A click funnel is your online sales strategy – a path for your ideal buyer to follow.
In 1987 investing in a cell phone the size of a brick was technologically strategic for a brick-and-mortar business. Today, small business strategy means funnels, sometimes called click funnels.
What is a Click Funnel?
A click funnel is the series of steps that your visitors go through to reach a certain goal. With an online store, your click funnel will usually be a series of webpages. You’ll design these webpages in a set order to create an experience for your buyer that attracts, engages, and creates sales for your business.
This article will help you prepare, manage, and understand how to start a click funnel. This strategy can seem overwhelming at first. Breathe. Jot down your ideas. You got this.
Launching A Successful Click Funnel
1. Why Build a Click Funnel?
2. Begin at the End, and Work Backwards
3. Attract Visitors to Your Click Funnel
4. Click Funnel Engagement
5. Convert Engagement into Sales
6. Maintain and Update Your Click Funnel
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1. Why Build a Click Funnel?
Developing click funnels will help you merge your online business activities to target your business objective. As your small business grows the goal of your click funnel may change. You may want to create a sales funnel right away, but building a list of leads or driving customers to webinars are also great click funnel objectives.
A simple version of your customers’ buyer journey looks something like this:
- They visit your website or online store
- The customer sees your products
- They add the product they want to an online shopping cart
- Finally, your customer makes a purchase
There are many different ways your customer might click on a page, but a click funnel helps you create an ideal experience for your customer at every step of the process.
2. Begin at the End, and Work Backwards
Your first step is to determine your ultimate business objective at this time.
Which of these would be most useful to your small business right now?
- Lead Capture Funnel – Capture email addresses from your visitors and grow your mailing list
- Webinar – Help people register for your webinars
- Sales Page – Sell products and services
- Membership – Generate a recurring income by creating a full-blown membership site
If you plan for more than one click funnel during the same quarter, be sure to segment your list. Decide which platforms you will use for each click funnel objective, you don’t want to saturate your full audience and turn them off to your brand entirely.
Be ready to commit to this funnel for a quarter, and test your click funnel for three consecutive months. That’s the amount of time it usually takes for a click funnel to meet a set business goal.
Now it’s time to switch your focus to your audience and meet them at their first click. Use this early planning to nail down the perfect customer for your products, and create a great buyer persona.
Some may think that any visitor is an ideal customer, but you should design your click funnel to focus on the perfect customer for your small business. The more market research you’ve done, the more you have to pull from as you build and promote your click funnel.
Attract Visitors to Your Click Funnel
The entry points for your click funnel will be diverse. It’s important to know which platform brings you the most first clicks. Install Google Analytics on your Ecommerce website. You may want to take it one step further and create shortened google links for each platform. This will let you track where you have the most engagement with your audience.
If you are a spreadsheet lover, this is a great time to start a new spreadsheet, or you can create a pipeline in a CRM resource like Insightly.
Take a look at your current brand presence online. List all the platforms where your audience first learns about your brand. These could include:
- Your website homepage
- In-person event
From this list ask yourself… where do you have the most engagement? If questionnaires and reviews were not a part of your initial click funnel prep, it’s time to make social media your focus group.
Hang out with your audience on social media platforms. Engage with them in comments, get to know what groups and forums your customers are a part of, and show that you are paying attention. Then create messaging specific to each platform.
Your click funnel will start with the bios on these social platforms. Thanks to the character limits, you can really hone in on what you have to offer your audience.
If your target audience is B2B (business to business), your messaging should be direct, and focus on a problem and solution for that business. If your target audience is B2C (business to consumer), be sure to make your message educational and tell a story.
I urge you to not copy and paste your message too much. Each platform has a personality, keep that in mind as you develop your CTAs (calls to action).
You’ll also want to take a look at the graphics in each entry point. Review all the places you’ll get that first click and ask:
- Are the graphics informational and actionable?
- Is there a call to action motivating the visitor to click and land on your website?
Click Funnel Engagement
Start with your top three and start to drive traffic from there to your click funnel. Create a unique URL for each source so that you can track where each click is coming from. Use this stage to develop trust and connection to your brand voice.
