Build a Sales Funnel, Not a Website
Understanding the difference is the secret to getting clicks that convert
Frankly, I thought they were the same until I read Russel Brunson’s book entitled the Dotcom Secrets — I highly recommend it!
To all the aspiring entrepreneurs like myself — When you’re finally getting traffic on your website, do you wonder how you could magically make those people actually buy your service or products? Getting the high traffic is nice! But then what?
The answer to this lies in one of the fundamental rules of marketing:
A confused mind always says no.
It is more common than you may think. People invest a lot of time and money in marketing and website development — yet they still struggle to get their conversion rates to a profitable level. Let’s stop here for a bit and break down the difference between a sales funnel and a website. Hopefully, this will help you tackle the real problem that might be preventing your business from taking off.
A funnel has a strategy behind it
When websites were first created, there was barely any strategy involved. People didn’t really know how they were supposed to use them and the designers of those websites just wanted to make something that looked pretty. They did look awesome and had links to everything, yet they looked a lot like a glorified brochure.
“It was similar to hiring a salesperson, having them stand outside your store and hand out brochures to people who were walking by, with the only sales strategy being the hope that they’d look at the brochure, find something they liked, and then come back to buy something.”
— Russel Brunson
From the outside, a funnel may look like a website. But you’ll see that each page and each step has only one call to action. There is a strategy behind what page someone sees first and which page they see next. As a result, the potential customer is no longer confused, and he finds exactly what he’s looking for.
A sales funnel allows you to provide value to each customer at the level of service they can afford
In an ideal world, you would immediately be able to offer your dream client your best, most expensive service — but that’s almost impossible. You haven’t provided value yet, and that is exactly why you need a funnel.
The sales funnel moves people through the sales process once they enter as potential customers. Your job is to convert as many of those people into customers by selling to them at each level of your funnel.
The top of the funnel represents all the visitors who will be offered a front-end service. Once the customer buys something, they are offered an upsell, and a percentage of those people will choose to upgrade. And as you move deeper into the funnel, you introduce your next product or service of higher value at a higher price.
You will see that not everyone who purchases the front-end product will buy the next offer, but a percentage will. As you continue to do this through all the levels, you will end up with a handful of people who can afford or may be willing to purchase your high-end services.
The more things you can offer your clients, the more each customer will be worth to you — and the more you can spend to acquire them.
“Ultimately, the business that can spend the most to acquire a customer wins. “ — Dan Kennedy
A Sales Funnel Creates Multiple Purchase Opportunities
Moving your potential customers through your funnel helps build trust by starting as low as free and building up as high as you can imagine. At each of those stages, a portion of the traffic will purchase your service, and the rest will exit the system until you are left with your dream clients who are willing to buy your most valuable offer.
When you start with an inexpensive offer that is valuable, the odds of them purchasing your more expensive offer become higher.
Think about it for a moment…
If you start with a $1000 offer versus a $20 product, then an upgrade for $40, then a $100, and so on — Which one would have a higher probability of conversion? The key is to hook your visitor by providing them with some value so that they would want more from you.
Besides, moving up the ladder means that you maximize the lifetime value of each customer — unlike a traditional website where you may only have one opportunity for a visitor to purchase. This is a powerful way to leverage your business.
A sales funnel allows you to accomplish two amazing things:
- Provide your prospective customer with a better experience by giving them exactly what they want and at the price that best suits them.
- Spend more money to acquire them while remaining profitable.
Your job is to build a ladder through which you establish different valuable offers and move them through it as you put your least expensive one at the front-end, followed by your most expensive ones. Yes! You do end up with a small percentage of the initial traffic, but your conversion rate is not zero — unlike a website where visitors often hit a brick wall due to confusion and end up leaving your page altogether.
Always remember that people are smart — They won’t simply buy anything from anyone unless they feel there’s an immense amount of value to be had.
AND Remember? Traffic!