The goal of our team’s research is to provide online businesses with important sales funnels statistics.
The marketing world is ever-changing, and these up-to-date and relevant figures will help you master all stages of your sales and marketing strategy, guiding your customers through your funnel.
Below are the crucial funnel statistics you need to know.
50 Sales Funnel Statistics
1. The Best Performance of a Funnel Is Ensured When the Loading Time of a Page Is 0-2 Seconds
The loading time of a page plays a significant role in the performance of a funnel. The faster it takes to load your pages, the better the conversions will be.
To improve page speed, consider formatting images, configuring JavaScript timing, and setting ETags and Expires Headers.1
2. Embedding a Video on a Landing Page Can Increase Conversion Rates by 80%
Short and entertaining videos achieve the highest engagement and also build trust. Insert a lead capture form anywhere within a video.
It’s also possible to build lists and score leads based on the video views data. And sending personalized videos to prospects speeds up the sales process.2
3. 91% Of US Consumers Use Email on a Daily Basis
Email is a far more effective system to acquire customers than social media. The rate at which emails prompt purchases is at least three times that of social media.
And the average order value is 17% higher. Email is forty times as effective as Facebook and Twitter combined. It’s worthwhile crafting impactful emails with effective subject lines and adding calls to action.3
4. 42.3% of Americans Subscribe to Email Lists
Email marketing is vital for all e-commerce businesses. Subscribing to email lists enables customers to receive discounts on purchases, and one in three US email list subscribers have made purchases from the brands they’ve received emails from.4
5. 72% Of Consumers Only Engage with Marketing Messages That Have Been Personally Customized to Their Interests and Your Strategy
Personalization increases brand loyalty, conversions, and customer retention.
Simply adding a first name in the subject line of an email increases the opening probability by 20%. Sending emails based on visitors’ behavior has a 70.5% higher open rate than any other emails. ((“How to Personalize Your Messaging to Increase Sales and Create Loyal Customers.” Demand Gen Report, 20 June 2020, www.demandgenreport.com/resources/infographics/how-to-personalize-your-messaging-to-increase-sales-and-create-loyal-customers/.))
6. 68% Of US Millennials Said That Promotional Emails Influenced Their Purchase Decisions
This compares with 53% for ads on social media networks and 56% on promotional text messages. With the exception of Facebook, all social media networks are more popular with millennials than with non-millennials.5
7. List Segment Data Is Considered the Most Difficult Email Marketing Tactic by 37% Of Marketing Influencers
The second and third most difficult tactics are meaningful calls-to-action at 35% and message personalization at 32%.
Because of the difficulties, a significant number of marketing influencers outsource the implementation of email marketing.
However, outsourcing message personalization is less likely as it benefits from the insights of in-house resources.6
8. Triggered Emails Have a 65.7% Higher Open Rate than BAU Emails
Triggered email metrics outperform BAU email. More personalized, people open them as they’re delivered based on the individuals’ actions making them highly relevant.
The click-through rate of triggered emails was 7.5% on average, making it more than double that of BAU emails.7
9. 59.41% Of US Respondents Said Product Suggestions Based on Their Purchase History Would Most Likely Result in Them Making a Purchase
Email marketers need to leverage personalization and trust to attract customers.
41% of consumers said they would buy a product if it was newly released or as part of a roundup of available products. This means that businesses can use a combination of tactics in emails to generate sales.8
10. About Two-Thirds of Internet Users in the US Say It Is “Very Important” That The Content of Their Email Should Remain Accessible Only to Those Whom They Authorize
Names and identities of email correspondents should remain private. Consumers now have more control over data they share with businesses, with many using privacy tools. Leading companies are building features such as timed logouts and requirements for strong passwords as security and privacy become default options.9
11. 68% Of All Trackable Website Traffic Is Sourced from Organic and Paid Searches
SEO is essential for small, medium, and large businesses. Maximize your online presence by leveraging organic and paid search together, build stronger campaigns, and drive more traffic to pages.10
13. 81% Of US Adults Use YouTube, and 69% Use Facebook
YouTube and Facebook are the most widely used online platforms. 54% of YouTube users visit daily, with 36% saying they visit the site several times a day.
