(📈 Pro) indicates exclusive Trends Pro insights
You need sales.
Build a funnel to get attention, build trust and make offers. At scale.
- Podcast Notes
- Design Pickle
- (📈 Pro ↓)
- Scott’s Cheap Flights
- Crazy Egg
- Help Scout
- Top • Ads, Blog Posts, Postcards, Tweets, Interviews
- Middle • Webinars, Emails, Case Studies, Growth Tools
- Bottom • Live Demo, Trial, Store Visit, Consultation
- Retargeting will move into the physical world. Billboards track cell phones and show us ads as we move. Geofencing makes this more accurate.
- With 98% open rates, SMS will become a popular channel.
- Access to data services will become democratized. We’ll move from demo-based models (Acxiom) to self-serve models (Clearbit). (Via Samuel)
- (📈 Pro) Alexa and Google Home devices will collect data and become a funnel stage. (via Jason)
- (📈 Pro) More types of data will become available. Advertisers can identify your face, tell which floor you’re on and how many people are in the room. (Via Samuel, Alan and Vik)
- (📈 Pro) Anticipatory shipping will catch on. Amazon filed a patent in 2014 to ship before you buy. Bottomless does this with hardware. (Via Yuriy)
- (📈 Pro) Conversational AI will improve. The gap between humans and code is shrinking. (Via Edmund and Nico)
- (📈 Pro) Old channels will merge with new technology. Scout uses data to personalize and track postcards. (Via Nico)
- Match the length of funnels to the price of offers. A $3,000 course takes longer to sell than a $5 eBook. The latter may not need a funnel.
- Start simple and optimize each stage of your funnel.
- Send behavior-based sequences to complete sales, retain customers and sell replenishments.
- Cross-sell, upsell, downsell and use subscriptions to boost LTV. Profitably outspend others to acquire customers.
- Use referral programs to make your funnel non-linear. (Via Fernando)
- Personalize videos, send times and birthday deals for higher conversions.
- Use urgency with special offers, season sales and countdown timers.
- Build open loops. Create multi-part stories, email challenges and courses with progress indicators.
- (📈 Pro) Get leads with growth tools. See Ramit Sethi’s earning potential quiz.
- (📈 Pro) Use a 2-step checkout process. Get the email in step 1. And payment in step 2. Reduce friction and send abandoned cart emails. (Via Miles)
- (📈 Pro) Use event-based deals for birthdays and holidays.
- (📈 Pro) Take a multi-channel approach to increase ROI. Blueshift and Exponea support single customer views.
- (📈 Pro) Match your lead magnet with your offer. Selling a book? Offer a free chapter.
- (📈 Pro) Retarget to spend efficiently.
- (📈 Pro) Follow up with customers. Aim for loyalty and advocacy. Pitch the rest of your value ladder.
- (📈 Pro) Remind users of the value you provide. Grammarly sends digest emails. (Via Natwar)
- (📈 Pro) Use win-back campaigns to reengage customers.
- (📈 Pro) Use risk reversal to boost conversions with free trials, discounted trials, money-back, double money-back and lifetime guarantees.
- (📈 Pro) Use no-code tools like Dux-Soup to generate leads. (Via Vik)
- (📈 Pro) Use high-fidelity lead magnets (webinars) to sell high-priced items. (Via Jawan)
- (📈 Pro) Boost conversions with social proof. Basecamp has 1,000 testimonials.
- (📈 Pro) Use funnels to reduce no-shows for doctors, dentists and therapists. Airlines send reminders based on flight dates.
- (📈 Pro) Add affiliates to your checkout process to boost LTV. Airlines offer insurance, car rentals and hotels with flights. (Via Natwar)
- (📈 Pro) Use these strategies to build relationships. Personal CRMs help you stay top of mind for job, investment and partnership opportunities.
- (📈 Pro) Build a XaaS to create and optimize funnels. See NurtureKit by Jason Resnick.
- (📈 Pro) Make a swipe file of funnel maps. Sell it as a digital product. Use the Funnelytics Vault for inspiration.
🔑 Key Lessons
- Build and optimize a model
- Stay in touch and top of mind. See the recency effect.
- Leverage reciprocity, urgency and open loops.
- Build a value ladder to let customers qualify themselves.
- (📈 Pro) Use strategic friction. Add friction (ask for phone numbers) when marginal costs are high. Remove friction (1-click checkout) when marginal costs are low.
- (📈 Pro) Build organic reach. Control customer acquisition costs.
- (📈 Pro) Continuously test and improve funnels. A/B test subject lines, email previews, images, colors, calls to action and more.
“I hate popups, promotions and perpetual ‘sales.'”
Don’t we all? But they work.
“Acquire customers based on AOV. Not LTV.”
This is a luxury. Your competitors (or lack thereof) determine your strategy. (Via Miles)
- 17 Best Sales Funnel Examples • Small case studies ranging from Groupon to Grasshopper.
- How to Create a Marketing Funnel that Works • Pat Flynn earns $2 million a year from his podcasting course.
- 3 Sales Funnels That Earned Over $2,000,000 • Miles Beckler draws funnel maps with ads, one-time offers and upsells.
- (📈 Pro) AARRR Framework • A framework for growth. Based on acquisition, activation, retention, referral and revenue.
- (📈 Pro) Sales Funnel Explained • How to optimize your funnel as ad prices increase.
- (📈 Pro) The 19 Channels You Can Use to Get Traction • 19 entry points to your funnel. Part of Gabriel’s Bullseye framework.
- (📈 Pro) Swipe-Worthy — Inspiration for ads, sales pages, pop-ups and more.
- (📈 Pro) Sales Funnel Examples — BT has back-to-back upsells.
- (📈 Pro) Facebook Ads Library — What are your competitors doing? Get inspiration from long-running (profitable) ads.
- (📈 Pro) How Atlassian Used YouTube to Grow Their Marketing Funnel — Atlassian uses YouTube as a funnel entry point.