Before start building your sales funnel, you need to take some time to map out all of your offer packages or also called Value Ladder (study the image beneath the post). Envision all the products/ services you have to offer and build them in a ladder starting with your freebie (lead magnet). Because if you just have one product or service, and your client takes advantage of it, you have nothing else to offer them once they have gone through your sales process.
A value ladder is an excellent way to scale your revenue and ensure you have attractive services for your ideal client no matter what level of your sales funnel they are at.
Here is a structure of a Value Ladder:
As people "ascend" your value ladder, they're offered more value; however, this value comes at a price ($).
Note: Value doesn't necessarily mean "more". You can also provide greater value by saving people time.
Let me give you an example with a dentist office and you will see how the Value Ladder applies for a service based business.
You received a post card for free teeth cleaning. You go to the dentist to clean your teeth. While cleaning your teeth, your dentist asks you if you grind your teeth while sleeping. "You may have not noticed but the flat surface of your teeth is starting to show that you are grinding your teeth", he says. So you end up getting customized night guards to put at night so you don’t grind your teeth. Then your dentist asks you if you ever worn braces because 2 of your teeth are on top of the other teeth and that affects your smile and your confidence. You trust your dentist. He's already built a relationship with you. And you feel he provided enough value for you, so you naturally want to move forward and get additional value from him. So you want to take him up on his offer to fix the shifting of your teeth and get you to wear braces. And because you are very happy with your dentist, you bring your kids too.
You see where I am going with this example? From a lead, responding to his free cleaning teeth offer, you became a prospect. You went to the dentist office and cleaned your teeth. You received valuable information on grinding your teeth and was convinces that if you don't do anything about it, you eventually will ruin your teeth. So, from prospect you turned into a client. Then your dentist talked to you about your teeth starting to shift and you decided to take him on his offer and get braces, which is 2 to 3 years a retainer service. So you became a repeat customer. Even better, you got him new business by bringing your kids there too.
And that is just very simple example. Let me give you another one. Let's say you are a coach, health and wellness coach. So, here is an example of your package offers:
I know what you're thinking, "A value ladder sounds nice, especially for digital and service based businesses, but I sell physical products ... and things just aren't "fitting"."
Don't worry, I've got you covered! Tomorrow I will teach you how to create your Value Ladder if you offer physical products. At the meantime, share below what is your Value Ladder.
Generating sales online is a process, not a single event. To acquire customers, a variety of marketing and sales strategies must be implemented into your sales process to convert prospects into paying customers. But if you desire better results, it's time to fix the leaks of your sales funnel. The good news is, that once you are aware of them, they are easy to fix. Here are 5 easy steps to do that:
Where does your website's traffic come from? It might come from social media, other blogs, search engines, or many other sources.
There can be small differences between each of these sources that make a huge impact in your conversion rate. They might speak a different language, use a different device, or have a different internet speed, among other things. Here are few things to consider checking out:
If you don't have enough traffic coming to your blog or optin pages, you most likely won't have subscribers. Without subscribers, you’ll have no one to convert to clients. And no clients means no income and no profits.
The fix: Get your message in front of as big audience as possible. Engage online as well as offline.
3. Follow up
Even if you have the best landing page and the best offer, if you don't follow up with your subscribers after they joined your mailing list, you will lose their interest.
The fix: automated follow up emails before you even start promoting your optin page and offer.
4. Landing page
Ideally, you have the time and resources to make every landing page perfect the first time you create it. In real life, that doesn’t always happen, for many reasons. What will end up happening over time, is that some pages will convert much higher than others. Use Google Analytics to see the conversion rate of each of your landing pages.
The fix: A/B test every single optin page you have. Test every single element on each page: image, text, form, button. You will be surprised how the change of one word can make an impact on your conversion rate.
5. New vs returning visitors
A brand new visitor acts a lot differently than a returning visitor. While it would be useful to extend that further (e.g., 5th time returning vs. 1st time returning), there’s typically not enough data. In general, if there is a huge difference between the two conversion rates (new visitor, returning visitor), you have a major leak.
The fix: Depending on your specific goal, there are multiple possible solutions. For example, if you’re examining email opt-in rate, and new visitors sign up much less, you may need to increase the visibility of your opt-ins. Most of the time, the leak is caused by visitors not knowing how or where to convert.
Just a simple change can increase dramatically your cash flow. Get your message and offers in front of more people. Make sure you have a lead-nurturing sequence system set up before you begin promoting your opt-in offer. Test your optin page. It takes a little bit of effort but at the end, you will be well rewarded.
Have you discovered any leaks on your sales process?
Before you concentrate on the actual design of your funnel, think what is the purpose of building the funnel. Do you want to acquire new leads? Do you want to turn your existing leads into prospects and customers? Or you want to turn your customers into repeat customers?
Let's assume you want to start building your email list and you want to acquire new leads. Usually that happens by bringing traffic to a landing (optin) page by offering something that your leads will be interested to get (lead magnet). In exchange you request their info (name and email).
1. The first step is to figure out where your traffic will come from for your funnel. Here are some options (you want to choose more than one stream of traffic):
Your leads will come to your page because
2. After you've narrowed down your traffic sources and created the content for each of these sources, you need to bring your leads to a particular page - an optin page. Your optin page should be clean and simple. An image of your lead magnet and a simple form they fill in (name and email address) with a Call-to-action button (Download, Sing up, Get the freebie, etc), is enough. Here are some examples of a lead magnet:
There are many ways to design a complicated and detailed sales process, but for the purpose of this post, I will keep it clean and simple.
I hope I was able to provide you with enough information to get you started on the adventure of building your first sales process, if you haven't done it yet. But if you've already have experience, share below what issues you faced while building it? What sources for traffic are you using for your optin pages?