If you’ve arrived at this page, it’s probably because you’re already familiar with the concept of a purchase funnel. In ecommerce, this refers to all of the steps that occur between the customer’s initial contact with a brand or product and the moment the customer makes a purchase. We frequently identify the following steps in this process:
- Awareness: the discovery of a brand or product at a specific point in time. This is the first step in the acquisition process.
- First contact with the brand or product, followed by research.
- Desire: The visitor expresses a desire to purchase our product.
- The most anticipated step is the purchase.
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Each step is linked to specific actions that will help you successfully convert a visitor into a buyer. The verbs attract, convert, and analyze depict the steps of the purchase funnel’s conversion process. Here’s why these actions are critical, as well as our suggestions for how to carry them out.
How can you increase the number of people who visit your online store?
Before making a purchase decision, the visitor goes through a process that leads them to make certain decisions. This process begins when a prospect discovers a product or service, and it is at this point in ecommerce that we refer to the acquisition or attraction stage.
To attract the most prospects and make your brand visible, you must first understand your target audience and how and where to communicate with them.
In the broadest sense, marketing encompasses the methods most commonly used to attract prospects in ecommerce. This can include SEO, SEA, retargeting campaigns, and so on. However, it is becoming increasingly important to focus on social commerce, which is becoming increasingly important at this stage of the funnel. Today, it is nearly impossible for a merchant not to be present on social media, as they are frequently the first point of contact between the product and the prospect. Working on your social media presence simply means increasing your visibility.
The increased use of social media platforms such as Facebook and Instagram to follow and learn about new brands explains the popularity of tools such as Facebook Ads, which have the advantage of allowing you to target your audience with great precision.
What am I supposed to do?
Bet on visibility on your target’s preferred social networks through advertising. There are a lot of them nowadays, so make sure to focus the majority of your efforts on relevant platforms, such as Instagram for clothing and accessories or Pinterest. Most ecommerce solutions allow you to connect your store to your social media accounts. This is true for PrestaShop users, who can benefit from this visibility thanks to modules like PrestaShop Facebook, which makes it simple to create ads.