Marketing Funnel Optimization & Customer Journey Strategy

Posted on Mar 12, 2025 in Business Management and Marketing

Funnel Data Analysis

Objective: Analyze performance data from the last six months and identify critical areas for improvement.

Activities:

  • Evaluate metrics for awareness, consideration, conversion, and retention stages.
  • Identify challenges, such as:
    • Awareness: High bounce rate (60%), low social media engagement (Instagram 1.2%, Facebook 0.8%, TikTok 3%).
    • Consideration: Email CTR at 3.5% with insufficient segmentation.
    • Conversion: 70% cart abandonment rate and a low 2.1% conversion rate.
    • Retention: Churn rate at 5% and CSAT score of 4.2/5.
  • Present a diagnosis with optimization recommendations for each phase.

Key Recommendations:

  • Awareness: Optimize website speed and landing page design. Focus on video-first social strategies, particularly TikTok and Instagram Reels.
  • Consideration: Personalize email campaigns, implement A/B testing, and introduce behavioral segmentation.
  • Conversion: Simplify checkout processes, use automated cart recovery emails, and introduce trust-building elements (SSL, reviews).
  • Retention: Launch loyalty and referral programs, enhance email personalization, and improve customer support responsiveness.

Expected Outcomes:

  • Reduce bounce rate from 60% to 45%.
  • Lower CPA from €12 to €10.80.
  • Increase website visits and social engagement by 15%.
  • Improve conversion rate to 5% and reduce cart abandonment to 50%.

Redesigning the Customer Journey

Objective: Redesign the customer journey for the next six months, incorporating innovative and customer-centric digital touchpoints.

Activities:

  • Propose a restructured customer journey, emphasizing awareness, conversion, and retention.
  • Introduce and optimize new touchpoints, such as:
    • Awareness: TikTok unboxing challenges, Google Display Ads, and SEO-driven blog content.
    • Consideration: Lead magnets like recipe eBooks, discount offers, and drip campaigns.
    • Conversion: Countdown timers, exit-intent pop-ups, and multi-payment options.
    • Retention: Personalized loyalty programs, referral incentives, and re-engagement emails.
  • Justify changes by linking them to measurable improvements in key metrics.

Example Initiatives:

  • Launch a “#DegustaSnackChallenge” on TikTok to drive viral engagement.
  • Use Trustpilot reviews and testimonials in cart abandonment emails to build trust.
  • Implement a loyalty program where customers earn points for each box and redeem them for free products.

Expected Impact:

  • Increased engagement on social media (+15% on TikTok and Instagram).
  • Higher website conversion rates (5%) and subscription growth (+20%).
  • Reduced churn (3%) and improved CSAT (4.5/5).

Defining KPIs and Measurement Strategy

Objective: Define actionable KPIs to measure the success of new strategies and implement an efficient tracking framework.

Activities:

  • Establish KPIs for each phase:
    • Awareness: Website traffic (+15%), reduced CPA (€10.80).
    • Consideration: Increased email CTR (5%), database growth (+10%).
    • Conversion: Cart abandonment reduction (50%), subscription growth (+20%).
    • Retention: Churn reduction (3%), increased CLV (€105).
  • Propose tools to monitor these KPIs:
    • Google Analytics for website and funnel performance.
    • Mailchimp for email campaign tracking.
    • Trustpilot for monitoring customer reviews and CSAT.
  • Design a centralized dashboard to visualize data and track progress in real-time.

Expected Outcomes:

  • Improved ROI through better decision-making and clear visibility into performance.
  • Effective monitoring of strategy impact across all funnel stages.