Your sales funnel is the desired path your business hopes customers will take towards making a purchase. You’ll usually need to provide encouragement at every step of the way to ensure people finally convert on your website.
Without a solid sales funnel, you’ll risk losing essential customers, as you’ll find it hard to provide a positive customer experience and secure the number of sales you would like. So, let’s look at five practical ways you can move more potential customers through your sales funnel to help your company grow to new heights.
- Add convincing calls to action to your sales pages
A call to action, or CTA, is a prompt that lets customers know what they should do next to move forward with your company. These are essential for helping to drive more people through your sales funnel because they’ll take the guesswork out of how to hire or buy from you.
CTAs are a must for sales pages because they make it easy for your customers to know what they need to do to purchase your products or services.
Here are some ways you can create strong CTAs that will get your business results:
- Place them in prominent places, so your audience can easily see them.
- Use strong verbs to make the directive clear and drive more engagement.
- Give your audience a good reason to click on your CTA by explaining what will happen once they do so.
For inspiration, let’s look at a company that does a great job of using CTAs to move people through its sales funnel to help drive more sales.
US Search, a public records search company, uses a clear CTA on their homepage to tell visitors what to do and how they can get started. They use a strong CTA of “get started” to prompt users to move forward with their company. The blue color choice of the CTA also stands out from the yellow background, so customers are more likely to see the CTA and click on the button to sign up for the service.
You can use the same strategy on your website by implementing CTAs that stand out from the rest of your page by choosing a color that contrasts with the background and using bold text.
Your calls to action should be clear and use direct, actionable language to show your visitors the way forward. This is a great way to move users to the next stage in your sales funnel.
- Make it as easy as possible to complete a purchase
If you make it simple for someone to take the next step with your business, they will be more likely to make a purchase. So, you must take the steps necessary to ensure people can purchase from you quickly and without any hassle. Here are some tips that will help with this:
- Be sure to streamline your checkout process by making account registration optional and keeping the number of steps required to a minimum
- Place call to action (CTA) buttons across your site to point people towards your sales pages so customers know exactly where to go
- Implement a sophisticated search feature so people can easily find the exact products or services they are looking for
To give you some inspiration, let’s look at a company that uses a strong CTA right on its homepage to help move people through its sales funnel and encourages customers to complete their purchases.
Dermeleve, an eCommerce skincare company, provides a “buy now” button on their homepage to minimize how much work it takes to shop with their company.
Notice how the button stands out from the rest of the page yet still matches the page's design. Adding this element makes it easy for customers to find the products they are looking for without having to scroll through lots of information. In addition, the surrounding copy provides a great value proposition by telling customers they can live without the itch and that the cream is otherwise only available through a doctor. This further establishes the company as a trusted source of skincare products, and this can drive more people through the sales funnel.
Through the CTA, customers are directed to a sales page that includes customer reviews to show the value of the product and, with a few simple clicks, the cream can be purchased.
You can use the same approach on your website by making the purchasing process straightforward and adding buttons to your homepage that will direct visitors to the products you know they need. You can choose what these are based on factors such as your profit margins, seasonality, or what is selling particularly well right now. This will minimize the number of clicks customers need to take to buy from you, which is very likely to increase your sales. After all, internet shoppers love convenience.
- Demonstrate your knowledge and trustworthiness with content
To convince users to enter and move through your sales funnel, you need to show them you’re trustworthy so more customers see you as the best solution to their needs, or else they will look to your competitors instead. Fortunately, blog posts can be fantastic for showing off your knowledge and abilities.
Create content that will position you as a leader in your field by addressing customer pain points and queries with your expert advice. You can also offer in-depth content, such as ultimate guides, buying guides, and tips that will provide value to your audience while helping them understand what your brand offers.
Let’s look at a company that successfully uses educational content to help establish their authority and move people through their sales funnel.
Ahrefs, an online marketing tool provider, has a blog full of expert content that focuses on various topics related to online marketing.
The company consistently publishes content that covers issues and questions people have related to digital marketing and regularly offers up its products as a solution to common problems in the field. This shows that experts in a wide range of fields use Ahrefs’ tools, and also helps to outline the different applications the platform has.
Plus, the company provides plenty of tips and how-to guides that will help to address its audience’s pain points. This allows the brand to demonstrate its knowledge and win customers’ trust, so they’ll be more likely to invest in its tools. After all, if someone takes a lot of value away from Ahrefs’ blog, they’ll be far more willing to move into its sales funnel.
You can use the same approach by publishing in-depth content to answer questions and address potential customers' issues relevant to your industry. Each blog post should offer lots of actionable advice to build your authority and move people through your sales funnel to boost your engagement and sales.
- Offer free trials to show potential clients the value of your services
Sometimes, customers need first-hand experience of using your products or services to understand their true value. And, depending on what you sell, you may be able to offer a free trial that allows them to experience what your company offers without making an upfront financial commitment.
This is a great way to show that you’re confident in what your brand offers. Plus, recent studies have shown that 66% of customers will convert after using a free trial. This means it’s an effective technique for getting users into your sales funnel and ensuring they make it to the final stage.
However, your approach matters. For instance, you could find that your conversion rate is 25% lower than it could be if you ask for customers' credit card details when they’re hoping to sign up for a free trial. This is because many customers are fearful of identity theft and are apprehensive about entering their credit card information online — especially when dealing with a company for the first time. So, it’s a good idea to ask prospective customers for their card details once they’ve had a chance to try out your tool.
For inspiration, let’s look at a company that successfully offers free trials to help increase engagement and drive more sign-ups for its services.
Sage, an online cloud accounting service, offers a free trial to potential customers so they can test the platform before purchasing. Notice how they include a CTA in the header of the website, along with two other CTAs on the homepage to promote the three month free trial of their platform. These ensure potential customers see the offer to help drive more of them through the sales funnel.
The company does a great job of outlining who the platform is for by listing the type of professionals who use the service, like small business owners and sole traders. They also explain that, after the three month trial, the service will only cost $12 per month, which shows the great value Sage offers at a reasonable price for the target audience.
You can use a similar strategy on your website to encourage people to sign up for a trial with your company before they commit to a regular plan. Be sure to add multiple CTAs on your pages to grab the attention of your audience, and explain who your products or services are for to ensure you speak to your target audience. These elements can help drive more qualified leads through the sales funnel.
- If someone was previously close to converting, follow up
Regardless of what you do, there will be people who enter your sales funnel, only to abandon the idea of investing in what you have to offer. It’s imperative that you follow up with the people who were previously very close to making a purchase but backed out at the last minute, since these people have already identified themselves as qualified leads. There are lots of different reasons they might have abandoned the idea of converting — maybe money got tight, or they simply got distracted and forgot. A simple reminder could be all it takes to move them further through your sales funnel.
To keep yourself organized and never miss an opportunity to recapture an incomplete sale, use a customer relationship management or CRM tool like ActiveCampaign to create a CRM funnel. This can help you keep customers organized throughout the sales funnel and allow you to track your communications with clients so you spend more time selling and less time trying to remember information about your customers.
This will help your sales team to keep a note of details like how long it has been since you reached out to potential clients. You can also use a CRM tool to collect important contact information about your customers and track who has talked to them and what was said so you can keep customers moving through your sales funnel seamlessly.
If you want to drive more sales, developing a strong sales funnel is a great way to achieve your goals.
Make sure your sales funnel is user-friendly and clearly outlines the benefits customers will receive once they convert. It won’t take long for you to see your ROI increase as visitors work their way through your optimized sales funnel and turn into loyal paying customers.