Similarly, the idea that a customer takes a “ journey ” towards purchasing, the so-called buyer's journey , is a catchy metaphor, but we know that in reality this is not the case.
First of all, unfortunately this journey does not always end : while many of the objections you encounter in sales negotiations can be resolved, leading to the acquisition of new customers, other prospects will not enter your user base, especially at the first attempt.
On the other hand, even when the sales negotiation is concluded, the purchasing process is often not a perfectly vertical path from point A to point B, from the bottom to the “top” of the funnel.
Much more often, the lead generation funnel resembles a mad tornado , in which the potential customer changes direction in a whirlwind.
Furthermore, the lead generation funnel, as useful as it is, is still a model . It helps us to “draw” and idealize a concept and provides us with excellent tools to understand reality. Using some schemes is useful, as long as we do not get trapped by them.
The funnel must therefore be a support and not a brake on marketing strategies: you can even have fun playing with the lead generation funnel, to the point of making it become something different and completely turning it upside down !
growth hacking
Beyond the Lead Generation Funnel: Growth Hacking
Growth hacking is a branch of digital marketing that has its roots in Silicon Valley startups. Growth hacking plans business growth through continuous creative experimentation with digital channels.
In practice, growth hacking involves creative brainstorming and rapid, frequent testing to evaluate the effectiveness of the ideas generated in the field in order to reach new customers.
A basic concept of growth hacking is the search for the france phone number library so-called “ aha moment ”. This term refers to that moment in which the customer reaches a sort of “wow effect”, a revelation with lots of exclamations out loud, because he experiences first-hand the added value of the product or service.
This is a fundamental moment, because it is the one in which the customer falls in love with the product because he clearly experiences, emotionally and rationally, the added value compared to the alternatives he knows.
graphical user interface, text, application
If the customer does not perceive this sensation, the chances of losing him are very high; on the contrary, as Amazon demonstrates for example with its user experience, if you identify it and exploit it in the right way, you have the potential to really make a difference .
In search of the aha! moment
Once this very important moment has been identified, it is necessary to go backwards to understand which steps within the funnel customers take to reach it.
At this point, you need to remove any obstacles or friction that delay or prevent the aha moment , allowing prospects to experience it as soon as possible.
Typically, the aha moment occurs at the bottom of the funnel , when the customer gets to make a purchase and touches the product, immersing themselves in the user experience.
This approach, however, is not very effective and risks alienating our client from the moment in which he clearly perceives our Unique Selling Proposition .
Think, going back to Amazon , about the 1-Click button:
With this button, Amazon has completely removed all friction between us and our goal, which is obviously to hear the courier ring the doorbell and deliver our beloved product, without long waits or worries.
This is a real reversal of the funnel , because an element typically plac
