4 Strategies to Make Your Sales Funnels Convert in 2020

How to win over customers online. Grow Your Business, Not Your Inbox Stay informed and join our daily newsletter now! Will be used in accordance with our Privacy Policy Image credit: Giuseppe Miglino | Getty Images Imran Tariq Guest Writer Co-Founder and CEO of Webmetrix Group March 11, 2020 7 min read Opinions expressed by…

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Giuseppe Miglino | Getty Images

Guest Writer

Co-Founder and CEO of Webmetrix Group

7 min read

Opinions expressed by Entrepreneur contributors are their own.

As an entrepreneur trying to stay relevant and thrive in the competitive digital age, there’s one marketing strategy you’ve likely heard holds the secret to growing your business online: sales funnels. You’ve seen the ads, read the blogs, watched the tutorials and tried your hand at implementing sales funnels in your own business.

But for some reason, you haven’t hit the jackpot. Scaling your business through sales funnels still feels like rocket science —and something is definitely broken.

Related: 3 Signs Your Sales Funnel Is Broken (and How to Fix It)

You know funnels have the ability to bring in customers for your business on autopilot and turn your customers into loyal repeat buyers, but how do you make your sales funnels stand out and actually grow your bottom line? Here are four proven strategies and pieces of actionable advice you can implement immediately to help turn your sales funnels into predictable, profitable client acquisition systems.

Offer something valuable in the first step of your funnel

Years ago, we had category kings — industry leaders who dominated their markets and had little to no competition. Thus, business owners didn’t have to necessarily try so hard to win new customers. 

Now, it’s not that easy. Due to ever-growing competition, online brands and entrepreneurs have to put a lot more effort into winning customers online and demonstrating why someone should choose them over a competitor. One of the most effective ways to do this is to offer new customers something at the very beginning of your funnel that is no-cost, yet highly valuable. It should be something that helps your ideal customer build trust with your brand before ever pulling out their wallet. Some options: a free case study, a mini training series, a checklist, a guide, an e-book or a demo of your product. If you can solve a small part of your ideal customer’s problem through it, that’s even better.

In a phone conversation with Gusten Sun, founder and CEO of Funnels And Experts, he explained how his agency builds clients’ funnels using this exact strategy of providing value first. “To give you a practical example… let’s say you’re a movie buff, but you want to stop spending so much money at the theaters,” he says. “You do a quick Google search and find an online movie streaming service that offers a free 30-day trial. You sign up, watch movies for free for a month and afterward they ask you if you want to continue watching unlimited movies from the comfort of your home. You say yes and pay. That’s an example of a successful funnel, and that’s the concept of providing value first in order to build relationships and turn browsers into customers…Oh, and you may have guessed: That’s the sales funnel of Netflix.”

Related: 5 Key Tips to Improve Conversion Rates

Make sure your funnel leads with value and gives something free before you make an offer. Creating a sales funnel in this order will make it much easier to turn a cold lead into a happy customer.

Swap outdated sales copy tactics for authentic emotional response marketing

As a business owner, you know your target customer needs to feel like your brand is speaking directly to them. Copywriting is how you do that, but effective copywriting has made a massive shift in the last decade. 

The modern customer is tired of pushy headlines and in-your-face copy that screams BUY. If you look at old sales funnels, you will see this type of copy heavily used. It worked back then, but not anymore. The only way to make your sales funnel copy work in 2020 is to be authentic, honest and real. You want your copy to sound more conversational and less “car salesman”. This is the type of copy that speaks to the modern day consumer. 

Cody Griffin, CEO of Griffin Copywriting and Marketing Solutions, expanded on this shift to me. “This is why an increasing number of successful brands are moving away from direct response copy tactics to what industry experts are calling emotional response marketing,” he says. “Your funnel doesn’t have to be complicated, but what most marketers fail to do in their copy is meet their market at their current level. It’s vital to relate to where your client or customer is now versus where they want to be and how your product or service will help get them there. Doing so will result in more conversions, more sales and success with your funnel.”  

Related: 5 Ways to Get to the Heart of Emotional Marketing

Stories build deeper emotional connection and responses with your audience. Think less about clicks and more about feelings. Your funnel’s overall performance will skyrocket.