A YouTube post-click landing page is a popular video marketing strategy with visitors landing on the page after clicking a link on YouTube.12
14. 85% Of US Consumers Use Social Media – 58% Of Those Surveyed Follow Brands through Social Media
Motivations to follow brands on social media differ by age, gender, regions, and other demographic aspects. Different demographics have different reasons for following brands on social media.13
15. Smartphones Generated 56% Of Online Shopping Orders in 2020
71% of retail site visitors used smartphones, while 27% used desktops. By 2024, the number of mobile shoppers expects to exceed 187 million.14
16. 50% Of Consumers Who Conduct a Local Search on Their Smartphone Visit the Store within a Day
Both online and offline businesses can benefit from Local Pack Ads. The SEO outcome leads to more traffic to a landing page or brick-and-mortar store. Review stars associated with them are the main reason for the majority of clicks.15
17. Users Spent an Average of 5.7 Seconds Considering Results on SERPs
Skimming a webpage for relevant information is the practice of most people.
The layout of a SERP determines which links get visibility and clicks. The inconsistency in layout means the user has to work more to process the information – yet it only takes them 5.7 seconds to decide.
74% looked at SERP features like featured snippets, often with complex but dynamic content.((Moran, Kate, and Cami Goray. Change Search Behavior. Nielsen Norman Group, 17 Nov. 2019, s3.amazonaws.com/media.mediapost.com/uploads/Pinball.pdf.))
18. 93.3 Million American Consumers Use Augmented Reality (AR) Each Month
AR gives shoppers the ability to preview products and services in their own environment before making a purchase. Text, graphics, audio integrate with real-world objects, adding value to the user’s interaction.
Clothing, makeup, and accessories can be “tried on.” With preview placement, customers can see what a product, for example, furniture, will look like when it’s placed in their own environment.16
19. 97% Of People Visit Websites When Searching for New Homes
Visiting websites searching for the most lucrative offers has taken over from consulting in person with a realtor.
Over a search period of eight weeks, buyers looked at a median of nine houses and viewed five of these online.17
20. Over 40% Of Prospects Are Willing to Share Additional Information after Converting
Confirmation and thank you pages provide an opportunity to make another offer, ask for feedback, or run a survey.18
21. 87% Of Customers Choose Brands That Match Their Personal Values
Customers with a high level of emotional connection to their favorite brand are more likely to make frequent purchases of that brand.
Personal and emotional connections are key ways to create real engagement with your customers. Brands need to put effort into customer relationships. The most successful brand connections align with customers’ individual values.19
22. 93% Of US Shoppers Cite Discounts and Offers as Important Factors
Loyalty Programs benefit companies by developing customer loyalty and are a way to entice and retain customers.
But they also provide crucial information on customers’ spending as well as highlighting which products or offers are the most appealing. Many online retailers have added apps for loyalty rewards.
For example, Starbucks (SBUX), where customers earn Stars by adding funds through its app. 20
23. 4 Out of 10 consumers Stopped Doing Business with at Least One Online Company during a Year Because of Poor Customer Service
Customers want effective experiences and any issues resolved correctly.
And no matter how fast service is, customers want happy agents providing a positive emotional service experience.
Customers are happy to use self-service for small tasks but prefer to interact with live agents for larger problems.21
24. 84% Of Consumers Who Gave a High Rating in the ‘Success’ Element of Customer Service Are Likely Both to Recommend the Company and Purchase More from It in the Future
How consumers rate their customer experience can help predict which loyalty behaviors they might exhibit.
Looking at the interaction between the three customer experience elements, loyalty metrics ‘success’ best predicts purchasing and recommendation.22
25. 70% of Consumers Are More Likely to Spend More When Their Preferred Method of Payment Is an Option
In fact, 32.2% of online shoppers prefer paying with digital wallets. 55.80% of Americans have used a buy now, pay later system, an increase of 48% in less than a year.
Ensuring a functional payment gateway set up with many forms of payment options (debit, credit cards, wallets, etc.) is key.23
26. 30% Of US Customers Are More Likely to Agree to Sacrifice Cost Savings for Convenience
17% of American shoppers are more likely to say that having their shipping details stored is a major consideration in receiving a faster and more personalized service.
Convenience is a key priority when selecting a retailer. 12% of consumers are more likely to agree convenience is a high consideration.24
27. 45% Of Sales Are Complex Say Marketing Influencers
Businesses deal primarily with long cycle sales, with 35% dealing with short cycle sales.
