How to Craft and Measure Profitable Funnel Conversions from Scratch

How to Create and Measure Profitable Funnel Conversions from Scratch

Get traffic. Build your list. Convert prospects. These are the goals of your sales funnel.

To get the most out of your leads in each stage of their purchasing journey, you should have a funnel conversion strategy for all levels of the funnel. Measuring and testing the success of your strategy helps you drive additional improvements and lets you know what’s working.

If you have a website and a business, you can measure and create a sales funnel that converts, even if you’re starting from scratch.

Here’s how to do it.

The Basics of a Successful Sales Funnel

Before I dive into the specifics of building one, it’s important to define the key components of a funnel and how they should work together to make sales.

A sales funnel is simply a series of steps that you design to guide visitors toward a buying decision.

A very basic sales funnel might look something like this:

basic sales funnel example-helpful for improving funnel conversion

Funnels can help you do several things:

Create awareness for your brand, product, or service
Pique interest in what you have to offer
Evoke a desire for purchase through education
Help leads perform a desirable action
Move leads through the funnel to the final purchase

In a profitable funnel, this process is repeatable and leads to the highest number of conversions possible (which, keep in mind, won’t be 100%).

Each stage of the funnel involves different strategies for this, however. Here’s a breakdown of what that looks like.

1. Top of the Funnel

The top of the funnel is the point where customers (or potential customers) are figuring out that you exist. It’s an exploratory stage.

The goal of this stage is to raise brand awareness, not to make a sale. This isn’t where you make a hard sell.

Exposure, influence, and engagement are the keywords.

Even at this step of the funnel, there is a breakdown in where potential leads might be:

The leads may be totally unaware of your business or product, or they may have heard of you, but they’ve never been to your website.

Each “place” in the brand-awareness pyramid requires different tactics for marketing (which we’ll get to). The goal of the top of the funnel is to make leads even more aware that you exist and that, most importantly, you have something that could benefit them.

2. Middle of the Funnel

Once there is awareness about your brand, there has to be interest. At this point, visitors are considering whether or not you have something of value to offer.

Your goal at the middle of the funnel is to strengthen the relationship with your leads so they move on to the final stage.

When you reach this stage, your leads are considering whether they should engage with you or walk away.