Set up retargeting campaigns

In an ideal world, every person that visits your funnel’s landing page opts in and makes their way to the very end of your funnel where they make a purchase. Unfortunately, it rarely works that way.

If you want your sales funnels to convert, put strategic retargeting campaigns in place. These can be a series of either ads or emails (or both) that get sent to people who land on the first page of your funnel but don’t take the action you want them to (download your lead magnet, watch your video, opt in to your webinar, etc.). 

Related: How Clever Retargeting Persuades Customers Who Looked But Didn’t Buy

The secret to making retargeting campaigns works is making sure they are full of valuable content such as educational videos, inspiring stories, objection handling topics, bonus training, product reviews, customer case studies and testimonials. Every piece of content a prospect sees after they’ve left your sales funnel should show them why they should reconsider your offer and why they can trust you and your brand.

Don’t limit your traffic to one source

It’s no secret that using social media as sources of traffic can be one of the most profitable ways to drive customers to your sales funnels. However, most businesses make the mistake of focusing their traffic efforts on just one platform.

This leads to chaos and panic within your company when the social platform of your choosing crashes for one day. Don’t put all your eggs in one basket. Social media platforms have the power to control your ability to use their sites for running ads and driving traffic, so invest your resources into getting multiple streams of traffic set up.

Though using social media platforms to drive traffic is arguably one of the best strategies, don’t overlook the power of content marketing in 2020. Utilizing emails, blog content, SEO, case studies, etc. is and will be more effective at driving traffic to your funnel than social media alone. 

Related: 4 Simple Steps to Creating an Effective Content Marketing Strategy

In an email conversation with Cindy Pate, CEO of Manifestation Rebel, she explained this well. “Old stars still shine,” she says. “To drive quality traffic to your funnels, don’t make the mistake of underestimating good old-fashioned email marketing. Emails are still as profitable as ever and will always be a secret sales weapon when used correctly in addition to your social media platforms. Sending traffic to your funnel via organic blog posts, SEO and podcasts are also among the highest-converting forms of content marketing you should be implementing in your funnel strategy today.”

Bottom line: There are traffic sources beyond social media. The value is in the real assets that are gained from a sales funnel including the telephone numbers and email addresses that you store in our own systems outside of social networks. Don’t limit your funnel traffic to one source unless you want your sales to be completely reliant on one platform.

Take these four sales funnel strategies and implement them into your own funnels in 2020 to stand out, increase your conversions and create a hyper profitable client acquisition system. 

How to Attract and Nurture Quality Instagram Followers

Want more business from Instagram? Looking for a proven process to follow? In this article, you’ll learn three steps to attract and engage your Instagram audience, and convert them into leads and customers. #1: Attracting the Right Audience on Instagram At the top of the funnel, your job is simple: You need to grow your…

Want more business from Instagram? Looking for a proven process to follow?

In this article, you’ll learn three steps to attract and engage your Instagram audience, and convert them into leads and customers.

#1: Attracting the Right Audience on Instagram

At the top of the funnel, your job is simple: You need to grow your number of Instagram followers and make sure they’re engaged with your content. It’s important to have only high-quality followers; inflating your numbers by buying followers will skew your data further down the funnel, resulting in lower link clicks and conversion rates.

So how do you make sure you’re getting engaged followers? You can have thousands of Instagram followers but if they don’t engage with your account, they’re not doing you any good. Put your effort into gaining real followers so your data doesn’t get skewed as you move leads further down the funnel.

Brands get real Instagram followers through methods such as:

These are just a few effective ways to ensure you’re getting real followers. Your account’s growth might be slow at first, but if you keep working at it, you’ll start seeing steady growth. By using these tactics, you can see sustained growth in your Instagram account, giving you more leads that you can move into your Instagram sales funnel.

Organic Tactics to Establish and Build Brand Awareness

In digital marketing, growth hacking is a term that refers to the process of experimenting with different marketing tactics to see what works—and more importantly, figuring it out fast. You try a marketing method, quickly decide whether it worked, and either keep it or scrap it and move to the next strategy. The focus of your experiments is on growth and trying to find the best ways to quickly grow your Instagram followers and your business.

