Sales Funnel Metrics: What to Track

A sales funnel helps you follow your customer journey stages from discovery and consideration all the way to purchase. But what sales funnel metrics should you pay attention to as you refine your sales process?

Your funnel illustrates the typical path prospects take to become customers.

Understanding sales funnel metrics and their impact on your marketing strategy is critical to success. And to understand what’s happening inside the funnel, you need to identify metrics that gauge the effectiveness of each channel or campaign.

What Are Entrance Funnel Metrics and Why Are They Crucial?

Entrance funnel metrics serve as vital indicators of how many potential customers are entering your sales funnel, where they are coming from, and the reasons behind their entry. These metrics are key to understanding the initial stage of customer interaction and engagement.

Differentiating Entrances by Business Type

The concept of an "entrance" can vary significantly depending on the nature of the business:

• Retail Businesses: For these companies, entrances might be measured by the number of loyalty card sign-ups.

• B2B Firms: Here, entrances could be deemed as instances like whitepaper or report downloads.

Recognizing and defining what qualifies as an entrance is essential for accurately tracking and interpreting these metrics.

Importance of Monitoring Entrance Funnel Metrics

Tracking these metrics provides several benefits for businesses:

• Resource Allocation: Understanding entrance points helps businesses decide where to allocate marketing resources effectively. If there is a noticeable drop in entrances, it may indicate a need to boost marketing efforts or optimize campaigns.

• Sales and Conversion Insights: On the flip side, if there is a healthy influx of leads but stagnant or declining sales, businesses can use these metrics to delve deeper into related areas like lead quality and conversion rates.

In summary, entrance funnel metrics are integral to crafting a strategic overview of how prospects interact with a business from the very first step, enabling informed decision-making across marketing and sales objectives.

The role of marketing sales funnel metrics in business growth

Conversion funnel metrics must be tracked to pinpoint trends and opportunities in the market. If you can’t measure the performance of your sales funnel, you can’t optimize it.

Funnel metrics locate the point in the funnel where you lose qualified leads. They help you identify if your sales and marketing strategies are working or not.

You can use sales funnel metrics as a guide to improve the weaker points in your funnel and to find and reinforce your strengths. Touchpoint-level data from funnel metrics can help with forecasting as well.

You can use funnel metrics in sales and marketing efforts to obtain clear KPIs (key performance indicators) that help understand how successful investments in communication tools and customer relationship management are.

Tracking the entire sales cycle, from marketing qualified lead to sales qualified lead (and everything in between) is a great way to create meaningful KPI measurement. Furthermore, understanding and utilizing detailed sales funnel metrics helps them identify where they lose potential customers and adjust their sales and marketing strategies accordingly.

Identifying and Addressing Weak Points in Your Sales and Marketing Funnel

When businesses discover weak points in their sales and marketing funnel through detailed funnel metrics, taking strategic actions can significantly improve performance. Here's what they can do:

1. Analyze the Data: Begin by examining the data to understand precisely where potential customers are dropping off. This could be at the awareness stage, interest phase, or decision-making point.
   
   

2. Identify Root Causes: Once the specific stages of the funnel are identified, determine the underlying problems. Is it due to unclear messaging, lack of engagement, or ineffective calls-to-action?
   
   

3. Refine Messaging: Adjust marketing messages to better resonate with the target audience. This can involve testing different headlines, images, or content formats to see what captures attention more effectively.
   
   

4. Enhance Engagement: Implement strategies to engage customers more effectively. This might include interactive content, personalized emails, or targeted social media campaigns to keep users interested.
   
   

5. A/B Testing: Conduct A/B testing to compare different elements of the funnel. Experiment with variations in your landing pages, email subject lines, or ad copies to identify what performs best.
   
   

6. Simplify Conversion Processes: Ensure that the path to conversion is as smooth as possible. Remove any unnecessary steps in forms, streamline checkout processes, and reduce any friction that might lead to cart abandonment.
   
   

7. Invest in Training: Equip your sales and marketing teams with the skills they need to address these weak links effectively. Training can cover new technologies, customer relationship management practices, and evolving marketing strategies.
   
   

8. Monitor and Adjust: Continuously monitor performance metrics and remain agile. Being able to quickly pivot or make incremental adjustments ensures the funnel remains effective over time.

By implementing these actions, businesses can optimize their funnel for maximum efficiency, reducing customer loss, and increasing conversion rates.

Why Consolidate All Funnel Metrics?

Understanding the complete customer journey is essential for any business aiming to optimize its sales and marketing strategies. By consolidating all your funnel metrics in one place, you gain a comprehensive view of how customers interact with your brand. This approach allows you to identify which strategies are truly resonating with your audience and where potential sales are slipping through the cracks.

Benefits of Centralized Metrics

1. Holistic Insights: With all the data in one place, you can easily track customer behavior across all touchpoints. This omnichannel perspective helps pinpoint pain points and uncovers hidden opportunities for growth.
   
