A funnel is a structure organised in multiple steps where every step is part of the conversion process. Some funnels are organised in multiple web pages with a checkout process structured as the end goal. The first web page is a singular entry point to engage the audience with specific content.
What is the funnel structure?
Funnel is a structure that starts with a wider opening as a starting point and narrows throughout the different web pages. The funnel directs the visitors’ path through different stages up to the sales page. The purpose of the funnel structure is to offer further information to the audience by receiving their email address or name.
How is a website funnel implemented?
A funnel is a website with different webpages that are connected logically for the user to follow specific stages. During the stages the visitor has the right to stop at any time but if they are interested in the content, they can continue and engage further and take actions if they decide.
The structure of the website funnel can be formed in just 5 easy steps:
- The first funnel webpage – the first webpage must be modern, attractive and eye-catching to grab the visitors attention. As part of the structure, a welcoming message with a main motto should be bold, catchy, short and personal for every visitor to motivate them and make them want to be apart of it. A “call to action” is very important to complete the functionality of the first webpage and offer to the visitors what the company or individual is willing to offer. Also as an alternative, the funnel structure can support the mentality of offering something for free such as an Ebook or a specific discount for services or products and in return is asking for contact information from the visitors.
- The second webpage is more informative for the visitors to learn more about the company’s services or products. All the information can be displayed to the visitors in different case studies, examples and statistics demonstrating the final results. This will play a motivational and empowering part to the visitors by showing them the achievable result.
- The third webpage could introduce different upsales and offers for the visitors to select so they can feel confident and trust that they can achieve the same outcome and take action.
- The fourth webpage continues to offer different products and/or services or sales for the visitors to select from without forcing them to continue and purchase further products and/or services.
- The visitor can follow the website flow and decide on the different stages what to purchase based on their desires, needs and wants.
What is a funnel strategy?
This structure is for the company to market products and services with the aim that the visitor will first engage and then further purchase. The funnel structure is strategized and tailored to the audience depending on the customers needs. The strategy is to focus on showing services/products from the company and after building new relationships with potential customers. By growing the connection, this allows for more stable, healthy relationships to grow and create more stability for the company and the market.
Some of the examples of how this can be presented is by offering a free trial for a service or for a specific period of time as a free service until the session ends. Another incentive for the company to offer to the visitors is an Ebook of limited information until the visitors purchase the full content, a video demo, or a specific offer etc. The structure of it may include a “call to action” in a button including phrases for example “Download the Ebook now!”, “Receive 25% on your next purchase”, “Open me!”, etc.
The funnel can be structured in different steps depending on what the company would like to implement. These can vary between 4 and 7 stages. These stages can be extracted in some of the following points based on the sales preparation the company will process:
- Prospecting is the process of considering and researching the possibility of whether the product or service will do well in the modern market and target audience. Also, investigating the current trends, needs and desires in the market is an important factor to analyse and take into consideration. Another important aspect is how the product or service will impact customers against the competitors products/services in the market.
- Planning, before implementing and structuring, the company needs to analyse the idea along with:
- What purpose would it serve in the market?
- Who is interested?
- Who can pay?
- How much are customers willing to pay?
- Is the timing correct?
- The mindset/mentality of understanding the audience and the target should express the interest in the product which reflects what the product and/or service represents.
- Organizing and splitting down the structure of the funnel is important as based on how the product and/or service will be represented should be structured using a range of different elements such as: case studies, examples etc.
- The last steps are important as it is the sales structure so all the up-sales should be apart of this session.
- Finalizing the process, the company should clarify the correct stages that overall present a well-functional and a productive project.
