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Advertising is only a first step towards getting customers. It helps the customers to show interest in what you are selling and lures them to click on the link provided. What happens after that is the real test of your business skills. This applies to a business of any kind. Once you have a customer at your doorstep or your website, how you treat them and what you offer in terms of products, services, layout, navigation and customer service is what helps in clinching a deal in leads. 

Sales Funnel

To understand the process of awareness to purchase, it is important to understand the concept of the sales funnel. Your customers start with the first stage of becoming aware through your advertising. This number can be high. Out of this, some people may be interested in knowing more and they visit you. They browse through your website. Some of them continue and the others leave for various reasons. A lot depends on website designing at this stage. Those who continue may or may not stay till the end based on their decision regarding the pricing, quality and other factors. Those who stay till the end and take the desired action are your customers. This is the bottom of your funnel. 

Ideally, you would want it to be cylindrical, i.e. converting all of the aware consumers into customers. This may not be feasible as you do have competition in the market, but you can work towards optimising it through some efforts.

Getting the Right Leads

Getting customers to visit your website is not tough, but getting the right profile of customers is. You have to be careful with your marketing plan to ensure that the leads you get are genuinely interested in your product. If you are getting leads through PPC and they are not the profile you are looking for, your marketing is flawed and will result in heavy marketing expenses with low ROI. Take a relook at your plan and refine it to get the right customer profile. 

Their User Experience

Once your leads are on your page, those genuinely interested will want to browse through the website. To engage these leads, it is important to have a website with relevant content displayed in such a manner that will inspire them to explore further. For this, the website, particularly the landing page, should be attractive. The navigation should be easy and information should be easy to find. You can equip your website with engaging and relevant content such as blog posts, videos, images, testimonials and more. 

If the users do not find the content relevant or are unable to locate the information they need, they will leave and you would have lost a potential sale. The content is also relevant for lead generation through SEO services.

Detailed Information 

Those who stay on to explore further will look for the information, analyse it and decide whether it is beneficial for them to continue. They will evaluate your products and services based on the available information. They will also compare it to what they know of your competition and then decide. It is important to give detailed information, enough to encourage them to take the desired action of completing a purchase as in e-commerce or contact you for further discussions about your service.

The Final Stage

Those who reach here are the most critical and need special attention. The checkout process for those who are making a purchase must be smooth with no hidden surprises. If you are in the service industry and have received a contact request, do respond promptly. These are the customers that you need to nurture and engage for repeat custom.  To increase the numbers that reach this stage, the previous stages must be taken care of. A lot of attention should be paid to user experience and content on the website or app, but the first stage remains to target the right consumers.