In the online space there’s a term that’s been thrown around so much it’s practically everywhere. The Funnel. You’ve probably heard it countless times, maybe even felt a bit left out or even guilty if you haven’t implemented one on your own website. But here’s a confession: I don’t use the F-word. That’s right – funnels.
It’s not that I don’t believe in guiding visitors towards a desired action on a website. Because I do. It’s just that the traditional concept of a conversion funnel, in my experience, often does more harm than good. And I believe it’s an outdated concept.
A typical conversion funnel is designed to guide visitors along a predetermined path, narrowing their options as they go, with the end goal of conversion – be it a sale, a sign-up, or any other primary objective. It’s a linear, one-size-fits-all approach. And on paper it seems logical and efficient.
BUT here’s the thing, people aren’t linear. And neither is our decision-making process. The way we browse websites, make purchasing decisions, and interact with brands online is far more complex and nuanced than any rigid funnel can account for.
In this post, I’ll explain why I believe they can be problematic, and more importantly, I’ll introduce you to a more holistic, user-centric approach that I’ve found to be far more effective in building lasting relationships with your audience.
The Problem with Traditional Website Conversion Funnels
While website conversion funnels have been a buzzword in the online space for a while, I believe they can actually hurt your online presence rather than guarantee success as the experts lead you to believe.
1. Rigid and Linear Approach
Traditional funnels operate on a simple premise: guide visitors along a predetermined path, narrowing their options until they convert. But here’s the thing – when was the last time you visited a website and followed a perfectly straight path from landing page to purchase?
The truth is, user behavior is rarely linear. People browse, leave, come back later, jump between pages, and interact with your site in ways that a rigid funnel can’t account for. They might start at your blog, jump to your about page, check out your services, then leave – only to return days later ready to take action.
I think this non-linear journey is the norm, not the exception. And by forcing users into a predetermined path, we risk alienating those who don’t fit the mold – and that could be a significant portion of your potential clients.
2. Impersonal and Potentially Manipulative
Here’s an uncomfortable truth: when we design websites with only conversions in mind, we risk treating our visitors as mere statistics rather than individuals with unique needs and preferences.
Traditional funnels can often feel manipulative, pushing users towards a conversion without considering whether it’s the right time or the right fit for them. This approach can come across as pushy, salesy, or even coercive – none of which help build trust with your audience.
Your website visitors are real people seeking solutions, information, or connections. They’re not just conversion rates waiting to happen. When we forget this, we risk hurting the very relationships we’re trying to build.
3. Ignoring Diverse User Needs
One of the biggest problems with the traditional funnel is its one-size-fits-all approach. But here’s the thing – your website visitors aren’t all at the same stage of their buying journey.
Some might be ready to make a purchase right away. Others might be in the early stages of research, just trying to understand if your product or service is right for them. And some might simply be looking for information or support.
A rigid funnel doesn’t account for these diverse needs. It assumes everyone is ready to convert and pushes them in that direction. But what about the visitor who just wants to learn more about your industry? Or the one who’s comparing different options? By focusing solely on conversion, we miss opportunities to provide value, build trust, and nurture relationships with potential customers who aren’t yet ready to convert.
Visitors are savvy. They can spot a funnel from a mile away, and many have grown wary of overly aggressive conversion tactics. I know I definitely am. By implementing these outdated methods, we risk turning off the very people we’re trying to reach.
So, if traditional funnels aren’t it, what is?
A Better Website Conversion Funnel Alternative: User Journey Maps
Now that we’ve explored the limitations of traditional website conversion funnels, let’s talk about a more effective approach: User Journey Maps. This method aligns better with how people actually interact with websites and can lead to more meaningful engagement and long-term business success.
1. Understanding User Journey Maps
User Journey Maps are visual representations of the entire experience a person has with your brand, from initial awareness through long-term loyalty. Unlike rigid funnels, these maps acknowledge that each user’s path is unique and often non-linear.
Think of a User Journey Map as a choose-your-own-adventure story for your website. It anticipates various paths a user might take, considering different entry points, motivations, and stages of the decision-making process. This approach allows for a more flexible and personalized user experience.
Key components of a User Journey Map include:
- Multiple entry points to your website
- Various touchpoints across different pages and platforms
- Consideration of user emotions and motivations at each stage
- Identification of potential pain points and opportunities
- Integration of various conversion goals, not just the final sale
2. Benefits of User Journey Maps
User Journey Maps shine where traditional funnels fall short. They account for the reality that users often take detours, backtrack, or pause their journey. By mapping out these various paths, you can create a website structure that supports natural user behavior rather than forcing users down a predetermined route.
For example, a user might start by reading your blog, then check out your about page, leave your site to compare options, and return days later to make a purchase. A well-designed User Journey Map anticipates and supports this zigzag path, providing relevant information and support at each stage.
Creating a More Holistic User Experience
With User Journey Maps, every interaction becomes an opportunity to provide value, not just push for a conversion. This approach allows you to create a more comprehensive and satisfying user experience.
For instance, instead of immediately prompting a sale, you might offer educational content for users in the research phase, easy comparison tools for those evaluating options, and seamless purchasing processes for those ready to buy. By meeting users where they are, you create a more positive association with your brand.
