Here’s the important, final level – The Action Stage. This is where all your marketing efforts should finally pay off. The customer is ready to complete their purchase! They’ve got the specific product on their mind and where they’re going to buy it. All that’s left to do is enter their payment details.
At this stage, the number one question in the visitor’s mind is, “Why should I buy from your website?” If you can answer this question to the visitor’s satisfaction, you have a successful sales funnel.
Rules for the Action Stage
- Don’t distract your customers while they’re completing their purchase. Don’t get in the customer’s way when they are moving towards conversion. Stand back and let them finish. This is not the time to cross-sell, to ask for feedback, or to have them fill out surveys.
- Make the process as easy and user-friendly as you possibly can. This means no mandatory sign-ups, no complicated check-outs, and do not let them search for what to do next.
- No surprises at the last minute! Don’t spring hidden costs, shipping charges, or minimum order value requirements on the customer just when they are about to enter their payment information. Instead, make sure the customers have a complete idea of what the purchase will cost them BEFORE they proceed to the payment screen.
Remember at each stage, the number of visitors is going to be reduced. You cannot do much about that fact. That’s the reason it’s called a sales funnel and not a sales barrel. The output is going to be less than the input.