So what growth hacking methods can you use to grow your Instagram account in preparation for moving people through your sales funnel? Let’s break down a few ideas to try.

Brand awareness refers to how easily people recognize your brand. To visualize this, just about everyone recognizes Twitter’s little blue bird. Another good example is the golden arches of McDonald’s. But these are well-established businesses that have been marketing themselves for years. Small businesses have a little more work to do before their brand is easy to recognize.

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You can establish brand awareness by optimizing your Instagram business profile to help people understand what you do. In your bio, add your company name, a brief description of what you do, and your website. Also consider using your logo as your profile picture.

The Instagram bio for clothing company Posh Peanut explains what they sell and shares their values, location, and an on-brand profile photo. Optimizing your profile like this will help anyone who comes across your account to immediately understand who you are.

You can also grow brand awareness by carefully crafting your social media posts. Consistently post photos and captions that are a good representation of your brand and include testimonials and on-brand graphics. Don’t be too salesy, though. Instead, simply use a consistent posting strategy and your brand awareness will gradually begin to grow.

Hashtags are yet another way to increase brand awareness. What sort of hashtags should you use on Instagram? Begin by thinking about what someone would type into the search bar to find your profile. If you’re a clothing retailer, descriptive hashtags such as #fashioncompany (which only has 19K uses) or #teenstyle (which has 219K) could help your account be found. It’s best to stick with hashtags that have fewer than 300K posts or your content won’t be seen.

Search through the hashtags your competitors are using to get some inspiration. Also experiment with different types of tags including your own branded hashtags.

Use Influencer Campaigns to Grow Your Followers

At the top of the Instagram sales funnel, you’re still trying to grow your account, and influencer marketing is an excellent method for growing brand awareness and your following. When you ask an influencer to post about your business, you’re exposing your company to a large number of people who may not have known about it before.

Getting started with influencer marketing is fairly easy. First, decide whether you’d like to work with macro- or micro-influencers.

Macro-influencers typically have anywhere from 10,000 to 1 million followers. Micro-influencers, on the other hand, have fewer than 10,000 followers. While macro-influencers might seem like the better option at first glance, micro-influencers have a lot of benefits too. They’re less expensive and they often receive more engagement on their posts.

Once you’ve decided what type of influencer you want to target, start identifying specific influencers who might be a good fit for your brand. You can find influencers within the Instagram app by searching for specific hashtags or scrolling through the Explore tab. Look for influencers in your niche who post high-quality content that gets decent engagement.

In addition to using Instagram, you can also search for influencers using a third-party tool, which makes it easy to narrow your search criteria.

After creating a list of potential influencers, reach out to them via email or direct message to see if they’d be interested in collaborating. Craft a short, conversational email that states what you like about the influencer’s account, explains what your brand does, and asks if they would be interested in discussing a collaboration.

For compensation, you might send the influencer a free product in exchange for a post, or for a more long-term partnership, pay the influencer cash in return for consistent promotion. Whatever type of collaboration you decide to do, make sure to send the influencer a list of the deliverables you’ll need up front. That way, they can gauge how much time the project will take and decide if they want to take it on.

Influencer marketing is a powerful tool that offers exposure and brings more Instagram followers your way. Once your account has grown, it’s time to move to the middle of the funnel: keeping those followers around.

#2: Interacting With Your Instagram Followers

The next step is to keep your new followers highly engaged, which is the middle of your funnel.

Social media engagement has a lot of benefits, from providing social proof to boosting brand awareness and expanding your reach. In the context of your Instagram sales funnel, engagement is a way to measure whether your audience is tuned into what you have to say. Likes, comments, and shares on your posts are the precursor to what’s next—hopefully making sales.

So how do you keep your followers engaged? Here are some tactics to try.

Tell Your Brand Story

First, you need to create a story for your brand that entices people. Be authentic and tell the true backstory of how your company got started. And don’t be afraid to add an emotional hook and put a spin on things. Your brand story should also encompass your business goals.

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SoulCycle’s brand story is about redefining the exercise experience to make fitness fun and inspirational. Similarly, your brand story can explain the vision behind your business and the goals you have in place. If you do it right, people with those same goals and values will be drawn to your business like moths to a flame.

