And Why Websites Don’t Work Anymore
Have you asked yourself the question, what is a sales funnel? In this article, we will explain that and also why web pages are increasingly not working.
Traditional websites are designed for information sharing. Sure, a company may indeed list their products for sale, but not on the front page. Often, the services and products are categorized under menus and hidden from the buyer. This frustrates the buyer and a frustrated buyer doesn’t buy.
A sales funnel on the other hand is designed for sales only. Often, when a site is optimized with a sales funnel, there is nothing for the user to do, but opt-in and then ride the funnel to a sale. There are many types of sales funnels, but a basic opt-in (or lead magnet) funnel is shown here.
It is called a lead magnet, because a free or nearly free item is offered up front, to encourage a potential buyer to opt-in to a mailing list and then enter the funnel. The lead magnet is often an eBook. This is powerful, because the seller ask permission to sell to them, with an incentive (lead magnet), then proceeds to sell to them.
Marketing may be used to generate leads. Whether through email marketing (traditional), organic (blog, youtube), or social media (facebook, twitter, instagram, or messenger) or through paid advertising (facebook, google, etc), the purpose of all of those marketing efforts is to drive leads to the Opt-In page.
Not all leads are created equal. There are two types of leads: interruption and permission. Interruption leads are cold leads and they came by interrupting someone as they scrolled through their feed, while watching cat videos or similar. Those leads are fleeting and harder to make sales with. Permission leads on the other hand are warm leads and that person is already in the buying mode, searching for a solution to a problem. All you have to do is get in front of them with the solution to their problem and you are ready to sell to them.
The Opt-In normally happens at the beginning of the process, confirming the permission to sell to someone. When the buyer lands on the opt-in page, they should not be confused or surprised. They should be expecting that page and simply guided through the process of providing their email address in order to obtain the lead magnet (eBook or similar) and continuing in the process. In other words, they are not there only for the lead magnet, they should be still seeking a resolution to another problem they have.
As discussed, the main goal of the Opt-In page is to add the buyer to the email list. It turns out that the email list is the most important thing a company owns. If properly managed, an email list alone may generate substantial money each month, from eager buyers that the Seller has established trust with. Therefore, it is important to protect the email list, only sending the best information and offers to the list. Otherwise, those subscribers will unsubscribe and leave the list. The email list may also be used to deliver the lead magnet (eBook in this case).
Secondly, the email list may be used to resend reminders to the subscribers to take another look at the offer. It has been demonstrated that most buyers need to see an offer 4–6 times before they are ready to buy. In this busy information overload culture we live in today, it may take 10 or more impressions before a person is ready to buy. Therefore, through an auto-responder, the buyer may be pointed back to the offer, over a period of time.
Thank You — Bridge Page
After the Opt-In page, the buyer is directed to the Thank You Page, which thanks the buyer for opt’ing into the email list, but then proceeds to make the first sale. If the seller is selling another product (affiliate marketing), then it is best practice to introduce the buyer to the next person, who will present the opportunity. In this manner, the buyer is properly prepared and handed off to the next page, the sales page.
Often, this sale offer is for an introductory low ticket item ($10 or less), the next step in the value ladder, discussed in our last article. However, sometimes the sales offer is for a larger value item ($30-$999). Now, if the sale is even larger ($1000 or more), then normally the sale will require a scheduled phone call, to close the deal. In that case, the sales funnel is more complicated with more steps. However, in this simple example, a low ticket item is sold.
If you want to learn more about this subject, I would refer you to my preferred source of digital marketing training, check it out here.
You may also follow me on my Youtube Channel. Please take a moment to follow me here, comment below and give me your thoughts on this topic and send this article to a friend that may need it.
Dr. Allen Harper
Financial Freedom Hacker
There are affiliate links in this blog post. If you decide to make a purchase after clicking through one of these links, I earn a small commission for that. It does not change the price for you whatsoever. Prices do not change regardless of where you buy.
Any income claims, or claims of success are not necessarily true for everyone. Just like any other career or business venture, hard work and persistence is required. Many people succeed…and many fail as well. It is up to YOU to determine your fate.