Chapter Seven: Dollar Signs – Mastering the Sale Micro Funnel

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Good funnels create leads. GREAT funnels create customers.

There’s one important part of a campaign funnel we haven’t yet covered in depth: how to get people to buy your product. That is, how to achieve your end goal.

So our our last piece in this lesson is fitting, because it’s also the final step in your campaign funnel.

Let me show you the Sale Micro Funnel.

sales_micro_funnel

You’ll notice that it looks similar to the Lead Micro Funnel (the very first Micro Funnel we talked about). That’s intentional because, in essence, the structure is the same: a page, a conversion point (the cart), and a thank you page. It’s still a Micro Funnel, but we made the distinction between the Lead Micro Funnel and this Sale Micro Funnel for two reasons:

  • The LeadBox Is Replaced With a Checkout Cart: LeadBoxes facilitate opt-ins, not checkouts. In order for this conversion to work, you have to replace the LeadBox with a checkout cart.
  • The Landing Page Always Sells: In a Lead Micro Funnel, many different kinds of landing pages can lead to an opt-in. The first page in a Sale Micro Funnel must always be designed to sell.

Think of the Sale Micro Funnel as the period in a sentence—it’s the end of a linear progression. You’ve said what you have to say, and now comes the moment of truth. Someone who doesn’t buy at this point can’t progress directly into another Micro Funnel, so use this only when you’re confident your prior messaging has primed someone enough for purchasing to seem like an obvious choice.

And, just like the Lead Micro Funnel, the Sale Micro Funnel is easy to insert into a campaign funnel. We’ll use the same example we’ve used this entire lesson, but now we’ll add the Sale Micro Funnel to signify the end of the funnel:

funnel_with_sales_micro_funnel

Doesn’t that instantly give this funnel a better feeling of finality? They’ve moved through your funnel and now you give them the option to buy something. If they buy, you’ve completed your funnel. If they don’t, you can set up a new funnel and start the process over again.

Now, there’s one this diagram has yet to reflect. Not all sales are digital. Many times a deal is closed via a phone call, meeting or verbal agreement. These are more personal forms of selling, and they fit in with the 1:1 interactions we talked about earlier in the fulfillment chapter.

A sale is a sale, and sometimes you have to mix digital marketing with 1:1 interaction to close the deal. We factor that into our funnels as well, and we represent this type of sale like this:

funnel_nondigital

You’ll see the landing page, shopping cart and thank you page are replaced with a simple non-digital sale icon. All we’ve done is take out the digital elements and replace them with the non-digital element, signifying a 1:1 sale.

Now that you’ve got the hang of the basics, I want to show you a couple of new funnels that build on this theory.

In fact, some of these funnels I’m about to show you are the very same ones we use every day at LeadPages to keep building our customer base of 35,000+.

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