A sales cycle is more often prolonged, and navigating potential customers through sales funnels is more challenging.25
28. 56% Of US Consumers Are Not Confident That Brands Have Their Best Interests in Mind When They Use, Share, or Store Their Personal Data.
And 78% said they do not think brands should be able to use their personal data to market other items to them.
Consumers are more cautious about sharing data, and regulators are stepping up privacy requirements.
Data including location tracking and identifiable information are valuable to companies, so companies need to be transparent about how they use it.26
29. Microsoft Bing Increased Its Revenue by 12% by Carrying Out A/B Testing on Ad Headlines
There were hundreds of opinions proposed to vary ad headlines, among them the idea to A/B test them. The company’s managers deemed it a low priority, and it was only a few months later that the test was carried out.
Within hours the new variation was producing a high revenue. Today, Microsoft and Google each conduct over 10,000 A/B tests annually.27
30. On Average, an Online Experiment Will Need More than 25,000 Visitors To a Landing Page to Reach Significance
That’s a large number for small businesses. Convert, the A/B testing and personalization tool, recommends sending about 10,000 visitors to each variant.
However, it’s possible to improve qualitative feedback instead of quantitative feedback. Engage with prospects individually using tools to make this easier, for example, via live chat and calls.28
31. Run A/B Tests on Emails with 500-2,000 Subscribers
The amount of subscribers varies with the email marketing tool used.
Campaign Monitor reports it’s possible to detect a 50% relative effect with ninety-four subscribers per variation.
Constant Contact recommends users have at least one thousand subscribers to run A/B tests on subject lines.
MailChimp suggests at least five thousand contacts for A/B testing to get the most useful data.
((Sharma, Disha. “How to A/B Test on Low-Traffic Sites.” A/B Testing Software, 11 Mar. 2021, www.convert.com/blog/a-b-testing/i-dont-have-enough-traffic-to-a-b-test-now-what/.))
32. 43% Of B2B Marketing Respondents Use Lead Targeting as a Nurturing Channel
Retargeting tags potential customers with a pixel in the HTML or signature of emails allowing them to see relevant ads based on their previous internet behavior.
Marketers can then further segment emails depending on where the prospects are in the funnel.29
33. 68% Of B2B Marketing Respondents Say Click-Through Rates Are an Important Metric When It Comes to Tracking Campaign Performance
This is also a common method to measure the success of an advertising campaign on a landing page or website.
Click-through Rates (CTR) measure Pay-Per-Click (PPC) search results, CTAs, and links on email campaigns and blogs.
CTR is important as it shows users what works or doesn’t work when reaching out to the targeted audience.30
34. 38% Of B2B Respondents Reported a 20% or Greater Increase in Sales Opportunities from Nurtured Leads
Nurtured leads outperform non-nurtured leads once they enter the sales funnel.
Another 21% of respondents reported a 10% increase in sales opportunities. Developing a sound nurture strategy brings success.30
35. Lead Gen Forms with an Average of 11 Fields Have a Conversion Rate of 17%
This figure for lead gen forms allows companies to obtain a wealth of valuable information about the prospect.
However, it’s possible to increase conversions by 120% by reducing the fields to four. The type of form used directly impacts the number of fields it’s safe to use.
For example, an event registration form may require more than eleven fields asking for further information, including a telephone field which is usually avoided by companies.31
36. Color Can Improve Brand Recognition by up to 80%
Research shows that using a signature color increases recognition of your brand. Well-known brands like Apple and Target are easily recognized, and color can have positive implications for small or medium businesses too.
Choosing a color theme and consistently using it across the different pages ensures potential customers receive the message continuously.32
37. 90% Of the Top Landing Pages Are Responsive Designs
Responsive design provides a website scaled to suit the size of the device being used. The landing page automatically resizes the screen – a Mobile-First approach.33
38. Landing Pages with Fewer than One Hundred Words Convert 50% Better than Those with Five Hundred
There’s plenty of debate on word count for landing pages. Many sites report that a minimum of five hundred words works. Prospects need information about products or services, and the landing page is where content proves its worth.33
39. 72% Of the Top Landing Pages Have Local Pack Ads Showing On Mobile
Local pack ads could have a major effect on a company’s visibility and expand its reach. It’s important that landing pages and websites are mobile-friendly to rank in local SEO.
((“Local Landing Page Study: What’s Happening in 2018.” Nifty Marketing, 25 Nov. 2019, niftymarketing.com/optimal-local-landing-page-infographic/.))
