It is hard to stand out with a saturated online space and even harder to demonstrate your value to online investors at the onset. And what happens when you finally have a user landing on your page? Are they able to find what they want?
See if your website commits these sins too:
- Hard to find relevant information
- Confusing navigation & layout
As a competitive company on tight margins, this is no time to lose customers because your website is too diluted by other features, or because it fails to capture user attention.
This is where design comes in and becomes more important than just solely dressing up your website; it is a battle plan to combat user indecisiveness and general apathy. It is the pathway forward to achieving what your business wants most: selling your service.
Sales funnel websites distinguish themselves from the rest of the rabble because they are well-thought-out and reflect a deeper level of user understanding. Being mindful of just a bit of user psychology and constructing a plan to herd them into your most convincing pitch is the most effective way of selling online in 2021.
Although all effective sales plans differ, they still stick to the same principles: the conversion funnel.
Many funnels have additional steps that are something you can add to your funnel as well, but in general, these principles help guide us in the right direction.
Do your users understand your page in the onset? Are they leaving because they don’t find your site functional? Most pages fail to capture users at the top of the funnel (TOF) because they fail to frame their site as a problem-solving tool for the user’s troubles. The user will reject your page if it doesn’t matter to them in the first place.
This is the key that gives users a good reason to stay behind and listen. To get your foot in the door, you have to point out a problem the user has and how you can solve it – and make it clear enough, so they know this within the first 8 seconds of landing your page. This is good; this is precisely how your business was able to land previous clients. Everything remains the same, except this is all online now.
Just as you have pitched to clients before, the TOF is where you confront users with the problem they are facing. Often the problem is something they are not aware of but deeply resonate with.
For example, you might have a woman in her thirties with a very stable job visiting your page, perhaps just browsing the Internet. When she lands on your page, she sees the words “Live life to the full – Exotic overseas properties promising adventure.” Although these leading words do not ask any explicit questions, they still question whether the user has an adventurous/exciting life, subtly pointing out that they may not be so satisfied with their lives. This opens up the user to what you have to say.
After your initial statement has hooked users, it doesn’t mean you win. You have only bought yourself little time to convince the user to stay and continue investing time in what you have to say. So what do you do?
Users who stay up to now relate to the problem you introduced. They are willing to explore what solutions you have to offer, so, have something to offer. Understand the user’s pain points and understand your service’s strengths. Find a way to relate the two together not only on a one-to-one basis but how your service can fit into your user’s journey as a whole.
The most helpful thing you are selling is a story. A story about the user before and after they start using your service: you need to tell a convincing story, and to do so is to describe the user’s story before/origin in a very accurate way.
This involves a bit of research, but when you understand where the user is coming from, the rest of the storytelling becomes easy. Once the user feels heard, feels understood, they become hooked on what you have to say to help make their lives a little better.
Now we are nearing the sale. Your user has made it this far, and they are almost at the finish line. It’s still possible to lose them at this stage, but this is less about the design and what you have to say than it is about what you can offer. To some extent, the user desires your services, but now it is a question of how much they are willing to give up for it. So, sweeten the deal.
While there are many ways to sweeten the deal, we go to the basics. Users are constantly subject to the desire for instant gratification, meaning the prospect of buying your service can be made even more attractive if it comes with a product/service they can use instantly.
Commonly known as conversion assets, this is where you can offer webinars, e-books, or something as simple as a satisfying shopping cart transition to increase the anticipation and desire for purchasing your service.
Another common tactic is collating and summarising all the benefits of your service and comparing them with another similar service (or even their efforts). By doing so, you help them perform a cost-benefit analysis while driving their conclusion to be that you are the better choice. In the same way, you are convincing the user to do what they already partially want to do. This makes it easier for them.
Finally, you have reached the pinnacle. After a seemingly long journey, the user is finally ready to purchase, and you are about to have your sale. This is where you must take extreme care in making sure all purchasing options and details are available and clear to the user because any cause for hesitation or frustration could unwind everything.
While the user’s journey through your sales funnel is at an end, it is only the beginning of their journey with you as a customer. Be sure to follow through and provide a service that meets or even exceeds their expectations because they could drive more future sales.
Granted, we still need a website to present an integrated offering of services, information, and products. The website’s strengths, however, do not come in handy when you are trying to land leads and make sales. So be sure of what use case you have in mind when designing a landing page for your users: it can determine if they stay or go.
We hope this article was helpful to you and that you learned something about sales funnels versus websites. We will delve into more exciting topics about sales funnels and lead generation soon, so stay tuned, and as always: keep on striving!