A sales funnel is a series of steps that potential clients need to complete to convert into customers. It is designed to guide or lead users to complete the desired action or goal of the page.
Stages of a Sales Funnel
Top of the Funnel
At this stage, your main goal is to get your products/services out there; let the audience know that you exist. Since your target audiences are more likely to explore your landing page or other pages of your website at this point, you may provide blogs, infographics, and other materials that can help educate your potential customers about your brand, products, and/or services.
Middle of the Funnel
Once the users know that your products/services exist, there is a possibility that some of them are now more interested in what you have to offer. Hence, the goal at this stage is to convert visitors into leads by offering them something that will convince them to give you their email or complete the goal of the page in exchange for something that can be beneficial to them.
Bottom of the Funnel
This is the final decision-making stage of your sales funnel. At this point, your potential customers may be thoroughly looking into how doing business with you can benefit them. Hence it is important to deliver a targeted message which focuses on their specific needs to convince them to make the purchase.
5 Steps in Creating Your Online Sales Funnel
1. Analyse the behaviour of your audience
Gather as much information as you can about your target audience. Use all available resources and tools to analyse their behaviour upon reaching your landing page. Look at how they navigate/interact with your pages and how long they stayed on a particular page.
2. Build a lead-generating landing page
If you are building your sales funnel from scratch, it is always best to start at the top of the funnel. Since the main goal is to build traffic that can convert into leads, you need a landing page that has lead-capturing elements.
For example, you can use the homepage of your website as the landing page as long as you can add a button or short form where potential customers can leave their email address.
3. Promote and drive traffic to your landing page
Having a great landing page without any traffic is no good. To make the most out of your online sales funnel, you need to look into different ways on how you can drive more traffic into your landing page(s).
You may need to run pay per click ads or social media ads to increase the traffic driven to your pages. Content marketing is also a good way to lead potential customers to your landing pages. If you have ample resources, you may try combining any of the two or all of these to increase your traffic.
4. Nurture your leads via email marketing
Once you have a list of potential customers, the next step is to nurture these leads and convert them into paying customers. Market your products/services by sending them relevant and value-packed content.
Go back to your observations to see which roadblocks you need to overcome to encourage users to purchase or complete the goal of the email/landing page. Emphasize how your product/service is beneficial and how it is best suited to their needs.
5. Track your performance and make changes as needed
Simply setting up your sales funnel and campaign is not the end. You also need to track the performance of your funnel and observe how your potential customers are reacting to your marketing efforts. If any part of your funnel is not delivering any result, find what’s causing the problem and look for an alternative.