The Definitive Guide to Sales Funnel Stages & How to Create a Sales Funnel.
Getting customers to buy your goods and services is not an easy task.
No matter what you sell online, creating and maintaining a large customer base takes time.
The process of making regular sales unfolds in stages: First, you warm up cold prospects to the idea of spending money on the products you are selling. Then, they fall in love with your products and become repeat customers.
The problem is that in today’s climate of aggressive competition and low trust, creating a huge customer base is a challenging task.
If you have ever sold your goods and services online, you already know it is frustrating to create what you consider the perfect product without making enough sales to justify your efforts.
The frustration is intensified if you spend good money on advert and marketing campaigns without getting any return on your investment (ROI).
One way to ensure you do not experience this pain is to create a sales funnel that works like a charm. Built around five stages, this funnel converts prospects to active product buyers. Some experts claim it converts like wildfire and this is true.
Fair warning: This article is quite long. Now, this is not surprising because a powerful topic like sales funnels requires an elaborate explanation.
To make things clear to you, we have reduced the whole thing to a single template along with a 10-point checklist. You can look at this as your own list of special sales secrets.
What is a Sales Funnel?
This is not an easy question to answer but we have tried our best in this article to make things as clear as possible to you.
In simple English, a sales funnel is a marketing strategy. The purpose of this strategy is to turn cold prospects into regular customers.
The word “funnel” is instructive here because you start with a large number of prospective customers initially. Eventually, prune that long list of prospects into long-term customers by targeting only the high-value customers.
Note that your final objective is not to make a single sale. Your ultimate goal is create a reliable list of regular customers who will buy your products for life. As you probably know, the repeat customer is the heart and soul of every business and this is what you are targeting here.
One thing you should realize right now is that you should target your customer in stages. Just break the customer’s journey (from prospect to buyer to regular customer) into small steps. This helps you to be precise about presenting your offers to the customer.
Knowing exactly how and when to present your offers will yield excellent results and this will teach you valuable lessons on customer behavior.
If you run a small business, you can start with just one or two products. On the other hand, if your company is a large BSB firm, you can make several offers at the same time. Just ensure you keep track of what you are doing by monitoring the sales cycles and sales pipeline.
Now, this is looking complicated already but we can keep it simple by using examples you can understand.
Let us assume you are placing an order at McDonald’s. You order a humble hamburger and the smiling waiter asks you if you want cheese added to your hamburger. You order a combo meal, for instance, and the waitress gives you an option to make it “supersize” or just large. Order chicken nuggets and the waiter informs you it makes sense to add fries to your order.
Now, think about the new mobile app McDonald’s offers its customers and the loyalty rewards that come with it.
Note that the aim of every offer is to increase the initial purchase size and encourage subsequent purchases.
Talking about the big picture, we can divide funnels into three parts. These are:
- Top of the funnel (ToFu): Target audience
- Middle of the funnel (MoFu): Potential customers
- Bottom of the funnel (BoFu): New and existing customers
Now, you should not let the top, middle and bottom description confuse you. As this article progresses, we shall unpack and discuss AIDA and then we reveal the stages that really matter to you.
The most important thing about the funneling system is that you should take a “templated” approach. Once you do this, you dramatically increase the number of customers who will buy your products. This works in all scenarios but it works best if you are trying to grow your online firm.
Here is one key to an effective sales funnel: Interact with and provide great value to your prospects at each stage of your engagement with them.
Sales funnels work best when they work with the right principles. Now, look at the examples below:
- Over 86% of consumers do business with vendors who offer valuable content at every step of the buying process
- At least 62% of consumers want to hear a firm’s value proposition(s) 3-5 times before they are convinced that these claims are true.
- Nurtured leads are powerful because they make 47% larger purchases than non-nurtured prospects.
We have mentioned the top, middle and bottom parts of the sales funnel. Now, it is time to talk about the four stages called AIDA.
