Funnels Week - Win #2

Run an optimization test on your main funnel


By the end of this win, you’ll have learned how to optimize your funnel, which you can do on an ongoing basis. You’ll also run your first optimization test.

As mentioned in Win #1, optimizing your main funnel is one of the most impactful things you can do. Think of your website like a bucket with holes. Optimizing your funnel is plugging as many holes as possible in order to get more people to complete the funnel.  
The funnel optimization process is super simple, yet quite scientific. Exciting! Let’s learn how to do it in 4 easy steps.
Step 1:
Analyze your main funnel.
You can do this in Oribi’s Funnels section. Identify on which step of your funnel most visitors drop out. Identifying this drop-off will help you focus your efforts on the most impactful phase.
Step 2:
Draw conclusions about why people drop off in the phase you focused on.
Use common sense and, if possible, qualitative research (e.g., talk to people who dropped out, or review a recording of what they did), and quantitative research (e.g., surveys). As an example, you might conclude that the CTA button meant to move people from Step 2 to Step 3 in the funnel isn’t noticeable or isn’t persuasive enough. Check out this article to learn more about drawing conclusions.
Step 3:
Think about potential solutions, but choose only one for each test. 
When deciding which solution to test, consider its potential impact (if it works, to what extent would it move the needle?). Also consider the effort it’ll take to implement the solution and the probability of success. You can use Oribi’s AASTL framework to do this.
Step 4:
Implement the solution you chose.
Give it a week or two (set a reminder), and then go to the Funnels section in Oribi. Compare your funnel results for the current and previous timeframes.
Image for Funnels Week - Win 2 - Step 4

What’s next? 

First, learn from the test. Ask yourself what the results say about your visitors. This information will help you better communicate your message. 
Second, keep optimizing different parts of your main funnel. You’ll have disappointments, of course. Many tests will “fail.” But keeping this process alive will increase your conversion rate in the long term because you’ll learn what drives your visitors to action.