Have you ever visited a website, taken a look at it and clicked off within a matter of seconds?
Sure you have, I do it too, and it’s no wonder — let me tell you why. The constant evolution of technology has lead to a need and reliance for quick action, instant fulfilment. And the same absolutely applies with websites. If you can’t find what you’re after on a website, you’ll be off and checking out another website.
If you ran a business two decades ago, you’d hear a lot that you needed to get a website — it’s the latest thing, essential to the successful running of any business. And it was.
That was back when people would happily take 5–10 minutes to browse a website, look around, and take the time to find what they want.
Alas no longer. So if the website was the big thing 20 years ago, what is the big thing in 2020?
The chances are you will have heard of these before, they’ve really exploded in the last few years and you’re just as likely to find yourself on a funnel than you are a website when searching for literally anything.
Funnels are the answer to humanities changing need for instant gratification. Before I explain how they work, let’s dive into a typical website.
A website has a lot of content, and is usually structured with multiple pages or a single homepage with different sections on. There are many pages or sections you’ll nearly always find on websites — things like “About Us”, “Contact Us” or “Meet The Team”.
Generic content, and also babble. Most people visiting a website are not looking for this stuff — not all, but definitely most. So what are they looking for?
- Information on a specific product or service
- A way to signup for a webinar or event
- An order form for a specific product/service
- An option to subscribe to a newsletter or other emails
That is what they want, so give them it!
This is where funnels come in. Funnels start as a single page, with one single objective and one single direction people can take. There are not multiple options, not tonnes of information — nothing to confuse, distract and put the visitor off.
A funnel is more than just a single page however — it leads on to another, and perhaps even another. But the goal is not to put a website into a funnel — the goal is to maximise on the visitor by giving them what they want.
A funnel can sell something specific, and then offer the buyer another product or service that makes an ideal companion to their original purpose. For example:
The start of the funnel may sell a book on Facebook Ads
The next page could then upsell to a Facebook Ads course
And it could go even further, offering those who buy the course one to one mentorship with a Facebook Ads expert.
(this is actually a funnel I’m working on!)
To help you visualise a funnel, let’s look at the structure.
A standard sales funnel has this structure:
- Sales page
- Order Form
- Thank you and upsell
- Thank you
It could have additional upsells, or even a downsell.
This format can also be used for other actions — such as registering for a webinar, event or a free download (opt in):
- Information page
- Signup page
- Thank you and upsell
- Thank you
Funnels are proven to perform significantly better than websites do when converting on anything. As I say, so many businesses and entrepreneurs use them or have heard of them.
My aim with this post is to try to remove any barriers people may have that are stopping them from getting their own funnels. Funnels really are essential in 2020, and I foresee them continuing this way for many years to come.
Funnels are not complicated, and there are many services available to create and host them. Click Funnels was founded on the entire concept, and is a hugely successful business headed by Russel Brunson who is a marketing genius and someone I admire.
But there are many other ways to have funnels — Lead Pages is another popular choice, and there are dozens of others.
If you’re still not convinced, think of it this way. Would you dream of having a business in 2020 without having a website? Or an email address? Or a phone line? Internet? No? Then you shouldn’t consider for a second not having funnels in 2020 or beyond, either.