Include CTAs in Your Instagram Posts

When you create your Instagram posts, be sure to include strong calls to action (CTAs). You can add CTAs that ask your followers to do several different things such as:

  • Like the photo.
  • Tag a friend.
  • Leave a comment.
  • Visit the link in your bio.
  • View a product.

PBH Foods encourages followers to tap on the product tag in their images. A good CTA uses actionable language that creates a sense of urgency such as “Buy Now,” “Tap Here,” or “Subscribe Today.” It’s also effective to include the benefit someone will receive by following the CTA such as, “Subscribe now to become an expert in all things digital marketing.”

Use Questions, Polls, and Contests

Additionally, you can increase Instagram engagement by using questions, polls, and contests.

Questions are an Instagram Stories feature that gives you an opportunity to hear direct feedback from your audience. Polls are also popular on Instagram Stories, helping you crowdsource ideas and have a little fun.

Instagram contests are also an excellent way to get engagement. A study by Tailwind found that posts related to contests get 64X more comments and 3.5X more likes than traditional content. These types of posts can help boost your Instagram engagement rate.

#3: Converting Your Instagram Followers With a Lead Magnet

The next order of business in the middle of your Instagram sales funnel is creating an enticing lead magnet. It should be gated content, which means users have to fill out a form, or at the very least enter their email address, to receive the content. Gated content is an excellent way to generate leads because it provides you with valuable information about someone—in this case, your Instagram followers—as you encourage them to download the content.

When you create your lead magnet, first decide on the type of content you want to offer such as:

  • White papers or case studies
  • eBooks or PDFs
  • Videos
  • Short email courses
  • Discounts
  • Free trials
  • Assessments or tests

White papers and case studies are popular lead magnets for B2B companies. If your target audience is made up of consumers, you might choose an eBook or video. The content in the lead magnet should be valuable to your followers.

To produce something truly valuable, think small. Pick one of your target audience’s common pain points and then solve it. Your lead magnet should also be well-written and well-designed. Hire freelancers if you don’t have the resources available in-house.

Let’s look at an example of how to offer content that’s tailor-made for your Instagram followers. Lindsey Roman is an elopement photographer with more than 35,000 Instagram followers. She runs a business educating creative entrepreneurs on the side so the large majority of her followers are also photographers. Recently, Lindsey shared a link in her Instagram Stories to an “Instagram Master Guide,” encouraging her followers to swipe up to get their copy.

When users followed the instructions to swipe up, they were taken to a landing page where they could enter their name and email address to receive the free guide, which shared Lindsey’s personal experience growing her Instagram account. The information was highly valuable to her followers.

In addition to asking for an email address, consider having a form for users to fill out to access the content. Think about what information would be relevant to help you reach this lead. Maybe you want to know what country they live in, what job title they hold, or their age range. Add those to the page, too.

Once you’ve gathered a list of email addresses from the people who downloaded the content, nurture those followers through email marketing. Send regular sales emails and newsletters to continue moving your leads further down the funnel to eventually make a purchase. Gated content is a highly effective method of lead generation and can be extremely helpful to your business.

Create an Instagram-Specific Landing Page

When your Instagram followers click on your lead magnet, they should be directed to a landing page that’s specifically for Instagram. This landing page is the bottom of your Instagram sales funnel, and the visuals and messaging on the page need to be tailored for your Instagram followers. To create this landing page, add an unlinked page on your website. This is a page that can’t be found unless someone has the direct link.

You can send people to this landing page through a link in your bio or by using the swipe-up feature in Instagram Stories. Business accounts that have more than 10,000 followers are eligible to use the swipe-up feature, and it’s an easy way to get people directly where you want them to go. This feature also makes it easy to track how many people are visiting that landing page. This way, you’ll know if you need to change the CTA you use in your Instagram stories.

