A person standing behind a click funnel graphic

Building The Perfect Click Funnel

Modern click funnels are not easy but are vital to the success of any online business. Whether you're an e-commerce store or a B2B company, a sales funnel is the foundation of your marketing strategy.

A typical and modern sales funnel has four stages, Awareness, Interest, Decision, Action. It's important that you hit all of them and in this post, we'll be going over in more detail on how you hit each funnel effectively.

Step 1 - Research your audience.

What are their pain points? What are their interests and expectations? Where are they on social media? What annoys them about shopping online or paying for a service online?

Understanding your audience better will help you determine:

How to position your brand/product uniquely
Where to find your audience
How to address their pain points effectively

Step 2 - Create Buyer Personas

Not every single customer is the same. Their buying journeys and motivations for making a purchase may differ by where they live, where they came from, what age they are, and what gender. Most single women aged 25 to 35 living in Southern California probably don’t need a leaf blower but a guy in a long-term relationship in the same age bracket may be looking for some special jewelry. Create a different and accurate buyer personas based on:

Why they want to buy a product
How they are going to use the product
What motivates them to buy a product.
Who are they?
- Gender
- Age
- Location
- Income level
- Education
- Ethnicity

You can personalize and enhance every individual customer's experience by grouping them into a relevant buyer persona. Once you have those, then your content strategy will start to take shape and make much more sense as you continue through your click funnel.

Step 3 - Develop a strategy for traffic and lead generation

People need to learn about your product or service in order to buy it. So you need to drive traffic to your site and stir the interest of your visitors with brand awareness. I’m sure you’ve seen it - you find a new cool item on Amazon and haven’t heard of that brand before and before you know it, you have banner ads, display ads, and Facebook ads with that company seemingly following you around and pester you until you get your wallet out and give them your money. That’s brand recognition, recall, and awareness. You can achieve this through various marketing channels.

Your traffic and lead generation strategy may include:

Influencer Marketing
Guest posting
PPC campaigns
Social media advertising
Website Search Engine Optimization (SEO)
Landing page optimization to generate more leads - A/B testing is important here

Each of these channels will give you qualified and quality traffic of those that are interested in your product or service and the landing page optimization is where you can really dig into converting your traffic with basic testing of various elements on your landing page (yes, even a button color change can increase your conversions!).

Step 4 - Develop a strategy to engage your audience

Once you have the attention of your audience, you need to engage them. The goal is to educate them about how your product or service can benefit them so that they develop an interest.

Your audience engagement and lead nurturing strategy may include:

Create relevant, engaging, and useful blog posts
- Have people join in the conversation and give useful tips and tricks
Creating engaging and informative videos & infographics
- Both of these are highly consumable and shareable media pieces
Promoting your posts on social media
- Like blog posts, make sure that you start conversations and join in others
Having influencers create tutorials and reviews about your product
- There’s nothing like having someone else promote your product that others might be following on social media
Promoting your latest blog posts and newsletters by email
- Keep your brand in front of other others in every way possible

Step 5 - Convert your leads

After a lead has developed enough interest in your product or service, they just need to take the final act of making a purchase or getting in contact with you. Either way, make sure that the final steps are as quick, easy, and painless as possible.

Take a look at your forms and consider the following to reduce form and shopping cart abandonment:

Reducing form fields - in this case, less is more. The shorter your forms, the higher the conversions
Minimizing the number of steps required to complete purchases - go for a single page checkout process
Providing one-click sign-in and signup options
Using one-click add-to-cart buttons
Reducing the number of pages a user has to load to get to the shopping cart
Drop the mandatory sign in or sign up