The Next Step
The second click should lead to your website. You got them to make the first click, but there are several more steps every visitor to your site will make before they purchase your product.
You’ve created unique URLs for each lead source. Now, direct each of those sources to a landing page, the next click in your funnel.
Landing page best practices include:
- A single call to action
- Content organized for relevant and easy scan
- Clean designs with lots of white space
- Simple forms that only ask for the bare necessities
Your click funnel is a chance to show your customer that you understand their problem and that your product is the best way to solve it. Keep things simple, but remember that each click is a step closer to your goal and make edits accordingly.
Speak directly to your website visitor as they scroll down your landing page. Offer them beautiful visuals and impactful copywriting. It can be helpful to select four pain points that your product or service solves for your audience. Each click to a landing page should lead to the same final goal in a different way.
Your audience insights play a big role in how you prepare your audience for the next stage of your sales funnel. It’s easy to lose sight of your business goal, get repetitive, and lose your visitor at this stage in the process. Write copy for your landing page that starts to sell your product or service while you build trust with your audience.
Set realistic expectations in your marketing efforts and make sure your ads match the offer on your landing page. If you have an ad that says click here for 20% off, that click should trigger a 20% off coupon.
It’s rare to make a sale on the first visit. Don’t expect to get the message, images, and CTAs right on the first try. Natural conversation is the best way to get your audience to the next click, making your click funnel a converting machine!
Click Funnel Example
When I launched the Find Your Voice click funnel, each landing page had a different benefit and opt-in for the user.
The first click led to a page about my book. It answered questions like:
- What is the book about?
- Who wrote it?
- Why is the author someone important to listen to?
The second click lead to another landing page. It talked about one specific part of the book that focused on the inner voice. A click on this page was an opt-in to my lead list.
The third click lead to yet another landing page. This landing page focused on the spoken voice. The CTA on that page encouraged site visitors to buy my book.
My newsletter went out monthly, and each month my newsletter had different messages that covered the information on each landing page. This let me direct my subscribers to the second or third landing page knowing the design of my click funnel would optimize conversion.
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Convert Engagement into Sales
You’ve mastered the landing page and CTA, and are on your way to making the first sale with your click funnel. As you finish setting up, don’t forget the extra opportunities a click funnel makes possible.
Ways to maximize the effectiveness of your click funnel:
- Promote an upsell. Give your customer a chance to add a product or service to their initial selection before or after they make a purchase
- Offer a discount to specific customers before or after a purchase to keep them coming back for more
- If you segment your click funnel, add marketing for specific products that will appeal to that specific audience
Maintain and Update Your Click Funnel
The first go-around at building a click funnel is tedious and draining, but once you get it down, it is easy to reproduce. This ensures that your click funnel will meet your business goals as they change.
With the initial activation and tweaking of your click funnel, small mistakes in copy or branding can cost you conversions. Every time you change copy, images, or links, it’s important to remember the pages and content that are built on top of it.
Keep an eye on your online store analytics, Selz or ClickFunnels analytics can show you where buyers lose interest and drop off. There are many reasons visitors drop off. These could include technical errors, conflicting messaging, or confusing copy. Use analytics insights to tweak your click funnel until you have successful conversions.
Check in regularly with your funnel data to stay on top of what shifts in your audience.
Who is showing up consistently? Those demographics are a great starting point for social advertising targeting.
Where are your customers dropping off? Go to each landing page and make sure it looks right:
- Is there a broken link?
- Is the copy motivational and easy to read?
- Are you giving the audience something of value?
Summary for a Successfully Converting Click Funnel
Audience POV: You need to understand your customer pain points, and how your product or service provides a solution.
Great Copywriting: Make your writing about your audience, not just about your product or service.
Testing: Keep your users’ experience in mind. Consider your customer experience in the design and test every link, opt-in, and form.
Once you find your funnel groove, you’re golden. Get ready to ask your affiliates to start promoting and invest in social advertising to keep the conversions coming in. Give your click funnel a quarter for solid results. Good luck.
This post was originally published in October 2017 and has been updated for accuracy and comprehensiveness.