The acronym AIDA stands for: Awareness. Interest. Desire. Action.
The 19th century sales pioneer, Elias St. Elmo developed this principle and it has stood the test of time. The AIDA model is an important feature of nearly all the successful marketing and advertising campaigns since this visionary expert pioneered it.
Why is it so successful?
The AIDA principle takes potential buyers through the emotional journey of making a purchase. We are talking about the journey from the initial attraction to the product to the destination. In this context, destination means taking action and actually buying the product.
This is the first stage of the AIDA principle and it is also called “attention”. This is the stage where a product catches the eye of a prospective buyer. You can create awareness for your product via marketing content or by making a valuable baseline offer.
At this stage, the product forges a deeper relationship with the potential customer. The prospect wants to learn more about the product (interest). The seller (that’s you) capitalizes on this by providing more information to hold the potential customer’s attention (interest).
When the potential consumer gets to this stage, it is clear that the prospect is interested in the product on offer. The potential customer is now likely to buy your product but you have to make a little effort to ensure the deal is in the bag.
This is the final stage of the sales funnel. At this point, the prospect is about to decide whether to buy the product or not. Now, as the person offering a product for sale, your duty is simple. Just point out why the prospective customer should buy your product. While you are at it, you should state the downside of not buying your product.
The stages above describe the processes we all go through before making a purchase. For the person selling a product, consumer behavior will help you take the right steps to ensure your prospect moves further into the sales tunnel.
Your best strategy is to tailor each stage of your sales funnel to match your product and your target audience.
Note that it is possible to have more than one funnel running at a given time. Read on and this will become clearer.
AIDA is actually a great starting point, but there are other ways:
Sales Funnel Stages Explained: The 5 Stages of Filling Your Sales Pipeline
Now, let us look at the Russel Brunson model. This model is similar to the AIDA model in appearance and structure but the work of Russel Brunson offers a number of differences.
One peculiar feature of the Russel Brunson model is that the prospect is engaged with you every step of the way.
With the AIDA model, the company gives and gives until the prospect converts. With Brunson’s funnel, the two parties are in active interaction throughout the process. This give-and-take process elicits smaller conversions along the path to purchase.
This is called the value ladder and its steps reflect the classic funnel stages:
Another feature of this system is that each stage of the funnel contains a “mini funnel” of its own. Now, let us look at how this happens.
Pre-Stage: Know Thy Offer(s)
This one is quite clear: You want to define exactly what you are offering the customers as they move through the different stages of the funnel (i.e. from bait to backend).
You should take an objective look at the entire sales funnel with the goals of each stage at the back of your mind.
The pre-stage is vital to the success of your campaign. You should know exactly what you are offering the customer at different points. This way, you give them good reasons to keep going because they know what to expect down the line.
If you are using this system, you should connect subsequent offers within the funnel. You start with a relatively low-tiered offer and prepare customers for other products or services along the way.
Just think of it this way: “We are sure you enjoyed Product A — now, we can make things even better by offering you Product B”.
The point here is that “Product B” should build on “Product A”. If this synergy is not there, your customers will not be motivated to move to the next stage.
Your overall sales funnel is in stages and your customers probably know this. However, you should make it clear to them how they will move from the lowest tier to your most valuable offering.
Stage 1. Traffic
When it comes to traffic, you should know that not all traffic is on the same level. You should have clear ideas on how the audience you are targeting enters the funnel.
The hallmark of this preliminary stage is that you want to target the right prospects. You target high quality prospective clients and avoid attracting poor quality prospects.
This stage of the process involves three things: optimizing the adverts as well as content and using affiliate sources to attract high quality traffic to your funnel. In addition, you should think about:
- Where you can find high-value prospects on the web
- The social networks they use and the content they are likely to interact with
- The free or low-cost offers likely to get them interested in a new product.
It is safe to assume that if you cannot attract new prospects to try out your lowest offers, you are unlikely to persuade them to buy your big-ticket goods and services.
