How Technology Can Enhance Customer Experience in Your Sales Funnel
A sales funnel refers to the different stages of a customer’s journey in the buying cycle. There are three distinct parts in a sales funnel. They are called the top of the funnel (ToF), middle of the funnel (MoF), and bottom of the funnel (BoF).
In the ToF, customers are simply introduced to your brand. This occurs due to marketing efforts. This part has the largest audience in the buying cycle. As we move along the funnel, the number of interested customers becomes lower. This is why it’s called a funnel–as it is wider at the top and narrow at the bottom.
During the MoF, you interest customers in specific products that you think they like or need/want. Finally, at the BoF, you complete a sale.
Today, we are going to discuss how technology can enhance a customer’s experience in your sales funnel.
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How Technology Can Improve the Customer Experience in a Sales Funnel
fThe various tips we are going to discuss are related to different parts of a sales funnel in no particular order. Let’s take a look.
1. Providing Interactive Content
At the top of the sales funnel, customer experience refers to how engaging your marketing is to the customer. The better you can catch and hold their attention, the better their experience will be.
This means that you cannot rely on traditional digital marketing methods unless you innovate them. So, instead of traditional blogs and video content, you need to invest in interactive content.
The basic tenet of interaction is that your customers should be able to click or drag on parts of your content to elicit a real-time response. You can incorporate augmented reality here to improve the engagement of the content.
For example, if a customer clicks on a specific part of a video, an AR entity could pop out to provide more info about that part. You could even use AR technology to create special CTAs (calls to action).
2. Data-Driven Audience Targeting
One thing that is guaranteed to mar a customer’s sales experience is irrelevant ads. You may have experienced this yourself as well. You visit a website, and you are getting bombarded with ads for Bitcoin investments and stock trading. If you are not into those things, those ads only seem like an eyesore.
This is why companies use CRMs and data exchanges to find more info on their prospective customers. This information helps them to create targeted ads that are relevant to the audience.
A customer who finds an ad for the very thing they need at the moment is having a good experience. After all, they just saved a ton of time and effort looking for what they needed. This is a happy customer who is going to move further along the sales funnel.
This is backed by data, too. According to Adverity, 66% of marketing leaders found data increased their customer acquisition.
This is why data-driven targeting is necessary.
3. Using QR Codes to Boost Conversions
QR codes are a nifty technology that can be employed in the middle of the funnel. QR codes are two-dimensional graphics composed of black dots and lines in a square. Three corners of the square have bigger dots, which are used to tell the QR code scanner the alignment of the code.
They can hold different types of information, including page links, data to run a small AR simulation, and even text.
You can use this technology to create interactive content, CTAs, and ads. For example, a blog could have a QR code placed in a conspicuous spot, and some text saying, “Scan to get 20% off,” will convince plenty of people to scan the QR code and convert it.
Another method of using QR codes is to provide them with every product. If a customer wants more detailed information about the product, they can scan the code to see it. The code may either provide the information directly or it could direct the user to a new page with more information.
In this way, QR codes can empower your sales funnel by providing a better experience to your customers.
4. Using IP location For Personalization
Since personalization is so important for the middle of the funnel, you can use another technology to enhance it. This is IP geolocation. IP addresses have some geographical information associated with them because ISPs assign IP addresses to specific regions.
This information is not very precise; you cannot track a person with it. However, you can find out the city and country they live in, and just knowing that is enough for targeted advertisement.
You can get the IP address location of any customer who visits your website using their IP location. With that data, you can show them a version of the website in their own language. But that is just basic stuff.
The real power of knowing a customer’s location is to promote products that are suitable for their climate and culture and solve problems within it.
For example, a Mexican sombrero won’t be useful to anyone in the northern reaches of our world. However, someone who lives in the state of Texas or the country of Mexico may find it very useful. A company selling hats will thus only recommend sombreros to people who live in the aforementioned regions instead of people living in cold climates. This kind of personalization using geographic data ensures that your customers have a great experience in the sales funnel.
5. Email Outreach
Emails are a potent source of conversions in the bottom and middle of the funnel. Customized emails are capable of persuading clients about purchase decisions.
For example, emails reminding people of abandoned carts can often have a great effect. Many times, people will put things in a cart but not go through with the purchase due to some reason. You can send them an email that provides a special discount on their cart items.
This can entice them to complete the purchase. It also gives them a good experience because your brand comes off as thoughtful by giving that discount.
So, at the bottom of the barrel, email outreach can radically change your customers’ experiences.
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Conclusion
This concludes our discussion on customer experience improvement throughout the sales funnel. The tips we discussed were multi-class in the sense that most of them applied to multiple parts of the barrel.
Expert use of these tips will improve your customer’s experiences with your company and make them more likely to return in the future.
