Are you looking for ways to improve your sales funnel performance?
Today we are going to share ten simple tips that can help you increase conversion rates, revenue, and profitability!
When the visitor lands on your page, you only have a few seconds to convey the value of your offer so that they would want to stay and learn more about it.
If their senses are assaulted by a cacophony of clashing colors, crazy animations, and jarring autoplay sounds, they will probably feel overwhelmed. That can prompt them to leave and never come back.
That’s why it’s so important to keep your landing page and sales page design simple. Avoid bells and whistles that look cool but ultimately act as distractions and lower your conversion rates!
While it’s important to explain what your offer is all about, you don’t want to give everything away in your landing page and sales page copy.
Instead, you should provide just enough information to pique the visitor’s curiosity, so that they would feel inclined to get your lead magnet or buy your product. If you provide too much information, they might lose interest and leave.
This is especially important when it comes to info products like eBooks, online courses, and webinars. If the visitor feels like they already know what you are going to say, there’s no reason for them to proceed with your call to action, is there?
Curiosity – or lack thereof – can have serious implications for your business and be the difference between losing money and turning a profit.
For example, our co-founder Russell Brunson once helped a friend decrease his cost-per-lead from $24.85 to $5.84, increase his webinar show-up rate from 22.4% to 31.7%, and make his sales funnel profitable. So how did he do it?
He added more curiosity to his friend’s landing page headline.
Here’s the original headline:
“How to Add 6 Figures to Your Web Design Business by Copying My Secret Method for Helping Companies Get More (Real!) 5-Star Reviews WITHOUT Selling, Spending Lots of Time or Money”
Here’s the improved headline:
“How I Added 6 Figures to My Web Company by Adding This One Easy to Offer Service THAT DOESN’T Require Cold Calling, Spending Lots of Time, Money or Require Extra Resources”
See how the new headline didn’t give away what the method that allowed Russell’s friend to add 6 figures to his business was? The only way to learn that was to attend the webinar. So that’s what people did!
This was the only change Russell made and it saved that entire sales funnel. That’s how powerful curiosity can be!
We live in a digital age where anyone can say anything on the Internet and there’s no way to verify it.
That’s why social proof is becoming increasingly important for businesses that sell their products and services online.
Displaying social proof can help you:
Generally speaking, the more social proof you can provide, the higher your conversion rates are going to be.
The most powerful form of social proof is testimonials from happy customers but you need to make sure that these testimonials not only are real but also look real.
The best way to present testimonials is to include the customer’s photo, full name, and job title, which makes it easy for the skeptics to look them up and verify that they are indeed a real person.
Testimonial walls like this can work really well:
Your lead magnet is the foundation of your entire sales funnel.
Improving your lead magnet can help you increase your ad-impression-to-click, visitor-to-lead, and lead-to-customer conversion rates.
We recommend applying the Lean Startup methodology here. First, create the minimum viable version of your lead magnet and see if potential customers are interested in it.
Then, once you are sure that there’s demand for it, start investing resources in making it more valuable.
You can do that by improving its production value, making it more comprehensive, and adding various helpful bonuses to it.
That is going to make your lead magnet more appealing to potential customers!
Here’s our irresistible offer formula:
Irresistible Offer = High Value + Low Price – Financial Risk
You can do that by bundling your core product with several bonus products to create a complete package designed to help the customer solve a specific problem.
Digital products like printable sheets, eBooks, video classes, webinars, and online courses work best as bonuses because of their high-profit margins.
You can also drastically increase the value of your offer by throwing in a one-on-one consultation with you. It’s not scalable but it can help you make more sales if you are just starting out.
If your sales funnel follows the Value Ladder structure, you shouldn’t be charging much for your frontend offer anyway. Why?
Because the purpose of your frontend offer isn’t to make you a ton of money, it’s to convert leads into paying customers. That’s why we recommend charging as little as possible for it.
In fact, some businesses go as far as selling their frontend offer at a loss, which is known as the loss leader strategy and can be an effective way to acquire new customers.
Of course, in that case, it’s important to make sure that the revenue from your middle offer and your backend offer make up for that frontend loss so that your sales funnel can remain profitable!