However, by meeting and engaging your target audience where they are now (which means where they are comfortable engaging with your product), you can persuade them to enter your funnel on their own terms. Eventually, you can guide them to the exact point where you want them to be.
Stage 2. Bait
You know the meaning of bait in the fishing context. Well, it has almost the same meaning here. Bait is simply a lead magnet you offer at very low cost or even free to the prospect.
We can do with a bit of clarification here …
The word “Bait” refers to a stage of your overall sales funnel. However, each “mini funnel” requires the creative use of some kind of low-risk offer. This serves as a “hook” to convince your prospects to try your product. These initial contacts will likely lead to further engagements.
At the lower rungs of the ladder, bait simply means webinars, free content, webinars, product samples or even a free course. At the higher tiers, you can use break-even offers to keep customers engaged. In this case, you do not make a profit on the transaction (intentionally) but it does not matter because you are looking at the big picture.
You can afford to give something away for free now but you are not making a loss in the long run. The purpose of this “gift” is to prime the prospect to make valuable purchases at some point in the future.
When this happens, (and it will), you will make profit from the deal. You can even incur small losses on the bait offers but this will not affect your long-term profits. In the next stages of the funnel, you will sell your goods and services at a decent profit and smile all the way to the bank.
Again (and this is very important), you will recognize those who did not take up the bait offer and funnel them out. After all, it makes sense to assume that those who did not take you up on the low-risk offers are unlikely to buy your big-ticket products.
Stage 3. Front End Offer
The point here is that you should give value to your new customers. The key words here are low-price and low-risk. Offer your new customers low-price and low-risk products and watch them come back for more.
Once your customers take the bait offer, you direct them to a landing page immediately where they can see your premium offer in all its glory. Now, you should take advantage of the momentum you have created and follow up with email offers. This practice is called “funnel stacking” and it pays huge dividends.
At this point, the stakes are likely to get higher for your business …
The good news is that those who see content have been pre-qualified because of your bait offer. This means you are not making a cold call. In fact, your pre-qualified targets should be interested in the product or service you are selling at this point.
The key, of course, lies in keeping their attention and communicating the true meaning of the offer you are making to them. You can achieve both objectives by simply optimizing the elements of your squeeze page…
Squeeze Page Copy
Aim for perfect copy all the time. This means the words should effectively communicate the value of your offer. More importantly, excellent copy should make your target take immediate action.
You can do this easily by using this checklist as you create your squeeze page copy:
- The personality of your brand should come through in the words you use (in other words, the brand should have a relatable character)
- No hedging here: Tailor the message directly to the audience
- No fluff: Use short paragraphs and short sentence but find a way to provide MORE DEPTH
- No complicated expressions: Keep your writing at 6th grade reading level or lower
- Use numbered lists or bullet points
- After every 200-300 words, include an image or sub-header
In short: Don’t complicate your message. Speak clearly and directly to your target audience
Your target will be more likely to take you up on your offer if they recognize the value of the offer.
Squeeze Page Images and Videos
The right words are the essence of your squeeze page. However, content takes many forms these days:
- Include a story video showcasing what your brand is “all about”
- Use a short demonstration video to show your product in action
- Interview a current or past client and prompt them to talk about positive experiences with your product or service
Note that the approach you take depends on the ladder level you are targeting.
For instance, you want a new prospect to try out a preliminary offer. In this case, you quickly introduce the brand to them and point out the “quick benefits” they are likely to get.
Your video should be “short and sweet” because this increases the chances that the viewer will watch it from beginning to end and digest the message.
The videos that contain the testimonies of customers should be short — preferably under 60 seconds.
If you are trying to make a final sale on a high-value product, your video should be relatively long.
In this case, the longform route with your video content makes sense. This is because customers who are on the verge of buying an expensive product will require elaborate information about the product. Such customers will be willing to watch a long video if this video will convince them to buy the product.
