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hi i'm maya the content lead at namogu today we'll be discussing conversion funnel optimization one of the most crucial elements to drive growth in e-commerce [Music] understanding your conversion funnel makes it easier to spot where your most effective customers find your brand so you can focus on those channels or campaigns how you're losing prospects often called leaks in the conversion funnel so you can optimize your marketing and sales efforts and what optimization efforts are most likely to increase sales so you can focus your budget on cost-effective efforts let's talk about the stages of a conversion funnel which are typically broken down into four stages of buyer behavior as consumers move through each stage they get closer to making a purchase the stages from top to bottom are one awareness the first step in the conversion funnel designed to pull shoppers into your funnel here you should work on increasing brand awareness and driving high quality traffic to your website for example with an seo blog post or social media posts two interest shoppers are aware of your brand but aren't ready to buy or even convinced they need to make a purchase here you should build trust by offering interesting content freebies or email sign ups three desire shoppers know about your brand understand the value you offer and want to learn more at this stage focus on value education and continuing to build trust common marketing strategies include featuring user generated content on social media email drip campaigns promoting product reviews and personalized recommendations four action the final stage of the conversion funnel shoppers know your brand they're interested in what you offer and are ready to make a purchase your goal is to ensure they purchase from you and not from a competitor marketing assets at this stage include retargeting ads card abandonment emails with coupon codes and intent based promotions it's important to note that shoppers enter your funnel at different stages not all consumers enter at the awareness stage stay tuned for part two to learn about conversion funnel metrics [Music]