The word funnel is ecom jargon junk at this point.
There are 1000 different versions of funnels, and until yesterday, I’d yet to hear a good definition of what it actually is.
Here’s some clarity, and how to use a funnel correctly to make sales.
Principle: The mind learns step, by step
First thing’s first: what’s a funnel?
Website: a place someone can go click around, browse, see everything there is to see about your company
Landing page: a single page on that website that encourages a specific action
Funnel: a series of connected landing pages that create an narrative/educational/sales arc where only one (1) conversion action is intended by all the pages together.
How do you use a funnel to create conversions?
Tactics
There are only 5 funnel types you need to know about:
Capture funnel - give away a free thing, capture emails or phone #’s and the permission to contact them later.
Educate funnel - a series of landing pages that teach something valuable so you become an authority. By the end of this funnel, they’re interested in your product/service (and there’s a [BUTTON] to the next type of funnel for that).
Sell funnel - simple. Clearly explain what you’re selling + CTA. There’s only one button on this page: [BUY NOW].
Call funnel - a simple landing page, a calendar to book a call, some testimonials, that’s it. The call is where the customer will learn more about everything else.
Grow funnel - similar to educational funnel, but intended to help customers succeed after they buy. Happier customer, higher LTV.
Everyone wants to start with funnels one two and three. Don’t.
If you haven’t validated your offer, start with a call funnel. Those conversations will teach you how to position your offer, what exactly to say, and what’s appealing.
When you’ve got that nailed down, and know what your customer wants, then build the first three.
Habits
Stop treating your website like a place where beauty and elegance are the priority.
Start building single-focus landing pages where the customer knows exactly what’s expected of them by the end of the page.
God speed,
Mike
Today’s inspiration: If Funnels Confuse You Watch This