{"id":46218,"date":"2023-08-24T13:09:09","date_gmt":"2023-08-24T13:09:09","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=46218"},"modified":"2025-04-02T10:13:07","modified_gmt":"2025-04-02T10:13:07","slug":"ecommerce-email-conversion-funnel-analysis","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/ecommerce-email-conversion-funnel-analysis\/","title":{"rendered":"eCommerce Email Conversion Funnel Analysis Guide For Beginners"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">For almost as long as eCommerce has existed, conversion analysis has been the heart and soul of tracking and <\/span><a href=\"https:\/\/www.engagebay.com\/crm\/sales-automation#\"><span style=\"font-weight: 400;\">optimizing sales<\/span><\/a><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">eCommerce email conversion funnel analysis helps you, as a business owner, growth marketer, or eCommerce sales manager, track and refine your customers\u2019 purchasing journey through the email marketing funnel to optimize it for better results.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this blog post, we cover the following:&nbsp;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">eCommerce email conversion funnel analysis<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How the different <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-conversion-funnel\/\">funnel stages<\/a> can be optimized for conversion&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to track your eCommerce email conversions<\/span><\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-conversion-funnel-analysis\/#What_is_eCommerce_Email_Conversion_Funnel_Analysis\" >What is eCommerce Email Conversion Funnel Analysis?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-conversion-funnel-analysis\/#How_To_Analyze_Your_eCommerce_Email_Conversion_Funnel\" >How To Analyze Your eCommerce Email Conversion Funnel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-conversion-funnel-analysis\/#eCommerce_Email_Conversion_Funnel_Metrics_That_Matter_The_Most\" >eCommerce Email Conversion Funnel Metrics That Matter The Most<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-conversion-funnel-analysis\/#How_To_Optimize_the_Email_Conversion_Funnels_for_eCommerce\" >How To Optimize the Email Conversion Funnels for eCommerce<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-conversion-funnel-analysis\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_is_eCommerce_Email_Conversion_Funnel_Analysis\"><\/span><span style=\"color: #339966;\"><b>What is eCommerce Email Conversion Funnel Analysis?<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>In eCommerce, email conversion funnel analysis helps you measure how your buyers move across the stages, from the first contact onwards.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">A conversion funnel is a marketing term used to describe the different stages in a customer journey from when they get to know about your brand till they take a desired action, i.e., make a purchase. So, it is the different stages a customer goes through, from awareness to taking action.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Funnel analysis, on the other hand, is how you, as the business owner, trace your customer journey and see how customers move from one stage to the other in the <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-sales-funnels\/\"><span style=\"font-weight: 400;\">conversion funnel<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A funnel analysis enables you to get insights on:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The number of customers who get to each stage of the funnel<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Where customers drop in the conversion funnel (where you are losing customers)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The possible bottlenecks causing leads to drop so that the funnel can be better optimized<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_46226\" aria-describedby=\"caption-attachment-46226\" style=\"width: 514px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Sales-funnel.jpg\"><img decoding=\"async\" class=\" wp-image-46226\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Sales-funnel.jpg\" alt=\"eCommerce email conversion funnel analysis\" width=\"514\" height=\"287\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Sales-funnel.jpg 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Sales-funnel-300x168.jpg 300w\" sizes=\"(max-width: 514px) 100vw, 514px\" \/><\/a><figcaption id=\"caption-attachment-46226\" class=\"wp-caption-text\"><em><a href=\"https:\/\/socialbarrel.com\/how-to-measure-user-conversion-rate-using-the-funnel-analysis\/109220\/\">Source<\/a><\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">So, a conversion funnel analysis helps you measure how your leads move across each stage in their <a href=\"https:\/\/www.engagebay.com\/blog\/customer-journey-marketing-automation\/\">customer journey<\/a> from leads to customers.&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>Understanding the eCommerce email conversion funnel<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To aid our understanding, defining an eCommerce email conversion funnel is necessary before going into the analysis.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An eCommerce email conversion funnel is a series of specially curated emails designed to guide customers through their journeys, from leads or strangers to becoming paying customers and promoters.