The most obvious way to eliminate financial risk from the purchase decision is to offer an unconditional, no-questions-asked money-back guarantee for a specific time frame.
30-day guarantees are the most popular but you might also want to experiment with 60-day and 90-day guarantees to see what works best for your target audience.
And if you are selling a service, see if there’s any way to switch to performance-based pricing where the client doesn’t have to pay you if you fail to deliver results.
This can work especially well if you are just starting out and don’t have any social proof yet. Getting clients is still going to be an uphill battle but performance-based pricing can make it much easier.
Meanwhile, if you are already established, this pricing model can help you charge more for your service, but you’ll need to be selective and only work with clients that you are confident you can help.
An order bump is an inexpensive, straightforward offer that you present to the potential customer on the order form of your core offer.
You know how grocery stores display all these small items like packs of chewing gum and candy bars in their checkout areas?
They do that because customers who are about to check out might grab a KitKat and throw it in their cart without a second thought. Impulse purchases like that increase the average order value and can have a significant impact on the bottom line of that store.
Order bumps are a digital equivalent of that KitKat. For example, if you are selling physical products, you can offer expedited shipping as an order bump. It doesn’t require any explanation. All the customer needs to do is check the tick box. They might do it on an impulse!
Upsells are another way to increase your average order value.
An upsell is an offer that you present to the potential customer after they have accepted your core offer. It’s supposed to be an upgrade on it.
It typically means either pitching a higher quantity of that product at a better price per unit or a subscription for that product at a better price per unit.
Alternatively, you can upsell a package that includes the product from the original offer plus a few additional products that the potential customer might be interested in.
For example, if the potential customer is about to buy a winter hat, why not upsell them a package that includes that same hat but with a matching scarf and matching gloves?
You can use this approach when simply pitching more of the same product wouldn’t make sense.
You can also increase your average order value with cross sells.
A cross sell is also an offer that you present to the potential customer after they have accepted your core offer.
However, instead of being an upgrade on it, it should be complementary to it. What would go well with the product that they already decided to buy?
For example, if the potential customer is about to buy a travel backpack, why not cross sell them a set of packing cubes and a tech toolcase for their electronics?
You can also use downsells to increase your average order value.
A downsell is an offer that you present to the potential customer after they have rejected your core offer. It’s supposed to be a downgrade on it. Downsells are the opposite of upsells.
For example, if your core offer is a $257 online course on dating, you can downsell a $7 eBook where you explain how to optimize one’s profile on the most popular dating apps.
Worst case scenario, the potential customer is going to leave without buying, which they would have done anyway. You have nothing to lose by pitching them a downsell!
Do you already have an established business?
Then you can use your sales data to improve your traffic quality and thus boost your sales funnel performance.
Look at your existing customers, figure out what they tend to have in common, and then use those common traits in your ad targeting to attract more people like them.
You might also want to look at what leads that don’t convert into customers tend to have in common and then use those common traits to exclude people like that from your ad targeting.
We recommend reviewing your sales data and calibrating your ad targeting every quarter. Zero in on your dream customers as much as possible!
Everything that we discussed in this article is just general guidelines that shouldn’t be taken as gospel.
A/B testing is the only way to learn what works and what doesn’t work for your business.
When you have an idea for something that you want to change on your landing page or sales page, don’t just implement it blindly and hope for the best.
Instead, test two versions of the same page – the original one (version A) and the new one (version B) – against each other.
There should be only one difference between these two versions: the element that you want to change.
Say, if you want to change the headline, that should be the only difference between version A and version B, everything except for the headlines should be identical.
Drive the same amount of traffic to both versions. This will enable you to see which version converts better. Why guess when you can just look at the data?
Our co-founder Russell Brunson used sales funnels to take ClickFunnels from zero to $100M+ in annual revenue in less than a decade.
He is now widely considered to be one of the top sales funnel experts in the world. Want to learn from him?
His best-selling book “DotCom Secrets” is the best place to start because it covers everything you need to know in order to build sales funnels that convert.
This book is available on Amazon where it has over 2,500 global ratings and a 4.7-star overall rating.
But you can also get it directly from us for free…
All we ask is that you pay for shipping!
So what are you waiting for? 🧐
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