The website sales funnel - it's what you might call "marketing", "sales", "SEO", "content marketing", "social media", "sales pipeline", "digital marketing strategy"... The number 1 problem? Your website's lack of structure, organization, process, planning. For example, you drive traffic with SEO & PPC but then there's no plan to turn traffic into sales: you leave people with only 2 options... Buy Now, or Good Bye. A funnel is what transforms your website into a selling machine, where Attraction, Interest, Desire and Action (A.I.D.A.) are put in place to take a complete stranger towards the sale. In this presentation you will: • Find out not 1, not 9, but 99 reasons why your website needs a funnel • Take a look at the most successful website funnels • Learn the 6-steps to build a sales funnel Sounds like a plan?

1. Turn your
Website into an
Automatic
Sales Machine

2. Reason #1: “the 99% rule”
Digital Marketing has
changed in the last 5
years.
You can’t just buy MORE
traffic and expect ROI.
Your conversion rate will
still be < 1% and 99% of
your effort, time and $$$
will be wasted.
#1 Priority: Fix website
leaks. Build a “funnel”.

3. Reason #2: conversion rate
1 Sale (Conversion)
every 100 Visitors
(Impressions): 1% CR
VS
● 100 Visitors
● 1 Sale plus ~7
Users “Captured”
● 1 Sale Now, 1 out
of 7 Buys Later
● CR = 2% (+100%)

4. Reason #3: revenue
1 Sale every 100
Visitors: e.g. €500
(ROI)
VS
● 100 Visitors
● 10 Opt-ins €0
● 5 Buy €5
● 2 Buy €50
● 1 Buy €500
● ROI = €625 (+25%)

5. BusinessBloomer.com/Slides
Today’s & Past Events:

6. Rodolfo Melogli @RMelogli
~ Author
~ Digital Marketing Coach
~ WP/WooCommerce Expert
Lego Bridges :)
Concrete Bridges
Digital Bridges

7. 99 Reasons Your
Website Needs a
“Funnel”

8. The funnel works.
4. Pull vs Push sale
5. Attract vs Wait for customers
6. E.g. first issue of 60-pieces collection: “Free”!
7. “Freemiums” e.g. EverNote: use it, love it,
upgrade it
8. Ask the first stranger you meet to marry you?
9. Or, ask that “lead” to go for a drink with
friends instead… (easier sale)
10. You’ve participated in many sales funnels
without realizing it: bought products and
services online that were sold to me via a
sales process
11. Sales funnel isn’t just about money, it also
makes you more competitive

9. The funnel helps.
12. People don’t buy until they know, like and trust
you
13. You don’t leave people with only 2 options
anymore... Buy Now, or Good Bye
14. Your website's lack of structure, organization,
process, planning is fixed by a funnel
15. A funnel allows you to “create customers” vs
“find customers”
16. Your website won’t have 99 holes every 100
visitors any longer
17. Even if your site is converting at a solid 2%,
don’t forget this means that 98/100 people
leave empty handed and are likely to never
come back

10. The funnel gives you a system.
18. Companies without a defined funnel suffer
against those that know their ROI/user
19. Most people have no idea who you are or why
they need to pay attention. Help them discover
those things through demand generation.
20. People don’t care about you. Not yet anyway!
21. Digital marketing is about finding and using a
system that gets you results
22. It’s common to sell only one product or service
online without any upsell…
23. Leverage each website visitor, turn them into
leads and eventually buyers - by offering great
value and content (help)
24. The real profit is in making repeat sales to
those who already know and trust you

11. The funnel gives you hope.
25. You’re not Amazon. Amazon doesn’t need the
same kind of sales funnel that you do, because
people go there with the intention to buy
26. You’ve got to establish trust by convincing
visitors to enter into one tiny little transaction
with you, then massively over-deliver on value
27. You can't just upload a product or launch a
new service and hope that sales happen
28. The majority of consumers research online
before engaging to make a purchase
29. The need to build an effective ‘sales funnel’ is
essential to attract & convert new customers
30. Marketing is about building a simple sales
funnel. No matter which channel you’re
working with, it all comes back to the funnel

12. The funnel makes sense.
31. The funnel helps you re-prioritise: content is
generated based on the buyer’s journey
32. A funnel is what transforms your website into
a selling machine, where Attraction, Interest,
Desire and Action (A.I.D.A.) are put in place to
take a complete stranger towards the sale
33. Even sales have a sales process (makes
sense, right?)
34. What to Do When 99% Aren’t Ready to Buy?
35. 80% of sales are made on the 5th-12th step...
36. Lead in with a free bonus, then sell a book,
then a more expensive product and so on…
37. People are much more likely to buy after
enjoying free materials, which demonstrated
the expertise of the author

13. You already have a funnel.
38. It’s not just for digital marketers… online or
offline, eCommerce store or dry-cleaner, if you
have a business and you have customers then
you have some type of funnel (even if you call
it something else)
39. You already have material. What strategy do
you use to sell in person? How can you re-use
those strategies for the online masses?
40. Even if your goal is to get your visitor to take a
simple action - such as signing up for a free
newsletter - you have a conversion funnel :)
41. Organises and gives structure to all your
marketing: lead magnets, landing pages,
webinars, content, ecommerce, products,
consultations, services...

