3. Model your funnel
Every possible path from a landing page right
through to a goal completion is a funnel.!
Conversion Rate!
The percentage of visitors entering the funnel
who go on to complete the goal.!
Go to next awareness step.
4. Bounce Rate
This is the percentage of visitors who arrive and
leave the sit from the same page.!
High Bounce Rate!
Attracting wrong traffic!
Fail to engage them
5. Exit Rate
The percentage of page visitors who leave a site from a
particular page.!
Exit rate provides a more accurate indicator of a traffic
leak.!
High exit rate!
visitors simply do not know what to do next!
page has failed to convince them it is worth
proceeding
6. In this case, the first step (with the greatest attrition rat
the most potential for improvement, but all three steps
Analyze your funnel
100%
32
–68%
17
–47%
10
–41%
FIGURE 6-7 Visualizing a funnel in terms of attrition rate
7. 1 0 6 C H A P T E R 6 : M A K I N G YO U R S I T E S E L L
Analyze your funnel
8. Law of multiples
The effects of the conversion rate of individual
steps are cumulative!
Any impact you have on any step along the path
will apply to the whole conversion rate.!
Double the conversions at any step, and overall
conversion will also double.
9. Optimize your funnel
Every page is an advertisement!
An ad for next step!
Reese’s Pieces!
All the alien needed to do is to move a few inches
and it would get another small reward.!
Each page just needs to engage the visitors and help
them find the next step along the path to what they
want.