40. 37% Of the Top Landing Pages Have Testimonials
Testimonials, an authentic form of content, increase customer trust and should bring higher conversion rates.
They assist prospects when researching a company, keeping them longer on the page before taking action. Social proof is a powerful marketing tool and improves the value of a brand.33
41. 92.4% Of B2B Buyers Are More Likely to Purchase a Product/Service if They’ve Read a Trusted Review
67% of buyers want to see both positive and negative reviews, and 72% say negative reviews give depth and insight into the product.
7 out of 10 buyers refer to the reviews in the consideration stage, and half report they use the reviews at a later stage in the buying process.
So, content from reviews needs to be shown at every stage of the sales funnel.34
42. 65.7% Of B2B Buyers Find Reviews Valuable When They’re 3 Months Old or Less
After 6 months, this figure drops to 45.3%. Only recent reviews showcasing a company’s reputation should feature on landing pages.35
43. 73% of Landing Pages Analyzed Included Photos of People
The hero section is the first impression a user has of a landing page or website.
Human faces grab attention, and the best position is in the hero section, where it can convey or inspire emotion. 36
44. 73% Of Consumers Need 3+ Images When Shopping for a Product Online
Images play a crucial role on websites and landing pages. Pictures can enhance the customer’s experience, or they can distract them.
Photos and images also play a key role in message match affecting the landing page Quality Score. A problem occurs when the ad doesn’t match the landing page.
45. 39.8% Of US Marketers Report Original Graphics Helped Them Reach Their Marketing Goals
Adding infographics and illustrations in particular to content helps brands reach their audience and improve their revenue.
Videos and presentations/webinars earned 20.5% of the votes. While stock photos are widely used, they’re only effective for 9% of the marketers.
46. Personalized CTAs Convert 202% Better Than Default CTAs
The three primary types of CTAs analyzed were basic, multivariate, and smart. Customers prefer personalized CTAs as it ensures they won’t receive irrelevant information.37
47. Almost 70% Of CTAs Are Green or Blue
CTA button colors are the most split-tested variables on landing pages and websites.
Green psychologically has been proven to bring positivity and blue a calming effect. Use the psychology of color to help create persuasive logos.
Eye-catching buttons result in more conversions and should be in high contrast to the background color. ((“Saas Landing Pages in 2017: Analysis of 100+ Top Businesses.” ChartMogul, 5 July 2018, chartmogul.com/blog/saas-landing-pages-2017-analysis/.))
48. 60% of Marketers Say That Prospects Who Initiate an Inbound Call Convert an Average of 30% Faster
Marketers indicate that compared to their other customers, those who initiate a call during the customer journey convert faster. 60% of marketers said they also spend 28% more. 54% of marketers say these customers also have a 28% higher retention rate.
Marketers from organizations that use ads to prompt calls report their other channels, both online and offline are more effective at increasing customer engagement than those who are not using ads that prompt calls.38
49. 82% Seek Recommendations from Friends and Family before Making a Purchase
A recommendation from a friend can greatly influence a purchasing decision.
And 67% of Americans say they’re a little more likely to purchase a product after a friend or family member has shared it on social media or email. Referred customers cost less to generate than through other channels.
Referral marketing, incentivizing customers to introduce family, friends, and contacts to a product, works for both B2B and e-commerce businesses.39
50. The Probability of Selling to a New Prospect Is 5–20%. The Probability of Selling to an Existing Customer Is 60–70%
Positioned appropriately within a sales funnel, upselling has the potential to generate maximum sales. Perfectly timed and relevant upsell offers prompt customers to spend more. Upselling is more affordable than procuring new customers.
After-sale support influences customers’ future purchasing decisions. It can also grow the level of trust and build relationships.40
Bottom Line
From the data we gathered, it’s clear:
- Fast-loading and mobile responsive pages are vital.
- Consumers want relevance, personal benefits, and a clear understanding of what a brand represents.
- Leading companies regularly test all elements of their sales funnels, so it’s imperative you do too.
- E-mail marketing is essential to your funnel strategy.
- Nurturing can fill your funnel with leads.
- You must Optimize for local search.
- A few recent testimonials with images enhance your landing page and attract visitors.
- An eleven-field form can have a high conversion rate.
Now you have all the stats you need to enhance your sales funnel!
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