You don’t have to use this landing page just for your lead magnet, though. You can use an Instagram landing page for other things, too. For instance, suppose you want to run a holiday discount that’s just for your Instagram followers. In that case, announce the discount on Instagram only and send your followers to a landing page where the discount applies. That’s what Discount Dance did here to advertise a special holiday sale:


The process of capturing and converting leads on Instagram might seem mystifying, but in reality, it can be fairly simple as long as you follow the right steps in the right order. Get more Instagram followers, make sure they’re engaged with your account, and then offer a lead magnet to start moving them through the funnel.

Instagram is a lucrative platform for businesses and applying your sales funnel to this social media platform can help you get more leads and more conversions.

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What do you think? Will you try this approach to attract, engage, and convert your Instagram audience? Do you have any tips of your own to offer? Share your thoughts in the comments below.

More articles on Instagram marketing:

How To Design Profitable Sales Funnels On Mobile

About The AuthorSuzanne Scacca is a former WordPress implementer, trainer and agency manager who now works as a freelance copywriter. She specializes in crafting marketing, web … More about Suzanne Scacca …Every website or PWA you build should automate as much prospecting and selling as possible. The only thing is that visitors enter websites with…

Every website or PWA you build should automate as much prospecting and selling as possible. The only thing is that visitors enter websites with various mindsets, depending on which part of the buying stage they’re at. This means that you can’t just take every person who enters the site through the same path. You have to design a custom sales funnel (or pathway) for each kind of buyer. Here’s what you need to keep in mind.

A sales funnel is a set of invisible steps you lay before visitors that takes them from the point of entry to the desired action. There are three stages in a sales funnel:

  • Top of the funnel (TOF),
  • Middle of the funnel (MOF),
  • Bottom of the funnel (BOF).

Why do we call these three stages a funnel? Because, together, they form a funnel-like shape:

A sales funnel and its three key stages: top-of-funnel, middle-of-funnel, bottom-of-funnel marketing. (Large preview)

At the top are all the people who enter your website or PWA. At the bottom are those who’ve bought something. The reason it tapers off is because your funnel sheds visitors and leads along the way who aren’t a good fit.

This process actually occurs with or without your help. (It’s just more effective if you take the time to carefully construct it.) Open Google Analytics and locate the tab called “Users Flow” under “Audience” or “Behavior Flow” under “Behavior”.

You’ll see something like this:

An example of using Google Analytics to chart the natural flow of visitors through a website. (Source: Google Analytics) (Large preview)

In this particular user flow, we’re looking at how traffic from various mediums (e.g. organic search, third party referrals, social media) moves through the website.

The shape isn’t as explicit as a funnel, but you can see that’s exactly what’s happening with the numbers. There were 4500 sessions to start. By the second interaction, only 143 remained.

By actually designing your sales funnels, though, you can improve your results and make them more predictable. You’ll do this by driving the right kind of leads into your website, laying down a clear set of steps for them to take and, hopefully, maximizing the number of them that convert.

To do this, you’ll need to understand what’s going on in the minds of your leads at every part of the funnel and then design an experience that caters to that exact mindset.

Let’s look at some examples.

Designing For Top Of The Funnel

Someone discovers your website or brand on Google, through a social media post or from a personal referral. So, they visit the website on a fact-finding mission.

TOF marketing is all about discovery. You want to take visitors from:

Sounds interesting.


This is promising! I should [subscribe to the newsletter/like them on Facebook/grab this free downloadable].

Here is an example of how you might build out the Awareness part of the funnel:

Step 1: Show Up in the Right Places

Your sales funnel doesn’t begin on your website or app. It begins in places like Google search results, like this example for the Atlassian enterprise software company:

This is the first step of the TOF funnel: a Google search result for Atlassian. (Source: Atlassian) (Large preview)

In order for visitors to enter the funnel, you have to increase the exposure of your brand in places like:

  • Organic Google search results,
  • Social media posts,
  • Review site recommendations,
  • Content like blog posts and podcasts.

You can also use paid search and social ads to boost brand awareness, but be careful. As this WordStream infographic demonstrates:

The WordStream infographic shows how different keywords perform better in SEO vs. PPC placements. (Source: WordStream infographic) (Large preview)

Paid placements are much more attractive to consumers who are ready to buy (i.e. at the bottom of the funnel). Top of the funnel consumers, however, are simply on a fact-finding mission, which is why you’d be best off finding organic placements (in search and elsewhere) to put in front of them.