&nbsp;<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/hubspot-inbound-marketing-methodology-1024x477-1.webp\"><img decoding=\"async\" class=\"aligncenter wp-image-46235\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/hubspot-inbound-marketing-methodology-1024x477-1.webp\" alt=\"eCommerce email conversion funnel analysis\" width=\"708\" height=\"308\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/hubspot-inbound-marketing-methodology-1024x477-1.webp 949w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/hubspot-inbound-marketing-methodology-1024x477-1-300x131.webp 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/hubspot-inbound-marketing-methodology-1024x477-1-768x334.webp 768w\" sizes=\"(max-width: 708px) 100vw, 708px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">This email marketing funnel effectively builds and maintains strong customer relationships through targeted email campaigns across each stage of the funnel for <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-conversion-rate-optimization\/\">conversion rate optimization<\/a>.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email marketing funnels are effective in achieving three main goals:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Nurture existing leads&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Directing them through the funnel to make sales<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Drive repeat purchases through smart content<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You can automate this process by building email workflows on email marketing software like <\/span><a href=\"https:\/\/www.engagebay.com\/\"><span style=\"font-weight: 400;\">EngageBay.&nbsp;<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">While this <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-funnels-basics\/\">marketing funnel<\/a> is useful in attracting new customers, it&#8217;s double as important to turn prospects into paying customers, paying customers into repeat customers, and repeat customers into promoters by delighting them with your offers and smart messages.&nbsp;<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n               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function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_To_Analyze_Your_eCommerce_Email_Conversion_Funnel\"><\/span><span style=\"color: #339966;\"><b>How To Analyze Your eCommerce Email Conversion Funnel<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As emphasized earlier, an email marketing conversion funnel enables you to guide your customers from leads to paying customers. It helps you get your customer from stage A to B on the customer journey.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To effectively analyze your eCommerce email conversion funnel, you need to know the different stages involved, from attracting leads to becoming paying customers and possibly advocates for your brand.&nbsp;&nbsp;<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Email-funnel-stages.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-46238\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Email-funnel-stages.jpg\" alt=\"\" width=\"423\" height=\"314\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Email-funnel-stages.jpg 600w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Email-funnel-stages-300x223.jpg 300w\" sizes=\"(max-width: 423px) 100vw, 423px\" \/><\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>1. Awareness&nbsp;<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The awareness stage begins the conversion funnel. For people to buy from you, they need to see you, right?&nbsp;<\/span><span style=\"font-weight: 400;\">So, in this stage, the focus is on getting your brand in front of many potential customers. <\/span><span style=\"font-weight: 400;\">Target your <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/customer-profile\/\"><span style=\"font-weight: 400;\">ideal customers<\/span><\/a><span style=\"font-weight: 400;\">, not just random people, to get the most from this stage. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you sell items for school children, your chances of getting more <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-qualified-leads\/\">qualified leads<\/a> or prospects are higher if you place ads on blogs for moms compared to sports websites.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are three main goals in this stage:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create more awareness. It could be through social media marketing, content marketing, or Google Ads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Lead prospects to your<\/span><a href=\"https:\/\/www.engagebay.com\/marketing\/landing-pages\"><span style=\"font-weight: 400;\"> landing page<\/span><\/a><span style=\"font-weight: 400;\"> or the product page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Get their email address by offering something valuable; a checklist, an eBook, a workbook, or a bonus pack. The aim is to make prospects willingly give out their email address in anticipation of something valuable.&nbsp;<\/span><\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><b>2. Consideration<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The consideration stage is arguably the most delicate in the <\/span><span style=\"font-weight: 400;\">eCommerce conversion<\/span><span style=\"font-weight: 400;\"> funnel. Here&#8217;s why: Some subscribers&#8217; interest drops after receiving what you offered as a lead magnet, so you have to reactivate their interest to make them consider becoming customers.&nbsp;&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another goal in this consideration stage is to focus on registering the brand in the mind of the potential customer and ensuring that they develop trust in your <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-brands\/\">eCommerce brand<\/a>.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One way you can do this is by investing heavily in educational content. Surveys show that customers are <\/span><a href=\"https:\/\/www.conductor.com\/academy\/winning-customers-educational-content\/\"><span style=\"font-weight: 400;\">131% more likely<\/span><\/a><span style=\"font-weight: 400;\"> to purchase after they consume educational content.