Leveraging Conversations in Conversion Funnels

Most companies see their conversion funnel primarily as a way to analyze how to effectively get users from the entry point to a specified goal. The conversion rate for users moving from one funnel to the next can be attributed to several factors:

  1. Site optimization
  2. Product flow
  3. UI/UX
  4. Value perception
  5. Messaging
  6. Broadcast channels
  7. And many more…

Essentially, understanding funnels has always been a way for companies to analyze their changes and how it affects user behavior. As unique visitors become aware of your brand, interested in your value prop, visits your website, signs up for a free trial, engage with your app, pay you for your app, and add value to your business, you must actively manage these users’ lifecycles. Some may never make it past the first pool while those that do may still churn.

The differing stages of your users’ lifecycles, often coined as visitors, prospects, leads, and users, may receive different levels of attention and priority from your teams. Your sales team might be most concerned with hot leads while your product team may care most about active users. However, which team is in charge of conversing with a user as he/she moves along this conversion funnel? A user’s maturity level may change over time but does your team who is responsible for that user change as well? When should marketing conversations flow over to website traffic conversations or to “I’m a new user” conversations? These conversations take place at very different times and in very different contexts. Some conversations are lower value and can be handled by your support team. Some conversations are higher value and should be handled by perhaps your sales team. However, either of these two types can happen at any stage of your funnel.

Therefore, it’s important for you to think about where high-value conversations take place during your marketing strategies. A funnel doesn’t really mean anything if 1) you cannot act on it and 2) if you have no user feedback. If you’re able to leverage the right types of conversations in multiple contexts, the likelihood of a user moving from pool A to pool B will be much higher. Having the right tool to do so is only a part of the story. Thinking about your funnel and conversion metrics as a proxy for how users might interact with you at different stages of their lifecycle is crucial.

Reamaze is a great tool for these use cases. We’ve always believed in valuable conversations. As a user segmentation and engagement app at its core, Reamaze also gives you the ability to leverage high-value conversations as a way to boost conversions and lower churn. Because most engagement activities prompt certain actions and responses from users, we wanted to give you the ability to capitalize on those actions and responses. Your customer operations team will get to know users at a personal level, how they’ve evolved, and how the most relevant response can be applied to their unique level of engagement.