Step 2: Help Them Learn More

Once visitors enter your website, you want to make it as easy as possible for them to get the information they need. On mobile, that means giving them a shortcut above the fold:

The Atlassian home page invites visitors to ‘Learn more’. (Source: Atlassian) (Large preview)

There’s nothing complicated about what the CTA button is asking visitors to do. No pressure to buy. No snarkiness or attitude. Just a straight-forward, “Let us help you discover our products.”

Step 3: Give Them a Little Room

It’s not as though Atlassian is some unknown brand. It’s the developer of products like Jira, Trello, and Bitbucket. And, yet, its first step is to invite visitors to take time to learn more. More websites would be better off if it had as welcoming of an approach.

The next step in this process gives visitors the time and space to research Atlassian’s products:

Atlassian encourages visitors to take time learning about all of the software available. (Source: Atlassian) (Large preview)

There are no pesky pop-ups on this page to distract visitors from the list of products. There are no ads or banners drawing attention to special offers or anything like that. There aren’t even any “Buy Now” buttons. Each product description is followed by a “Learn more” button.

This is perfect for the business owner or CTO who simply wants to gather up facts on software options before making any buying decisions.

Step 4: Make a Connection

Because these are top-of-funnel visitors, there’s no way you’re going to get them to convert on the spot — especially for enterprise software. So, your best bet is to throw a soft pitch their way.

In the case of Atlassian, it offers a free trial:

Atlassian doesn’t push TOF visitors to buy right away. A free trial is offered instead. (Source: Atlassian) (Large preview)

No credit card is required at this time. This is simply about letting prospective users learn even more about the product without the pressure of a price tag.

If you have a product that they can discover first-hand, this is a great way to earn the trust of TOF consumers and fast-track them to conversion.

If you don’t have a product that can be tested, that’s fine. There are other ways to help your users learn more and stay connected through email. A lead magnet like a downloadable checklist or ebook is one way to do it. A subscription to your blog is another. Or you might just invite them to follow you on social.

However you make that connection, make sure you’re only asking for the bare minimum:

Atlassian free trial form asks for only required user data. (Source: Atlassian) (Large preview)

If you’re thinking of going the route of a lead magnet, read this guide for tips on designing the lead gen landing page.

Designing For Middle Of The Funnel

For businesses with shorter sales cycles (i.e. ones with less complicated and cheaper products), this part of the funnel doesn’t usually exist. For those that do need it (like service providers and SaaS companies), though, it’s a critical part of the sales process.

We’ve already established that leads that get to this stage are interested since they shared their email address or connected with you in some other manner. Now, it’s your job to feed them with free value and insights so they go from:

This is promising!


This is exactly what I’ve been looking for.

MOF marketing is all about building relationships and nurturing trust while you give your prospects time to consider whether the purchase is worth it.

Here is an example of how you might build out the Nurturing part of the funnel:

Step 1: Keep in Touch

Your website has successfully educated visitors enough to become interested leads. Now, you have to actually do something with that connection.

If they subscribed by email, started a free trial or downloaded a lead magnet, they should begin receiving email communications.

If they followed your brand on social, then they should start seeing your posts on a regular basis.

Just keep in mind that these messages shouldn’t be about the hard sell. At this stage, all you’re doing is providing extra value and building trust in the process. If you contact them at the right frequency and with the right kind of content, though, they’ll eventually get to a point where there’s no doubt in their minds that they want to buy from you.

For example, I was on Google recently looking for “spas near Providence” (where I’m moving to early next year). I always book a spa session for my birthday and was just curious what kind of options I’d be working with.

In my Google Maps results, I discovered The Bodhi Spa. It had great reviews, it was close to where I was moving and it had the kind of spa services I was interested in. So, I figured, why not click and learn more?

I was happy with what I saw, so I decided to follow them on Instagram so they could stay top-of-mind until I move to Providence. This is the exact thing you want to happen with your TOF prospects.