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, for eCommerce email conversion, this means sending emails that provide value to subscribers and showing them how the product can serve them. To do this, You need to <\/span><a href=\"https:\/\/www.engagebay.com\/marketing\/contact-segmentation\"><span style=\"font-weight: 400;\">segment your email contacts<\/span><\/a><span style=\"font-weight: 400;\"> based on customer demographics and understand their pain points, so you can send targeted content that resonates.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019d want to keep your emails engaging and make your subscribers look forward to each mail. Failure to do so would lead to a drop in open rates, potentially reducing the percentage of leads who make it to the next stage: the conversion stage.<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-product-recommendation-emails\/\">Read also: eCommerce Product Recommendation Emails You\u2019ll Love<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>3. Conversion<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This is the stage where a lead is ready to take action. Your goal here is to convert your leads into paying customers. Drive this stage by including:&nbsp;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Appealing product images<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Videos of products<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Testimonials from clients who have used your products<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">CTAs like \u201cBuy now,\u201d \u201cGet started,\u201d and \u201cTry it out now.\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">At this stage, be generous with incentives such as discounts and shipping discounts.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>4. Loyalty and retention<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your work isn\u2019t done yet after a customer purchases. You must keep nurturing existing customers to drive repeat purchases and increase customer retention rates.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is important because existing customers are <\/span><span style=\"font-weight: 400;\">60-70%<\/span><span style=\"font-weight: 400;\"> more likely to purchase than potential customers. <\/span><span style=\"font-weight: 400;\">So, at this stage, you communicate with customers to nurture them into becoming brand advocates and <a href=\"https:\/\/www.engagebay.com\/blog\/customer-management-strategies\/\">loyal customers<\/a>. You also engage them actively to improve their experience and build loyalty.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here is a good place to introduce loyalty programs. Additionally, ask for customer feedback to see areas you need to improve.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>5. Advocacy<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The goal here is to get a pool of loyal customers who will evangelize your product.&nbsp;<\/span><span style=\"font-weight: 400;\">One way to know if you have a pool of <a href=\"https:\/\/www.engagebay.com\/blog\/happy-customers\/\">happy customers<\/a> willing to do word-of-mouth marketing for your product is by conducting a Net Promoters Score (NPS) survey.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Net Promoter Score is a data-driven evaluation of <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/customer-service-orientation\/\"><span style=\"font-weight: 400;\">customer satisfaction<\/span><\/a><span style=\"font-weight: 400;\"> based on how likely they are to recommend your product or services to others on a scale between 0 (the most negative) and 10 (the most positive).<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-sales-funnels\/\">Read also: eCommerce Sales Funnels 101: A Beginner&#8217;s Guide<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"eCommerce_Email_Conversion_Funnel_Metrics_That_Matter_The_Most\"><\/span><span style=\"color: #339966;\"><strong>eCommerce Email Conversion Funnel Metrics That Matter The Most<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To analyze your eCommerce email conversion funnel, we need to look at the following metrics of each email campaign:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Number of emails delivered<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Unique open rate<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Number of unique clicks<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rate of email conversion<\/span><\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><b>Number of emails delivered<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It is important to note that only some emails sent get delivered. Some <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/bounce-back-emails\/\"><span style=\"font-weight: 400;\">emails bounce <\/span><\/a><span style=\"font-weight: 400;\">for several reasons, such as an invalid email address or a full mailbox on the recipient&#8217;s end.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To explain further, let\u2019s say Brand X&nbsp; sends an email campaign to 2,000 subscribers, of which 1,900 get delivered and 100 bounce. Brand X\u2019s email delivery rate is 95%. Here&#8217;s the<\/span><span style=\"font-size: 16px; font-weight: 400;\">&nbsp;formula:<\/span><\/p>\n<blockquote>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Number of emails delivered divided by the number of emails sent multiplied by 100 (No. of emails delivered \/ No. of emails sent x 100)<\/span><\/p>\n<\/blockquote>\n<h3><span style=\"color: #993300;\"><b>Number of unique opens<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Next is to track the number of unique opens.&nbsp;<\/span><span style=\"font-weight: 400;\">It&#8217;s important to know that unique opens differ from total opens. For instance, if a subscriber opens an email ten times, it counts as just one unique open.