ACTIVATION: DISCOVERING HOW TO ADVANCE IN THE FUNNEL
Posted: Mon Dec 23, 2024 5:56 am
Activation is the moment when a potential customer or current customer comes on board (second stage of the funnel ). That is, when a consumer directly interacts with a company's product or service.
While the acquisition of a product or service involves the content of a page redirecting them to, for example, the landing page , activation means that the potential consumer has spent quality time and has experienced your business, to the point of being ready to take a further step in their relationship with the brand.
So, we are answering the question: What is it that brings a consumer to the end of the funnel ? At Roas Hunter , we tell you:
Activation can take different forms
Activation itself can take many different forms, and its importance varies depending on the industry. While in some it is the main vehicle within the sales funnel , in others it is barely used.
For example, the concession stand at a sports architecture email lists stadium doesn't start handing out food samples until a customer goes to buy a sandwich at halftime. The customer doesn't get to experience the food (sandwich) they've been sold until after they've made the purchase. By giving food samples, the customer is "activated" by trying it, and then decides whether it's worth it to go and buy a sandwich or not.
The same is true for other types of transactions, and that's why consumers who shop online, in particular, are more cautious about where they spend their money. Let's look at more examples of how activation starts in a consumer's purchasing cycle:
A cafe gives away free samples from a supermarket to win new customers
A consultant gives free advice to people, so they can see the style and services of this person.
A publisher sends book samples to authors who self-publish their books, so they can see the quality of the printed material and the different options.
An online clothing store posts videos and photos showing how clothes fit on people with different body types so that the person can see how they would look.
A meal subscription fee that offers a discount for a month so that the person becomes hooked on it and wants to continue subscribing in the following months.
But activation can also be as simple as moving a customer through the funnel through interactions with the website, and making it easy for users to navigate it, which will motivate them to make a purchase. Think of this as the moment when a consumer is “lit up” and takes action to move from a potential customer to a purchasing customer.
Digital marketing and activation go hand in hand
For many employees of online service-based companies, activation plays an important role in the sales funnel .
Many of these companies rely on strategies like offering free trial periods for software programs, or courses, or freemium software that gives visitors limited access to tools to move them through the funnel.
Metrics you can use to monitor activation
The metrics you should use to track activation depend on how your company approaches this step. Similar to the sales funnel in general, the activation step “filters” consumers from activation to making a purchase.
Some metrics that are commonly used are:
Landing page accesses
Time spent on the website
Number of pages visited by a person
Registrations and conversion ratio with those registrations
Time elapsed between when someone registers and when they make a purchase.
Make your product or service available in the different activation steps
Regardless of your salespeople's skills and persuasiveness, there's no substitute for trying something to make a purchasing decision. Only those who have tried a product or service really know what it's like. Always have your customers try your products as much as possible so they get a "real feel" for what you're selling, and trust me, you'll get much further down the funnel.
While the acquisition of a product or service involves the content of a page redirecting them to, for example, the landing page , activation means that the potential consumer has spent quality time and has experienced your business, to the point of being ready to take a further step in their relationship with the brand.
So, we are answering the question: What is it that brings a consumer to the end of the funnel ? At Roas Hunter , we tell you:
Activation can take different forms
Activation itself can take many different forms, and its importance varies depending on the industry. While in some it is the main vehicle within the sales funnel , in others it is barely used.
For example, the concession stand at a sports architecture email lists stadium doesn't start handing out food samples until a customer goes to buy a sandwich at halftime. The customer doesn't get to experience the food (sandwich) they've been sold until after they've made the purchase. By giving food samples, the customer is "activated" by trying it, and then decides whether it's worth it to go and buy a sandwich or not.
The same is true for other types of transactions, and that's why consumers who shop online, in particular, are more cautious about where they spend their money. Let's look at more examples of how activation starts in a consumer's purchasing cycle:
A cafe gives away free samples from a supermarket to win new customers
A consultant gives free advice to people, so they can see the style and services of this person.
A publisher sends book samples to authors who self-publish their books, so they can see the quality of the printed material and the different options.
An online clothing store posts videos and photos showing how clothes fit on people with different body types so that the person can see how they would look.
A meal subscription fee that offers a discount for a month so that the person becomes hooked on it and wants to continue subscribing in the following months.
But activation can also be as simple as moving a customer through the funnel through interactions with the website, and making it easy for users to navigate it, which will motivate them to make a purchase. Think of this as the moment when a consumer is “lit up” and takes action to move from a potential customer to a purchasing customer.
Digital marketing and activation go hand in hand
For many employees of online service-based companies, activation plays an important role in the sales funnel .
Many of these companies rely on strategies like offering free trial periods for software programs, or courses, or freemium software that gives visitors limited access to tools to move them through the funnel.
Metrics you can use to monitor activation
The metrics you should use to track activation depend on how your company approaches this step. Similar to the sales funnel in general, the activation step “filters” consumers from activation to making a purchase.
Some metrics that are commonly used are:
Landing page accesses
Time spent on the website
Number of pages visited by a person
Registrations and conversion ratio with those registrations
Time elapsed between when someone registers and when they make a purchase.
Make your product or service available in the different activation steps
Regardless of your salespeople's skills and persuasiveness, there's no substitute for trying something to make a purchasing decision. Only those who have tried a product or service really know what it's like. Always have your customers try your products as much as possible so they get a "real feel" for what you're selling, and trust me, you'll get much further down the funnel.