The great thing about sales funnels is that they can be as simple or complex as you want them to be. But it also means beginners are often at a loss when it comes to getting started. Should they try to be as precise as possible? How many steps should there be?
While we’ve already covered the basics of sales funnels here, and the 5 steps you should follow to build a great sales funnels, it also helps to have concrete examples.
So in this article, we’re going to show you three sales funnel templates for three different purposes. We’ll look at a static website sales funnel, and email marketing campaign, and a social media campaign.
Note that we’ll focus on a simple, 5 step sales funnel for these examples, using the following sales funnel structure:
General Template for a Website Sales Funnel
Let’s start with a standard, static website. Presumably, you’ve managed to direct users towards it, but it doesn’t mean the awareness phase is over.
Website Awareness Phase
This can start as early as the URL. If you choose a domain name that is too complex or doesn’t reflect your product / service, you might have already confused visitors. It will dilute their awareness of what exactly it is you sell.
After that, most websites will build awareness on the homepage. It usually opens with a graphic, slogan and short description. These also help create an understanding of what the product or service is, and generally just piques interest.
Website Interest Phase
Chances are, you’ve probably lost a number of visitors by now. That’s good news, because remember that we’re filtering our leads. So let’s answer specific questions and pain points in the interest phase.
Highlight key benefits: Your website should demonstrate why your offer is right for visitors. That’s even before you focus on:
The features: how exactly your offer works. Be careful not to overdo it here, as it could overwhelm and confuse visitors. A lot of websites only select four main features on the homepage and move the complete list to another page.
Website Decision Phase
When you’re deciding if you should buy something, what is usually your main question? That’s right: how much does it cost. This is why the decision phase is usually won or lost on the pricing page.
Here, it helps to deploy every tool you have at your disposal:
Book a demo link: self-explanatory, and a powerful way to increase conversions.
Request more info link: you can move users to a new channel such as email marketing here.
Setup a live chat tool: A great tool for directing users towards the checkout page
Popups and banners: not the most elegant solution, but sometimes it can help to be a bit pushy towards the end.
Social proof: customer testimonials, reviews and quotes are a great way to convince undecided users.
Website Action Phase
Your website needs a call to action (CTA). Ideally, it is found in numerous places and across all the pages. Specific pages can have different calls to action, but if we say your CTA is for users to click a BUY button, it needs to be in a location that makes sense, for example below the pricing page.
Note that most visitors return to a site numerous times before they proceed to checkout. Because you want to reduce friction as much as possible, it’s always good practice to add your main CTA at the top of the homepage too.
General Template for an Email Marketing Sales Funnel
With email marketing, you’re more in the traditional outbound sales model. Let’s start this template with the “cold call” equivalent, where the person has never heard of you.
Email Marketing Awareness Phase
The first step with email #1 is to say hello. Don’t be too obscure or vague in your subject line, or it could turn readers away. Also be mindful of spam-triggering words like Free!, special offer, exclusive, etc…
In short, you want to let readers know you exist, but not shove your product or service in their faces too strongly at first.
Email Marketing Interest Phase
Once you’ve established contact, it’s time to provide readers with more information. After all, you want them to make an informed decision before buying your product. This is where emails #2, #3 and even #4 can really use the power of resources:
Case studies: use statistics and facts to demonstrate why your offer is better than the others
FAQs: take the time to anticipate and answer potential questions
Link to articles: show your readers that you know what you’re talking about. Direct them towards articles on your site, or even third party resources that will really assist their decision.
Email Marketing Decision Phase
Like with the website template above, the decision phase usually involves consideration around the price. If you think your lead is ready to convert, be as clear and transparent as possible. If they need swaying, your next series of emails could include a special promo, discount or exclusive offer.
Email Marketing Action Phase
While 99.99% of conversion emails will redirect to a checkout page on your website, it’s also important to consider other CTAs (call to action) before, during, or after a sale.
For instance, don’t forget to send transactional emails for:
Abandoned cart recovery: The best email marketing solutions will let you automate these emails. They are designed to convince visitors who have placed items in a cart but haven’t checked out yet.
Order and shipping confirmation: A great place to demonstrate your commitment to customer support – and to upsell other products!
General Template for a Social Media Sales Funnel
While social media traditionally sits at the top of a sales funnel (to create brand awareness), it is also entirely possible to stay in the same channel to actually boost sales.
Social Media Awareness Phase
The first thing to do is show you exist. Create a profile with clear, recognisable branding, and start two things:
Regular posting: to transition to the interest phase and to show you are active
Reach out to followers / subscribers: you can do it manually on social media, but it’s usually best to crosslink from your website / other social media channel / email marketing / PPC ad campaign
Social Media Interest Phase
Social media is a great way to aggregate resources in fun, engaging ways. It can be through:
Links to more in-depth content
News and events promotion
The interest and decision phases usually translate into engagement on social media. So make sure you regularly post content that is designed to start conversations, gain likes, or
Social Media Decision Phase
At this stage, it might help to pore over your social media analytics. Maybe you have a kind of content that works great at sending users to your website, but not increasing conversion. Time to see what works and what doesn’t.
But social media is also fantastic for customer support. Use it to your advantage, but remember that social media posts are public, so make sure your brand voice is consistent, even when answering queries and comments.
Social Media Action Phase
Different networks have different options here, but social media as a whole can also be your final channel for conversion. For instance, Pinterest has a Buy Now button that can take followers from awareness to action phase.
And don’t forget about network-specific ad campaigns. With Facebook, Instagram or Twitter, it’s very easy to target promoted posts at certain users, who will be prompted to buy after they’ve been filtered through every other stage of your funnel.
With sales funnels, there is no one-size-fits-all. But hopefully, these examples of templates above will help you get started with your own strategy.
Just remember that these templates offered a general guideline so you can tailor them to your needs. But with Act! 365, you can get complete pre-built templates that are proven to work, and only require little customization. Plus, you can integrate all the tools you need to tailor, improve and leverage sales funnels across your online presence thanks to powerful email marketing or CRM tools.