The funnels on your site can be quite complex, especially if you have several funnels competing for attention (engagement, leads, and conversions). To ensure your funnel is simple and easy to use, you need to take the following steps…
1. Ask yourself “Is this the best funnel I can create to get the results I want?”
You might have one funnel that is perfect for lead generation and another for sales. The answer to this question will help you decide which one you should use. Some signs you might be over-engineering your funnels are:
- Complicated tasks that can be automated
- A lot of redirects
- Too many steps or a lot of intermediate pages
- Content that doesn’t convert well
- Few conversions
- Low engagement (e.g., signups but no one is engaging with the content)
On the other hand, if you have a sales funnel and you’re happy with the results you’re getting, there’s no reason to change it. Simply build on what you have and add more complex steps (if needed) to the funnel to generate more leads.
2. Decide on a direction and theme for your funnel.
This should be determined by your goals and the results you want to achieve. For example, if your goal is to generate as many leads as possible, you might want to go with a popular WordPress theme that is highly focused on looks, rather than functionality. If your goal is to convert those leads into paying customers and growing your business, you could choose a more functional theme.
3. Generate a single page that handles all the steps of your funnel.
When someone lands on your website, they should be able to easily understand what your website is about and navigate their way to the information they need. They should not have to scan through a lot of menus, drop-down menus, or complicated instructions to figure out how to get to the point-of-sale.
Every step of the way, you should keep things simple and easy to understand. When you add too many steps and sub-menus to a funnel, you confuse the reader and cause them to leave the website. When that happens, you’ve lost a customer. You don’t want to lose a customer, so keep things simple.
To help you keep things organized and simple, you can use a tool like HubSpot, which turns a plain-old email into a highly effective lead generation and sales tool. With HubSpot, you can create a simple landing page that handles all the steps of your funnel. That way when a visitor lands on your website, they’ll see only one page with all the information they need to make the buying decision. This keeps things simple and makes the process of converting a lead much easier. When you have a lead generated from a simple landing page, you can follow up with a more sophisticated funnel, should you choose to do so.
How does this strategy work in practice?
When you follow these three simple steps, you’ll find that your funnel will improve significantly. Now, you might not be able to see the results of your efforts right away, but over time you’ll start to see improvements in your conversion rates and the quality of your leads. Once you do, you’ll be happy that you made the effort to simplify your funnel and improve your overall conversion rates.