How I Turned My E-Commerce Desert into an Oasis: The Secret Power of a Well-Built Digital Marketing Funnel
Opening a shop in the desert? That’s exactly what it felt like to launch a new e-commerce business in 2016 (read about what went well here). A challenging experience. I learned a lot from those early days, and if I could go back, of course I would approach things differently. One element would be establishing a well-built digital marketing funnel.
What is a digital marketing funnel?
A digital marketing funnel visualizes the customer journey from discovery to purchase of a product or service. Based on the classic AIDA model (Awareness, Interest, Desire, and Action), the digital marketing funnel has evolved and also contains a remarketing-stage. With digital marketing, target audiences can be reached with more precision.
In Rear View: How a Digital Marketing Funnel Rescued Our Business and Drove Sustainable Growth
Looking back, the funnel was more than just a marketing strategy—it became the lifeline that transformed our struggling e-commerce into a thriving business that we were able to successfully sell in 2021.
Establishing a digital marketing funnel forced us to tackle a crucial question right at the beginning: How many conversions do we need to reach your goals? We needed about 250 conversions per month to hit our goals. With an assumed conversion rate of 3%, I calculated we would need approximately 8,333 visitors at the top of the funnel. Here’s how we made it happen:
1. AWARENESS
Objective: Cultivate visibility and drive 8,400 visitors to our website.
SEO Optimization: I led continuous optimization of both the technical and content aspects of our websites to ensure they were search-friendly. We published keyword-rich, long-tail articles weekly, resulting in 63% of our traffic coming from organic search.
Social Media Engagement: On Instagram, we posted several times a week, sharing high-quality, engaging content designed for our target audience. With the help of our social media manager who was also a talented photographer, we crafted stunning visuals, short videos, and insights that sparked conversations.
Public Relations: We hired a dedicated and well-connected PR agency and partnered with bloggers and opinion leaders to create momentum, which boosted our brands’ visibility across various media outlets. Events and trade fairs helped us to foster those relationships.
SEM (Search Engine Marketing): I also managed our paid advertising campaigns, which contributed 13% of our overall website traffic.
Reality Check: With an average of 9,866 monthly website visitores, we exceeded our visibility goal.
2. ENGAGEMENT
Objective: Convert 10%–15% of website visitors into engaged, potential customers.
Value Offer: We introduced a free digital skin test that provided personalized product recommendations, adding value to the user experience and driving engagement.
Email Capture Forms: I implemented strategically placed CTAs that invited visitors to subscribe to our newsletter, growing our email list. Regular newsletters that provided value for the subscribers were sent.
Reality Check: Engagement rates fluctuated throughout the year, but we maintained an average of around 11%, falling within our target range. The digital skin test proved highly effective.
3. CONSIDERATION
Objective: Get 70% of engaged visitors to show genuine interest in our products.
Automated Welcome Emails: I oversaw the creation of a 7-part automated email series that welcomed new subscribers with rich content, including behind-the-scenes tours, ingredient knowledge, and exclusive offers.
Industry Reviews & Referrals: Referrals became our 4th highest traffic source, further boosting trust and credibility.
Reality Check: We successfully converted about 34% of engaged visitors into genuine leads, although keeping them engaged required ongoing email personalization and optimization to prevent drop-offs.
4. REMARKETING
Objective: Convert 50% of interested prospects into active potential customers.
Instagram Remarketing: I launched different remarketing campaigns targeting users who visited our website within the last 180 days but hadn’t completed a purchase. The ads that emphasized the emotional and practical benefits of our products, were most successful.
Reality Check: Remarketing produced strong results, though conversion rates were closer to 17% – slightly below our target. Regular A/B testing and ad refinements were essential to improve performance.
5. CONVERSION
Objective: Achieve between 190 and 250 monthly conversions, depending on seasonal demand.
Smooth Purchase Process: We ensured a seamless and intuitive checkout experience, providing clear guidance so customers felt confident throughout their purchase. We used the Shopify shop system.
FAQs: We offered thorough FAQs as well as transparent payment and shipping conditions, setting expectations upfront and minimizing any hesitation at the checkout.
Reality Check: Conversion rates ranged between 180 and 240 per month, depending on the season. While our efforts to streamline the purchasing process paid off, we faced occasional challenges with cart abandonment and technical glitches that required constant attention.
How to Leverage Data and Analytics:
Are you aiming to increase website traffic, generate more prospect customers, or boost sales? Each goal should have a clear metric for success, such as a target number of monthly visitors or a percentage increase in conversion rates.
Continuously track your performance using analytics tools. Monitor the defined key metrics and use this data to refine your approach and ensure your marketing plan remains aligned with your business goals.
Tools like Google Analytics and CRM data can provide insights into which content or campaigns are resonating most, where potential customers drop off, and what prompts them to take action.
Final Thoughts
Without a doubt, marketing has the power to transform business profits. I’ve seen it with my own company. Do you want me to create a powerful digital marketing funnel for your business?
Have a great week and thank you so much for reading!
