What is a sales funnel?

The Sales funnel

It’s the only way to survive in today’s very competitive marketplace.

A sales funnel is the marketing term used for a series of steps designed to guide prospects toward a buying decision.

A sales funnel is simply like a real-world funnel where you can see the top, the middle and the bottom tip. At the top of it, you pour some substance, then, this substance filters down towards one defined end or destination.

It becomes the steps of a process that your potential buyer has to take and go through in order for them to become your customer.

In brick-and-mortar world, a sales funnel can be represented in your website – social media channels – retail store – email – personal consultation – your sales team or any other marketing channel you may have. A sales funnel can be spread across several channels.

Similarly to the real funnel, a similar process takes place. At the top of the sales funnel, you see lots of potential buyers who arrive and may enter your funnel. But, there’s one difference here: not all the potential buyers entering your sales funnel will be lead out from the other end.

The high-level stages that prospective clients and customers move through (your funnel) are awareness, interest, decision making and action.

The why and how prospects move down the funnel depends mostly on your own sales and marketing abilities.

In these high-level stages, you have to pay the most attention to prospects in the middle and lower stages of the sales funnel: they’ve moved beyond awareness and are heading into interest.

The prospects at the top of the sales funnel see your store. Some of them take a decision to walk in, that’s the middle of the funnel.

Two of the prospects see a rack of jackets on sale. They start looking for their size and now they are at then next step of the funnel. Then one customer selects two jackets and walks to the check-out. He/she is at the last step. He/she finishes the purchase and gets to the bottom of the funnel or the end of sales operation.

If you are a business owner, you already know how painful it is to just miss a sale.

You may spend days and weeks of pitches, charm, chatter and negotiation and then the potential buyer drops out of the sales funnel with zero sales.

But adopting and managing your own sales funnel is one of the most powerful marketing tools you may have for the success of your business.

In the online world, a sales funnel is all about engaging visitors and getting them to opt-in to your free offers and click that button.

The question to figure out becomes “how”?

Sales funnel became one of the core concepts in the world of digital marketing.

This core concept can take your business from unknown to a mass saturation money-making machine seemingly fast.

And skilled professionals have built a career around implementing this core concept in their business.

Each of the sales funnel stages has an important impact on the prospects behavior. Therefore, you need to learn them deeply.

By thoroughly understanding each step, you can use the right strategies and tactics to increase the number of potential buyers that go from one step to the next.

Much of those tactics lean on buyers’ psychology. And the world’s most experienced marketers know that there’s a psychological process behind each buying process.

This understanding can have a huge positive impact on your business.

Why is a Sales Funnel important?

a man pinpointing the bottom of a sales funnel with his pen

The sales funnel helps you imagine the road potential buyers take while making their buying decision.

When you start understanding your funnel, you will better equipped to find the cracks where prospects leak out in the funnel and why/where some prospects (or all prospects?) never convert and leave before reaching the bottom of the funnel.

And without understanding your sales funnel, you can’t fix those cracks or those holes in the funnel. But, by understanding your funnel, you will be better positioned to optimize it and influence your visitors/prospects path through the funnel and eventually impact their decision.

It takes a lot of time and hard work to create and optimize a successful sales funnel.

How to create a sales funnel?

If you want to improve your sales and increase your customers’ base, you need to start thinking sales funnel.

We put some points to help you start creating and managing your own online sales funnel:

  1. Get acquainted with buyers’ psychology. You don’t have to become a psychologist yourself to improve your business sales or to create a sales funnel. But, understanding your prospects buyers will allow you to better serve them. Remember! Your product/service/pitch was not created to serve everybody.
  2. Grab your prospects’ attention. When you understanding the behavior of your prospects you will be better equipped to grab their attention. You can use your social media channels to capture your audience’s attention.
  3. Create a landing page. Your content and ads need to take your prospects somewhere where they can learn more about your business.
  4. Create an email campaign. Use your email market to bring interesting content to your leads. This will help you keep their interest, educating your audience and build up to the sale.
  5. Maintain the relationship. Thank your customers for their purchase and offer to them additional opportunities. Stay in touch!


