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7 Effective Ways to Optimize Your E-Commerce Conversion Funnel



Building a good conversion funnel on your e-commerce site means optimizing it in many different ways that can enhance your conversions and profits. This includes many practices that contain the whole design of your site, not just one aspect of it. You will have to provide a complete package for your users.

The conversion funnel consists of many smaller stages, and each of them can increase your chance of getting more sales on your site. Here, we will take a look at what a conversion funnel is, the parts that it consists of, and the 7 best ways to optimize the conversion funnel to make more sales.

The Conversion Funnel


It’s easier said than done; all you have to do is optimize your funnel, and offer a worthy service or products, and you will be on a good way to more sales, right? Well often, it is more complicated than that. Customers can be unpredictable, but improving and building a good conversion funnel brings a lot of new sales.

But what is a conversion funnel exactly? It is a path that your customer or user must walk or take on your site before they get to your cart and complete the purchase. There are 4 different stages of a conversion funnel, and in each stage, the numbers drop off, which is expected. The way we can optimize this funnel is by lowering those drop-off numbers in each stage of the funnel.

The 4 stages of the funnel are:

  1. The Landing Page (Interest-Visit)
  2. The Product Page (Consideration-Discovery)
  3. The Shopping Cart (Decision-Check out)
  4. Purchase (Loyalty-Orders)


To make the most out of this funnel, each of those stages needs to be optimized in some ways. In this article, we will take a look at conversion rate optimization best practices.

What do those stages mean? To begin with, all the customers that visit your site in one shape or another will start with the landing page. This is the most important step in the funnel, and where the drop-off number is the largest. In this stage your customers will get the awareness of your products and services, and where you must hook them to these. You will have to provide interesting content like free blog posts, articles, guides, and even some video guides and demonstrations to get their interest.

The next process of the funnel, where usually only 40-50% of the people from the landing page come, is the product pages. In this step, users will be curious about your products as you’ve hooked them with an interesting landing page. It is a crucial step, and it is where you should provide wholesome and interesting product pages. Talk about your products and give them some value, but don’t forget to include the specific details that some customers will be interested in.

After the customers decide that your product page was engaging enough to buy the product, they will enter the shopping cart phase of the funnel. This is a crucial step on the way to the purchase, and poor shopping carts are often the reason why people abandon purchases. They might add products to the cart, but they never complete the purchase. There are some good practices that can lower the number of abandonments of your carts.

The last step is the purchase, where users decide to buy something. These are the people that go through the whole funnel, and it is this number that you will want to increase. Having a good checkout system is important, but it is all about providing satisfactory products and transparent transactions that you should be looking for in this stage.

Now, let’s take a look at some of the best ways to improve your funnel in general, which involves actions.

Optimize your E-Commerce Funnel

1. Attract Customers Through Social Media (Interest Stage)

Marketing is part of the first stage of the funnel, the one which leads users to your landing page. Social media marketing that is, being active on different social media platforms has several advantages. About 90% of marketers claimed that social media created large exposure for their business. Among others, you can grow your brand awareness, generate more inbound traffic, improve brand loyalty, increase your search engine rankings and the most important boost your conversion rate.


Facebook is a social media platform that almost everyone in the world knows, it also has the most users. That is why it is important to set up an effective tactic that will bring Facebook users to your site. Facebook use among U.S. marketers slightly grew from 86.3% in 2018 to 86.8% in 2019. This number will possibly extend to 87.1% in 2020.

Facebook Ads are great, but that itself is not enough. It is about making attractive ads that promote your products well and then creating an attractive landing page that will inspire your visitors to continue down the conversion funnel.

2. Offer Free and Engaging Content on Your Landing Page (Interest Stage)

The purpose of your landing page is to attract users and make them want to buy your products, or at least to make them interested. People seem to choose pages and products that offer them value, and during this step, you need to do that.


This can include mini blog posts about your products or services, various promotional articles – these shouldn’t be about your products only, it can also be:

  • bullet points
  • numbered lists
  • ‘How it works’ section
  • sales letter
  • first-person video
  • quick quiz
  • ‘Our story’ section
  • comparison chart
  • accolades
  • testimonials
  • user-generated content (UGC)
  • staff profiles
  • interactive content
  • photo spread
  • icon set
  • illustrations and diagrams
  • schedules and syllabi
  • FAQs

3. Use Social Proof on Your Product Pages (Consideration Stage)

When you are presenting your products on your products page, it is important to display some sort of proof, confirmation that your products are worth the customers’ time, money and maybe efforts. The best way to do it is by displaying social proof (customer reviews, posts, or helpful comments) on the product page. That way, your products will look more worthwhile.


