sales funnel creation

What is a landing page and why do I need one?

Marketing Basics /

In digital marketing, a landing page is a standalone web page, that is created specifically for a marketing or advertising campaign. A visitor “lands” after they click  a link in an email, or an ad from Google, Bing, YouTube, Facebook, Instagram, Twitter, or other like, places on the web.

The difference between your normal website, and your landing page, is that your landing pages have a single focus or “call to action,” and should not have your usual site navigation. Instead, only clickable links should be part of  your call to action, and possibly a link to more information for those who are undecided. Linking to your logo and to your regular home page can also be a good idea. You will also probably want to link to your privacy policy or terms of service from your regular website.

– Wait, can’t any page be a landing page?

Technically, Yes. The term can be used this way in Google Ads and Analytics, for instance. But not all destination pages are created equally. We use the term “landing page” to describe a campaign-specific page with just one single call to action and no website navigation.

The landing page exists after prospects at the top of the funnel click on a link in an ad, email, or elsewhere on the web. It’s where the conversion (like a purchase, signup, or registration) will take place.

Your landing page copy should be made as clear and concise as possible and should include a clear call to action.

What is a landing page and why do I need one? Read More »

How to Visualize Your Funnel Design

Marketing Basics /

Ideas For Designing Your Funnel

There are a number of tools and options that can help you to come up with a design for your funnel. The first thing to consider when designing your funnel is your product in relation to your customer model. Think about who Your customer is and what things might make them want to click on your offer. One of the easiest ways to do this is to find other products that are similar to your product and possibly even purchase them to be able to take a look at how they create their funnels within consideration of the customer model you have figured out. this way you can get a better idea of what is working and already successful for a similar product. Another way is to use a funnel design tool. These tools have mapped out funnel models that you can copy and make into your own idea. These tools can be nice because later if you make modifications to your design they can save this customized models for future reference. Also it is nice to have a visual aid when mapping out customer journeys. Some options for funnel mapping tools are:

  • Geru
  • Funnelytics

Connecting Your Analytics

Connecting your analytics to your funnel can depend on which platform you choose.

Also many choose to use Google Analytics but there are many other third party analytics you can choose as well.

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Steps to designing your Funnel

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There are several steps to designing your Funnel. These steps are:

  1. There can be many variables to building a sales funnel and designing a good funnel can include a bit of understanding of the psychological processes of buying behavior.
  2. Also there are many different methods and tools you can choose when building them.
  3. Choosing a budget for building your funnel is important because the options you choose to build with can vary quite a bit.

One of the first things to think about when designing your funnel is who is your target market. Try to put yourself in the mindset of your target customer and consider what types of content you can deliver to them to bring them awareness of your brand or product.

The main stages of the funnel are:

  • Awareness or baiting stage
  • Interest or curiosity stage
  • Decision stage
  • Action or buying stage

The second thing you may want to consider is where do you find your target customer. You may want to use certain social networks or ad types to focus on to target your customers.

Another consideration is considering your (CPA) Cost per acquisition and your (LCV) Lifetime customer value, when determining your budget.

We will delve deeper into these topics in the next modules:

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Funnel Design Ideas

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One of the things that can help you understand how to design your funnel is to consider the art of storytelling in your design and to use the parts of creating a story to help you design your funnel. Essentially because getting your customer to purchase is an emotional response not neccesarily a logical response. People but things because they like you and want to buy from you not because of your product. So if you can think about your funnel in with this perspective in mind you will have an easier time creating a funnel that converts.

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Funnel Launch Checklist

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Before you launch your sales funnel there are some things you want to make sure that you have set up.

Different ad platforms have different and ever changing rules so the best thing you can do is check the terms or rules of the platform you choose to place your ads on before you start to run your ad but this can give you a better idea of some of the things you will need.

  1. Make sure your funnel is working properly and all links direct to the correct places.
  2. make sure your analytics is installed and functioning properly.
  3. make sure your terms of service, privacy policy and disclaimers (if needed) are set up and working properly.

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How to do Split Testing and A/B Testing

Marketing Basics /

What is a Split test or A/B Test?

A/B testing or split testing, is when you compare two variations of a landing page section, usually by testing users’ response to variant A vs variant B, and seeing which of the two variants is more effective.

Any part of your landing page or funnel can be tested this way. Sometimes changing very small details or small changes in images can make large changes in your ROI.

The value of doing split testing is that it gives you proof that one element works better than another.

the elements that you can test can be a simple as the color of a button or it can be as complex as changing all of the text content of a page. Often split changing smaller changes can be more effective than making big changes because you can get a more definitive answer on the effects if the changes are small rather than large.

Often times using competitor analysis in conjunction with split testing can be a valuable way to adjust your campaigns ROI.

 

How to do Split Testing and A/B Testing

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Finding Your Conversion Rate

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The conversion rate for your store is a very important metric for measuring and improving your stores performance. When working to grow your business, it is good to pay attention to, especially when it comes to optimizing your products. It is always best to know how a specific product is converting before you start optimizing it for pricing, description, SEO keyword phrases, etc.

Here’s an easy way to get started — with the requisite conversion rate formula.

What is the definition of conversion rate;
Conversion rate is the percentage of visits which result in an e-commerce transaction (sales).

We use the conversion rate to help us calculate how many visitors or shoppers are actually converting into buyers (customers).

Conversion rate formula


E-commerce conversion rate = (Total e-commerce transactions/Total visits on a website) * 100

Example:

(5 transactions / 40 visits) * 100 = a 12.5% Conversion Rate

Finding Your Conversion Rate Read More »

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