ByPaiss OTO

– Perfect website sales funnel? Really perfect? Okay, well if that’s what it says, that’s what we should deliver! Now chances are, if you’re watching this, then your website is ByPaiss OTO
probably the first step in your company’s sales process. And particularly if your website is there to generate
leads for your business, it’s really important that you’re able to take website visitors on a journey, which starts from ByPaiss OTO
awareness of your business into a process of actually
becoming a customer and giving you money. Until they give you money, your marketing hasn’t paid off. And obviously this is
called your sales funnel. Oh, thanks captain obvious. (video beeps) Get this website sales funnel right and you build a reliable, repeatable, scalable way of getting more customers. But get your website sales funnel wrong and you risk leaving money on
the table in unsold customers.

So in this video, we’re
gonna share some tips on how to create the perfect
website sales process, which not only generates
leads for your business but actually increases the likelihood of those leads turning into customers. So, stay tuned, let’s go. (upbeat music) (knife scraping) (video beeps) (mouse clicks) Okay, so what do we actually
mean by a sales funnel? Well, I don’t know about you, but I’m feeling pretty creative today, so I thought I’d draw
you a little picture.

(suspenseful music) (pencil scraping) – [Man#1] Two hours later. (Tim exhaling loudly) Three hours later. – [Man#2] What? (laughs) – Look at this beaut, okay, the masterpiece is ready. What we’ve got here is a
very simple funnel diagram, which will be very familiar to you. So we’ve got this thing where people come into the top of the funnel and they go through some sorts of process that eventually leads them
to spending some money, hopefully with you, okay? And we’ve got people at
different stages of this process. Now, to make this something
that we can all understand and we can all identify, let’s think about the
process of buying a new car.

Every time somebody buys a car, there is a trigger which
first starts this process, kind of gets them into
the top of the funnel. So this trigger could be anything, it could be something that somebody says, “Your car looks a bit rubbish”, it could be that they’ve had a pay rise, they have more disposable income, it could be that they see an advert, it could be that they notice their car maintenance bills increasing, whatever it might be.

At some point there’s a trigger
which begins this process. Now is someone at that stage
ready to take a test drive? Absolutely not. They have absolutely no intent, they have no timeline in mind at all. At this point, they might do
some very top of funnel things. They might instal the auto
trader app, for example, they might start having a look around, maybe they might check
out some buyers guides, but really they’re very, very early on in the process, they’re really not ready
to take any sort of action, which would represent commercial intent. But now their radar is
up and as time goes on and they start, you know, embedding the idea and
getting familiar with it, they start to notice stuff.

They start to notice cars on
the road for the first time, they start talking to their friends who’ve just recently bought a car. How are you finding it? And that type of thing. So they start becoming more interested. Now, are they ready to
book a test drive yet? No, that’s still too high a commitment, that’s still too high commercial intent, they’re really not at that stage yet, but their radar is definitely up. So eventually as someone goes
through the research phase they will begin to identify perhaps the particular make of car
that they’re interested in. Maybe the particular model,
maybe even the variant. So at this point, they’re
much closer to purchase, if you offer this person a
test drive of a particular car, would they take it? Well, maybe they would. Maybe that would be the
right stage for them, but it might still be
a little bit too early. Now at this point, if
you’re buying a new car, you might be playing
with a build your own car on the manufacturer’s website
to see the particular spec.

And you know, you begin to
visualise yourself owning it. Finally, you get to the point where you’re really
ready to start looking. So at this stage, you’re looking on auto trader
with intent to purchase. You might start sizing
up local dealerships, figuring out who you’re
gonna want to go to. You might start looking at their inventory and stuff like that. Now this point you are a
very, very valuable lead because you’re almost ready to go. You’re ready to buy a car, you know you’re gonna do it imminently, you’ve kind of come to terms with that. If someone offers you a
test drive, absolutely, you’re there, you’re ready to go. Okay, great story, Tim, that’s a few minutes of my
life I’m never gonna go back. How does this relate to
websites sales funnels? Well, here’s the thing, and here’s where it all ties back. The vast majority of
websites, maybe even yours, only cater to people at this stage. They’re only targeting people who are right at the
bottom of the sales funnel, they are ready to go.

So if you’ve got a website
which says inquire now, if you’ve got a website
which says get a quote, you’ve got to accept that really, you’re targeting people
predominantly at this end. Now there’s nothing wrong with that. This is the most valuable
type of customer. These people are worth the most because they are ready to buy. But here’s the thing,
they’re also the people that all of your
competitors are targeting.

So when this person searches
for something on Google, usually that keyword is going
to have a high cost per click, most commercial intent, most competitive sorts of terms to target. So there’s a couple of
opportunities there. Firstly, we can increase the
number of people in our world if we expand to be targeting people that are earlier on in the buying journey. But the second opportunity is that by targeting people
in this early stage, we actually get a chance to influence them as they’re going through this process to becoming a qualified lead. We get to help them make the decision. And of course, this means
that when they do get to this point, we don’t have to compete with our competitors for them because they’re already in our world. We’ve had a relationship, we’ve been building trust
with them throughout.

