Confused about how exactly a sales funnel work? Want to put your sales on autopilot, but you don’t know where to begin? You’re not alone. In fact, that’s the number one reason small business owners say they can’t get their funnels set up—they simply don’t know what to include where.
Here’s the easy answer: At the very least, your sales funnel needs three pages.
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This one obviously comes first. You might call it a landing page, or in the case of a free opt-in, a squeeze page. It serves one purpose—to get the reader to take action. Whether that’s to buy a product or offer up their email address in exchange for a free gift, this is the gateway into your funnel. Everything that follows depends on this page, so you want to be sure you:
Include a clear call to action—“Buy Now” or “Click here to download this report for free”
Eliminate distractions—that means no links to other websites or even a navigation bar
Address the readers’ pain points and how your offer provides the solution
Here’s where we ask the reader to confirm their intent. For a sales funnel, this confirmation page might actually be your checkout page. It’s where they enter their payment details. For a free offer, it’s simply the page your email management system directs them to next. It’s a holding page, if you will, while you wait for them to confirm their email address.
If you’re setting up a free funnel, this page has great power—and you don’t want to waste it!
Here is where you can offer an upset, remind people to follow you on social media, and give them a peak at your other products and services.
Remember, though, that they will only see this page once, so don’t put anything here that they will need to refer back to. That’s what the thank you page is for.
Thank You Page
This is where they actually collect their downloadable item, or get information about how your product will be delivered.
Like the confirmation page, this is valuable real estate, so you want to be sure you use it wisely. In addition to the downloadable item your customer just purchased (or opted in for) you also want to showcase your other offers—especially those at a slightly higher price point. Here’s why: the person looking at this page is a hot prospect. He or she is in a buying mood. You want to be sure to take advantage of that by putting your most relevant offers on this page. To encourage buying, consider including:
A limited time offer—scarcity sells, so if you can legitimately limit sales to a few hours/days or number of units, then this is the place to do so.
A “no brainer” coupon offer—an insider’s only deal can be a powerful motivator, especially if it’s a fantastic price.
Extra bonuses—give them access to additional products/services if they buy through your link on that page. These should be bonuses that aren’t advertised on the public sales page for that product. Again—insider’s deals are motivating!
Putting together a sales funnel isn’t complicated—or at least it doesn’t have to be. As your business grows and you have more products to offer, you can expand your funnel to include more upsells and
Put Your Sales on Autopilot With a Follow-Up Sequence
The web pages that make up your sales or opt-in funnel are only the beginning. To truly encourage sales, you need to stay in contact with your readers. The easiest way to do that is through your email manager, by sending periodic emails with various related offers.
Let’s take a look at a typical follow-up sequence for a free opt-in series. In this case, your reader has attended a free webinar that promoted a high-ticket training program. In the days that follow, you’ll want to stay in contact with an autoresponder sequence that automatically sends email at specific intervals.
Email 1:This is going to be the first email that goes out after they confirm. It should give the reader access to your free webinar, so that can be a link to the replay, or that instructions to join you for the live event. You will likely also want to include a couple of reminder emails if they event is live.
Email 2:This is the replay email for a live event, or the first follow-up if the original was a replay. In this email, it’s a good idea to offer few bullet points of what they learned, encouragement to watch the replay (if you can legitimately say it’s only available for the next XX days, even better), plus an offer to purchase the training program.
Email 3:A few days later, you’ll want to follow-up again. This time, consider including a case study of someone who used your training program. When combined with a great offer, reading about the results someone else achieved can be a powerful motivator.
Email 4:Use this follow-up message to remind readers that the replay is going away (if it is), and also to answer any objections. For example, you might list some FAQs or even questions you’ve received about your refund policy, who the program is for, or payment options. Remind them about the offer.
Email 5:This is your final reminder that the offer is going away soon. At this point, you may want to encourage the reader to email you with questions (if you have the systems in place to manage a lot of email, that is).
Email 6 and beyond:If your reader reaches this point without buying, then it may be that your product is just not right for her. From this point forward, you should continue to stay in contact by offering great information, case studies, tips and other interesting content, but also to offer other products that might be of interest.
One important thing to remember about this email sequence: if your reader buys your program at any point, you must remove her from this sequence. It will make no sense for her to get email #5 with that final offer reminder if she purchased your program after email #3. Most autoresponder services, such as AWeber, have automation built in that allows you to move subscribers from one list to another based on their actions, so be sure to set that up as you’re building your funnel emails.
This kind of hand’s off approach to email marketing is what will help you build a true passive sales funnel, so look for opportunities to use this system as you build your business.