The traditional understanding of the ecommerce conversion funnel is that the process is linear: first, a prospect discovers your brand; then, they develop an interest in your product or solution; then they show intent to purchase; and after they purchase, they engage with your brand.
But this isn’t always how real-world buying behaviors work.
In reality, each person takes a unique route to buying; each customer's journey through the funnel is personal and nonlinear—and you have to apply your conversion funnel to the way real people shop in the real world.
Let's look at two hypothetical customers:
- Customer one sees an ad for a product on Instagram, asks for feedback or opinions about the product on Reddit, spends hours watching reviews on YouTube, and engages with the brand on Instagram to develop trust with them before they buy. Their journey: discovery → interest → engagement → purchase
- Customer two sees the same ad on Instagram, quickly scans reviews on the brand's site, then purchases with little deliberation or engagement. Their journey: discovery → intent → purchase
Every one of your customers has different shopping habits and experiences the ecommerce conversion funnel in different ways.
So, how do you make it work for everyone?