Turn your Website into an

Automatic Sales Machine

Reason #1: “the 99% rule”

Digital Marketing has changed in the last 5 years.

You can’t just buy MORE traffic and expect ROI. Your conversion rate will still be < 1% and 99% of your effort, time and $$$ will be wasted.

#1 Priority: Fix website leaks. Build a “funnel”.

Reason #2: conversion rate

1 Sale (Conversion) every 100 Visitors (Impressions): 1% CR

VS

● 100 Visitors● 1 Sale plus ~7

Users “Captured”● 1 Sale Now, 1 out

of 7 Buys Later● CR = 2% (+100%)

Reason #3: revenue

1 Sale every 100 Visitors: e.g. €500 (ROI)

VS

● 100 Visitors● 10 Opt-ins €0● 5 Buy €5● 2 Buy €50● 1 Buy €500● ROI = €625 (+25%)

BusinessBloomer.com/Slides

Today’s & Past Events:

Rodolfo Melogli @RMelogli

~ Author

~ Digital Marketing Coach

~ WP/WooCommerce Expert

Lego Bridges :)

Concrete Bridges

Digital Bridges

99 Reasons Your Website Needs a

“Funnel”

The funnel works.

4. Pull vs Push sale5. Attract vs Wait for customers6. E.g. first issue of 60-pieces collection: “Free”!7. “Freemiums” e.g. EverNote: use it, love it,

upgrade it8. Ask the first stranger you meet to marry you?9. Or, ask that “lead” to go for a drink with

friends instead… (easier sale)10. You’ve participated in many sales funnels

without realizing it: bought products and services online that were sold to me via a sales process

11. Sales funnel isn’t just about money, it also makes you more competitive

The funnel helps.

12. People don’t buy until they know, like and trust you

13. You don’t leave people with only 2 options anymore... Buy Now, or Good Bye

14. Your website's lack of structure, organization, process, planning is fixed by a funnel

15. A funnel allows you to “create customers” vs “find customers”

16. Your website won’t have 99 holes every 100 visitors any longer

17. Even if your site is converting at a solid 2%, don’t forget this means that 98/100 people leave empty handed and are likely to never come back

The funnel gives you a system.

18. Companies without a defined funnel suffer against those that know their ROI/user

19. Most people have no idea who you are or why they need to pay attention. Help them discover those things through demand generation.

20. People don’t care about you. Not yet anyway!21. Digital marketing is about finding and using a

system that gets you results22. It’s common to sell only one product or service

online without any upsell…23. Leverage each website visitor, turn them into

leads and eventually buyers - by offering great value and content (help)

24. The real profit is in making repeat sales to those who already know and trust you

The funnel gives you hope.

25. You’re not Amazon. Amazon doesn’t need the same kind of sales funnel that you do, because people go there with the intention to buy

26. You’ve got to establish trust by convincing visitors to enter into one tiny little transaction with you, then massively over-deliver on value

27. You can't just upload a product or launch a new service and hope that sales happen

28. The majority of consumers research online before engaging to make a purchase

29. The need to build an effective ‘sales funnel’ is essential to attract & convert new customers

30. Marketing is about building a simple sales funnel. No matter which channel you’re working with, it all comes back to the funnel

The funnel makes sense.

31. The funnel helps you re-prioritise: content is generated based on the buyer’s journey

32. A funnel is what transforms your website into a selling machine, where Attraction, Interest, Desire and Action (A.I.D.A.) are put in place to take a complete stranger towards the sale

33. Even sales have a sales process (makes sense, right?)

34. What to Do When 99% Aren’t Ready to Buy?35. 80% of sales are made on the 5th-12th step...36. Lead in with a free bonus, then sell a book,

then a more expensive product and so on…37. People are much more likely to buy after

enjoying free materials, which demonstrated the expertise of the author

You already have a funnel.

38. It’s not just for digital marketers… online or offline, eCommerce store or dry-cleaner, if you have a business and you have customers then you have some type of funnel (even if you call it something else)

39. You already have material. What strategy do you use to sell in person? How can you re-use those strategies for the online masses?

40. Even if your goal is to get your visitor to take a simple action - such as signing up for a free newsletter - you have a conversion funnel :)

41. Organises and gives structure to all your marketing: lead magnets, landing pages, webinars, content, ecommerce, products, consultations, services...

It’s easy to build a funnel.

42. Sales funnels have been around forever, but now website software and email marketing make them easier to build

43. Since the introduction of a number of online marketing tools & methodologies they have become easier to scale and manage

44. You can literally create a sales funnel in one day, using content you already have, to sell more of the products you already sell. This does not take weeks to implement

45. "Funnel hacking": buy products from your competitors and see offers and sequences

46. Start with what's working (or as closely to it as possible), then innovate from there to make the funnel convert even better

Funnels make you $$$.