   

2. Proactive Strategy Adjustments: Real-time access to funnel metrics means you can quickly adapt your strategies. Whether it’s adjusting a marketing campaign or refining the sales process, swift changes are possible with centralized data.
   
   

3. Improved Efficiency: Managing metrics across multiple platforms can be overwhelming and time-consuming. Consolidation minimizes the effort required to gather and analyze data, freeing up resources to focus on strategic decision-making.
   
   

4. Enhanced Customer Experience: Understanding the customer's journey allows you to tailor interactions and improve overall satisfaction. This understanding can lead to increased customer loyalty and higher conversion rates.

Incorporating a unified platform for funnel metrics ensures that businesses are not just collecting data but turning it into actionable insights. This strategic clarity is crucial for refining your approach, optimizing customer engagements, and driving sustainable growth.

How Funnel Metrics Foster Collaboration Between Marketing and Sales

Funnel metrics play a crucial role in bridging the gap between marketing and sales departments, transforming their relationship from siloed to symbiotic. Here's how they enhance this collaboration:

1. Shared Goals: By providing a common framework to assess success, funnel metrics ensure both teams align their strategies towards shared objectives. This alignment helps maintain focus on the ultimate goal—driving conversions.

2. Clear Communication: With precise data on customer behaviors and preferences, teams can communicate more effectively. Marketing can hand over valuable insights on lead quality, while sales can offer feedback on how these leads are converting.

3. Efficiency Boost: Funnel metrics streamline processes by highlighting areas that require improvement. This efficiency is achieved as both teams work together to optimize marketing campaigns and sales strategies, reducing wasted time and resources.

4. Data-Driven Decisions: These metrics provide concrete data, allowing both departments to move beyond assumptions. Decisions are made based on what the numbers tell them, ensuring a more strategic and targeted approach to customer engagement.

Ultimately, by leveraging funnel metrics effectively, marketing and sales departments can operate in harmony, driving greater business success through improved collaboration.

The top funnel conversion metrics you should be tracking

Whether you use a free e-commerce platform or a paid one, there are lots of software options that can help you measure the efficacy of your sales funnels. The following metrics are the ones you need to pay the most attention to.

1. Website traffic metrics

The first stage in the marketing funnel is awareness.

It’s essential to know how many website visitors arrive on a landing page or physical store. No matter if you're in e-commerce, have sales teams or are purely in-person, you need people to move forward in the conversion process—starting with taking action on the initial web page.

Traffic is a broad marketing funnel metric, but it gives an insight into how well your brand awareness campaigns are doing—helpful when putting marketing budget against general awareness as opposed to directly impacting your conversion rate.

Measuring traffic is a great way to measure the effectiveness of your customer acquisition channels. By tracking website visitor numbers, you can track your progress and identify trends in customer behavior.

Comparing the number of visitors over time can reveal which marketing activities have high conversion rates and which need to change to increase customer lifetime value.

What should I consider when segmenting traffic from my marketing strategy?

If you use a business phone number app for sales calls or use cold email marketing efforts to attract prospects, you can use sales funnel metrics to determine each marketing channel's impact. With Voice Intelligence technology, you'll be able to draw out useful metrics such as average call length, calls made per hour, and call outcomes without additional effort.

Other sources of traffic could be:

• Organic search engine traffic

• Paid search engine traffic

• Organic social media traffic

• Paid social media traffic

• Paid print media advertising

• Paid TV advertisements

• Traffic from backlinks on other websites

• Traffic from partner websites

When you have the marketing funnel metrics from each of these acquisition channels, you can make marketing decisions based on which one gives the highest return on your dollar. The most important funnel metrics for your marketing teams might change over time, depending on how much revenue you're hoping to get from each channel and audience segment. Or if your cost per lead shifts for a certain campaign dramatically but you still need to generate revenue, you may adjust your attention to new metrics.

Once you know the origin of the traffic that converts, your marketing and sales teams know which channel is likely to bring in the most traffic and potential customers. You can easily segment metrics according to the acquisition channel.

You can also measure returning vs new visitors to understand if you’re doing a good job during the awareness stage. Measuring return traffic lets you know if your marketing efforts are strong enough to get a prospect who left your store to come back.

High return traffic numbers show you’ve managed to keep prospective customers engaged.

Understanding Brand Consideration

Brand consideration refers to the phase where potential customers, having already noticed your brand, start to evaluate your products or services. This evaluation is crucial as it determines whether they will move forward in their purchasing decision. Customers often weigh various factors such as the quality of your products, distinctive features, customization possibilities, or whether your pricing is competitive.

In today's market, additional aspects like your company’s mission or commitment to sustainability also play a significant role in shaping brand consideration. These factors speak to the values and social responsibility concerns of a growing demographic of conscientious consumers.

Measuring Brand Consideration

To effectively gauge brand consideration, businesses must focus on customer experience (CX) metrics. Here are some ways to measure it:

• Customer Surveys: Capture feedback directly from customers about what aspects of your brand resonate with them and which do not.

