Funnels can change a business and take it to new heights –it’s that simple and there’s no question about it.
The usual buyer’s journey actually never happens. It exists only in textbooks. It’s dismissed along with countless abandoned shopping carts, just like it is with everything we put off or get distracted out of. Thing is, letting your visitors get carried away out of your website definitely isn’t good for your pocket. The million dollar question is how do we prevent this?
That’s where funnels come in. With a good sales funnel in place, we’re able to keep in touch with our visitors and customers while building actual relationships with them.
The point of implementing a sales funnel is to make things as efficient as possible and minimize pointless friction. So within it, the goal is to improve the conversion rate of each step of the path the final customer goes by, in order to maximize the number of people that do go through the whole funnel.
If we were to break a sales funnel down into pieces, it would look something like
Awareness Stage – in this phase the prospect becomes aware of a solution to their problem (that’s our product)
Interest Stage – here, the prospect starts sniffing around for the best option among those that are available – aka, product research
Consideration Stage – the prospect has taken the research further and is an inch away from reaching a decision
Decision Stage – a final decision has been reached and negotiation (if necessary) happens
Purchase Stage – goods or services are being purchased
Nurturing Stage – it’s normal for offers or services to be recurrent in some format. As a customer becomes familiar with the offer a repurchase might occur, and for that, we need to nurture the relationship built in order to drive that action – it’s where loyalty is made.
Repurchase Stage – the customer returns to purchase once again
Businesses that win develop, implement, and optimize each stage of the sales funnels while making it an absolute priority.
They never put it off, because they know it is a crucial part of their marketing, and of being able to stand out and beat the competition.
Okay, but how do I start implementing this?
There four steps you can take to start making funnels work for your business:
1) Analyze the websites of your most successful competitors
Dissect how they present their service or product and how they structure their pages. Some useful questions would be:
How do people arrive there? How is their text written? Is there a lot of it or is the whole thing more visual? Do they use video? Are there testimonials? How are they storytelling and making their brand different? How do they attract leads? What about their email follow-ups?
Notice any patterns that show up and then repeat the process now with the not so successful businesses instead. You’ll use this data on the next step.
2) With the structural bricks you identified previously, start building a funnel of your own
The patterns you noticed on the not so successful businesses are what you need to be careful of. Get a creative team to build the landing pages with a proven layout that works.
Then create follow-up emails to open up multiple purchase points for both prospects and returning customers. Use your own content and your own material though, never duplicate someone else’s.
After testing and making sure everything is functional, it’s time to launch!
3) Check on the results and act accordingly
Study the results and find out where you are losing customers. It’s one thing to launch a funnel, but refining it and making it optimal is where the magic happens.
Recognize the critical points and make fixing them a priority, then change things up and move forward without letting your ego get in the way. There is no improvement in conversions without good analysis and experimentation.
4) Go back to step one if you’re going to promote a different product or service, don’t fall into the trap of thinking one size fits all because it doesn’t.
Each product or service has a specific market and particular buyers that are already in the game. It’s easier to just learn what’s already happening and then come up with ways to improve it. So when you are ready to sell something new, go back to step one. That’s where you’ll once again do your research and gather the data that will help your decision-making further down the road.
To wrap things up: without a solid sales funnel it’s very normal for companies to be wasting money on marketing efforts that don’t work.
We hope that what we covered in this article will help prevent your business from being in that scenario. And if you already have a sales funnel but want an expert to guide you by the hand, get in touch with our team to check out how we can help elevate your business to new heights.