47. Increase AOV48. Predict # customers49. Grow LTV50. Implement a value ladder51. Avoid wasting PPC $52. Do SEO/Social on purpose53. Maximise income54. Increase repeat sales55. 7x easier to sell to an existing customer :)56. Beat your competition (they’re not doing this!)57. Out-spend people who don’t have a funnel on

advertising and promoting58. Your cost-per-lead is much smaller59. Sell MORE of what you already have (re-

package, upsell, cross-sell, bundle)

Funnels save you time.

60. Static website vs Employee-website61. Automation-friendly62. Every decision based on the funnel63. Visualise your sales process64. Identify areas for improvement65. Methodical approach with customers66. Consistent process for ranking leads67. Work with the right leads only68. Talk to your leads in an orderly fashion69. Make money on autopilot70. New subs every day without extra work71. Make money even after product launch... 72. ...without promoting, hustling all the time73. There’s only so much time in a day

Funnels boost focus.

74. Funnel = Plan. Failing to plan is planning to…75. Your business is measurable. AOV, LTV, CR, …76. Know who is at what stage (segmentation)77. Content creation: targeted at funnel steps78. Social media: goal = send people to the funnel79. Email marketing: know who you're talking to80. PPC: You can calculate your CPA and therefore

your ad budget. CPC out of the equation!81. You can see where you are losing customers82. Sales are just numbers e.g. 1% CR :)83. Track ROI and work on customer retention84. Fix “leaks” to get more loyal customers85. It’s a great measure of your company’s health86. “How do I get more sales - predictably?”87. Prioritise marketing and sales resources

Funnels make buying easier.

88. Users take action more easily89. Educate, rather than persuade the customer90. Fill the top of the funnel with great content91. Then, offer a freebie & move users down92. Always add value – not what you think is

valuable but what the customer finds valuable93. Create fans who never even knew you existed94. When they’re ready to buy, they’ll come to you95. Simpler to take them from leads to customers 96. Helps you define a strategy for each step97. No more high-priced offers to cold prospects98. Asking for $7 converts better than $49. The $7

offer is a “Tripwire” 99. The freebie is a “Lead Magnet”, which

converts better than a $7 offer!

Funnel Examples

“Free Book + Shipping”

“Russell was making roughly $32 for every free book he gave away [..]”

Q1) What’s Russell’s advertising budget, per user?

Q2) Does $0 book convert better than a $20 one?

Q3) Why isn’t shipping free?

“Free SaaS Trial”

“At Salesforce.com 3.75% of our Free Trials converted to Sales [2006]”

Q1) What’s the strategy after “Try for Free”, IYO?

Q2) Does “Free” convert better than €25/user/mo?

Q3) Why are... “drug dealers” so successful?

“Freemium”

EverNote: 150M users [2015]. 1%-4% updates to paid version

Q1) What are the differences with the “Free Trial”?

Q2) Will EverNote always be free? Why?

Q3) How would you take users down the funnel?

“Free _______” e.g. Chiropractor

“Now he has 2 full-time massage therapists who give free massages to get people in the door. [..] These therapists are trained [..] to upgrade the client to the adjustments”

Q1) What is the main issue with services?

Q2) What’s the cost of the “bait” and its ROI?

Q3) What are your leads eager for (Lead Magnet)?

“Free Webinar”

● Class once/month● Live: 100+● Then, evergreen

Lead magnet● Tool to attract users

and promote bigger video series

Q1) How do I decide topics (hint: it’s very easy)?

Q2) Does it matter how many people show live?

Q3) Why this “offer” is relevant to my funnel?

How to Build a Funnel

#1: Start at the End

What do you want to sell more?

#2: Create a “Tripwire”

“Once people have bought an inexpensive item from you, they are more likely to purchase something else”

#3: Create a “Lead Magnet”

“An irresistible piece of free content offering a specific chunk of value to a prospect in exchange for their contact information”

#4: Create a Landing Page for your Lead Magnet

“A standalone web page distinct from your main website that has been designed for a single focused objective”

#5: Create Email Sequence for Lead Magnet opt-ins

“Automated pre-written emails that get sent to your subscribers in a sequential order”

#6: Drive Traffic to the Landing Page

“Your landing pages cannot be successful at converting if no one sees them”

Recap

1. There are 99+ reasons to create a website sales funnel

2. Successful websites use automated funnels. And they achieved scalability

3. Follow step 1-6 to build your funnel

4. Test, measure, improve, refine. It’s a process that needs attention

BusinessBloomer.com/Slides

Thank you!

Jul 13