A sales funnel/sales funnel describes the steps an individual takes to become your customer. It consists of three parts…
The first top part is the marketing that attracts prospects to your business (for example, advertising on your physical storefront or your website landing page).
The second part that sits in the middle involves all parts of your sales process before the sale (for example, people trying on clothes in your store or website visitors reading the benefits of your product page).
Finally, the last part at the bottom is the final purchase (example, website customers entering their credit card information to make a purchase).
Takeaway: A sales funnel describes where an individual is in their buying journey, whether they’ve just learned about your brand or are a loyal brand customer or even an ambassador for your brand. Brand.
The importance of a sales funnel
It indicates the journey that each customer or new prospect will take in order to buy your product/service. Analyzing it will help you understand how it works and where it doesn’t. It will also help you identify the problems of it in the different stages, i.e., where the prospects give up and do not convert into customers.
Understanding your sales funnel will help you influence how prospects navigate through it and whether they convert into buying customers. It will also provide insight into what customers are thinking and doing at each stage so you can invest in marketing activities that attract more leads, develop more relevant messages at each stage, and convert more leads into paying customers.
Don’t overlook: Knowledge is key to understanding your customers’ buying journeys so you can identify gaps in the process and invest in the most effective marketing strategies.
The 4 stages of the sales funnel
Prospects will go through four stages, from when they first learn about your product or service until they buy (or don’t buy) your product or service. The four stages represent a prospect’s mindset, and each stage requires you to take a different approach with your message. You can remember the four steps using the acronym AIDA:
The first step is to hold his attention. It is when a person “enters” your sales funnel, for example, you can register for your webinar via a destination/capture page, where he will enter his personal information. There are other ways for a prospect to be in your sales tunnel, with a YouTube ad or all the other social networks, having learned about your website, where he can subscribe to a newsletter, or a another capture page, the best way to attract and hold his attention is to ask him a question for which he convinces himself that you have the answer to this one and that he absolutely must, or then to make him discover information that has value, for which he wants to have it (arouse his curiosity).
The second step is interest. At this point, once you have their email address, you can send them a PDF, ebook, free training videos providing value to them through your expertise, specialty in your field, how this area is important, etc., but above all do not try to sell your paid product directly to him openly, he would risk realizing it and turning him off. Your content must demonstrate your expertise in bringing value and help the prospect make an informed decision, which will show him that your product or service will bring him the benefits, and which are in his personal interest.
The third step is the decision. Now the customer is ready to buy and can consider several options before making the purchase. You have to offer him the best offer with a reduction if he takes your complete training pack for example or with an upsell or downsell system. You can offer them an extra bonus when they place their order. The main thing is to make the offer irresistible so that the prospect wants to go ahead and choose your irresistible offer by increasing the perceived value of your product on the sales page.
The last step is action. The prospect becomes a customer by buying your product or service (or he decides to leave without making a purchase).
Although the sale is over, the process never ends. Your goal is to focus on customer retention so that the customer makes current or future purchases. Your content should help build customer loyalty. For example, thank the customer for their purchase, ask them for feedback, offer after-sales support, invite them to sign up for your newsletter, or enroll them in a rewards program.
How to create a sales funnel
Creating a sales funnel is key to moving leads from first contact to final sale.
There are many ways to create a sales funnel, you have tools like System.io or ClickFunnels at your disposal to create your sales funnel. Follow these steps to create a sales funnel for your business:
Create a landing page
The landing page is often a prospect’s first opportunity to learn more about your business and its products and services. Users will arrive at your landing page in different ways; they can click on an advertisement or a link on a social media page, download an ebook or register for a webinar.
Your landing page should convince your prospect to give you their information in seconds. The landing page may be your only opportunity to impress prospects, the copy for it should be strong and compelling. It should also include a way to capture the prospect’s contact information so you can continue to communicate your value to them.
Offer exclusive content
In order for a prospect to provide their email address, you need to give them something in return.
Gather valuable content into a PDF download and offer it in exchange for their contact information. Make sure your document promises to meet your prospects’ needs, to encourage them to download it. You can do the same with free training videos 1 to 4 videos is an ideal number before offering the paid product, or an ebook as said before.
Pursue the prospect of buying
Now that the prospect has shown enough interest to provide their email address, nurture them with content that educates them about your product or service. You’ll want to keep in touch with them regularly (once or twice a week), but not so often that they get bored or discouraged by all the content. Make sure the content meets their primary needs and overcomes any potential objections.
Close the deal
Make your best offer, one that is hard for the prospect to ignore or refuse to close the deal. For example, you can provide a product demo, a free trial, or a special discount code.
Continue the process
At this point, the prospect has either become a customer or has decided not to make the purchase. Either way, you need to continue the process of communication and relationship building.
If the prospect becomes a customer, continue to build the relationship by educating them about your products or services, engaging them regularly to retain them, and providing excellent service to retain them. If the prospect doesn’t make a purchase, stay in touch with them to convert them into customers using different series of email sequences.
Optimize your sales funnel
Even if you’ve created a sales funnel, your job is never done. You should continually look for ways to improve or optimize it to determine where you are losing leads. Focus on landings where prospects go one stage and then stop moving between stages.
Start at the top of the sales funnel. Evaluate the performance of each piece of content with the number of clicks, the number of people who arrive on your capture page on average, and those who sign up, you can have access to these statistics on funnel building software sale.
Evaluate your landing page. Your offer and CTA should reflect the content (eg blog post, Facebook ad) that brought the prospect to your landing page. Do prospects trust you with their contact information? Test every part of your landing page (e.g. title, images, body copy, CTA) to find out what works and what doesn’t.
Test every offer in the action phase of your sales funnel. Compare the results of different offers (e.g. free shipping versus discounts). How many purchases do you get with your email marketing campaigns. If one offer performs significantly better than another, focus on using that offer to convert leads and see if you can improve on it.
Track your customer retention rates. Determine how often customers return to buy your products or services. Do customers return more than once and purchase other products or services? Keep track of how often they refer others to your business. You can use other means to add credibility and social proof to your product/service.
Incorporate customer testimonials
Did you know that 72% of customers wouldn’t make a purchase until they read certain reviews?
Give those customers the reassurance they need to take the final step by adding testimonials to your page.
You can either just ask customers for reviews, or look at your existing reviews on websites like Facebook and LinkedIn and ask for permission to share them in your content.
Where to post the testimonials?
It all depends on your audience, your brand goals, and your marketing strategy. You could, for example:
- Include positive review quotes on your landing page
- Embed a widget from a website like Trustpilot on your page so prospects can read your reviews before buying