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To achieve this, you will need to build and define an effective marketing funnel – also called a conversion tunnel. Discover how to succeed in your digital strategy and improve your sales process thanks to the AARRR conversion funnel.
What is funnel marketing or conversion tunnel?
Funnel marketing is a key concept in digital marketing and inbound marketing (marketing strategy that brings together all the means to bring the customer to you). It is a visual representation of the customer journey.
To help you understand: imagine this funnel in the form of a conversion funnel that will transform your visitors into leads and then customers. In short, the conversion funnel includes the key phases of the purchase journey from the moment the visitor discovers your site until the purchase decision.
Optimize your marketing funnel using the AARRR method
The conversion funnel begins at Acquisition (A) and ends at the sale of services or goods that generate revenue (R). We are talking about AARRR modeling – an effective tool for modeling your marketing strategy – which is based on the 5 main stages of the customer’s life cycle. The objective is to improve the number of conversions at each stage of the purchase journey in order to optimize the final conversion rate.
A for acquisition: acquire prospects
This is the first stage of the funnel which involves attracting leads and generating traffic. At this stage, we are looking to improve visits to our site via various channels: SEO (blog articles, case studies, onsite semantic optimization, etc.), SEA, netlinking, social networks, web series, etc. It’s up to you to choose the most relevant according to their volume of acquisition, their performance and their cost. Remember to constantly measure and analyze performance and optimize it.
A for activation: transform the prospect
Once the prospect has been acquired, it will have to be transformed. To do this, invite him to perform a first action. It is up to you to define the nature of this action. The latter will be used to assess the interest of the prospect for your product or service and to collect the elements allowing to qualify the prospect and to contact him. So define the right activation KPIs. Some examples of relevant actions at this stage:
- Completion of a form. For example, you can ask someone to fill out a form with contact details so that you can contact them again to demonstrate your service or product.
- Downloading an ebook or white papers. Create a white paper with sharp content on a topic in your industry that meets the needs of your users. Offer this content for free in exchange for a contact element of the prospect (email address, telephone, etc.)
- Subscription to a newsletter, offer content optimized for your prospect base in order to captivate them
Retention: retaining the qualified lead
At this stage, you have already established an interesting contact with the customer. You will therefore feed this lead to keep in touch with him and eventually sell him your products and/or services. We are talking about lead nurturing here . This step will also help you better segment your lead databases. For example, offer your lead a subscription to certain types of articles. Send him a notification when new content on the topic comes out. Use marketing automation tools.
Recommendation: reassure the consumer
This is an important step, especially when we know that the recommendation is an essential element to reassure the consumer and reduce the perceived risk. It is therefore a question of transforming your customers into brand ambassadors. At this stage, they will act for you to defend your services/products and your brand. To push the recommendation and deploy sponsorship programs, follow the growth of your community and the virality of your digital communications.
Income: increase your turnover
Maximize the conversion of prospects into customers by making purchases more fluid and improving the transparency of your journey and your offer. Offer several types of subscriptions, several types of services and diversify payment solutions.
Examples of levers and KPIs to follow for each stage of the conversion funnel via AARRR modeling (B2C and B2B)
To give you some ideas of levers to use and some KPIs to analyze, here are some examples.
A (acquisition)
For example, you decide to optimize and maximize your SEO to answer user questions. You are launching a new brand of heeled pumps. You will optimize your content and the semantics of your website on this theme. After studying the performance of your channels, their acquisition volume and their cost, you decide to develop the SEO acquisition channel. The objective is to improve your referencing so that each Internet user who types a request related to high-heeled shoes can land on your site. In order to measure the effectiveness of the actions deployed, you can at this stage follow the evolution of the number of visits to your site generated by the direct or organic source.
A (enable)
You have optimized your acquisition channels, once the user is on your site there is no question of letting him go. Let’s take a new example: as a company, you are looking to help certain B2B players to optimize their taxation, you are well referenced and several companies have arrived on your site by typing in the request Tax exemption assessment . You can offer a tax saving simulator depending on their situation. You send the results viathe lead’s mailbox previously collected following the completion of the simulator. To measure the effectiveness of your activation action, you track the number of clicks on the simulator and then its completion rate. Other KPIs that demonstrate user interest at this stage: retention rate, type of page views/session, number of page views/session. As well as: newsletter subscription rate, feature usage rate, etc.
R (retention)
You are starting to pique the interest of your users. Now you have to focus on the frequency of activity of your audience in order to prevent it from evaporating in the conversion funnel. You will therefore study KPIs such as the number of days since the user’s last visit and/or the number of visits per month. You can then put in place actions to bring the customer back or at least make sure he keeps you in the back of his mind. Why not send an XXX type email, we miss you! including an exclusive promo code to bring it back.
R (recommendation)
To activate this lever, you can decide to set up a sponsorship campaign that rewards sponsors. You will track as a KPI, for example, the number of referrals per active user. If you want to track user experience virality, look at the number of new post social sharing sessions per user.
R (Revenue)
At this stage, analyze the conversions of users into leads and then customers. You will assess the obstacles that affect the transformation of users into customers (understanding of the offer, price transparency, etc.). You will therefore follow the conversion rate to improve the transformation. It is also up to you to create and diversify your sources of income, for example by segmenting your offers, by encouraging additional sales, etc. In order to assess the effectiveness of these actions, follow the evolution of the average basket.
Conclusion
The extremely effective AARRR approach allows you to track and determine your key performance indicators. Objective ? Improve your growth. To properly monitor the various indicators, be sure to equip yourself properly and use the right tools ( Google Analytics , Google Tag Manager, etc.). Each indicator of this lean AARRR method must be adapted to your business and your objectives.