For every 100 people in your sales funnel, 97 won’t buy a darn thing from you. This isn’t an inflated statistic. In fact, 3% is considered a decent conversion rate. But what can you do about those 97 people who ended up in your funnel?
Are you going to just let them sit there without buying anything?
If 3% of people are buying your offer, I bet you could sell more.
The key to making more sales is to optimize your sales funnel. Internet marketing isn’t about plugging away at your laptop. It’s about locating bottlenecks in your funnel, testing your copywriting, and understanding conversion optimization.
You shouldn’t chase new customers until you’ve already optimized everything you can inside your sales funnel.
You’ve already done the hard work of attracting these people. Now let’s work on getting them to buy.
This article will give you 3 steps (plus one BONUS tip) to optimize your sales funnel, increase your conversions, and sell your products.
What is a Sales Funnel?
A sales funnel is the experience your audience has with your brand. This journey takes them from being a reader or follower to becoming a paying, happy customer, and eventually someone who promotes your product for you. It’s their entire customer journey.
The goal of conversion optimization is understanding the customer journey and giving your audience what they need to move closer to buying.
Your job is two-fold. First know what your customer expects. Second, deliver.
If a visitor clicks through to a landing page, you’d expect the landing page copy to match wherever they’ve just clicked from, like a Facebook ad.
A typical sales funnel will start with an opt-in (also known as a lead magnet). Then you send emails to nurture your audience before offering them a paid product or service.
An example sales funnel inside Funnelytics. Nicola Moors Ⓒ
Now I’ll show you how to optimize your funnels by mixing a little bit of copywriting know-how with data and analytics.
Step 1: Understand your target audience
Your customer is not a lifeless avatar. They’re a real-life human with beliefs and values.
In fact, you can highlight a shared value you have to create a deeper connection because you’re showing your prospect that you care about what they care about. As an example, innocent drinks (a UK-based brand) isn’t just selling smoothies. They’re selling a better future.
They’re not selling you a drink. In their copy, they highlight that by buying their products, you’re contributing to a better world.
Your sales copy should sell the promise of how much better your customers’ lives will be once your product is in it.
That’s because transformation sells.
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