From the course: Marketing Analytics: Decoding the Conversion Funnel for Revenue Growth
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Patch the holes in your funnel
From the course: Marketing Analytics: Decoding the Conversion Funnel for Revenue Growth
Patch the holes in your funnel
All right, so now we have a proven test idea we can try to fix the funnel. The problem is no two websites or audiences are exactly the same, so directly copying the test idea won't exactly work to fix our own funnel and its unique funnel problem. We need to optimize upon the idea. How? We need to take the idea, extract it, and apply it to the right location in our funnel. In the test, we saw the get-it-by notification appeared on the cart page, but in our funnel example, the problem spot is not on the cart page. It's actually one step earlier in the funnel where a shopper would click to add the item to their cart. That's where the drop-off in the funnel is steepest. So if we directly copied the idea to the view cart section, we'd be focusing on and fixing the wrong area of the funnel. We'd be like construction workers patching the wrong section of the crumbling concrete on the skateboard park ramp. Sure, the repair might help, but it wouldn't fix the most major problem spot. All those…
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