The steps or journey your customer takes through your website is called sales funnel or conversion funnel. In this article we will explain what a landing page is, why you need it for your funnel and how to make conversions, or more simply, how to make customers buy your product or services.
Summary: 5 Minutes read, Level: Expert
Landing pages and sales funnels are one of the most talked about and used buzzwords in digital marketing. To help you in your online odyssey we have created this article to explain to you the benefit of using a landing page as a sales funnel and how to use it effectively.
The short definition would be a web page that serves as an entry point for your website or a particular section of the website. A marketer would describe a landing page as a standalone web page which is created specifically for the purposes of some advertising campaign. The design of landing pages is more simple and neat because their single objective is to grab the customer’s attention and make them click, buy or subscribe. That’s why most landing pages have a clear Call-To-Action (CTA).
In terms of types, there are two basic types (based on their structure);
Click-through landing pages. Also called prompting pages and are mostly used by e-commerce websites. This type is used when you want to redirect your customer to your shopping cart or offer a free trial or demo of your service or product.
Lead generation pages. The name says it all. The sole purpose of this kind of page is to collect leads for your business. However, in order to get your customers to click, subscribe or register you must offer them something tangible like a free e-book, coupon, voucher, 30 day free trial, etc.
Also known as a conversion or revenue funnel, sales funnel is the process from initial contact, from the moment your potential customer becomes aware of your business, website or product to the moment she or he buys something from you. With a sales funnel you map the complete customer journey from awareness to purchase and, if you’re lucky and good, a re-purchase. If we need to present the sales funnel in visual terms, you can imagine it as a reversed cone, where your potential customers are at the top and at the bottom are customers that complete some kind of transaction with your business.
There are several opinions regarding the phases of the sales funnel, but the general consensus is that the process can be divided into five phases:
Awareness phase – when some prospect becomes aware about your product, service or some solution that you offer.
Interest phase – the prospect now shows some interest in your product, service or solution. In this phase the prospects can follow you on social media, subscribe to your newsletter or inquire about your services through live chat, telephone or email.
Decision phase – the prospect decides that your solution is the best, compared to the alternatives, and contacts or informs you that she or he is interested in buying.
Purchase phase – a phase in which the prospect becomes the customer, by purchasing your product, service or solution.
Re-purchase phase – if you master this phase of the sales funnel you will be a rich man. This phase, also called loyalty phase, starts when your customer repurchases you product, service or solution. Basically they like your company, they trust in your company and the services you offer and believe in the benefits of your products.
The million dollar question – how do you increase the conversion rate of the sales funnel? If there were a simple answer everybody would do it. Unfortunately there isn’t. There are many factors in play: the type of industry in which you operate, the competition in your field, the attractiveness of your products or services, possibilities for scaling… we don’t have all day!
However there are several ways through which you can increase your sales funnel conversion rate:
As we said in the beginning, using a landing page as a sales funnel is a trendy model, but if utilised properly it’s a very effective model that can bring you a lot of customers and money. However, this isn’t a one size fits all model. You need to test various options and find the one that works best. When you find it, try to upgrade it continuously.
See you at the end of the funnel!