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Marketing School | Digital Marketing | Online Marketing


Sep 28, 2017

In Episode #424, Eric and Neil discuss what part of your funnel you should focus on. Tune in to learn the different parts of a funnel, how to find your weakness, and the actions you can take to make sure your funnel is running (and converting) smoothly.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: What Part of Your Funnel Should You Focus On?
  • 00:40 – Top of the Funnel (ToFu): the traffic that you’re trying to target; which is usually a much larger audience
  • 00:48 – Middle of the Funnel (MoFu): people who have viewed your website or availed of your services
  • 01:02 – Bottom of the Funnel (BoFu): returning customers or those who are close to purchasing
  • 01:24 – If you don’t have a lot of visitors, focus on the top of the funnel
  • 01:27 – If you have a lot of visitors but don’t have much conversion, work on your analytics to see where the drop off is—it’s either the middle or bottom of the funnel
    • 01:43 – You can check it out using Mixpanel and/or Kissmetrics
    • 01:50 – Focus on optimizing that part by doing A/B testing or surveys
  • 02:12 – Eric shares an experiment of how they bring people through an entire funnel
    • 02:16 – Eric did a case study for SaaS companies
  • 02:45 – When you bring people through the funnel, the journey needs to be consistent
    • 03:05 – The journey is a story as well
  • 03;19 – Digital Marketer and Chris Von Wilpert have some good points on funnels
  • 04:06 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
  • 03:50 – That’s it for today’s episode!

3 Key Points:

  1. Figure out the part of your funnel where people fall off, then create a strategy to improve your performance.
  2. Employ tests or experiments to make sure you’re on the right track.
  3. Create a consistent journey for your funnel.

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