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Continuing our illustration above, out of the 1,900 subscribers who received brand X&#8217;s emails, if only 700 opened the email, the email open rate can be calculated <\/span><span style=\"font-weight: 400;\">using the formula:<\/span><\/p>\n<blockquote>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">No. of unique opens \u00f7 No. of delivered email x 100<\/span><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">It means that Brand X\u2019s email open rate is 700\/1,900 x 100 = 36%<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alternatively, you can track your email campaign open rates using Google Analytics or the data report from your <\/span><a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\"><span style=\"font-weight: 400;\">email marketing software<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #993300;\"><b>Number of unique clicks<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The next stage in this <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-sales-funnels\/\">eCommerce sales funnel<\/a> analysis is where we track the number of unique click-throughs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Continuing with our illustration, out of the 1,900 unique opens, if 300 subscribers clicked on the CTA link, the CTR for brand X&#8217;s email campaign would be calculated with the formula:<\/span><\/p>\n<blockquote>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Total clicks\/No. of opens x 100<\/span><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">Therefore, the number of unique clicks for Brand X will be 300\/1,900 x 100 = 15.7%&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-marketing-strategy\/\">Read also: A Brief eCommerce Email Marketing Strategy Guide<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>Rate of email conversion<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To calculate this, divide the number of people who purchased by the number of delivered emails and multiply it by 100.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, if 75 eCommerce email subscribers make a purchase, the brand X&#8217;s eCommerce email conversion rate will be calculated thus:<\/span><\/p>\n<blockquote>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">75\/1,900 x 100 = 3.9%<\/span><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">On average, the eCommerce email conversion rate is <\/span><a href=\"https:\/\/www.ruleranalytics.com\/blog\/insight\/conversion-rate-by-industry\/\"><span style=\"font-weight: 400;\">2.2%<\/span><\/a><span style=\"font-weight: 400;\"> for B2C consumers, so Brand X&#8217;s conversion rate of 3.9% is good.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When analyzing your eCommerce email conversion funnel, you need to observe the points with a drastic drop-off and find ways to optimize them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if there&#8217;s a significant drop-off from the click-through rate to the conversion rate, it could be that the checkout process needs to be shorter or the shipping fee needs to be lowered so prospects can make a purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversely, some factors could be responsible if there\u2019s a high drop-off between the open and click-through rates, such as email content not resonating with subscribers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, carry out <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-heatmap-analysis\/\"><span style=\"font-weight: 400;\">heatmap analysis <\/span><\/a><span style=\"font-weight: 400;\">on your eCommerce email to see the hottest spots and the coolest points in your email campaign.&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-conversion-funnel\/\">Read also: eCommerce Conversion Funnel in 5 Stages<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_To_Optimize_the_Email_Conversion_Funnels_for_eCommerce\"><\/span><span style=\"color: #339966;\"><b>How To Optimize the Email Conversion Funnels for eCommerce<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Optimizing your email eCommerce sales funnel ensures that you constantly change your eCommerce conversion strategy to be more effective at driving sales. Here are some ways to optimize your email funnel.&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>1. Curate different email content for different stages<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A significant part of the conversion strategy for the eCommerce sales funnel is curating different <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/types-of-email-marketing\/\"><span style=\"font-weight: 400;\">types of emails<\/span><\/a><span style=\"font-weight: 400;\"> for the different customer stages.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This strategy ensures that you take subscribers through all the stages of the funnel such that every stage is nurtured appropriately with targeted content.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With <\/span><a href=\"https:\/\/www.engagebay.com\/marketing\/marketing-automation\"><span style=\"font-weight: 400;\">marketing automation<\/span><\/a><span style=\"font-weight: 400;\">, you can easily segment customers and send personalized messages at scale. Additionally, you can increase communication touchpoints across multiple platforms to keep you in prospects&#8217; minds when they decide to purchase.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An excellent step to take when curating content for the different stages is first to put yourself in the position of your target audience. You can start by asking questions like:&nbsp;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What would I want?&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How can this business help me solve my needs or wants?