So the first principles of building a killer website sales funnel is to meet people where they are at. Yes, you wanna give these people a compelling call to action, but also a good idea to give these people a compelling call to action as well. If you’re offering everyone a test drive, bear in mind, that only
these folk are gonna take it. Ah, okay, metaphoritis, you’re overwhelmed, forget it, right? Okay, so let’s look at a real life example of how this applies to a website. So let’s take a look at
HubSpot as an example. Now HubSpot offers marketing
automation, CRM type software, it’s a software subscription. When you come onto the HubSpot home page the call to action is get HubSpot free. Now this is really compelling for people that are ready to take a test drive of
marketing and sales automation, and CRM software.

This is great, this is a test drive, free, no obligation, let’s get started. Perfect for people that are at that stage. And if you go to their case studies page you will see that the call to
action is get HubSpot free. Why? Because case studies are for
people that are interested in a solution and they’re researching how they might be able to
benefit from that solution. So get HubSpot free is absolutely perfect. I can read about their story, I can watch a video, or I can then go and
get the software free. That’s perfect and that’s the test drive call to action for people
that are at that stage. But HubSpot also has
content on their site, which is targeted at people
further up the funnel. Ie, marketing managers who may not know that HubSpot is the
right solution for them.

They may not know that
they have a need for, say marketing automation software. So have all these resources on the site, and typically these
resources are like eBooks, and if you click on it then you can click to
download it for free, and what happens is an email capture. So these people may or
may not be even thinking about marketing automation software. They might be very top of funnel, but here’s something which
is targeted at those people.

This is great, this is
meeting me exactly where I am. Now what’s gonna happen is
I’m gonna put my email in here and I’m gonna start getting
emails about HubSpot service. They now know that I’m a good
potential target customer if I’m interested in this topic, and eventually I’m gonna be at a point where I understand
enough about HubSpot offering that I can make a decision about whether or not
I want to purchase it. So this is targeting
top of funnel traffic. We also see they’ve got courses, and certifications, and lessons, exactly the same sorts of thing. So what’s this got to do with
marketing automation software? Almost nothing other than they know that anybody who signs up for this is interested in marketing, and there’s a chance that
that person might then go on to become a HubSpot customer
at some point down the line.

So action item number one is to think about the different stages
in your sales journey that people will go through, and what you could offer on your website that targets people at
these different levels. If you’re just starting out, you’re probably only going
to be targeting people with commercial intent at
the bottom of the funnel, but as your business grows and as you want to
increase your visibility, it’s gonna be more important that you bring more of these other people into play by offering calls to action and stuff that is interesting and relevant for them at the stage they are at. Key sales funnel principle number two is to make your sales
funnel a slippery slide. I’m gonna tell you another story ’cause I think you’re up for it. Fast food drive-through, they really made
absolutely no sense at all. Imagine you’ve got a
McDonald’s, it’s got a car park, and people drive up and
they get out of their car, and they go into the restaurant, they order their food,
they have their food, they leave the restaurant,
they drive away.

Imagine thinking, do
you know what’d be good? If they didn’t even
have to leave their car. So they drive up, they go
around the little thing, they order from a hatch,
then they sit in their car, they then often go and
park in the car park and eat their food in the car park instead of coming into the restaurant. Why does that make any sense at all? Well, the reason why
it makes so much sense, and the reason that the drive-through is often way busier than
even the restaurant, is because Ronald and his friends knew that the key to maximising sales was to reduce the friction at every point in the sales process. So you don’t even have to leave your car to get McDonald’s. Okay, what does this gotta
do with sales funnel, Tim? Well, we need to make your
sales funnel a slippery slope. And that means we need to reduce friction at every stage in the sales funnel.

And if you find that you’ve got blockages in your sales funnel, where maybe you’re getting lots of leads through your website
but you’re not turning those leads into customers. Then the problem may be that we don’t have a
slippery enough slide. Ie, the stages in your sales funnel don’t flow naturally into each other. I think I’m gonna do some more drawing. Okay, so let’s assume that your sales process
looks something like this. So at some point someone’s gonna become a lead on your website, or they might give you
a call or something, that’s the first interaction. Then there’s gonna be a
number of interactions that happen over time until eventually they become a customer
and they give you money.

What we need to do is we need to make each step in this process, three things. Firstly, we need to make it easy. Secondly, we need to make it attractive. That’s supposed to be a heart by the way. And thirdly, we need to make it low risk. So every step in your process
should feel each of these, and that’s what we call a slippery slide. So for example, Exposure Ninja, we’re a digital marketing agency. So when you go on to the
Exposure Ninja website, we’ve got a short questionnaire
for you to fill in, which asks you a bit about your business, a bit about your current
digital marketing, and your marketing goals. We will then record a 15 minute video, which shows you some ways to increase the leads and sales that your
website generates for you. We send this to you completely
free of charge by email, and it’s fantastic. So that’s the first step in our process.