A report from Minter found 70% of Americans are looking for opinions from review sites before making purchases. Good news BrightLocal found that 88% of consumers trust online reviews as much as personal recommendations.

 4. Optimize Your Product Pages (Consideration Stage)

The next step is a crucial one and is one that you should do if you haven’t already – optimize the product pages.

That includes giving customers all the information they need. The product descriptions shouldn’t be boring, for example, describe how it would make them feel, but make sure it includes some technical information as well.

Also, add practical call-to-action buttons on your site that would allow customers to buy quickly, and provide all the necessary info – shipping, costs and fees, and everything else. You can find great inspirations for your CTAs, but make sure that it’s fun, unique, and irresistible.


One factor that can not be neglected when talking about optimizing a product page is web analytics, especially qualitative web analytics tools like heatmaps, and session replays. They help you answer all the questions that start with “Why” during the process of optimization.

5. Introduce Exit-Intent Triggers (Shopping Cart Stage)

Too many shopping carts get abandoned. Fortunately, there are many things you can do to decrease that number.

One of the best actions you can take is creating a pop-up message when the customer is about to leave the cart. You can do that with exit-intent triggers, which can be very effective for this.

You can combine triggers for a better result. For example, Pixojet uses a popup with an exit-intent and a timed trigger.


6. Optimize Your Checkouts System (Shopping Cart Stage)

One of the most important parts of your conversion funnel is your checkout system. 7 out of every 10 visitors leave the checkout page without buying anything. And that’s a big number, there are several evergreen ideas to reduce that:

  • Offer prices in local currencies
  • Don’t make shoppers register

In a study, they found that around 30% of shoppers abandoned the checkout process when they were asked to sign up. Instead offer a guest checkout or create a user account automatically.

  • Free shipping and free returns

Consider adjusting your product prices to include shipping. For NuFace, an online shop selling skincare products, adding a simple “free shipping on orders above $75” banner on their homepage increased orders by 90%.


  • Mobile-friendly design

Be responsive to all different kinds of mobile devices, that means use tappable buttons, make sure that it loads quickly (reduce the number of pictures), make navigation easier (align forms vertically).

7. Offer a Loyalty Program and Promote it (Loyalty)


The last step is one that never stops – keeping your customers loyal to you. It is an ongoing process that helps you create long-lasting relationships. Here, you can offer a special loyalty program with discounts and special offers for those who purchase more than once from you. You need to promote your loyalty program so that customers are aware of what they earn if they are loyal to you.

In a report, 84% of consumers said that they’re more likely to stick with a brand that offers a loyalty program. And 66% of customers confirmed that the fact that they are able to earn rewards changes their spending behavior.


Improving your conversion funnel is one of the most important tasks for businesses. It is an ongoing process, but one that is certainly worth your time. If you do it the right way and strive to improve something constantly, then results await.


27 Best About Us and About Me Page Examples [+Templates]



Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand


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MarTech’s marketing operations experts to follow



MarTech's marketing operations experts to follow

Marketing operations is what makes the magic happen. These are the folks who see that your martech stack doesn’t get stuck. They are the maestros, modelers and makers who make sure the trains run, the data is digestible and that you have the programs you need. Where would we be without them? That’s too scary to think about. Here’s our list of MOps experts who have the ear of the profession.

Darrell Alfonso

Darrell is director of marketing strategy & operations at Indeed and the former global marketing ops leader for AWS. He’s the author of “The Martech Handbook: Build a Technology Stack to Acquire and Retain Customers.” In addition to speaking at many conferences, Darrell was named one of the Top Marketers in the US by Propolis 2022 and among the “Top Martech Marketers to Follow” in 2020 by Martech Alliance. He’s a regular and popular contributor both to MarTech and the MarTech conference; you can find all of his articles at this link.

Eddie Reynolds

Eddie has been in business a long time, starting his first company when he was 14. “A pretty minimal enterprise,” he told one interviewer. “I had a tax ID number, a legal entity, and a company name. I even had the IRS coming after my dad for sales tax that I failed to report properly.” Today he is CEO and revenue operations strategy consultant of Union Square Consulting. He publishes The RevOps Weekly Newsletter and the podcast RevOps Corner. Eddie’s large LinkedIn following attests to the quality of the insights he shares there on  sales, marketing, service, and admin roles. 

