If you’re familiar with a sales funnel – or even just any old regular funnel, in fact – you know that they work from the top down. You get someone or something into the wide open top, and funnel them down into a single exit point. It might seem counterintuitive, then, to build a sales funnel from the bottom up. The truth is that people build their funnels in lots of different ways, depending on their goals and offers. But if you’re not sure where to get started, why not begin at the end?
Bottom of Funnel Content
Do you know exactly what you want your sales funnel to achieve? You probably want to make money, in some manner, although there are plenty of exceptions. But for now let’s assume that you are looking sell a product or service to a new customer. How many products do you want to sell? How much money do you want to make? How many new customers are you hoping to add? Write down these metrics so you have measurable goals to consider as you progress up through the funnel creation process.
Now consider – what will happen when you complete the sale? You will likely want to say thank you, and perhaps let the customer know what to expect next. Your sales thank you page can include just that, and voila! You already have one page planned and ready to go. You’re also going to want an email to go along with it, repeating a similar message and providing a confirmation of whatever was ordered. We recommend using Infusionsoft to develop your sales funnel email sequences.
Next, ask yourself, what is the last thing your prospect will see before they are converted into a customer? Or, to look at it another way, what is going to close the sale for you? It might be a checkout page, but it could also be a free evaluation, a consult call, or other form of personal interaction. In those cases, you have the chance to use in-person (or by-phone) communication skills to complete the sale. But if the last thing they see is a checkout page, you need to make sure that page is perfect.
The form should be easy to read, complete, and submit. It should be on a secure page with verification seals so that there is no hesitation about providing payment information. You should make sure they see stunning photographs, glowing testimonials, or anything else that will confirm their purchase decision. At this point, you’re not really selling anymore; you’re affirming that they are making a good choice.
Middle of Funnel Content
Take another step back now, and consider the page before checkout (or sign-up, or appointment setting, etc.). What could you put on there to completely compel someone to click the button and decide to buy?
You need to offer a great preview of what the person will receive when they’ve completed their journey through your funnel. If you’re selling a product, you can include a vivid demonstration video, plus frequently asked questions, and your satisfaction guarantee. If you’re selling a service, you can have a personal message from the provider, as well as proof of awards or certifications.
This is where your most compelling evidence needs to be – in the middle of your funnel. Remember, too, that this content needs to maintain the same tone and vision that was promised in your funnel traffic sources, like your PPC ads or email blasts. Once you’ve nailed down your plan for that page, consider what the person will see before it…
Stay tuned next month for part 2 of this guide, where we discuss your top of funnel content, and your funnel traffic sources! In the meantime, click here for a free 14 day trial of ClickFunnels. If you would like assistance from the professionals at Increase Your Profits, click here to schedule your discovery call.