14. It’s easy to build a funnel.
42. Sales funnels have been around forever, but
now website software and email marketing
make them easier to build
43. Since the introduction of a number of online
marketing tools & methodologies they have
become easier to scale and manage
44. You can literally create a sales funnel in one
day, using content you already have, to sell
more of the products you already sell. This
does not take weeks to implement
45. "Funnel hacking": buy products from your
competitors and see offers and sequences
46. Start with what's working (or as closely to it
as possible), then innovate from there to make
the funnel convert even better

15. Funnels make you $$$.
47. Increase AOV
48. Predict # customers
49. Grow LTV
50. Implement a value ladder
51. Avoid wasting PPC $
52. Do SEO/Social on purpose
53. Maximise income
54. Increase repeat sales
55. 7x easier to sell to an existing customer :)
56. Beat your competition (they’re not doing this!)
57. Out-spend people who don’t have a funnel on
advertising and promoting
58. Your cost-per-lead is much smaller
59. Sell MORE of what you already have (re-
package, upsell, cross-sell, bundle)

16. Funnels save you time.
60. Static website vs Employee-website
61. Automation-friendly
62. Every decision based on the funnel
63. Visualise your sales process
64. Identify areas for improvement
65. Methodical approach with customers
66. Consistent process for ranking leads
67. Work with the right leads only
68. Talk to your leads in an orderly fashion
69. Make money on autopilot
70. New subs every day without extra work
71. Make money even after product launch...
72. ...without promoting, hustling all the time
73. There’s only so much time in a day

17. Funnels boost focus.
74. Funnel = Plan. Failing to plan is planning to…
75. Your business is measurable. AOV, LTV, CR, …
76. Know who is at what stage (segmentation)
77. Content creation: targeted at funnel steps
78. Social media: goal = send people to the funnel
79. Email marketing: know who you're talking to
80. PPC: You can calculate your CPA and therefore
your ad budget. CPC out of the equation!
81. You can see where you are losing customers
82. Sales are just numbers e.g. 1% CR :)
83. Track ROI and work on customer retention
84. Fix “leaks” to get more loyal customers
85. It’s a great measure of your company’s health
86. “How do I get more sales - predictably?”
87. Prioritise marketing and sales resources

18. Funnels make buying easier.
88. Users take action more easily
89. Educate, rather than persuade the customer
90. Fill the top of the funnel with great content
91. Then, offer a freebie & move users down
92. Always add value – not what you think is
valuable but what the customer finds valuable
93. Create fans who never even knew you existed
94. When they’re ready to buy, they’ll come to you
95. Simpler to take them from leads to customers
96. Helps you define a strategy for each step
97. No more high-priced offers to cold prospects
98. Asking for $7 converts better than $49. The $7
offer is a “Tripwire”
99. The freebie is a “Lead Magnet”, which
converts better than a $7 offer!

19. Funnel Examples

20. “Free Book + Shipping”
“Russell was making
roughly $32 for every
free book he gave
away [..]”
Q1) What’s Russell’s advertising budget, per user?
Q2) Does $0 book convert better than a $20 one?
Q3) Why isn’t shipping free?

21. “Free SaaS Trial”
“At Salesforce.com
3.75% of our Free
Trials converted to
Sales [2006]”
Q1) What’s the strategy after “Try for Free”, IYO?
Q2) Does “Free” convert better than €25/user/mo?
Q3) Why are... “drug dealers” so successful?

22. “Freemium”
EverNote: 150M
users [2015]. 1%-4%
updates to paid
version
Q1) What are the differences with the “Free Trial”?
Q2) Will EverNote always be free? Why?
Q3) How would you take users down the funnel?

23. “Free _______” e.g. Chiropractor
“Now he has 2 full-time
massage therapists who
give free massages to
get people in the door.
[..] These therapists are
trained [..] to upgrade
the client to the
adjustments”
Q1) What is the main issue with services?
Q2) What’s the cost of the “bait” and its ROI?
Q3) What are your leads eager for (Lead Magnet)?

24. “Free Webinar”
● Class once/month
● Live: 100+
● Then, evergreen
Lead magnet
● Tool to attract users
and promote bigger
video series
Q1) How do I decide topics (hint: it’s very easy)?
Q2) Does it matter how many people show live?
Q3) Why this “offer” is relevant to my funnel?

25. How to Build a
Funnel

26. #1: Start at the End
What do you want to sell
more?

27. #2: Create a “Tripwire”
“Once people have
bought an inexpensive
item from you, they are
more likely to purchase
something else”

28. #3: Create a “Lead Magnet”
“An irresistible piece of
free content offering a
specific chunk of value
to a prospect in
exchange for their
contact information”

29. #4: Create a Landing Page
for your Lead Magnet
“A standalone web
page distinct from your
main website that has
been designed for a
single focused
objective”

30. #5: Create Email Sequence
for Lead Magnet opt-ins
“Automated pre-
written emails that
get sent to your
subscribers in a
sequential order”

31. #6: Drive Traffic to the
Landing Page
“Your landing pages
cannot be
successful at
converting if no one
sees them”

32. Recap

33. 1. There are 99+
reasons to create a
website sales funnel
2. Successful websites
use automated
funnels. And they
achieved scalability
3. Follow step 1-6 to
build your funnel
4. Test, measure,
improve, refine. It’s
a process that
needs attention

34. BusinessBloomer.com/Slides
Thank you!
Jul 13