Some people will go straight from the top-of-the-funnel to the bottom.
But others will get to the bottom and go back to the top.
Plus, a lot of people will just reach a certain stage and drop off altogether.
That’s why you need to build expressways and return paths.
Expressways are paths that allow people to jump stages of the funnel and convert faster without necessarily passing through all the stages.
If you have someone who wants to purchase right after visiting your site, it’s inefficient to require them to register to a webinar before they get the opportunity to enroll.
Expressways make sure you don’t miss out on any easy conversions.
In digital marketing, these might look like:
Publishing a pricing page so users don’t need to request a quote
- Allowing users to purchase your product or service directly from the site
- Adding live chat or a chatbot to your site, so visitors can get faster answers to their questions before purchasing
- Allowing users to click a link in an email in order to receive the next one in a series (instead of having to wait a few days)
Return paths are ways to get people who have fallen out of the funnel, gotten stuck on a stage, or moved back a stage, and push them to continue moving down the funnel.
Most people won’t follow the exact path you designed on your funnel. But letting people just fall out of the funnel without making an attempt to recover them isn’t efficient for your business.
Return paths allow you to increase the efficiency of your funnel.
In digital marketing, these are some examples of return paths:
- A Facebook remarketing campaign for people who added an item to cart but didn’t complete a purchase
- A newsletter that re-engages people who stopped moving through your funnel
A lot of the tactics used for expressways and return paths might belong to one or several stages of the funnel.
But thinking about expressways and return paths separately will help you avoid unconsciously adding inefficiencies to your funnel.