- Map out the customer purchase funnel. Purchase funnels vary from business to business. To map out the specific funnel for your specific business, you need to observe what your customers are doing on your website. You can simply use a website monitoring tool to help you track each movement your customers make. Carefully analyze those movements. Find out all the turning points where the traffic decreases significantly. Each turning point will become each stage in your funnel.
- Categorize funnel stages. Although traditional Awareness-Interest-Desire-Action (AIDA) model may no longer accurately reflect how consumers actually behave, it is still a good indicator for determining engagement levels. Categorizing each funnel stage into AIDA will help you easily assign engagement values later. For example, browsing the website belongs to Awareness while requesting for more information goes to Interest.
- Assign engagement values. After categorizing the stages, You now only need to evaluate the engagement levels of the four categories and assign each category an engagement value rather than assigning every funnel stage. In this way, you do not have to re-assign engagement values for different purchase funnels. The engagement values can be determined once and for all.
- Measure the quality of each visit. After you assign engagement values, you will be able to add up the value of each funnel stage a customer goes through. A higher value stands for a better visit quality. This is a much more effective way to measure the effectiveness of your marketing campaign than merely monitoring the traffic. Additionally, you will be able to compare the effectiveness of one market event with your other marketing events.