And the way the spa continues to stay in touch is the exact thing you (or whoever handles the marketing for the website you built) should be doing in the MOF:

A recent Instagram post from The Bodhi Spa. (Source: The Bodhi Spa) (Large preview)

What’s great about this example is that the spa doesn’t overdo it. They only post once every week or two — just enough to keep followers (and interested prospects) engaged:

The Bodhi Spa posts enticing photos on Instagram every week or two. (Source: The Bodhi Spa) (Large preview)

Another nice tip you can leverage from this example is how the posts are written.

Sure, the Instagram page is meant to be promotional. However, the posts themselves aren’t written in a sales-centric tone. For instance, the last post that went up simply says:

Gimme some #happyhormones #plungepool #bodhispa #heatupcooldownrelaxrepeat

The enticing image and the relaxed message work well for MOF marketing. It’s like, “Hey, we’re here whenever you’re ready.” And, for my own purposes, that’s perfect. As an interested prospect, I’m glad I’ll have these kinds of updates to remind me to book a session once I’m in town.

Step 2: Always Include Your Link

When you get close to the bottom of the funnel, your links should go deeper into the site. For instance, let’s say you were to run a Google ad for a specific product or sale. The link in that ad wouldn’t go to your home page. It would go to a targeted landing page that would shortcut the whole process.

MOF prospects aren’t at that stage yet, so you should still send them to your home page or some other top-level page on your website (just not a navigation-less landing page).

The Bodhi Spa, for example, points all Instagram visitors to its home page:

The Bodhi Spa includes a link to its home page on Instagram. (Source: The Bodhi Spa) (Large preview)

Most newsletters and email communications will do the same, with a link at the very top or bottom of the email pointing to the home page.

Just make sure the link you send them to naturally directs them through the middle-of-funnel steps.

Step 3: Point Them in the Right Direction

For longer sales cycles, make sure your website is fully prepared to provide answers to interested prospects — both directly and indirectly.

As far as the direct approach goes, a contact form and live chat would be useful. You should exhaust the indirect options before you go too crazy with setting up contact channels though.

As far as the indirect approach goes, your website should be like a self-guided journey. That way, when they land on the home page, it’s clear which directions they can go in:

The home page of The Bodhi Spa has a ‘Begin Your Journey’ button. (Source: The Bodhi Spa) (Large preview)

The home page gives visitors two ways to go:

  • Begin your journey,
  • Or access the menu.

Now, as a first-time visitor at the top of the funnel, the prospective customer likely scrolled through the home page to look for an opportunity to quickly learn more:

The home page of The Bodhi Spa PWA points visitors to ‘Learn More’. (Source: The Bodhi Spa) (Large preview)

As a return visitor, however, this part of the home page opens up a new pathway that they likely hadn’t considered the first time around: “Book Now”. Even the order in which the buttons appears suggests that that’s the order in which visitors should interact with them.

That said, MOF prospects aren’t necessarily ready to buy on a second, third or even fourth visit. While they’re not in the initial “Is this worth it?” discovery phase, they’re still trying to gather all the facts and make up their mind.

(And if they are sold on your offer that quickly, that’s great! You have the button there, ready for them to click.)

Step 4: Reinforce Your Value

Even though this is a mobile website (or PWA) where content should be kept to a minimum, it’s important to include all details that will make-or-break their decision to buy. Don’t stuff them into the home page or a single services or products page though.

Lay it out in your navigation like this:

The Bodhi Spa has a dedicated page for each of its services and its company story. (Source: The Bodhi Spa) (Large preview)

At first glance, you might not think this website has that much information since the home page is so straight and to the point. However, this navigation digs deep into the spa’s offerings along with the company’s story.

Also, take note of the FAQs included under “Our Journey”. That’s a great touch. If you know that prospects tend to come to you with the same questions, don’t make them use the “Connect” or “Contact” page to fill out a form. It not only clogs up your inbox with questions, but it forces them to do extra work.

Make your website do most of the work instead.

And if it’s not prepared to answer all of the questions and ease all of their doubts, then it’s time to revisit the structure, content and design of your site. The MOF is the trickiest part of the sales funnel. If you can successfully bring prospects back to the site from your mobile marketing efforts, don’t let it go to waste.

Designing For Bottom Of The Funnel

Okay, so your prospects know what you’re offering and they’re ready to buy. All they need is one last push through a seamless and effortless checkout so that they go from:

This is exactly what I’ve been looking for.


