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    Building sales funnels to convert that traffic

    22 April 2016

    Graphic showing concept of sales funnels

    You’re driving a certain amount of traffic to that website but there’s one problem; the traffic isn’t converting to a sale/booking when they get there. How do you address this challenge? A good place to start is by understanding the different types of sales funnels that can be used to drive traffic to your website.

    According to this DigitalMarketer.com article, there are three types of sales funnels:

    • Acquisition funnels: where you offer something for free to a prospect in order to convert them to a lead, e.g. a free PDF guide to planning a wedding at your hotel, if they sign up for your email newsletter.

    • Activation funnels: where you offer a time limited, discounted offer in order to gain a booking customer e.g. a flash sale.

    • Monetisation funnels: where you trigger a potential sale/booking by asking a question such as ‘Want some help with planning your holiday to Galway?’

    Each of these types of sales funnels should direct the potential customer to a specific landing page on your website from the relevant advert/original link they clicked on to get to your landing page. 

    Optimise your landing pages

    CrushCampaigns.com offer the following tips in relation to landing pages:

    • Make sure the look and feel of the landing page matches the ad or link visitors clicked to land there.
    • Ensure the Call to Action (CTA) is in a prominent position above the fold (so that users aren’t required to scroll down to enter their details).
    • Have a single focus and message on each landing page.
    • Videos have been proven to increase conversions by as much as 80%, so add a relevant video to your landing page.
    • Use cues such as text, images or videos that direct the visitors’ attention to the CTA. CrushCampaigns.com suggest that this can be done using arrows or people in the video looking towards the CTA.
    • Highlight real testimonials from previous customers to improve authenticity.

    Techniques to drive traffic to your landing pages

    You can drive traffic to your landing pages in a number of ways. Organic methods include:

    • Blogging – post on a regular basis and your content is more likely to be indexed by Google and rank higher in the search engine results pages. If you include links to your landing pages in relevant blog posts, you will drive more traffic to your website.
    • Email marketing – encourage subscribers by offering them a free download in return for subscribing and then tailor your offers to them according to the demographic information they supply to you on sign up.
    • Social media – leverage social media with competitions and engaging content such as video and high impact visuals to drive more traffic to your website organically.

    Paid methods include:

    • Facebook Remarketing – if someone clicks on your website and leaves without booking, you can use Facebook Remarketing to follow them around Facebook with tailored advertising prompting them to return to your website and make a booking.
    • Pay Per Click advertising and other social media advertising campaigns – such as Promoted Pins on Pinterest or Promoted Tweets on Twitter – can also be used to convert leads to customers.

    Find out more about sales funnels from DigitalMarketer.com

    Learn about optimising landing pages from CrushCampaigns.com

    View our webinar on how to build sales funnels to convert that traffic