Building Long-Term Relationships and Loyalty
In my opinion, the most significant advantage of User Journey Maps is their focus on long-term relationships rather than just immediate conversions. By considering the entire user experience, from first contact to post-purchase support, you create multiple opportunities to build trust and loyalty.
This approach recognizes that a user’s journey doesn’t end with a purchase. It includes factors like onboarding, customer support, and repeat business. By mapping out these long-term interactions, you can create strategies to turn one-time buyers into loyal brand advocates.
3. Implementing User Journey Maps
Transitioning from traditional funnels to User Journey Maps requires a shift in mindset and approach. Here are some key steps:
1. Research Your Users: Conduct surveys, interviews, and analyze data to understand your users’ behaviors, needs, and pain points.
2. Map Out Touchpoints: Identify all the ways users interact with your brand, both on and off your website.
3. Create Personas: Develop detailed user personas to represent different segments of your audience.
4. Design Flexible Paths: Create website structures and content that support various user journeys.
5. Provide Value at Every Stage: Ensure each touchpoint offers something valuable to the user, whether it’s information, tools, or support.
6. Continuously Review and Update: Regularly analyze user behavior and feedback to refine and improve your User Journey Maps.
By embracing User Journey Maps, you’re not just optimizing for conversions – you’re creating a website that truly serves your visitors’ needs. This user-centric approach can lead to increased engagement, higher customer satisfaction, and ultimately, better business results.
Implementing a Holistic Approach to Website Design
I believe it’s essential to move beyond outdated conversion funnels and focus on creating a website that genuinely connects with your visitors. Here’s how you can embrace a more holistic approach:
1. Reflect Your Brand Personality
Unique Voice and Copy: Your website should speak in a tone that resonates with your target audience. Craft copy that reflects your brand’s personality and engages visitors on a personal level. Avoid generic phrases and instead use language that reflects your unique voice and values. Curious about what your website brand personality is? Check out my quiz for free personalized tips on how to implement it on your website.
Consistent Imagery and Design Elements: From the visuals to the color scheme, ensure that every design element aligns with your brand’s identity. This consistency helps build trust and makes your site memorable. Use images and design elements that convey the essence of your brand and the transformation you offer.
Functionality Aligned with Brand Values: Ensure that your website’s functionality supports your brand’s values. This means creating an intuitive user experience that reflects your commitment to quality and service. A well-designed website not only looks good but also performs well, providing a seamless experience for your visitors.
2. Provide Value at Every Touch Point
Incorporating Free Resources: Offer valuable content such as blogs, podcasts, and videos that don’t require visitors to sign up to access. These resources should cater to various stages of the user journey, providing information and support regardless of where the visitor is in their decision-making process.
Creating Multiple Paths for User Exploration: Design your website to accommodate different user needs. Some visitors may be ready to make a purchase, while others might just be starting their research. Provide multiple paths for users to explore, ensuring that your website meets them where they are in their journey.
Catering to Users at Different Stages of Readiness: By offering various resources and entry points, you can cater to users at different stages of readiness. For instance, include educational content for those in the research phase and clear, compelling calls to action for those ready to engage with your services.
3. Encourage Two-Way Communication
Contact Forms and Chatboxes: Make it easy for visitors to reach out with questions or comments. Include contact forms and chatboxes to facilitate direct communication. This not only helps in addressing visitor queries but also builds a connection with your audience.
Social Media Integration: Encourage visitors to connect with you on social media platforms. While you don’t want to overwhelm visitors with social media prompts, consider including subtle links to your profiles that can foster community engagement and provide additional touchpoints for interaction.
Building a Community Around Your Brand: Create opportunities for visitors to engage with your brand beyond the website. Whether through social media, forums, or community events, building a sense of community can enhance user loyalty and create lasting relationships. I believe in the power of community.
The Impact of a Holistic Approach
1. Enhanced User Experience
Users Feel Understood and Appreciated: By focusing on personalized experiences and providing value at every touchpoint, visitors feel recognized and valued. This leads to a more positive user experience and increased engagement on your site.
Increased Engagement and Time on Site: When users find relevant content and a welcoming environment, they are more likely to spend time on your site. This increased engagement can lead to higher conversion rates and a better overall impression of your brand.
2. Increased Brand Loyalty
Building Emotional Connections: A website that reflects your brand personality and provides valuable resources helps build emotional connections with visitors. This trust and familiarity can turn first-time visitors into loyal customers and brand advocates.
Positioning Your Brand as a Trusted Resource: By offering genuine value and fostering two-way communication, you position your brand as a trusted resource rather than just a sales entity. This trust can translate into long-term loyalty and positive word-of-mouth.
3. Adapting to Smart Clients
Why Modern Users Are Wary of Obvious Funnels: Today’s website visitor is smarter than the one from 2020. They can easily recognize manipulative sales tactics. A rigid funnel approach may feel transparent and off-putting to users who prefer authentic engagement.
How a Holistic Approach Builds Trust: A holistic approach that prioritizes user needs and authentic interactions helps build trust with your audience. By focusing on relationships rather than just conversions, you create a more genuine and effective online presence.
Conclusion
Traditional website conversion funnels may seem effective on the surface, but they often fall short in addressing the nuanced needs of today’s users. By embracing a user-centric approach, such as User Journey Maps, you can create a website that fosters genuine connections and builds lasting relationships.