  • Understand your audience
  • Pay attention to all aspects of your sales funnel and use them to impact your customers conversion.


  • Ask people to buy from you right away or you will only chase them away.
  • Overlook details as small as font choice.

Examples of successful sales funnels:

You cannot improve your marketing strategy without learning from these leaders:

  1. Clickfunnels
  2. Netflix
  3. Mailchimp
  4. Coursera
  5. Crazyegg
  6. Netflix


Creating and optimizing a sales funnel is crucial for your business in today’s competitive world.


CRO Checklist – Turn your website into a money making machine

A website is a great starting point for your business; however, a website alone will not lead to sales. If your user UX (user experience) UI (user interface) and general user flow are not properly optimized, your bounce rates will be off the charts, and your sales will suffer.

If you want to channel potential customers down your sales funnel, you’re going to need a perfect combination of page elements, site architecture, and written copy – here is a 20-point Conversion Rate Optimization checklist to make that happen.

1. Use a color scheme that is visually appealing.

Making sure that your website pages are visually appealing is essential for conversions. Reference the color wheel, and opt for a complementary or split complementary color scheme that is in line with the tone of your brand.

2. Keep your elements simple and obvious.

The saying less is more is as true in web design as it is anywhere else. Keeping your site elements minimal, clear, and concise is key for improving your user’s experience.

3. Ensure that your site passes the “5-second-test.”

Visitors will arrive at your website from a variety of different traffic sources, and if those visitors can’t tell what your site has to offer in the first 5 seconds, then your chances of snagging conversions will plummet quite dramatically.

4. Use whitespace to your advantage.

Don’t fall into the trap of thinking that you need to fill your pages with as much information as possible. Use white space to draw users’ attention to what’s important, including product highlights, testimonials, and of course, your CTA’s.

5. Remove all unnecessary links.

Including unnecessary links on your page will send your potential customers down a road to nowhere. Keeping users on your site for as long as possible gives you more time to convince, and in turn, increase your chances of conversions.

6. Use directional cues to draw users to your CTA.

Never assume that your customers know where to look and act. Make it obvious by offering clear directional cues to your CTA’s. Some subtle arrows can be all it takes to convince a user to click through.

7. Communicate value in your headlines.

If there’s one thing that customers want, its value – for both their money and time. Use this to your advantage by adding numerical values in your headlines. For example, “How thousands have benefited from my FREE ebook” offers so much more than, “How people have benefited from my ebook.”

8. Use contrast to boost CTA visibility.

CTA’s are your holy grail for conversions, so it would be detrimental if your potential customers were to miss them. Make them “pop” by pumping up the contrast and making them really stand out from the rest of your content.

9. Make sure that your buttons look “clickable.”

“Can I click that?” and “Where do I click?” are questions that you never want your users to ask themselves. Having buttons that actually look like buttons, and look clickable is essential for creating a seamless UX. Simple button emboss animations can encourage click-throughs and increase user time on site.

10. Offer comparative price points.

Offering comparative price points is an excellent way for you to boost your conversion rate. When selling, for example, a membership, it is best practice to offer three different options.

A “standard” option for those who want to test the waters. A “pro” option for those who want the very best that money can buy. And a “premium” option, which is your middle ground.

The majority of customers will opt for the “premium” option because they don’t want to feel limited with the “standard” option, and will also question if they really need all of the features that the “pro” option offers.

Offering choice is definitely your friend. 

11. Cut to the chance and offer a CTA before the fold of your site.

The attention span of internet users is next to nothing – so don’t miss an opportunity by forcing them to scroll through your entire landing page. Offer a CTA right at the top of your page giving users who know what they want, what they want. 

12. Create an element of urgency.

Creating urgency is a fantastic way to boost your conversions. It all depends on your product, but whatever it is that you are offering, creating urgency will make it shift.

You could offer a limited amount of spaces on your e-course, offer half price if you order in the next 30 minutes, or highlight your items as “last chance to buy”

13. Use complimenting fonts that resonate with your brand.

Many people overlook fonts; however, using the correct typefaces that suit your tone and compliment each other is key for designing a web page that converts.

