Today we are going to cover ten sales conversion strategies that can help you make more sales.
We will:
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We believe that the most effective way to sell anything online is the Value Ladder sales funnel.
It was created by our co-founder Russell Brunson who then used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now!).
This sales funnel has four stages:
Ideally, you also offer a continuity program of some sort, meaning, a subscription product that generates recurring revenue.
We also recommend adding downsells, upsells, and cross-sells to these core offers in order to maximize your revenue.
So the main idea is this:
Instead of driving traffic directly to your website or sales page, you drive it to your lead magnet landing page and convert those visitors into email subscribers.
Then you pitch your products and services to them via email and drive traffic from your email list to your sales pages.
The reason why this sales funnel works so well is that it allows you to:
Here’s how Russell explains it:
Building a Value Ladder sales funnel and then driving traffic to it is the single best thing you can do to increase your conversions!
Russell has written three best-selling books on the subject of growing online businesses:
All three are available on Amazon but you can also get them directly from us for free because we use them as lead magnets. Each book has its own sales funnel.
Here’s how we structured our “DotCom Secrets” Value Ladder:
Your lead magnet is the foundation of your sales funnel so it’s extremely important to get it right.
A lead magnet is a freebie that you offer to the potential customer in exchange for their email address.
A digital lead magnet can be anything that the potential customer can either download to their device or access online:
…etc.
For example, here are some of our digital lead magnets:
We recommend starting with a digital lead magnet because they are easy to produce.
That means that you can experiment with various ideas until you find one that resonates with your dream customers!
You can also use a physical “FREE + SHIPPING” lead magnet.
For example, as we mentioned previously, we are using Russell’s books as lead magnets:
With this approach, you can expect to attract fewer but higher quality leads.
However, physical lead magnets are more expensive to produce, plus they need to be stored somewhere. This makes them a much riskier bet than digital lead magnets.
We recommend experimenting with physical lead magnets once you get the hang of generating leads with digital lead magnets.
Just make sure that you can afford to lose money that you have invested in creating that lead magnet in case it flops.
Your lead magnet should provide an effective solution to a problem that the potential customer is struggling with.
To be more precise, it should help the potential customer achieve a concrete, measurable result.
It can be anything: do their first pull-up, get their first 100 followers on Twitter, figure out their skin undertone, etc.
But it has to be specific. Don’t be vague!
Your lead magnet should not only serve as bait but also set the stage for your frontend offer pitch: you want to create a logical progression from the lead magnet to the frontend offer.
The best way to do that is to have a lead magnet that gives the potential customer a taste of the value that they can expect from your frontend offer.
For example:
Keep in mind that the more seamless the progression from the lead magnet to the frontend offer, the easier it will be to close the sale. Your frontend offer should seem like the logical next step!
The most important principle that you need to understand if you want to create offers that convert is this formula:
High Value + Low Price = Irresistible Offer
This might seem like common sense but you’d be surprised how often entrepreneurs fail to get it right.
It’s a mistake to hike up the price as much as possible in order to maximize the revenue from that particular offer. Why?
Because undercharging and overdelivering allows you to build trust, create goodwill, and win customers for life.
So don’t be short-sighted and play the long game.
The real money is in the backend!
Converting leads into paying customers is the greatest challenge in the entire Value Ladder sales funnel. But that’s what your frontend offer is for!
Here are three practical tips for creating an irresistible frontend offer:
Remember: the purpose of your frontend offer is to convert leads into paying customers so don’t worry about maximizing revenue here.
Once again: the money is in the backend!
We don’t recommend designing landing pages and sales pages from scratch unless you have previous design experience. Why?
Because online marketers have been relentlessly optimizing landing pages and sales pages for at least two decades now.
At this point, we know what works and what doesn’t. Or, to be more precise, we know what’s most likely to work.
That’s why when it comes to the initial designs of your landing pages and sales pages, it makes sense to follow the established best practices.
The most straightforward way to ensure that pages in your sales funnel comply with those best practices is to use proven, high-converting templates.
ClickFunnels includes a template library that features landing page and sales page templates for all of the most common use cases.
So why waste time reinventing the wheel when you can simply do what’s been proven to work?
The purpose of the headline is to grab the potential customer’s attention.
There are several ways to write compelling headlines but the most straightforward one is to convey the value of your offer. How will it make the potential customer’s life better? That’s what you should lead with!
Meanwhile, the purpose of the subheadline is to provide more information about your offer such as its format, scope, etc.
It’s probably safe to say that people who read your headline will automatically read the subheadline because that’s just how human attention works.
This gives you the opportunity to convey what your offer is all about in just a few seconds.
Nick Stephenson does it well on his lead magnet landing page:
See how the headline + subheadline immediately makes it clear what this offer is about?
You want to do the same on your landing and sales pages!
You want to structure your sales pages like this:
Here’s how Russell explains it:
Social proof is a psychological principle that says that whenever people feel unsure about what to do, they look at what others do in order to determine the best course of action.
In the business context, this means that whenever potential customers are unsure about whether to trust you, they will look for indications that other people trust you.
Those indications are also called social proof and you can take advantage of this by providing them yourself.
There are two types of social proof:
We would argue that there’s no such thing as too much social proof unless it’s distracting the potential customer from making the purchase.
That’s why we advise adding as much social proof to your sales pages as you possibly can. If you’ve got it, flaunt it!
We are all used to buying products online.
But there’s still wariness that isn’t present when shopping in brick-and-mortar stores.
This is the most obvious with physical products. In a brick-and-mortar store, people can examine them before buying but in an online store, they can’t. They have to take a leap of faith.
It’s also true with info products: you have to gatekeep the content to sell it, so buying it also requires a leap of faith.
This is the main obstacle that’s standing in the way of making the purchase:
No one wants to experience buyer’s remorse so potential customers take time to mull it over. And they might end up deliberating long enough to talk themselves out of buying!
You can remove this obstacle by offering a 30-day no-questions-asked money-back guarantee. This eliminates all financial risk from the purchase decision and makes people more likely to take the leap.
Ideally, you want to add an upsell and a cross-sell to your frontend offer and then a downsell, an upsell, and a cross-sell to your middle and backend offers.
When it comes to downsells, the potential customer has already rejected your initial offer so you have nothing to lose by pitching a downsell.
Meanwhile, with upsells and cross-sells, the potential customer has already accepted your initial offer so you know that they are in a buying mood. This is the best time to pitch your other products and services to them!
If you follow the High Value + Low Price = Irresistible Offer when creating these additional offers, it’s pretty much inevitable that some customers will buy your donwsells, upsells, and cross-sells.
And that can have a drastic impact on your bottom line, especially over an extended period of time!
Let’s keep it real:
Building a sales funnel from scratch can seem like a daunting task.
That’s why we created our 5 Day Lead Challenge where Russell walks you through it step-by-step.
You will:
…and launch your funnel in just five days!
So don’t hesitate. Take action now. It can change your life!
Join Our 5 Day Lead Challenge Today!
P.S. This challenge is completely FREE!
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