&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What sort of emails do I expect to get from them?&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Is the communication clear and enticing enough to prompt me to purchase?&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Is this offer irresistible?&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In answering these questions, you come closest to satisfying your target audience and boosting the efficiency of your conversion funnel.&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>2. Plan the email content in line with business priorities and needs&nbsp;<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Every business has a major goal they wish to attain with their email campaigns.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, an eCommerce brand that is new and looking first to build a subscriber base will have a much different strategy from another with an established subscriber base, looking to <\/span><span style=\"font-weight: 400;\">build loyalty<\/span><span style=\"font-weight: 400;\"> from existing customers and increase the retention rate.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While the former will focus more on building customer trust, the latter will focus on optimizing the eCommerce conversion rate.&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-funnel\/\">Read also:&nbsp;Marketing Automation Funnel Explained For Beginners<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>3. Be definitive with the intention and call-to-action<\/b><span style=\"font-weight: 400;\">&nbsp;<\/span><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The endpoint of a conversion funnel is to drive sales.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While you may focus on getting the customers acquainted with the business initially, it\u2019s best to build a clear pathway leading to a CTA in the subsequent emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, <\/span><a href=\"https:\/\/www.linkedin.com\/advice\/3\/how-do-you-personalize-your-ctas-based\"><span style=\"font-weight: 400;\">personalize CTAs<\/span><\/a><span style=\"font-weight: 400;\"> based on customers&#8217; behaviors, demographics, or preferences. A <\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/personalized-calls-to-action-convert-better-data\"><span style=\"font-weight: 400;\">HubSpot report<\/span><\/a><span style=\"font-weight: 400;\"> revealed that personalized CTAs perform 202% better than generic CTAs.&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>4. Target passive subscribers with re-engagement emails<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">While taking your subscribers through the different funnel stages, some will fall off.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Devise a means to get them back on the funnel. You can decide to offer discounts or send win-back email campaigns. Additionally, send out a survey to know why they stopped engaging with your emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At this stage, your goal is to get as many subscribers as possible back to the email conversion funnel.<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-conversion-rate\/\">Read also: What Is an Email Conversion Rate? Examples and Tips<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>5. Leverage survey emails to understand customer preferences<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Focusing on customer preferences to optimize the funnel helps you understand the reason behind their decisions at different levels. It gives insight into how to help them move further down the funnel.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if you observe subscribers unsubscribing from the <a href=\"https:\/\/www.engagebay.com\/blog\/grow-email-list\/\">email list<\/a> at the awareness stage, then focus on curating more appealing content to the target audience so that they are compelled to stay subscribed.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversely, if your ultimate goal is to lead customers through all the funnel stages to make a purchase, then focus your strategy on easing the process through the funnel stages.&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/lead-funnels\/\">Read also: A Beginner&#8217;s Guide to Lead Funnels: How to 2X Your Sales<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"color: #339966;\"><b>Conclusion<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A conversion funnel analysis is key to identifying the bottlenecks in your <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-marketing-examples\/\">eCommerce email marketing strategy<\/a> so that you can refine and optimize it for better results.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To get the best out of your eCommerce email marketing conversion funnel, eliminate repetitive tasks by automating your email workflow on a sophisticated email platform like <\/span><span style=\"font-weight: 400;\">EngageBay<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want to optimize your eCommerce email efforts even better? Streamline your sales and marketing efforts on a <\/span><span style=\"font-weight: 400;\">single platform<\/span><span style=\"font-weight: 400;\">. To get started, <\/span><a href=\"https:\/\/app.engagebay.com\/signup\"><span style=\"font-weight: 400;\">sign up for free<\/span><\/a><span style=\"font-weight: 400;\"> today.&nbsp;&nbsp;<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                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data-id='6268678992035840'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>For almost as long as eCommerce has existed, conversion analysis has been the heart and soul of tracking and optimizing [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":46366,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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