SALES

FUNNELS
10 POINT CHECKLIST
TO GUIDE YOU
No matter what you sell, getting prospective
customers to buy doesn’t happen in an instant.

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Table of Content

1. Match Domain Name and URL to Your Offer .................................................... (3)

2. Structure Each Stage Relationally: WWWH ...................................................... (3)

3. Address the “Catch”........................................................................................... (4)

4. Add a Guarantee ............................................................................................... (4)

5. Recap ................................................................................................................ (5)

6. Sequence the Right Pages ................................................................................ (6-7)

7. Order Your Offers Intentionally ......................................................................... (7)

8. Connect Bundles, Bumps, Upsells, and Downsells ........................................... (7-8)

9. Include Social Proof .......................................................................................... (8)

10. Remember Exit Intent Offers ........................................................................... (9)

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1 Match Domain Name and URL to Your Offer

This is pretty self-explanatory, but still worth mentioning …

The domain name and URL you use for your sales funnel must be
representative of your brand and your offer.
A URL like “RobsCompany.com/salesfunnel1” comes off not just as generic, but also as over-
ly-salesy. While your customers are smart enough to know when they’re being sold to, there’s no
reason for you to be blatant about it.

It sounds like a small detail, but matching your URL to your offer will add to the customer-facing
nature of your brand — and will be one less thing to distract your audience from taking the next
step.

We’re disciplined about this at ClickFunnels. Not only for the SEO (search engine
optimization) benefits of matching URLs to content, but also for the clarity they bring.

Notice the straightforwardness of our own and a couple of the pages we looked at above …

https://funnelstackingsecrets.com/start
https://funnelhackerscookbook.com/funnel-recipes
https://go.migsoap.com/14-day-beauty
https://ladyboss.com/labs

2 Structure Each Stage Relationally: WWWH

Speaking of being customer-facing with your sales funnel content, it’s vital that anything your
prospective clients see speaks to them on a personal and individual level.

This means using WWWH …

Who is your ideal customer, who do they trust, and who should you put on the page to
embody that (current customers)?

What do they want out of your product or service? What are they trying to escape from or
find a solution to?

Why do they want it? What are the deeper emotional needs and pains they’re currently
experiencing? Why is the cost less than the benefit?

How can your images, words, and calls-to-action bring it to life?

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Remember: Your customers don’t want to be sold to; they want to

receive value.
And they don’t want to put all that much effort into solving their problem either; they want you to
make it easy for them.

3 Address the “Catch”

If you’ve done the above, your prospective customers will likely be left saying to themselves:

“Well, this sounds way too good to be true.”

Your goal is to clarify to them that your offer is the real deal. But, that doesn’t
necessarily mean that your offer will always be on the table.
Maybe you’re offering a time-sensitive sale or a one-time offer. Or, maybe you’re planning on
discontinuing a product or service after a certain period of time.

Whatever the case may be, addressing the “catch” to your current offer can instill a sense of
urgency — making them more likely to take immediate action.

Since your customers will likely be looking for a “catch” anyway, you might as well give them one
that puts the ball in their court. That way, they’ll understand that the only thing standing between
them and the offer is … themselves.

4 Add a Guarantee
In furthering the customer-facing and “too good to be true” nature of your sales funnel, you also
want to minimize the amount of risk your prospects will have to take when going through with a
purchase.

In fact, you can even take this a step further and explain that it’s you who will be taking a risk by
doing business with your customers. Known as risk-reversal, the idea is to make your potential
customers feel like they have no reason not to take advantage of the offer at hand.

Whether you’re offering money-back guarantees, double-your-money-back guarantees, or any

other kind of risk-free assurance, you’ll inherently bring your prospects to trust your brand in two
key ways …

First, they simply have nothing (or very little) to lose, and a ton of value to gain. Second,
confidence in your ability to follow through with your promise will shine — building trust
when it matters most.

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5 Recap
If a prospect or customer is close to the point-of-purchase at any level of your value ladder, two
things are all but certain:

You’ve provided them with some sort of value in your relationship thus far
They’ve grown in some way since they’ve first engaged with your brand

As you begin to close in on a sale, it’s imperative that you make these two
points clear to your potential customer.

The goal is reinforcement. On some level, the customer knows these things — but may not be
consciously thinking about them when you actually make your offer.

But, with a little gentle nudging on your end, they’ll be reminded of how far they’ve come — and
how much further they’ll be able to go.

Notice how MIG Soap’s 14 Day Challenge order page summarizes all the elements in short-form
immediately next to the two-stage order form:

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6 Sequence the Right Pages

The key to successfully nurturing consumers through your sales funnel is to get them to take
action at every touchpoint.

You even want to go as far as to create touchpoints for your prospects to engage with throughout
your sales funnel. This is where techniques such as the two-step tripwire come into play.