Squeeze Page Social Proof
You should always use social proof to back up the claims you have made on your squeeze page.
Synergy is vital here because you should tailor this content to the ladder level you are targeting. This simply means that the customer commentary you are using should match the offer you are presenting.
Take LadyBoss Labs, for instance. The opening is a brief testimonial along with logos to show authority and this has a killer impact…
… Adding direct endorsements along with impressive social media posts from customers gives your brand first class credibility.
You should understand the difference between generalized social proof and specific endorsements. The former might be enough to engage new prospects. However, if you are looking to make bigger sales further down the funnel, you need specific information and endorsements from your successful customers.
Squeeze Page Call-to-Action
Whatever you are offering your customers, you should make it crystal-clear what the audience needs to do to get it.
There is no point in beating about the bush here. Make sure your call-to-action (CTA) stands out clearly from any other content on your on your landing page. This way, your customers can take that vital step (and order your product) as soon they are ready to do so.
Again, we can use the LadyBoss example here. Their website makes it clear what action visitors to the site should take…
Some websites have their call-to-action at the top, middle and bottom of the page. You can take a page out of their book and have your CTA positioned strategically throughout the page. You do not want your targets to leave the page simply because they have no idea how to engage further with your brand.
Stage 4. Middle Offer
This is a progressively more valuable and intensive solution. The advantages include helping customers solve a more deep-seated problem. In addition, it prepares them for your highest-price point product or service you have to offer.
Clearly, we’re getting down to business.
Provide an irresistible offer at each stage of the value ladder for your prospects. This allows them accomplish a specific task and prepares them for something new at the next rung of the ladder.
LadyBoss offers a middle invitation to its audience to “Join The Club”:
Now, the question about this middle offer is…
Do you Upsell or Downsell?
An upsell will cost you more than your front end offer while a downsell costs less.
Your typical upsell offer can take the forms below:
*An offer to increase the length of subscription at a discounted price
- Supplemental products a.k.a. cross-sells
- Sale prices on bulk orders
- A variation or customized version of the initial service or product
In case your targets do not take up the upsells, you should send them a lower-risk offer.
Examples of downsells include:
- A discounted period of trial for the upsell offer
- Another payment plan for the expensive upsell
- A less expensive version of the upsell offer
In each case, the plan is to take ample advantage of the opportunity while giving your would-be customers the value they are looking for at that precise moment.
You must have noticed by now that it is vital to get the visitor’s email.
This is because email marketing is a crucial aspect of customer to entrepreneur interaction. In fact, email marketing is vital before, during and after buying.
Now, we cannot afford to veer off topic because email marketing covers a lot of ground but the point is that you need your customer’s email to communicate with them.
Stage 5. Backend Offer
This is the most valuable product or service your customers can use to solve problems in their lives.
By now, the nickel has probably dropped. Your ultimate objective is to tie each of the “mini funnels” together so that you create one huge sales funnel.
You are hoping to transform brand new customers to regular patrons of your firm. As stated already, a large percentage of your target audience might not be ready to take up your highest-value offer…
… Unless, of course, they get a taste of one of your lower-tiered services or products.
Until they’ve gotten a taste via your lower-tiered products or services.
Now consider this for a minute: It does not follow that your customers will move up to the next value level after they sample all you have to offer at the current stage. Most of the time, your customers may not want to experiment with the next tier of service.
Most of them might simply stick to what they know. Some customers might even look elsewhere after experiencing everything you offer them at a particular level.
It is your responsibility to convince them that there are benefits for them if they move on to the next level of the value ladder.
At this point, your customers are in limbo (so to speak). This is because they have enjoyed excellent value from the previous stage but they may not be ready to get into the next stage.
At this point, pushing that more valuable offer aggressively may not be such a bright idea. The smart move is to keep your customers engaged with your firm and your brand.
This simply means you find a way to keep giving them value after they purchase your goods or services.
This could mean:
- Giving your customers first class support and top notch customer service.
