Sankey diagrams have become increasingly popular as a tool for visualizing and analyzing data in various fields, including marketing. These diagrams help us understand the flow of information or materials from one source to another and can be a powerful tool for marketers to improve their strategies. In this article, we will discuss how Sankey diagrams can be used to optimize your marketing funnel and improve your overall marketing strategy.
At the heart of every marketing strategy is the funnel, which represents the journey that potential customers take from awareness to purchase. Sankey diagrams can be used to map out the different stages of your funnel and understand how customers move from one stage to the next. By visualizing this information, you can identify bottlenecks in your funnel and make targeted optimizations to improve the overall conversion rate.
For example, if you notice that a large number of potential customers drop off between the consideration and purchase stages of your funnel, you can use a Sankey diagram to identify the specific points where customers are falling out. This could be due to a lack of information about your product, a confusing checkout process, or other issues. By identifying these pain points, you can make targeted optimizations to improve the customer experience and increase conversions.
One funnel mage is worth 1000 words, let's create our funnel graphic!
The example above display a very simple case study of what we could expect to observe from a conversion funnel of an e-commerce website or app.
The graph, only displaying the first interaction of the user with the platform, offers an incredibly efficient data visualization of the conversion funnel. For each step of the funnel, the churn rate is clearly visible and measurable, and offers a good starting point for further optimization.
Note here that the funnel picture above displays a funnel diagram voluntarily simplified here for clarity purposes. We assume here that the users is never coming back in its journey. To capture all the complexity of your users path, we recommend you using our online Sankey diagram maker Sankey Journey. The tool can create separating funnels and this is much more insightful than any powerpoint funnel template you would find online.
Additionally to click funneling, Sankey diagrams can also be used to analyze the effectiveness of different marketing channels and campaigns. By tracking the flow of traffic and conversions from each channel, you can identify which channels are bringing in the most traffic and which ones are converting at the highest rate. This information can be used to adjust your marketing budget and focus on the channels that are driving the most value for your business.
In conclusion, Sankey diagrams can generate marketing funnel graphics and can be a valuable tool for marketers looking to improve their conversion funnel use and supercharge their overall digital marketing strategy. By visualizing the flow of information and materials, marketers can identify bottlenecks in their funnel, analyze the effectiveness of different marketing channels, and make targeted optimizations to improve the customer experience and increase conversions. If you haven't already, consider incorporating Sankey diagrams into your marketing analysis and see how they can help you improve your results.