Where’s my credit card?

Here is an example of how you might build out the Conversion part of the funnel:

Step 1: Make Your Offer Clear

If your website were a flesh-and-blood salesperson, this is the point of the call or meeting where they’d ask, “Can I have your business?” There’s no point in beating around the bush on your website or your marketing either.

For MOF visitors who’ve finished checking up on you and your offering, you’ll want to boldly make your offer where they’ll easily see it, just as the Boston Calling Music Festival does:

The Boston Calling Music Festival website clearly and boldly published its tickets. (Source: Boston Calling Music Festival) (Large preview)

For TOF visitors who don’t need much convincing or nurturing, you can directly post your offer to them over email or social media:

An email for tickets to the Boston Calling Music Festival. (Source: Boston Calling Music Festival) (Large preview)

Just make sure your sales funnel can be truncated into TOF and BOF in that case.

For something like a concert where the offer is clear-cut, going this route would be fine. However, think about something like a professional conference or retreat where tickets run upwards of $1000 and the cost of travel adds even more weight to that total. If you’re asking for a huge commitment of time, money or effort from your customers, don’t skip the MOF marketing steps.

Once you’re in this stage, though, you can put aside all of that education you did earlier. All you need to do now is sell, so make sure the “Buy” button is as clear as day wherever you put it.

Step 2: Summarize Their Purchase in the Cart

Whether customers are putting products into a shopping cart, purchasing tickets to an event or signing up for your SaaS, it’s a good idea to quickly remind them of what they’re about to buy before you hop into checkout.

On the Cart page, provide a summary like this:

The Boston Calling tickets page reminds visitors what they’re buying before they check out. (Source: Boston Calling Music Festival) (Large preview)

The Cart page makes sure that buyers fully understand what it is they’re buying. That way, they don’t go through checkout, only to realize at the email confirmation stage that they bought something they can’t use or on dates they’re unavailable. This’ll reduce the numbers of emails, calls or refund requests you have to handle post-sale.

Step 3: Streamline Checkout

Last but not least, make it easy for your customers to get through checkout.

The first thing to do is simplify the sign-in/sign-up process:

The Boston Calling Music Festival website provides multiple options to sign in or up for tickets. (Source: Boston Calling Music Festival) (Large preview)

Customers can sign in with an existing account or they can sign up for a new one. And the sign-up process has two options as well:

  1. Create an account with Facebook,
  2. Create an account from-scratch.

You can’t see it here, but the form is enabled with autofill technology, which made filling it out lightning-fast.

The rest of the checkout process should be as easy to get through. One way to do this is by using dropdowns with the most popular options already selected (when it makes sense). That’ll save customers time having to manually enter their data:

Boston Calling auto-fills some checkout fields to speed up the process. (Source: Boston Calling Music Festival) (Large preview)

That said, even the most streamlined of checkout processes can get tiresome if there’s a lot of data to collect. But Boston Calling does a nice job of this, always giving customers a look at how many more steps are to come:

The Boston Calling checkout process clearly lays out each step of the process. (Source: Boston Calling Music Festival) (Large preview)

Even though there are four steps customers have to complete to get their music festival tickets, the last two steps are easy. Secure Ticket provides information on how their tickets are protected in case of inclement weather, disaster or some other reason for cancellation. And the last one is a final check to ensure they purchased the right ticket and are ready to submit their payment information.

It’s a beautiful system from start to finish and ensures that as many interested concert-goers book their tickets as possible.

Wrapping Up

Building a sales funnel into a website can be a huge relief for the people who run it. That’s because a carefully designed pathway can usher your visitors from the point of entry to conversion without much oversight or intervention from you at all.

Aside from some email or social marketing along the way (which can be automated), the rest of the work is done by your website to convert the best-fit customers. Plus, by building your sales funnels for mobile, you’ll ensure that you’ve created the most efficient pathways for your visitors regardless of which device they’re on.

(ra, yk, il)

About The Author

Suzanne Scacca is a former WordPress implementer, trainer and agency manager who now works as a freelance copywriter. She specializes in crafting marketing, web …
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