never take for granted the time prospects’ are willing to invest in your funnel. Progress bars, page numbers, and completion time estimates are all helpful tools for this area.

It will always take some time for a prospect to give you the information needed to advance the sales cycle. The best you can do is make that time as painless as possible. Click To Tweet

Page Speed and Responsiveness

We’ve paired these ideas together because they are both ultimately technical requirements for your website and its funnel elements. Your site needs to load quickly enough to stop people from getting impatient and leaving. It also needs to load properly on each device a prospect could use to visit your funnel. Both concepts have been critical in B2B marketing for quite some time, yet we still come across plenty of organizations leaving a lot to be desired with how their page appears to users.

Page speed is vital for the UX of your funnel, in part because of the short attention spans of modern web users. According to Google, the chance a user will bounce increases by 32% after a page’s load time reaches 3 seconds. You don’t want your funnel to stick out like a sore thumb when a user has been browsing other fast-loading pages, a situation we, unfortunately, encounter with clients in industries like healthcare and manufacturing.

As for responsiveness, there’s a straightforward standard your funnel elements should live up to; they must be viewable and equally usable on any device. Page visitors shouldn’t have any issue navigating your funnel site, whether using a keyboard, stylus, or their fingers on a touchscreen. Remember to frequently test different versions and sizes of your funnel as part of your efforts to optimize conversions.

Content Quality and Tone

This final area is more abstract, but it might be the most important. “Content” doesn’t simply mean the writing on your forms, landing pages, or other funnel elements. It’s an all-encompassing term that combines those elements with their design, multimedia, and the trade-off you’re looking for users to make (typically filling out a form for some kind of asset).

Take a step back and simplify your campaign to its essentials: what are you offering? Is it compelling enough for prospects to give you what you’re seeking from them? A law firm’s office manager may be willing to provide their name and email address for an eBook but may not want to provide their physical address, phone number, or other personal details. On the other hand, if you’re working on some kind of funnel further along the pipeline, like an appointment or consultation request, prospects may be more willing to give you that type of information.

The tone of your funnel content is also important for the user’s experience. Part of this is human nature – people inherently want to like and trust others they meet who are similar to themselves. However, when it comes to B2B transactions, buyers are responsible for ensuring they’re working with vendors with a sufficient understanding of their field. Writing is, of course, a big element of your tone. Other factors can include:

  • The clothes worn by people in video content
  • The colors in your funnel’s design
  • Fonts and typefaces used in parts of your funnel
  • The use of industry-specific jargon

In many cases, prospects don’t expect vendors to have the same depth of knowledge about a field – an accounting firm purchasing business software probably won’t expect the developer to be able to audit their books, for example – but they do expect them to be familiar with critical elements of the industry and how they work. Even if it’s communicated subtly, showing prospects your understanding of their needs can go a long way in improving your funnel. 

Where to Start With UX Considerations in Your Funnel

Each of these three areas of UX is relatively involved and could require its own campaigns to address. There are many other UX factors, some of which might even be more important to address in your funnel than the ones listed here. Knowing this, how do you decide where to begin with optimizing your funnel? 

There’s only one answer: experiment, analyze the data, iterate, and repeat the cycle. It’s easy to guess what will be the most effective way to improve the UX of your marketing elements. But with actual data – conversion rates, heat maps, bounce rates, and ROI – you can see which parts of your funnel need fixing.

Looking for assistance running these tests, or simply want to get a few more sets of (expert) eyes on your funnel UX optimization? Our team at FunnelEnvy is ready to jump in and help. Just click this link and fill out a short questionnaire to learn more about our pricing and how we can ensure your prospects have a better experience with your marketing elements in 2023 and beyond.

By |2023-01-11T21:26:15-08:00January 23rd, 2023|Analytics, A/B Testing|0 Comments
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