After working for almost a decade as a digital marketing PRO, I'd say that more than 70% – 90% of the time, your first sales funnel would be a blunder. This is especially true if it's the first time that you've launched your product or service and no one has ever bought it before.
But that doesn't mean that you NEED to bleed money on testing and optimizing your sales funnels.
In this article, I'll help you identify the top 5 mistakes that most people make when starting and building their sales funnels. These are the exact mistakes that I've seen being made in dozens of industries that I've worked with.
If you would like your sales funnels to be profitable or increase your conversion rates, this article is for you.
Let's get started.
Mistake #1: Improper Tracking or No Tracking at all
Let's start with probably the easiest mistake to get resolve as there are tons of ways to do this and most of the solutions are FREE (except for the sales analytics tool that I'll mention below).
Mandatory: Google Analytics & Facebook Pixel
What I consider to be mandatory are installing your Google analytics and Facebook pixel scripts on ALL your website pages and sales funnel pages. I would recommend that you implement it as part of your Google Tag Manager settings, but if you won't be using Google Tag Manager, then hard-coding the scripts on your website is fine.
Make sure that you've implemented the proper location for these scripts. If it requires to be added between the <head></head> scripts, please do so and avoid adding it to any other location (like the footer).
Optional: Google Tag Manager
If you've never used Google Tag Manager, now is the time to do so. The best way to explain what Google Tag Manager does is that it allows you to quickly deploy scripts without requiring any hard-coding or changes on your website. And because ALL of your scripts are added into Google Tag Manager instead of adding it directly to the website, script management and troubleshooting is much easier.
Setup Conversion Goals
While adding your Google Analytics scripts and other scripts like Facebook pixel as the first step in tracking, most people forgot to add conversion goals to their Google Analytics accounts.
In Google Analytics, you'll find the ability to add goals inside your account by going to > Admin > View > Goals
And then you can add your goals via destination, event, etc.
Hard Conversion Goals
The first type of conversion goal is what I call, hard conversion goals. This is the MAIN objective of the sales funnel and this type of conversion is usually used to measure a purchase or sale.
Soft Conversion Goals
The second type of conversion goal is what I call, soft conversion goals and I use this to track ACTIONS or EVENTS that a lead or prospect made. This action is usually associated in a high value activity with high intent to purchase later on. An example would be subscribing for your newsletter or subscribing for a lead magnet like a cheat sheet or template that you've given for free. (See examples above).
Setup Conversion Tracking on Paid Platforms
Inside PAID platforms like Google Ads, Facebook Ads, Pinterest ads, you'll also find conversion tracking. Make sure you've added and implemented those Conversion tracking events as well.
Depending on your targeted audience and location, there are certain laws and regulations that you need to be able to abide on. Make sure that you're website and sales funnels are compliant with these laws.
Sales Funnel Tracking and Forecasting Tool (Recommended)
Aside from regularly tracking my website stats using Google Analytics, I also use a sales mapping tool called Funnelytics to help me map out my ideas and track metrics inside these funnels.
Mistake #2 : Selling at the wrong stage of awareness
Are you struggling to sell to your audience? It's probably that they are NOT yet ready to buy.
Before you can convert and sell to your targeted audience, you need to move them to each stage of awareness, until they are in the stage where they are actively seeking for a solution or product that will help them solve their problems.
The 5 Stages of Awareness (Watch Video)
Mistake #3: Your Sales Funnel Is NOT Linear
Most people think that a sales funnel is as simple as 1, 2, 3. That's not the case because a customer's journey is NOT linear. A customer (depending on their stage of awareness), will have multiple exit and entry points in your sales funnel before they convert.
Focus on the customer journey and not your vanity metrics
Mistake #4: You're Targeting Everyone
I see this all the time.
Because we're either too lazy or we think that in order to get the most amount of sale, we create a sales funnel that is targeted to everyone (every possible audience we could sell to).
The only problem with that is that I've seldom seen it work.
Imagine you're selling a 30 day Keto diet plan, how do you create a sales funnel that targets both 45 year old female audience who wants to lose weight because she wanted to live longer vs a 25 year old bride-to-be who wants to lose weight because she wants to look great on her wedding day.
Notice that both audiences would benefit from the 30-day Keto diet plan (although the 25 year old bride might benefit of a faster solution if her wedding day is approaching soon), but you need to communicate with these 2 audiences in a totally different way.
One Funnel for One Major Problem and Provide One Major Solution
This idea and framework of working on a ONE audience, ONE problem, ONE solution approach has helped me create the highest conversion rates possible. In the case above, I will create two different entry points for these audiences. There's a different lead magnet for the 45 year old email, different email series, etc than with the 25 year old bride-to-be.
Mistake #5: You Don't Have a Real Sales Funnel
Obviously, the last mistake is when you really don't have a real sales funnel, but just a bunch of landing pages. A real sales funnel has components of acquiring new leads, nurturing those leads into customers, and finally providing a wonderful experience for your new customers.
Stop complaining and Start testing
If you think that sales funnels are expensive, time consuming and difficult to implement, say no more. I'd like to invite you to a FREE sales funnel challenge. Let's fix your Sales Funnel problem so that you can start acquiring more leads, nurturing those leads and converting them into customers.
Click the big button below to learn more about this challenge.