- Introducing benefits based on loyalty for past purchases and buying your higher-tiered services
- Offering your customers a great social media community (as in Facebook group).
It’s Quite simple …
This comes down to trust and integrity. Prove to your customers that you want to keep giving them excellent value and they will happily buy your more expensive products.
You should get this template of the 5 stages (along with all ten steps)!
How to Create Your Sales Funnel: Do Not Start from Scratch
Conducting Effective Market Research
Your rivals in the business world have their own funnels in place. They are generating sales and engaging with the same customers you are targeting.
Now, we don’t recommend you copy everything your competitors are doing right now. However, you should take a close look at what the competition is doing because this will give some amazing insights. Keep your eyes open and you will learn one or two things about how to land the “big sale”.
At this point, it is perfectly in order to talk about funnel hacking.
What exactly is funnel hacking?
This is the process of investigating the marketing process your of your competitors. From the results of your investigations, you can test, fine tune and modify your own marketing strategy.
What this means is that you can participate in different stages of the sales funnels of other firms in your industry. You then work on these processes and figure out how to create your own sales funnel.
How to Funnel Hack Your Competitors
List Your Competitors
Your major concern is your own direct competitors. Just list all the companies that offer the same services you do and the ones that sell the same products you sell.
You should look at firms in related industries too. In this case, the companies you are looking at might not be in the same niche as yours but their audience overlaps with yours. This is your indirect competition so you can a few things from watching how they operate.
By carrying out the right investigations, you will understand the strategies that will push your audience to take action.
Keep a long list when you start out. Eventually, you will shorten your list to the most successful of your competitors. However, it pays to take note of the companies whose approach does not yield the right results. This helps you avoid making the same mistakes they have made.
Engage, Document, and Analyze
Don’t just check out the websites, landing pages and marketing content of your competitors. Keep accurate records and categorize these records properly. You should take screenshots, and create files from the websites of your competitors. With these records, you can learn a lot about what the opposition is doing. What’s more, you know what works and what doesn’t work.
The right move is to create folders for each company you analyze. Label these folders and categorize them properly. This way, you can easily find what you are looking for anytime you need information from these documents.
Note that you have no reason to engage too much with the competition and you should avoid spending good money on their services. Just do enough to get the information you seek and move on to other important matters.
You can sign up for mailing lists, download free content and even request additional information.
Now, you have all the information you need so you can take your time and analyze the data from different perspectives.
This involves asking blue-print type questions:
- What colors do they use on the site?
- What key words do they use in the headlines?
- Do they use text, images and videos or a combination of all these things?
- Where are the buttons located? Above the fold or below the fold?
- Is there a form on the site? (Full sign up form or opt-inform)
- Does the site list benefits or features?
- Does the site use social proof like testimonials?
- Are there any pop-ups when you visit pages or when you are about to leave a page?
- Do action steps require just one touchpoint or more than one?
- Are prices indicated the products on the site?
- How many words (approximately) are there on the homepage?
The point here is that you take note of the different aspects and try to figure out why your competitors are using certain strategies.
Concentrate on the “whys” behind these questions and try to answer the questions honestly. Your plan is not to copy everything your competitor is doing. You want to take the strategies that work and discard the ones that do not make any sense. This way, when you create your own funnel, it will work for you because you have all the information you need.
Do not forget to document all the information you have gathered. Create a folder and save your “questions and answers” in this folder.
Assess Tracking Strategies
Even with all the work you have done up to this stage, you have only seen about 20-30 percent of the sales funnels of your competitors.
You want to know the tools your competitors use and you want to decide if you should use the same tools or not.
Two add-ons for Google Chrome will help you here so you should download them.
The first one is Ghostery. It is an extension that makes it possible for you to see the “invisible” web. With this add-on, you can see pixels, web bugs, detecting trackers and beacons. These trackers are placed on web pages by firms like Google, Facebook and other firms that compile information about your activities online.
