The difference between a sales funnel and a webpage is that a funnel has one single objective.
When a potential client lands on a website, for example, she has many possibilities to wander around. She can read your blog, check your packages, read about you and your story etc. Since the attention span online today is quite short the person usually just clicks around and leaves the site without buying.
The funnel is different. It strategically has no navigation and the copy on the page is very specific. But not only that… Because a funnel has only one unique purpose there are different types of funnels.
If you are considering using funnels for your business take note that it should be part of a bigger growth strategy. Because the funnel on its own is not a strategy, is a tool.
Here are some of the common types of funnels.
SALES LETTER FUNNEL
This is probably the most common type of funnel. It uses a long-form sales letter to sell the product or service. Think of you writing a sales letter to a client. Since you only sell one thing at a time in the funnel, in order to maximize your revenues you must benefit from having order bumps, one-click upsells, and downsells. These will help you increase the average cart value and your overall funnel profitability.
Don’t be scared by a weird name. People just use this funnel to sell a low-ticket front-end product and then upsell them your more expensive products/services. After they put in their credit card, you can then upsell them your more expensive products exactly as you do with a long-form sales letter funnel.
Typically, the goal of this funnel is to break even on ad-spend, then ascend paying customers to higher-ticket offers starting with your upsell on the thank you page or with an email sequence.
SQUEEZE PAGE FUNNEL / LEAD MAGNET FUNNEL
These are short and straight to the point. You use this type of funnel to grow your email list. You ask the visitor’s email in exchange for a freebie (typically something tangible like a PDF or a discount coupon). The #1 secret to getting a high conversion rate on a squeeze page is to have a great headline and to minimize distraction. Think of no fancy graphics, footers messages or extra links and top that with a dramatic hook (curiosity-based headline.)
You can use the Thank-you page to offer an entry-level product/service or start nurturing the audience with your branded content.
EVERGREEN AND LIVE WEBINAR FUNNELS
If you want to create evergreen webinars that automatically sell your products/services around the clock this is the right funnel for you.
Evergreen webinars can play at selected hours automatically for you. Some people may have the impression they are live since they have to register for an event (the webinar). On the confirmation page, your audience can see the date and time for their event and a teaser video getting them excited about what they are going to learn during the webinar.
This type of funnel works best when you set up emails to ‘indoctrinate’ your audience and get them excited to show up to the webinar. It’s up to you to offer them a webinar replay. But the funnel will convert best when you have email sequences for before and after they have attended the webinar.
You can also run LIVE webinar funnels. Different than the evergreen webinar funnels, the live version is usually hosted on a 3rd party software like Zoom or even a private pop-up Facebook group. They are usually set up to create true scarcity and urgency. There is usually a limited time window open to visitors that want to watch replays and buy your offer. After that, the cart is closed and the cart closed until you launch again.
Membership Funnels were created to sell people into membership sites, paid courses or paid workshops. The biggest benefit of this type of funnel is to grant access immediately to the content without complex automation on your backend.
Most softwares automatically provide users with a unique username and password. Since the software is managing it all you won’t need to worry about customer service to manually handling requests on lost passwords and forgotten usernames.
SUMMIT OR VIRTUAL EVENTS FUNNEL
This is often used for list building. You can sell access to an event, or invite your audience to attend it free of charge.
Usually, a ‘One Time Offer’ (OTO) is made on the second page to increase the Average Cart Value. You can offer access to the recordings and any other special bonus. For a summit, you usually partner with other speakers that will help you advertise your funnel as affiliates. It’s a great way to build a list and brand your authority.
VSL FUNNELS – VIDEO SALES LETTER
A video sales letter funnel has a video that makes the sale for your product or service. Instead of writing a long-form sales letter, you get your message across via video. You can still include an Order Bump on the order form, and the custom upsell and downsell if you wish.
Application Funnels are a good option if you are spending too much time in calls with prospects that are not ready to purchase from you. This is a simple funnel with some questions. The potential client must ‘apply’ to become a client. This is used often in high end coaching and consulting.
This is one of the most engaging and better-converting types of funnels. Who doesn’t like to find out something about themselves? It comes with the benefit of helping you pre-qualify your list to custom your sales messages according to their need. It also primes your audience to engage with you more (answering the questions are considered a micro commitment).
REVERSE SQUEEZE PAGE FUNNEL
You use this when you’re building your name in your industry. You may want to give away some of your best information and then, ask customers to “opt-in” for more (after they watch the video).
This has a much lower conversion rate than a traditional Squeeze Page Funnel, but the quality of people coming through it will be much higher – in general only those really interested will give you their info.
This funnel looks like a traditional e-commerce website. However, the e-commerce front page is just for ‘window shopping’. Each product will have links to other individual funnels pages that efficiently sell that product with specific nuances for upselling.