14. Include believable testimonials that add value.

Customers that are on the fence might just need a little personified persuasion. Testimonials from genuinely happy customers build trust and add new voices to your landing page copy.

15. Put a face to said testimonials.

Faceless testimonials will never have the same effect as those with a happy portrait image. Put a face to the stories, and you will greatly increase their significance on your page.

16. Ask only for lead information at this point in the sales funnel.

Asking too much from your customers at this initial stage of your sales funnel can be off-putting and counterproductive. Lead information only (name and email) is all that is needed for you to build your relationship with any said customer.

17. Break your page up into bite-size chunks.

Breaking your webpage up into “bite-size” chunks will aid in the readability of your site, and prevent shoving a huge wall of information at your potential customers. Block each of your sections off by using alternating colors, or even simple dividing lines.

18. Optimize your copy so that it speaks benefits, not features.

People will buy a product because of the value that it brings to their lives. Do not oversell your products’ features, and instead focus on telling the customer how said features will benefit them.

19. Talk to your customers like a real person.

Overly wordy text that is filled with niche jargon and ten syllable words is great for research papers, not landing pages. My number 1 tip for creating fantastic copy that converts is to write as you speak. Talk to your customers through your copy as if you were sitting with them face to face.

20. Proofread using the 3 tier method.

Building trust is essential for your conversion success, and one of the best ways to throw your trust-building out the window is by littering your website with spelling mistakes and misused punctuation.

Proofread yourself before having your pages checked over by someone else that you trust, and then proofread a third time just to make sure.

Incorporating the above, will not only ensure quick wins, but will likely lead to long-lasting success.

Talk to your favored Web Development Agency if the above info has peaked your interest.

CRO E-Commerce

Ecommerce best practices – Generate Quick Wins

To gain an advantage over the competition it is important to understand ecommerce best practices. And one of the best things you can do to guarantee success is to continue to test ideas frequently and consistently. So, do you have an E-commerce website and you are looking for ideas to generate some quick wins? Then today is your lucky day!

Follow some of the techniques below and stay motivated to keep increasing your conversions.

Most owners nowadays try to drop their prices or run expensive ad campaigns or even look to redesign the whole website. You don’t need to panic and make major changes at first just so that you can increase your conversions.

Instead, trying some of the following techniques will take only a short amount of time to implement and they will likely improve your conversions dramatically. But always keep in mind that you will have to keep testing!

Create quantity sensitive offerEcommerce marketing

It is a great idea to limit the number of your products. For example, show a message stating that there are “Only 2 in Stock”  and use an illuminating color, such as red. This is considered a negative color in much of society but works positively in this scenario because it prompts users to engage quickly when purchasing a product.

By following this technique:

  1. You will increase the value of your product. By adding limitations to your products users feel like this is something which is hard to get and is popular and therefore valuable.
  2. You are “forcing”  people to take an action. Showing them that the product they are interested in is available, but only for a short amount of time will get them to act.


Create time sensitive offers

Another effective ecommerce best practices technique is to add a limited time offer countdown.

Creating urgency on a product means users will feel pressure to proceed quickly with a payment.

*** For even better results combine both techniques mentioned above: Restrict quantity AND also make the offer time-sensitive.

Trust me, people will go nuts!

Offer free shipping – Under one condition

Everyone loves free shipping. However, you should offer free shipping with a condition.

For example: Let your clients know that there is “ Free Shipping on orders over $39”

With this method, you can increase your average order value (AOV) as users will likely buy more products instead of electing to pay the shipping fee.

Make your Users Trust you

The first thing that any visitor to your site wants to know is if you are a trustworthy brand/website and if they can buy items without the risk of getting robbed. Ecommerce best practices state that you need a client base that sees you as an honest business and it’s imperative to build this level of trust.

Some clever ways to show this are:

  1. Showing your store’s total following in Social Media
  2. Showing the number of likes and shares of each product

Incorporating these quick strategies into your e-commerce strategy is sure to reap some instant benefits!