Case study (part 2): Looking for opportunities in the sales funnel

In a previous blog post, I showed you how to draw your sales funnel. I showed you a fictional (but pretty typical) business and drew a sales funnel around it.

Opportunities in the sales funnel

Over a few blog posts, I’m going to show you how you can examine the sales funnel you’ve drawn to find new opportunities to run a more successful, profitable business.

One way you can optimize your sales funnel is:

Reduce the number of steps in the sales funnel

Although there is a limit to how fast people will move through your sales funnel, there are ways you can speed up your sales funnel by reducing the number of steps in it.

The sales funnel (above) we’ve drawn for the case study is already pretty minimal (many businesses have much more complicated sales funnels than this!). There aren’t a lot of steps that move people from one stage to another but there ARE things we can do.

One opportunity to streamline this sales funnel is to stop splitting traffic between the homepage and the landing page. Since the landing page is the page that sells the ebook, and (presumably) ebook revenue is a key way for this business to make money, there is a risk that only a portion of potential ebook buyers are actually getting to the landing page. The ones who are sent to the landing page from articles get there (obviously) but other marketing efforts are sending potential ebook customers to the main page where they have to navigate to the landing page.

So two solutions to this problem are:

  1. Sending more people to the ebook landing page instead of the homepage
  2. Moving the ebook sales letter to the homepage

The other opportunity to reduce the number of steps in the sales funnel is on the right-hand side: Face-to-face marketing at the Chamber of Commerce leads to a contact (email or phone) and then signing a contract. But this can be improved further to save the business owner time and freeing up to allow more marketing and delivery.

A couple of solutions include:

  1. Automating the contact stage with a website that answers questions and provides a downloadable contract to sign
  2. Outsourcing the contact stage for 24/7 coverage
  3. Stop sending people to the website

Neither of these ideas might seem like much but even a slight increase sales funnel speed can increase your business by moving more people through, faster. (Plus, a streamlined sales funnel frees up more of your time to focus on other things).

Stay tuned. There are many more opportunities we can derive from this sales funnel.

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.

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