2-STEP TRIPWIRE FUNNEL

2-STEP TRIPWIRE FUNNEL OTO PAGE

Here’s Your Attention Getting Headline Logo

Here’s Your Attention Getting Headline

1SHIPPING 2 Your Info

Step 1:Create Account Step 2:Customize Order Step 3:Order Complete

Where to Ship Your Billing Info

Here’s Your Attention Getting Headline

Full Name...
This is your sub-headline to increase credibility

Here’s Your Attention Email Address... OFFER WALL PAGE

Getting Headline
Here is another paragraph with more Phone Number...
awesome information. It should be long
enough to explain the concepts, but short SHIPPING
enough to keep their attention
Logo
Address

City
YES! Add To My Order Now... Here’s Your Attention Getting Headline
This is your sub-headline to increase credibility
State/ Province Zip Code
Add to Order-Just $27
No Thanks I Don’t Need This Now
Your Product Receipt
Country

Item Price
Ship Me My Product
Sub Headline button Text here Purchased Item $7.95

Text that goes here that nobody actually needs

but you need it. So you don’t get need.

DOWNSALE PAGE

Logo SPECIAL OFFER SPECIAL OFFER SPECIAL OFFER

CLICK HERE CLICK HERE CLICK HERE

Step 1:Create Account Step 2:Customize Order Step 3:Order Complete

Here’s Your Attention Getting Headline

This is your sub-headline to increase credibility

YES! Add To My Order Now...

Add to Order-Just $27
No Thanks I Don’t Need This Now

AUTOMATION Follow-Up Funnels

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As the name suggests, a two-step tripwire has consumers taking two steps to complete the
overall task at hand. Most often, this two-step process is as follows:

1. The prospect fills out a contact info form on the first page of your funnel (typically in
exchange for a freebie offer)

2. On the second page, the prospect is shown a small-ticket, frontend offer. If they choose
to make a purchase, only then will they be asked to provide payment info.

This allows you to implement the “foot-in-door” technique, as you’ll be gradually asking the
prospect for more information after they commit to providing some surface-level info.

Then, you can hit them with the more valuable offer after they’ve become a bit
more invested in your brand.
Even if a prospect decides not to go through with the follow-up purchase, you’ll still have collected
their contact info — and can then send them more applicable offers in the future.

7 Order Your Offers Intentionally

It’s vital to know exactly how each of your “mini funnels” connect with one another to create an
overarching sales funnel that encompasses all levels of your value ladder.

Within each “mini funnel,” this means offering content and freebies that prepare the customer to
get the most out of your main offering at that level. Within your overall sales funnel, it means
ensuring those who have gone through one “mini funnel” are fully prepared to enter the next.

Basically, you want your customers to feel like they’ve “graduated” to the next step of your value
ladder once they’ve reached a certain point with your lower-tiered products.

If a subsequent offer has little to nothing to do with the previous product or service you’ve offered,
your audience will likely be rather hesitant to take the next step with your brand.

8 Connect Bundles, Bumps, Upsells, and Downsells

Once a prospect has gotten to the point where you believe they’re ready to make a purchase, you
need to be sure the offer you present them is highly-relevant to their specific circumstances.

Of course, the ideal scenario is that your prospects simply take advantage of your main offering
as is.

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As the name suggests, a two-step tripwire has consumers taking two steps to complete the over-
all task at hand. Most often, this two-step process is as follows:

When your “typical” offer isn’t exactly what a customer is looking for … you’ll
need to have subsequent offers at the ready to keep them on track toward
converting

If a prospect doesn’t feel ready to purchase your mid- or top-tier service, you’ll want to have a
related, yet lower-value service to offer them. It’s important to tailor these downsells to the
prospect’s specific needs (as opposed to providing a more generalized downsell to all prospects
who decline your main offer).

On the other hand, if a customer does accept your main offer, you also want to provide an upsell
that’s relevant to their needs. They’ll be much more likely to accept this subsequent offer if it
provides the specific value they’re looking to get from your brand.

9 Include Social Proof

No matter how valuable your products or services are — and no matter what you have to say about
this value — you absolutely need to back up your claims with proof from your current customer
base.

By sprinkling social proof throughout your sales funnel, you’ll give your
prospects the evidence they need to feel confident.

For one thing, the modern consumer places more trust in their peers than the brands they do
business with. Providing various types of social proof can allow prospective customers to truly
understand what they have to gain by engaging further with your brand.

Social proof can take lots of different forms:

Short endorsements
Long-form testimonials
Written case studies
Video testimonials
User-generated content
Pictures and videos posted to social
Logos or “trust seals”
Before and after images
Numerical reviews and ratings

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10 Remember Exit Intent Offers

As you probably know, most people who click-through to your landing page will end up leaving
without taking even the smallest step forward.

While this is to be expected, you shouldn’t just accept it without putting up a fight.

Rather, you’ll want to take action to keep them on your landing page — and, ideally, giving your
offer a second thought.

Include exit intent offers on each of your landing pages. This means adding popups, overlays, and
other such “extras” to be presented to your site’s visitors once it becomes clear they’re ready to
head elsewhere.

Within these overlays, you can include one-time offers for freebies, downsells, or other lower-value
offers that your more hesitant prospects may be interested in receiving.

This way, you can make a last-ditch effort to keep these individuals engaged before they navigate
away from your site for good.