Now is it easy for you to request it? Absolutely. Is it attractive? Absolutely, it’s a brilliant service. We’ve had people say they’ve just followed the advice in the review and they’ve improved
their marketing results. And is it low risk? Completely, it’s totally free of charge, there’s no obligation to use our service. So that’s the first step
in our sales process.

The next step after that is
we offer a free consultation. So in this free consultation, you’ll have a chance to talk to the person who put your review together. So this is a great opportunity
to ask them any questions, ask them for any additional advice, and they can also see if you need some help with
your digital marketing. Now, if you do need some help
in your digital marketing, then we go through a process which moves you through the sales process to potentially becoming a client of ours. So this is our sales process. Notice how we’ve made
the first step as easy, attractive, and low risk as possible. And this is really important, but every step in your
process needs to be easy, low risk, and attractive. So the action step for you at this stage is to think about each of
the stages in your process. How can you position that? How can you essentially
sell it to your customer as something that’s easy, attractive, and low risk to do? What do they take away from it? And how can we reduce friction? Think the drive-through, how can we make it as easy as possible for someone to move
through your sales process without really introducing risk, without forcing them to do things that they don’t want to do.

So component number three of a perfect website sales funnel is that it’s systemizable and scalable. So what do we mean by that? Well, each of these steps in your sales process
should be easy to repeat. They should all be built
from, essentially templates, they should have very clear
processes built for each one. Now over the years, we’ve
had a lots of clients who have had a very ad hoc sales process.

Ie, we generate them a
lead through their website, and hopefully if that
sales person continues to do something, at some point, those leads will become sales eventually. But this isn’t really ideal because it’s very difficult
to improve a system if you don’t know what’s
actually happening in the system. So that’s why you’ll notice the most effective sales organisations will have very clearly mapped processes for each of these stages
along their sales journey. One of our clients that
did a fantastic job of this was a legal lead generation business. So we blew up their marketing to the stage where they were
getting over 400 leads a day. Now, when you’re getting 400 leads a day, you can’t have an ad hoc sales process, that can’t be people
making a general inquiry and just giving you a call,
and seeing what happens.

You need a very clear
straightforward system for processing that. So what our client did was
build a form on their site, which took information
from the website visitor, which allowed their team
to pre-qualify people, just through the information in the form. They could then process that information according to what people’s
answers were in the form, send them out an information pack, in this case by post, and when the person sent that pack back, they could process the legal claim. So it’s very systemizable, very scalable, and they can track
improvements in the process through things like tweaking the wording in the pack that they send out, adding in a call before
they send out the pack to see what that does to
response rates, and so on. But they built a process which allowed us to scale their lead volume without the whole business
completely collapsing under the weight of all these leads.

So action item number three is to map out the interactions at each stage in your sales funnel and think through what’s
the desired outcome. What are the possible objections someone might have at this stage? And how can we handle them? How can we build scripts, which allow our team to handle
each of those objections. And doing that is
obviously gonna build you a highly effective sales funnel, which’ll you to increase
your marketing investment, which’ll allows you to
throw more leads through it. So it’s a self perpetuating
cycle of awesomeness, the S, P, C, O, A. (laughs) So I hope you’ve enjoyed this video, I know it’s a little bit outside the kind of digital marketing stuff that we normally look up, but this website sales funnel stuff is a really important
consideration to make if you’re looking to scale
your digital marketing.

So remember we looked
at the three components of an awesome website sales funnel. Firstly, it meets your
audience where they are, remember we’re not gonna be
offering everyone a test drive, because they’re not ready for that yet. The second thing that we looked at was making sure that your sales
funnel was a slippery slide. Ie, moving to every step was easy, attractive, and low risk. And then the third thing that we looked at was making your sales funnel repeatable, scalable, and systemizable by mapping out each interaction point, thinking through what’s
the outcome that we want? What are the possible objections we might receive at this point? And basically meticulously designing each step of the process, so you know exactly what sort
of percentage conversion rate you’re gonna expect at each point, so you can then make some changes and see how things interact. This is how you test,
measure, and improve. So if you’ve enjoyed this video, then please feel free to
subscribe to our channel. We post at least one digital
marketing video every week. And we also have a live
digital marketing workshop here on our YouTube channel.

You might also be interested in checking out the
Exposure Ninja podcast. You can go on a podcast app
and search Exposure Ninja, you know how to do that by now, right? And of course, don’t forget to request your free website and marketing review from the Exposure Ninja site at Until next time, see you soon. (upbeat music) (knife scrapes) (video beeps) (mouse clicks).

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