Sara McNamara

Sara is an award-winning marketing and sales operations professional whose work has been recognized by awards from the likes of Salesforce (Pardot), Adobe (Marketo), Drift, and LeanData. She is a Senior Manager, Marketing Operations at Slack and a martech stack (+ strategy) solution architect. That and her passion for leveraging technology and processes to improve the experiences of marketers, sales professionals, and prospects, explains why she’s a regular guest on MOps podcasts.

Ali Schwanke

Ali is the CEO and founder of Simple Strat. The firm specializes in helping companies get the most out of HubSpot — from CRM strategy and setup to marketing automation and content creation. She is also host of HubSpot Hacks, “the #1 Unofficial YouTube show for HubSpot Tutorials” and has been a guest speaker at the MarTech conference.

Mike Rizzo

Mike’s career in marketing operations showed him that there is a real and significant MOps community. That’s why he founded MO Pros/, the fast-growing online community for people in marketing operations. He is also co-host of Ops Cast, a weekly podcast. 

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About the author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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Is a Marketing Degree Worth it in 2023?



Is a Marketing Degree Worth it in 2023?

If you’re thinking about getting a degree at any age, it makes sense to think about the value of that degree. Is the qualification needed for the career you want? Are there alternative paths to that career? Can you develop better skills by gaining experience in work? 

All of these are perfectly valid questions. After all, getting a degree requires a pretty large investment of both time and money. You want to know that you’ll get enough return on that investment to make it worthwhile.

Why marketing?

When it comes to marketing, a lot of entry-level jobs list a bachelor’s degree as a requirement. That doesn’t mean there aren’t alternate ways to get into marketing but having a relevant degree certainly makes your resume more competitive. 

Growth industry

Marketing skills are in demand in the current jobs market. According to a recent report from LinkedIn, marketing job posts grew 63% in just six months last year. Half of those jobs were in the digital and media sectors, meaning digital and content marketing skills are highly valued

Personal Development & Career Path

The reason for this increased demand for marketers is tied to the rise in digital marketing. New methods of marketing have continued to develop out of the digital sector. This means that marketers capable of creating engaging content or managing social media accounts are needed.

This leaves a lot of room for personal development. Young graduates who are well-versed in social media and community management can hit the ground running in digital marketing. Getting on this path early can lead to content strategist and marketing management positions.    

What are the Types of Marketing Degrees?

When we say marketing degree, the term is a bit too general. There are a lot of degree paths that focus on marketing in major or minor ways. The level of degree available will depend on your current education history, but the specific course will be down to your personal choice. 

Associate, Bachelor’s, or Master’s?

Recent statistics suggest that 74% of US marketing professionals hold a bachelor’s degree. 9% have an associate degree and 8% have a master’s degree. Here’s a quick overview of the differences. 

Associate degrees – 2-year courses that cover marketing and business in a more basic way than bachelor’s qualifications. They’re designed to give students the basic skills needed to apply for entry-level marketing jobs.   

Bachelor’s degrees – 3/4-year courses that cover business and economics. There is a range of bachelor’s courses with marketing at their core, but you’ll also cover wider business topics like management, communication, and administration. 

Master’s degrees – 2-year courses, usually only available if you’ve already completed a bachelor’s degree. MA or MBA courses are designed to develop a deep understanding of complex business topics. They are highly specific, covering areas like strategic marketing or marketing analytics. 

Free to use image from Pixabay

Marketing Specific or Business General? 

This is down to personal choice. There are general business degrees that will cover marketing as a module as well as marketing-specific degrees. There are also multiple universities and colleges, both offline and online, offering different course platforms

If you’re looking at a specific job role or career path, then research which type of degree is most relevant. Remember that you will need to add to your marketing skills if you intend to progress to management roles in the future. 

Check the Modules & Curriculum

This is important, and not only because it lets you see which courses align with your career goals. Marketing has changed significantly over the last decade, even more so if you go back to before the digital age. Many business courses are still behind on current marketing trends. 

What Jobs Look for a Marketing Degree?

Once you’ve got your marketing qualification, what jobs should you be looking for? Here are some job titles and areas you should watch out for, and what qualifications you’ll need for them.

Entry level

If you’re starting with a degree and no experience, or work experience but no degree, take a look at these roles. 

