How to Create a Sales Funnel with Landing Pages
Are you using individual landing pages as an integral part of your business’ online sales funnel?
Do you know how that might look?
This article will give you an idea. I’ll dive into how three individual, optimized landing pages, can make your sales funnel a controlled and highly-converting one.
Let’s get into it.
Creating a Sales Funnel: Facebook Advertising
Let’s say your business has just wrapped up a beautiful ebook entitled “The Complete Guide to CRM for Small Business” (though this entire article will work just as well for a company with an ebook entitled “Fall Fashion on a Shoestring”).
You decide a great option to drive traffic to the page (and generate new business leads) is through Facebook Advertising. You’re absolutely correct, and find success targeting small business owners with an interest in customer relationship management (CPC of between 50 and 80 cents in English-speaking countries).
Your ad starts driving traffic from Facebook to a landing page, but not just any landing page…
Creating a Sales Funnel: Facebook Landing Pages
Rather than sending people off-platform to your website, your Facebook Ad instead drives traffic to a Facebook landing page within a tab on your business Page.
Your decision to keep landing page traffic, initially, on Facebook itself increases conversions rates on the page. This is because Facebook users tend to bounce at a higher rate if they’re forced off the social media platform before they’re primed.
It doesn’t matter if they like your ad and are interested in your product, sending them to a website they don’t recognize unnerves them and many will bounce.
So you utilize a third party landing page provider who is integrated with the Facebook platform - a provider who makes it easy to design a template and (with one click) transfer it to your Facebook Page.
To be entirely honest, this strategy is more one worth testing than absolutely 100% best-practice. As a result, I’d be very interested in learning what successes people are finding with Facebook Ads and landing pages. How about duplicating your landing page, featuring one on your website and the identical copy on Facebook? Duplicate your Facebook Ads as well, and see which landing page converts Facebook traffic better.
And let me know your results!
Creating a Sales Funnel: Retargeting Campaign
An advanced tip for your sales funnel optimization is to retarget (or remarket) lost traffic.
This strategy works by implementing a section of code (called a retargeting pixel) into your landing page…
When a visitor triggers that pixel (by entering the page from any traffic source) they’re automatically retargeted with a retargeting ad.
If they don’t convert on the initial landing page, that ad will be shown to them on hundreds of thousands of possible sites around the web.
When they do eventually convert, that retargeting pixel disappears from their browser and the exposure stops.
An advanced option for your retargeting campaign is to personalize the landing page (and ad) you show to your site’s visitors.
For instance, let’s say someone bounces off your ebook lead generation page.
You can design a retargeting ad specifically for that campaign. Its copy might be something like “You forgot to grab your free copy of Wishpond’s guide to CRM for small businesses!”
The ad could then traffic to a landing page specifically designed for retargeted traffic. Its copy might read “Thanks for coming back to get your free copy of Wishpond’s guide to CRM for small businesses! Get it below.”
This kind of personalization increases engagement with your retargeting ads as well as the conversion rates on your pages.
Creating a Sales Funnel: Email Marketing Automation Campaign
Once your landing page traffic has converted to become a lead (whether because of your retargeting strategy or organically) it’s essential that you do something with that lead.
Whether it’s through a slow-sell, lead-nurturing campaign over the course of several weeks or a fast-paced “hot-lead” promotion that pushes them to engage again immediately after they’ve engaged for the first time, your business needs to be using email marketing automation to turn a lead into a sale.
Ideally you’ll be segmenting your leads based on traffic source. Which ebook did they download? What demographic information did they provide when they downloaded? How do these characteristics impact the emails they receive, when they receive them, and how fast you engage?
For instance, let’s say your landing page’s entry form fields asked for zip code as well as name and email address:
Along with their name (used with a merge tag later on), this tells you what side of the country (or world) they are.
The ebook they downloaded (CRM for small businesses) tells you what they’re interested in.
These two characteristics together inform you enough to optimize the initial stage of email marketing:
You send your emails between 8 and 10am - the optimal open time for their time zone.
Your emails are full of content they’re likely to care about, like blog articles related to CRM, or another ebook on social media for small businesses.
Creating a Sales Funnel: Webinar Landing Pages
Your awesome email marketing automation campaign connects them more and more with your brand. They’re receiving valuable content they care about. Not too frequently, but enough for them to feel and stay engaged with you.
Eventually you promote an upcoming webinar on using your tool for small businesses. They see the link in one of your emails and decide to engage with it. They sign up for the webinar and submit further demographic information. The webinar’s landing page includes a drop-down menu, which prompts interested parties to provide your business with the issue they struggle with the most. Your lead chooses “establishing a reliable lead score”.
They attend the webinar, participate, and love the value you’ve provided.
Creating a Sales Funnel: Email Marketing Automation Campaign
A couple hours after the webinar ends, your business sends an automatic email, thanking them for their attendance. The email is personalized by one of your customer success leads, Jeff.
In the email he mentions (all automatically) that he heard your lead was having trouble establishing a reliable lead score. Luckily, your CRM tool has one of the most dependable lead-scoring algorithms on the market. Jeff would love to talk to your lead whenever it’s convenient for them.
In fact, here’s a quick link to register for a demo of your tools. It’s completely no obligation and totally free, and Jeff hopes they can answer any questions your lead has.
Creating a Sales Funnel: Free Demo Landing Pages
The lead clicks-through on the email to your free-demo landing page, a clean and simple page which includes a brief bullet-point list of what leads stand to get from the demo and reminds them, again, that it’s completely free and no obligation.
They choose a time that’s good for them, Jeff gives them a call and they decide on a yearly Pro-Plan.
Total Sales Funnel Cost:
Ebook: $300 dollars in content marketer’s time/50 leads a month = $6/month
Facebook Ad: Well-targeted CPC = 75 cents, or $185/month
Landing Pages: With Wishpond = $69/month
Retargeting : Tool is free with Wishpond, ad spend of $120/month for a page receiving about 5,000 visitors
Email Marketing Automation: Included in Wishpond’s monthly payment (above)
Total Cost: $ 380/month
Total Sales Funnel ROI:
For SaaS companies, let’s say each conversion is worth (very) approximately $150/month. This hypothetical sales funnel generates (with the initial lead gen landing page converting at 20%, the retargeted traffic converting at 30%, and the webinar page converting at 20%) about 10 customers.
ROI:1500/380 = 3.95
Keep in mind, this is based on a single ebook lead generation page, and your retargeting campaign is increasing brand awareness constantly.
Hopefully you now have a more concrete idea of how you can use a landing page tool for your sales funnel purposes, especially if you are thinking to create a Facebook landing page. Optimizing each step, through A/B testing and personalization, makes for a streamlined and efficient customer path and a higher ROI. For instance, if your lead-gen page converted traffic at 25% instead of 20%, we’re talking about thousands of dollars increased revenue for your business.
- What is a Landing Page?
- When Should I Use Landing Pages on My Website?
- Why Should I Use Landing Pages on My Website?
- How to: Top Tips and Tricks to Optimize your Landing Pages
- Landing Pages: 5 Details that Make the Conversion Difference
- Landing Pages: Optimizing your Landing Page for Lead Generation