What is the goal of your campaign? To sell? To get more leads? Whatever it is you need to send your visitors somewhere where they will get to that desired goal of your campaign.
This is exactly what the sales funnels allow you to do – a few connected pages with a specific goal to lead your visitors exactly where you want them! And writing good copy plays a major role in that.
The customer journey is what determines if you will turn them from a visitor into a lead or a paying customer directly in your pages. We’ve seen funnels have from 3 to 10+ times more sales than normal e-commerce sites because of the focus and customer flow that they have.
The sales funnel
Here is an example of a sales funnel that is focused on a specific product with the goal to sell that product:
The intention is to give away the right amount of information to make the visitor click and go to the checkout. There are a few really important parts that you should focus on when building your landing page. It doesn’t matter if it is about a sale or a lead generation, the important parts are pretty much the same:
- Headline – this is what your visitors will read 9-10 times out of 10 and it will determine if they will continue browsing your page. Make sure your message is very clear and on par with your campaign. Nobody wants to land on a page that has nothing to do with what they were looking for.
- Talk about the benefits – don’t forget that people come with a problem and intent so talk about the benefits and what they will gain when using your products or services.
- Conversion boosters – essential things that can tip the scale in your favour.
A few examples are:
- Money-Back Guarantee – this shows that the customer is safe even if they don’t enjoy your product or service and want a refund.
- Limited amount of products that can run out of stock at any time and people have to hurry up.
- Countdowns – a great way to include a scarcity element on your page by limiting the deal within a certain period of time.
- Discounts – encourage your leads to buy by offering a discount.
- Make it visible – cross-over your old price to show why now is the perfect time to grab an amazing deal.
- Testimonials – don’t skip this part of your funnel! People want to see what others have experienced with your product or service. Show them by adding useful reviews and testimonials to your landing page. Customers always read reviews when booking a room or buying a new phone, for example.
The importance of A/B testing
Alright, you did it all but you are still not certain if your texts are good enough or if the page would work better with a different structure or images. How to test that? Very easy, by doing an A/B test of your pages.
Just duplicate the page and do some of your modifications to the B version. Sometimes a different headline can convert 2-3 times better than the old one by simply resonating better with your audience. We are past the times where you had to measure for 2 weeks, analyze data and then try for another 2 weeks to see which one works better. Now you can do it in a few seconds and have a conversion rate that shows you which of the two pages lead more people to the next step or sell more products.
The checkout page
Now that we’ve made a well-structured product page it’s time to collect the payment on a checkout page. If not optimized, this step can make your customers quit so you need to try and help them gain even more than what they came for.
Here are a few important parts of the checkout page:
- Checkout – the actual part where you’re collecting your payment. Make it as simple and seamless as possible – require only one or two steps for quick payment. If you are selling products or services that don’t require shipping, for example, there is no need to ask for shipping details. Make the checkout as fast and minimal as possible, don’t add anything extra or annoying.
- Build trust – Always serve your checkout pages over a secure (SSL) connection. Visually informing that your checkout is secure with a “this site is secure” badge is also a conversion booster as some customers are very concerned about security. And trust leads to customer loyalty.
- Headline about the product and service once again – simple and straight to the point.
- List some of the key benefits of your products to remind your customers what they are getting
- Add countdowns or notifications for limited items if you want to put even more scarcity to the checkout
- Testimonials – not essential if you have testimonials on your previous steps but its always better to see more people happy with your product or service.
These are most of the elements to look for on your checkout page. Nothing is mandatory – your checkout page is highly dependent on your products, flow, and campaign. Always collect feedback from your customers and try to optimize the checkout experience.
What if we want to upsell a product right before the checkout completion? It’s called a Bump Offer and it is a really cool way to increase your order value by giving the option to grab another product right before hitting the payment button.
Make sure to use a catchy title for your upsell like “Yes! I want to grab this deal” and give some more information about what your customers are getting with it. Mention that this is a very limited offer, for example, to make it more exclusive in the customer’s eyes. The product should be added to the total and purchased upon submitting the checkout.
Upsell or downsell?
But wait… there is another way to increase the value of your offering – Show and upsell right AFTER the checkout is complete. It’s called 1-Click Upsell or Downsell and is a great way to offer even more to your customers. That’s right, directly after your customers make a purchase, instead of showing them a simple “Thank You” page, you can lead them to a page with another product and an option to buy it right away.
This gives you the freedom to offer limited products only to paying customers. You should show more information about your product, the benefits of it and make a clear call to action button to purchase it without asking your customers to add their billing information again. The product will be added as an update to the previous order and that’s it, you can now send them to the Thank You page.
The “Thank You” Page
If your customers decline the Upsell, you can either send them to your final Thank You page or offer them another, cheaper product with a so-called Downsell offer – a product at a lower price as a final attempt to increase the order before completing the journey. The process here is the same as the Upsell step but with a more-affordable offer for the customer.
In the end, we have our Thank You page. You don’t need to be too fancy with it – use a simple thank you page, include a call to action button to lead the visitors somewhere else or like your social media profiles, for example. With that, their funnel journey is complete.
This is exactly what we at Simvoly allow you to do in a matter of minutes. All templates and examples that you saw are already available with us and ready to use to build your sales funnel, split-test your pages and make the most simplistic checkout and upsell experience. You don’t have to spend thousands of dollars to marketers and designers when you can do it better all by yourself in less than half an hour. You can sell any type of products – digital, physical, services and memberships, you can even have subscriptions and customer profiles.
Don’t forget, keep it simple, talk about the benefits of your products/services and split test your pages (it really takes a second to do it and a few minutes to play around with different headlines and images).