WTF is a funnel?
A funnel is all the steps that lead someone from hearing about you for the first time to becoming a lead, getting interested in your products or services and buying. Then buying again and again.
What kinds of funnels are there?
There’s five funnels that I use on a regular basis and I’m going to talk you through them and how to know which one you should use. These funnels are:
- Tripwire funnel for selling info products
- Webinar funnel for setting appointments for services sales
- Webinar funnel for selling online courses
- Sales funnel for services
- Free trial funnel for SaaS businesses
There’s a whole lot of other funnels out there (e.g. Ask Funnel, FBA review funnel, FB messenger, Free + Shipping) and there’s tons of variations of all these funnels, but these are the ones I find to be the most common.
How they work and when you should use them
Tripwire funnel for selling info products
Tripwire is one of the simplest funnels, but it’s unbelievably underused. Anybody selling an info product should have a tripwire funnel set up.
You’re selling an info product and you have a lot of traffic coming to your website. You have lead magnets available and people are signing up for them. What you probably don’t have in place is a tripwire funnel.
So, after somebody originally signs up for the lead magnet, you’re probably just thanking them for signing up. And that’s it.
This is a huge missed opportunity, because this is a magic moment in people’s minds.
Just after they’ve signed up for a lead magnet, they’re at this stage where they’ve had a problem in their lives and have been motivated enough to go and search the Google. They’ve gone through different listings, and then they’ve found your website. Excellent work!
Now that they’ve come to your website, they had a look around and decided that they trust you and your content. But they wanted their problem solved more, so when they saw a lead magnet available (a cheat sheet, a video course, etc.), they decided to sign up for it.
Now some percentage of those people (usually between 1-5%) actually want their problem solved more thoroughly right now and are willing to pay money to get that solved immediately. And out of those people, some of them will still buy later if you just follow up by email, but definitely not all of them because you lost their attention – you know how many emails we all get nowadays.
So that’s why you should make something available for sale at that stage.
Now some of those people who bought the tripwire actually want something that solves their problem more thoroughly. And you can offer those guys your premium option as an upsell straight after someone’s hit checkout.
Then at every stage you want to set up some Facebook retargeting along with the emails to keep people on track.
And you can even have that FB retargeting at points where you don’t have their email address.
Webinar funnel for setting appointments for services sales
You’ve got a website with some traffic and you’ve got an email newsletter. Your emails point people to an optin. A while later, the webinar happens. At the end of the webinar, you hope that people become clients.
The first thing to add onto your funnel in this case is an option to book a call at the end of the presentation. They’ve just listened to the presentation and they are interested – so make it easy for them to book their free strategy call.
Here is the final version of the funnel:
Webinar funnel for selling online courses
You have a webinar that you’re running. People get to your webinar optin page either through Facebook ads, blog posts, Facebook retargeting, your website and newsletter. There will, of course, be people who get to the optin page but don’t sign up. So you will be able to get them back on track with Facebook retargeting ads.
When someone signs up, they are going to be sent to the Thank you page and receive a confirmation email. You are going to be sending them pre-frame emails to make sure that as many people as possible show up on the webinar. At the same time, you would ideally have some Facebook authority ads shown to people who opted in, and the idea of these is pointing people to somewhere on the internet (not on your site) where you have been featured (a podcast, an interview, an article, etc).
If they go to the sales page but they don’t buy, you are going to want to show them a specific type of Facebook ads – testimonial ads.
If they add to cart, but they don’t buy straight away, then you want to show them add to cart ads.
If someone goes to the sales page and they add to cart, and add in their credit card details, you should offer them something extra – an order bump. If they don’t buy the full-price offer, then you should offer them a reduced option one. You could even have a second, different order bump after that. At the end, they reach the order confirmation page.
Free trial funnel for SaaS businesses
So, naturally, you have a product and you have a website. You’re driving people to your website through guest blog posts, Google search and Facebook ads. You also have people sign up to your mailing list through a popup on your website.
Some people will go to your free trial page but won’t opt in. You will want to follow up with them with an email sequence that will eventually take them to the order page. You will also use Facebook retargeting ads to get them to the order page.
Some of these people will opt in for the free trial, but they won’t buy. You will again use Facebook retargeting to get them back on track and take them to the order page. If they reach the order page but don’t checkout – you know what’s next – more Facebook retargeting!
Sales funnel for services
If you’re selling services, you should be able to implement this sales funnel to turn more of your leads into sales.
So, if you’re selling services, you most probably offer a 1-on-1 free strategy session to your prospects. Your prospects come to the page where they can book an appointment with you through various sources – email, website, blog, Facebook ads, etc. However, not all of your prospects would be good leads, so you need to filter them out.
You can do so by adding in an extra step before they can schedule a call with you, and that step would be application. So, only if they meet certain criteria, they will be taken to the call booking page to schedule that free session with you. If they don’t take the application survey, you can use Facebook retargeting to get them back on track. If they meet the criteria but don’t book a call with you, you can point them back to the application again with Facebook retargeting ads.
Once they’ve booked a call, they will receive a welcome email and will be shown a summary video about the call where you want to explain to them what they can expect on the call and how to better prepare.
At the same time, you want to do some research about them – connect with them on LinkedIn, Facebook, Skype, and send them a couple of reminder emails to make sure they turn up for the discovery call with you.
If they don’t buy, you want to follow up with them via email. If they are not a good fit for your services and company, maybe they know someone who is, so make sure to ask for referrals in this case as well.
Hopefully that gives you an overview of what funnels are and which one you should use in your business in order to make more money from it.
If you need any help with planning, setting up or automating your funnel, just get in touch.