You can use this app to identify the programs and trackers competing businesses are using.
You should also download BuilthWith Technology Profiler. If there is a tool stack running on a website, with this add-on, you will see it.
Now, you can ask carry out a question-and-answer session on the traffic conversion rate of your competitors. There are many questions here but the most common ones are:
- Are your competitors using Facebook, Google, Bing or other platforms?
- Are your rivals using conversion rate tracking software?
- Are your competitors using remarketing?
There are many questions for you to ask and answer. In fact, the list of questions and answers is almost inexhaustible.
However, what matters is that you use the information that will help your firm build a great sales funnel.
Use Competitive Intelligence Tools
It is a great idea to find out where your competitors acquire their traffic. This will teach you where to look when you want high-value prospects for your own outfit.
The tools below will do you a world of good:
AdBeat or WhatRunsWhere
These tools will uncover the secrets of online advertisers in your industry. In fact, you can get “hardcore” information like how long they run an advert campaign, the creative content they use and even the people they send paid traffic.
If you are looking for a tool that focuses on SEO (search engine optimization) and SEM (search engine marketing), SEMRush is the perfect tool for you. This tool will give you inside information on how your competitors generate traffic.
In addition, SEMRush gives you authentic information about what your competitors are doing online. These include the key words they target, their ads, copy, video adverts, search positions, estimated traffic, backlinks and many other things.
This tool focuses on traffic and related concepts. With SimilarWeb, you can easily find out what is going on in the websites you are profiling. For instance, you can track top referring sites and track the movement of traffic to and from the websites of your competitors.
Purchase From Your Top Competitors
You can purchase goods and services from your competitors because this will give you the perfect opportunity to engage with them and get inside information.
In case you are reluctant to shell out good money to your competitors, you should know that this is money well spent. You will get valuable insight from this move and this will help you when you start developing your own sales funnels.
Now this is why you should be careful and meticulous in your analysis.
You see, you do not have to go ahead and make that top-tier purchase. You just act like you want to do this because this is the only way to get the information you need.
Engage with the company and keep your eyes and ears wide open as you engage with your competitor. Take notes of everything they say and do because these notes will help you later.
Now, this is the “big” sale and it is likely your competitors will give you all the information you need about this deal. This gives you the perfect opportunity to get some valuable inside scoop including the ones you might have overlooked when you were doing the funnel hacking.
You do not have to go ahead and make the final purchase. However, buying the product will do you a lot of good because you will get a clear picture of the strengths and weaknesses of your competitor’s offer. This will guide you to make the necessary improvements to your own offer.
Ask yourself questions like …
- What is the specific value of a given offer?
- What should you do to receive the offer?
- What strategies are used to keep the customer interested in the offer?
- How do offers connect to each other?
Answer these questions honestly and you will figure out what you should offer your own customers throughout your own funnel.
You should match your Domain Name and URL to Your Offer
There are two compelling reasons to match your domain name and URL to the offer. First off, you get SEO (search engine optimization) benefits from this smart move. Again, you enjoy the benefit of clarity. Your customers know exactly what they are getting and this prepares their mind to receive your product.
Structure Each Stage Relationally: WWWH
Your sales funnel content should not just be customer-friendly. It should be customer-facing too. This means you speak o the customer on an individual and personal level.
In simple English, this means using WWWH …
(Who, What, Why, How)
- Who is your ideal Customer?
- What do your customers want? (out of the service or product)
- Why do your customers want this product or service?
- How do your words, images and videos bring the product to life?
Remember: Your customers are looking for value.
They are not too keen on making too much effort to get what they need. Just make it easy for them and they will be more likely to buy your product.
Address the “Catch”
Once you have taken care of number 1 and 2 above, your would-be customers will feel it makes sense to buy the product.
Make it clear that your offer is the real deal but point out that this deal will not always be available.
It does not matter if the product is a one-time offer or a time-sensitive sale.
