Key Points:

• Once customers are committed to your USP and brand, they understand not only the value proposition but how that fits in with their needs and wants. The ground has been prepared, planted and is ready to harvest.
• The next step is conversion which is the bridge between connection to brand and need, to undertaking action to make a purchase.
• If you have done the work in the previous parts of the funnel, they may come back around when they are ready, and little email reminders about their abandoned goods or an incentive to complete the action can help close the deal.
• Check your cart and fulfillment, how automated are you? How many types of payment do you offer? How few keystrokes do you have to make to go to the purchase?
• This is still a vulnerable stage, and many a cart has been left abandoned when someone became distracted or the purchase process was too arduous. It doesn't take much for humans to get disrupted from a sale, so make sure you have risk managed any element that is going to cause friction in the process.
• Pressure test your usability to make sure you aren’t leaving money on the digital table.