One of the most successful marketing practice for selling products and services online, sales funnels, was first described by Russell Brunson. He presents how to develop effective advertising funnels using ClickFunnels tools. The book explains no less than 22 marketing funnels that you can use to optimize your digital presence, brand awareness, and conversion rate.
For anyone looking to boost their sales performance, sales funnels solve one of the biggest marketing dilemmas: How can you sell more of one product without neglecting your other product in the market ? Online sales funnel optimization enables marketers and businesses to increase their average basket value across brand offerings and drive upfront sales.
Since Russell Brunson released The Funnel Hacker Cookbook in 2017, the sales letter funnel technique has become one of the most preferred conversion path methods.
Suppose you’re wondering how to take your online transactions to the next level ; with , this introduction of what sales letter funnels demonstrate for you , how exactly to utilize them for the best results can help you improve your marketing returns. Because of its versatility and adaptability, the Sales Letter Funnel is suitable for various business scenarios.
What are sales letter funnels?
Although the term “sales letter funnels” is relatively new, the principle is a well-known phenomenon. The sales letter funnel is a digital advertising growth hack based on an automated buyer funnel. It is designed to increase the value of the shopping cart by encouraging buyers to make more purchases. The sales funnel requires a deep understanding of your marketing and transaction goals, UX testing, and responsive funnel designs, which we’ll cover later.
The funnel is typically depicted as an upside-down pyramid through which your company routes new leads to create a relationship with the user and a sale.
The sales letter funnel consists of three different steps
- A sales page with an order form: The first page is the long sales letter that promotes your business goal.
- One-time offer (OTO) page: The funnel takes the buyer through your upselling page for a one-time offer, created with an automated yes/no funnel scenario.
- Thank you page with a deal wall: The sales cycle continues with an offer page introducing more products or services.
1) Sales web page: The first page of your sales letter funnel
Every sales letter funnel starts with a traditional long sales letter. The sales letter content focuses on selling a product or service to your web visitors. So, the sales letter is a content-generating exercise that consists of the traditional elements of sales content:
- An attention-grabbing headline that highlights the central message of the letter.
- An exciting blurb explained more about your product, service, or company.
- Eye-catching media, such as an image or video, grabs attention and showcases your product or service.
At the bottom or side, your sales letter must transition into a purchase form that captures the buyer’s personal information and transaction data, if applicable. The form is destructive to the success of the next steps of the sales letter funnel, as users will only click to navigate through the various steps of the funnel. You cannot interrupt the navigation process at a later stage by capturing additional data.
2) OTO side: building on the first sale by upselling or down selling
Ideally, you want to upsell on every deal: The second part of your sales letter channel sends the customer to your one-time offer page, where you suggest an additional product or premium service as a yes/no question to increase the cart value.
If the user is receptive to the upsell offer, they can click Yes: The upsell offer is added directly to the order, so it is essential to include transaction details or essential contact information on the first page.
If the user rejects the upsell offer, he is redirected to the down-sell page: The downwelling page is a counteroffer that suggests a cheaper product or offer, such as a down payment or a digital version of the product they want to buy. Like the one-time offer page, this page also shows a yes/no scenario, i.e., the choice to add the additional product or service to the cart if the user clicks yes.
3) Thank you, page: an order confirmation and additional offers
The order verification marks the end of a unique sales letter funnel. However, the sales letter funnel cycle is automated to funnel more leads into new sales funnels. Your order confirmation is displayed on a quote page. The confirmation summarizes yes or no clicks and purchases on the first page. In addition, the offer page can direct buyers to complementary offers or other products and services.
Unlike the traditional marketing funnel that narrows down and ends with a sale, sales letter funnels create potentially infinite sales cycles by turning each buyer into a new lead in a different funnel.
My Sales Script helps business owners and entrepreneurs grow and scale their businesses by providing high converting sales content that helps them close more deals. You can check out our more products at My Sales Script.