Just add a “catch” to your offer because this will give your would-be customers a sense of urgency. This will definitely increase their chances of taking action.
Actually, some customers expect a “catch” anyway so you can simply give them one. This way, you shift responsibility for the action (of buying the product) from the seller to the buyer.
Add a Guarantee
You can sweeten the deal by using the risk-reversal concept. You make the customers believe they have no reason not to take up this offer because they are buying the product at zero-risk.
Again, you offer a clear guarantee to encourage the prospective buyer. This might take the form of a money-back guarantee, double-money guarantee or any other incentive to the buyer. This makes the buyer trust you and there are two advantages for you here.
First, your customers have little to lose and a lot to gain. Second, this offer will build confidence and trust. This means you are piling up goodwill and this will pay huge dividends later.
If a would-be customer is close to the point of buying your products, two things are obvious:
- You have definitely provided value in your interaction with the prospect thus far.
- The prospective customer has experience some growth since engaging with your products.
As you get closer to making the sale, you should make these two things clear to the prospective customer.
Your objective is reinforcement. There are things the customers know already but they were not thinking about them. Your offer will reinforce these thoughts in their minds.
Just nudge the customer gently and they will remember how far they have come and how much further they could go (in their relationship with you).
Sequence the Right Pages
The key to success is to ensure that your customers take action at every touchpoint.
Your aim is to create touchpoints so that you engage with the customer all through the sales funnel. The two-step tripwire will help you here.
This simply means taking two steps to complete a particular task. In most cases, this technique works like this:
- In exchange for a free offer, the prospect fills out a form on the first page of the funnel.
- An offer is made to the prospect on the second page.
This is the classic foot-in-the-door technique and it has opened the door for further interaction with the customer.
Even if the prospects do not make any purchases immediately, you have their contact information and you can send them offers in the future.
Order Your Offers Intentionally
Connect your “mini funnels” in a sensible and logical manner. Remember these “mini funnels” are not independent of each other. They are rather like rungs on a ladder so they should be connected.
If you have done things the right way, your customers will look forward to entering the next stage after they have graduated from the previous one.
Connect Bundles, Bumps, Upsells, and Downsells
Monitor your prospects closely and offer them products that are relevant to their circumstances. In the event that prospective customers do not like what is on offer, you should offer them sensible alternatives.
Always have a variety of both upsells and downsells ready for your customers at every point. This way, you will keep them engaged with your products and you always sell your products.
Include Social Proof
It doesn’t matter how good your products or services are. You need proof to back up your claims. Now, one way to give your brand credibility is to use the testimony of satisfied customers.
Once you have social proof throughout the sales funnel, prospective customers will trust you and patronize you. This is because social proof is iron-clad evidence that you must be doing something right.
Again, many customers have more faith in the testimony of customers than they do in the claims made by marketers and service providers. Provide social proof and watch would-be customers become repeat customers.
Social proof can take lots of different forms:
- Reviews and ratings
- Graphic before and after images
- Long-form testimonials
- Favorable case studies
- Video testimonials
- Online videos and pictures posted on social media
- Favorable user-generated content
- Logos or “Trust Seals”
Remember Exit Intent Offers
Most people who visit your landing page might leave your site without making any effort to buy any of the goodies you are offering. The fact that many visitors to our site might not take a small step forward does not mean you should just accept this situation.
There are things you can do to make reluctant prospects take a second look at your landing page.
Make it a point to include exit offers on your landing pages. These include pop-ups and overlays, among many other “extras”. These “extras” are likely to grab the attention of visitors to your site and before you know it, they will definitely see something they want to buy on the site.
Freebies, one-time offers and downsells are excellent ideas because they just might persuade first time visitors to try out your products. All it takes is one transaction. If they are happy with your product (and they will be), they will always come back for more.
This is the perfect way to engage first time visitors to your website. Remember, you may not get a second opportunity to make a good first impression. Do the right thing all the time and watch your website become a busy money-making machine.