The success of your online business depends on your ability to sell your digital products. But what does that actually look like?
The idea that potential customers will decide to purchase your signature offer as soon as they learn about it isn’t how things work (in most cases).
Instead, most customers follow a multi-step journey that ends in a purchase. They may follow your podcast or blog for a while and then decide to sign up for your free offer. And then they might use that freebie for a while before deciding to make a purchase.
In other words, an irresistible sales funnel is essential for most online businesses. Although you may have a customer here or there who buys immediately after being introduced to your offer, most customers will require more convincing.
So, how do you create an optimized sales funnel that effectively moves people along their customer journey? These are the essential elements your funnel needs to consistently attract new leads and nurture them into becoming loyal clients.
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1 | Design a High-Value Freebie
Usually called a lead magnet, a free offer should fulfill several purposes:
- Attract attention from your target audience
- Encourage visitors to provide their email address to access the content
- Showcase your expertise and provide a good idea of what clients can expect from your paid offers
A freebie that checks all of those boxes is the perfect starting point for a successful and optimized sales funnel.
What should your freebie be? The answer depends on your brand, your industry, and your target audience. Here are some options:
- An e-book
- A checklist or cheat sheet
- A mini-course
- A webinar or recorded online class
Of course, those aren’t the only options. Use them as inspiration to develop a free offer that highlights your brand.
The most important thing is to choose something that aligns with your paid offers and provides legitimate value to your audience.
Related post: The 4 Elements of an Irresistible Lead Magnet
2 | Build an Effective Landing Page
Once you’ve developed your free offer, you need your audience to find it. And that means you need a compelling landing page.
You can advertise your freebie on your website, social media, podcast — whichever platforms you use to connect with your audience. But once you grab their attention, they’ll need to actually go through the steps to fill in their contact details to access the freebie.
That means you need a dedicated landing page for your lead magnet. Even more importantly, this landing page needs to be optimized for conversion — you want the majority of people who view the page to excitedly sign up for your free offer!
Make sure your landing page has these essential elements:
- Clear, engaging copy
- High-quality images and graphics
- Social proof, such as testimonials
- A strong call-to-action
Your landing page doesn’t need to be super long or detailed. In most cases, brevity is the best option.
Related post: 7 Easy Ways to Drive Traffic to Your Lead Magnets
3 | Optimize Your Opt-In Form
Above all, it’s essential to make it as easy as possible for visitors to sign up and get their freebie. If you make them jump through too many hoops, they’ll probably click away and be disinclined to return to your brand in the future.
Here’s what defines an effective opt-in page:
- Craft a persuasive CTA: Be concise, using action-oriented language that tells a visitor exactly what you want them to do.
- Use a simplified opt-in form: Minimize the number of fields — name and email address are usually the only essential ones.
- Create a sense of urgency: Focus on the exclusivity of the offer to encourage people to subscribe for access.
Think about the free offers you’ve signed up for. What made you decide to opt in? Incorporate those same principles into your landing page and sign-up form.
And don’t forget to create a confirmation page! It’s important to thank your new subscribers and tell them how to access their freebie.
Related post: How to Make an Opt-in Your Audience Actually Wants
4 | Nurture New Leads With an Email Sequence
A new prospect has provided their email address and is enjoying their freebie. Now what?
This is your chance to start guiding them toward the goal — becoming a paying client! And in most cases, an email nurture sequence is the road map that will help get a potential client to click that Buy Now button.
Here are some tips to keep in mind as you craft your nurture sequence:
- Start off strong: Write a top-notch welcome email that introduces yourself and your brand. Don’t forget to include the link to download or access the free offer they signed up for!
- Provide valuable content: Offer tips to help your subscribers get the most out of the lead magnet.
- Build trust: Use social proof — such as reviews and testimonials — to show new followers they can trust you and your products.
- Introduce your signature offer: Find a balance in your email sequence between providing educational information and pitching your products.
- Focus on benefits: Highlight the ways your featured offer continues to address your audience’s pain points. You want them to understand that your paid offer will offer even more benefits than the freebie.
- Use CTA buttons: Make it clear what you’d like the reader to do. Whether you’re directing them to read your blog or make a purchase, use clear language and an easy-to-see button.
And remember, always include an unsubscribe link. That will help you build a good reputation and keep your email list clear of people who are never going to buy.
Related post: 3 Ways to Create Passive Income With Email Sequences
5 | Craft a Compelling Sales Page
The main point of providing a free offer is to generate leads that you can nudge toward your main offer.
You’ll use your nurture sequence to highlight your signature offer, but many customers won’t buy just from an email alone. They’ll peruse your product’s sales page to determine whether it’s something they believe is worth their money.
What defines a strong, conversion-focused sales page?
- A compelling headline
- Eye-catching visual elements
- Persuasive copy
- Product details
- Key features and benefits
- Guarantee/warranty information
- Social proof/reviews
- Clear pricing
- Strong CTA buttons
Make sure your page also includes answers to common questions and instructions to contact customer support.
Related post: The 6 Things Every Online Course Sales Page Needs
Final Thoughts: Optimized Sales Funnel
If you want to build your audience and consistently make sales reliably, you need a comprehensive funnel. An effective sales funnel should include a valuable free offer and a persuasive email nurture sequence. And don’t forget about your signature offer — make sure that it has its own compelling sales page.
If you feel overwhelmed thinking about creating all these pieces of your sales funnel, don’t worry. It’s easy with our optimized sales funnel kits!
Each one includes customizable templates for all the web pages your funnel needs. All you need to do is add your brand elements and offer details! You’ll have a high-converting optimized sales funnel on your website in no time. Shop our sales funnel templates now!