• User Testing: Testing your website or app usability provides insights into the customer's digital interaction with your brand, reflecting ease of access to information and the purchase process.

• Service Interaction Analysis: Examining how customers interact with your support services can highlight areas of strength or those needing improvement.

These insights allow your marketing and sales teams to fine-tune their strategies. For example, if feedback shows that customers associate your brand with higher prices, marketing campaigns can focus on the superior value or unique benefits of your offerings. If consumers are sustainability-conscious, highlighting your eco-friendly practices can enhance brand consideration.

By understanding and implementing these metrics, you can significantly enhance the likelihood of converting interested prospects into loyal customers.

2. Conversion rates

The conversion rate tells you how many of the people who visit your store convert into customers. If 100 people enter your sales funnel and 25 make a purchase, your conversion rate is 25%. Though it may seem like a very simple metric, your conversion rate will impact everything from customer acquisition cost or cost per lead to average purchase value and beyond.

And while some marketing and sales efforts have less of a direct connection to your ultimate conversion rate (turning people into paying customers) keeping an eye on conversion rates throughout the funnel can increase sales in a really direct way.

For example, monitoring the rate at which marketing qualified leads turn into sales qualified leads ultimately impacts the number of leads generated and increases potential customer value.

Simply, the higher your conversion rate, the more effective your funnel.

Note: There are occasions where an extremely effective sales funnel leads to bad leads, customers who abandon carts at a higher rate or low average deal value.

If you're using clickbait ads or any sort of misleading marketing channel efforts, you could end up wasting sales team time to end up with decreased total sales despite a higher conversion rate earlier in the sales funnel.

A conversion does not always have to be a sale; it could be an email subscription, download, event signup or any other desired action. You could have a product or service with a longer sales timeline, and a funnel with smaller conversions at every step, especially for a high-value custom product.

Say you’re a software development company that makes custom enterprise software for communication or team building. You might have multiple conversions along the sales funnel, from submitting contact information to requesting a quote. People could fall off at any of these customer journey points.

Tracking conversions helps to identify which parts of your marketing funnel are underperforming and need improvement. This can be especially helpful for longer sales cycles or higher-value custom products, where customers may fall off at different stages.

By looking at the data, you can determine why certain prospects don’t convert and adjust your marketing and sales messaging and positioning throughout the conversion funnel.

3. Average order value

This is perhaps one of the most important sales funnel metrics. Average order value (AOV) refers to the average amount spent by customers on an individual sale. It’s your total revenue in a given period divided by the number of orders received.

Average order value is a necessary metric to help you see how valuable each customer is. If your AOV is small, consider expanding your target audience to find customers who are willing to spend more.

Promotions, product bundles, cross-sells and upsells can be used to increase AOV. While AOV helps you understand the value of each customer for a single purchase, you should also look at the entire lifetime value of customers.

Understanding How Brand Loyalty Extends Beyond Initial Sales

Brand loyalty is more than just a one-time transaction; it signifies an ongoing relationship between your customers and your business. This enduring connection can paint a clear picture of how customers interact with your brand over time. But how can you gauge this relationship effectively?

Key Indicators of Brand Loyalty

1. Net Promoter Score (NPS):

   • This straightforward tool asks customers to rate, typically on a scale from 1 to 10, the likelihood of recommending your brand. A high NPS indicates strong brand advocacy, which often translates to repeat purchases.

2. Retention Rate:

   • This metric reflects the percentage of customers who return for additional purchases within a set period. A high retention rate suggests your customers see value in your brand beyond their initial purchase.

3. Customer Lifetime Value (CLV):

   • CLV estimates the total revenue you expect from a customer throughout their relationship with your brand. A higher CLV indicates strong loyalty and sustained engagement.

The Broader Impact of Brand Loyalty

When brand loyalty declines, it sends ripples throughout the entire sales funnel. With fewer customers returning, businesses face a more significant challenge in maintaining growth. Retaining existing customers, a traditionally more cost-effective strategy, becomes essential. Failing to address low loyalty levels might require a greater investment in attracting new customers, which can strain resources.

For example, if your NPS reveals dissatisfaction among your customer base, delving into the underlying causes is crucial. Addressing these issues promptly and effectively can significantly boost both satisfaction and loyalty, ensuring a steady flow of returning customers who are not only buying but also advocating for your brand.

The takeaway

Optimizing a sales funnel might take time, but it’s your best bet in a competitive marketplace.

You can use funnel metrics to cultivate a sales funnel that’s flawless and represents what your audience wants. Adjust your approach to improve what the metrics show and work to find out why your efforts are in vain.

Always consider the entire breadth of the funnel. This means having KPIs for customer service and other touchpoints, will help you keep the entire ecosystem running at a high level.

Your goal is to help the customer move seamlessly along the funnel; if they’re not doing so, funnel metrics will tell you why.

Recording and analyzing funnel metrics is the easiest way to know if you’re losing ground or making progress. It’s exactly the kind of information you need to feel in control of your business, instead of being overwhelmed or unsure of how to improve.