  • Sales/customer service roles – These are adjacent roles to marketing where most companies do not ask for prior qualifications. If you don’t have a degree, this is a good place to start.
  • Marketing or public relations intern – Another possibility if you don’t have a degree, or you’re still in education. 
  • Digital/content marketing associate – These roles will almost always require an associate’s or bachelor’s degree. A good grasp of new digital and social marketing techniques will be required to succeed. 
  • Copywriter/Bid writer – This is a good route into marketing for those with journalism or literature qualifications. These roles combine aspects of marketing, creative writing, and persuasive writing. 
  • SEO specialist – A more focused form of marketing centered on SEO content optimization. If you know how to optimize a blog post for search engine rankings, this role is for you. Bachelor’s or associate qualifications will be a minimum requirement. 
  • Social media/community manager – Since these are relatively new roles, we tend to see a mix of degree-qualified marketers and people who’ve had success fostering communities or online brands but don’t have on-paper credentials.  

Free to use image from Unsplash

Career Progression

If you have an MA or MBA, or significant experience in one of the above roles, then you can look at these more advanced roles for your career progression.

  • Digital Marketing Manager – A role for experienced marketers that involves running campaigns and coordinating marketing associates. 
  • Senior Marketing Coordinator – A department management level role. Responsible for overall marketing strategy and departmental performance.  
  • Content Strategist – A specialist role that focuses on content strategy. Designing content plans based on demographic and keyword research are a core aspect of this role. 
  • Marketing Analyst – This role involves analyzing customer behaviors and market trends. If you want to move into analysis from a more direct marketing role, you’ll likely need specific data analysis qualifications. 
  • Public Relations Specialist – The public voice of a large organization’s PR team. Managing a brand’s public perception and setting brand-level communication policies like tone of voice.   
  • Experiential Marketing Specialist – This area of marketing is focused on optimizing the customer experience. Experiential specialists have a deep understanding of customer psychology and behaviors. 
  • Corporate Communications Manager – Communications managers are responsible for company-wide communications policies. This is an executive-level role that a marketing coordinator or public relations manager might move up to. 

Average marketing salaries

Across all the roles we’ve discussed above, salaries vary widely. For those entry-level roles, you could be looking at anything from $25 – $40K depending on the role and your experience. 

When it comes to median earnings for marketers with a bachelor’s or master’s degree, we can get a bit more specific. Recent statistics from Zippia show us that $69,993 p/a is the average for bachelor’s degree holders and $80,365 p/a for master’s degree marketers. 

Image sourced from

Marketing Degree Pros and Cons

So, the question we asked above was “Is a marketing degree worth it?” Yet, in truth, it’s not a simple yes or no answer. The question you need to ask is “Is a marketing degree right for me?” Here’s a summary of the pros and cons that might give you some answers.  


  • Degree holders have better job prospects and higher earnings potential in marketing
  • You can study highly specific skills with the right courses
  • Gain soft skills like communication and collaboration


  • High time and money investment required 
  • Diminishing salary returns at higher levels
  • Can be a restrictive environment for self-starters and entrepreneurs

What are Marketing Degree Alternatives?

If you want to stick with education but don’t want to invest four years into a degree, then accredited online courses can provide an alternative. This can be your best choice if you wish to upskill in a specific area like running conference calls from Canada

If higher education really isn’t your thing, the other option is gaining experience. Some businesses prefer internships and training programs for entry-level roles. This allows them to train marketers “their way” rather than re-training someone with more experience.  

Free to use image from Unsplash

How to Decide if a Marketing Degree is Right for You

Ultimately, choosing to do a marketing degree depends on your goals, your preferences, and your talents. Consider all three factors before making your choice. 

Career Goals

Do you want a management position that needs marketing knowledge? What areas of marketing interest you? What skills do you already possess? Answering these three questions will help you define your career path. That will narrow down your course choices. 

If you want to get better at selling small business phone systems in Vancouver, you don’t need a four-year course for that. If you want to develop into high-level marketing roles, then you want that degree. 


You don’t need a specific personality type to work in marketing. Your personality and interests might determine what area of marketing would suit you best though. For example, if you’re outgoing and creative then public relations or social media management might be for you.    

Investment & Return

Money isn’t everything. But, if you’re going to put the resources into getting a degree, you want to know that you’ll get some return on your investment. From the figures we quoted above, it seems the “optimal” qualification in terms of salary return vs. time and money investment is a bachelor’s degree. 

Average earnings for marketers with a master’s qualification were only $10k higher. This suggests that you’re not really getting a significant financial return for the additional investment. Of course, if that master’s leads to your dream job, you might see it differently.  

Final Thoughts: Forge Your Own Path

Is a marketing degree worth it in 2023? The short answer is yes. Whether that means a marketing degree is right for you, we can’t tell you. Hopefully, though, this guide has given you the information you need to make that choice. 

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