The requirement to build an effective ‘sales funnel’ is essential for online businesses to attract and convert new customers and to turn these customers into repeated buyers.
In this article we shall guide entrepreneurs to create a world-class sales funnel. This will be a step-by-step guide from building a great landing page, sourcing traffic and finally converting this traffic into purchases from your online store.
Step 1: Creating an awesome landing page (squeeze page)
A landing page is a page where users land on your website after clicking on a link from another website or social network. Links can be placed on social media sites (Facebook, Instagram or Pinterest), Search engines (Google, Bing, Yahoo), Blogs or paid advertisements. The landing page will contain information related to your product, service or business, along with a call to action (CTA) . A call to action is a specific instruction asking a user/lead to perform a certain action e.g. register, click on subscribe etc. In our case, the call to action is a request for the user / lead to enter an email address. Any lead who enters an email address then becomes a viable prospect for the business.
Creating an effective landing page is not a straightforward process. A landing page needs to look professional, whilst simultaneously carrying out a call to action. Getting the landing page look and feel wrong, is a fundamental reason why users hen leave your site.
Take into consideration the following pointers to ensure that the landing page meets requirements:
Ensure page title matches the link visitors clicked on in order to reach the landing page.
Ensure that the click to action is immediately visible on both desktop and mobile devices.
All landing pages on your website need to have respective and single focusing point.
If possible add a video to the page. Videos are a proven method to increase conversions.
Convey the message concise and clear.
Make use of Google Analytics to determine which landing pages work best. Google analytics provide a Bounce Rate data. This is a percentage of users who leave your website immediately after landing on the landing page.
Highlight the call-to-action by using cues or a different colour.
If possible, include the [product or service on the landing page.
If possible, include testimonials from previous customers. This improves the authenticity of your product, service or businesses.
Placing a money back warrantee seal or badge on the landing page also improves the authenticity of the product, service or business.
If possible, use magnets such as a discount coupon or newsletter signups on the landing page in order to direct traffic to the call-to-action.
Step 2: Drive targeted traffic to the landing page
The next step is to drive targetted traffic to the landing page. The two most successful methods used to drive traffic to a landing page involve paid traffic and free traffic. Using thee two methods allow us to obtain targeted leads.
Paid traffic methods involve:
Social media campaigns: Paid ads on Social networks like Facebook, Pinterest, Instagram and Snapchat can be used to drive traffic to a landing page
Google and Bing Ads: This involves placing paid ads on search engines. The ads appear for your relevant searched keywords . Clicking on the ads direct people to your landing page.
Free traffic methods:
Email marketing: Using a list containing emails from people who are interested in your products and services, is a great strategy to turn prospects into customers. Sending carefully crafted emails to this email list can convince prospect to purchase products.
Blogging: an onsite or offstire blog is an excellent tool for driving traffic to your website. Consistently postign articles with good content can improve your sites search ranking and eventaully direct more traffic to your website. Find your most popualr blog posts and insert calls-to-actions in them which direct vistors to your landing page. There is a strong possibility that these visiots are qualified leads as they are already reading your blogs.
Social media: Followers who have subscribed to your pages and channels are strong leads who can be converted into custoers.
Step 3: Follow up on leads
Utilise tools such as Mailchimp to create newsletter and auto responder strategies. Auto responder strategies enable business owner to follow up on leads generated though the landing pages, thus turning these leads into prospects and customers.
A sales funnel when utilised correctly is a powerful strategy for turning leads into customers.
A sales funnel when utilized correctly is the most effective strategy to expanding your customer base and constantly gaining new leads.