Understanding the sales funnel
The e-commerce sales funnel: where the magic happens. On average, when someone goes to an e-commerce store, if 100 people go to a store, one of them buys. If you can get that number up to two and you can get two people to buy for every 100 people that visit your store, you've doubled your business without driving any additional traffic. The e-commerce sales funnel is simply a group of pages that a prospect visits on their way to becoming a customer. I want to show you my e-commerce sales funnel and I also want to give you the one that I think you should use to start.
So, my sales process is quite elaborate. I go from an advertisement, to an article page, a piece of content that engages someone in a conversation, they read that article, they click through to check out my products. That takes them to an e-commerce catalog page or a category page with multiple products. From there, they select the product they're interested in, they view the product offer page and then, they go to the shopping cart, checkout, upsell experience and now they're a customer.
Now, that's really complex and I don't recommend that most people start there. I recommend that you start much simpler where you go from your advertisement directly to your product offer page. Ninety-five percent of the e-commerce sales funnels that I see go from go from advertisement directly to offer page because it's way simpler, way easier to be successful with and allows you to really focus on the ad and the offer which is what you want to get down when you're getting your e-commerce ads setup.
I want to quickly share an example of this from a brand that I recently bought from, it's called Beard King, it's actually run by an Instagram friend of mine's Shopify store. They go from a video ad of a guy who's got a beard who's like shaving over the sink and there's all this hair on the sink and if you have a beard and you live with any other person and you have ever shaved, you know that they don't like the nasty beard hairs in the sink. So it's like this bib thing that you put on the mirror that allows you to shave and it captures all your beard hair, so they go from a video showing that off right to their product offer page which is displaying the product.
This ad is working extremely well for them. It's a really powerful model. All the brands are using it, and you should be using it too. Now, given that the product offer page is the most important page in your entire sales funnel, I want to talk to you a little bit about the structure of that page, so that you can have it set up such that when people get there, they're able to easily consume it and hopefully buy from you as soon as they visit the page. So, it really has four main parts.
You have the header of the page, which is the first thing they see. You then have the carousel of images where they're engaging with the different looks of your product and then you have what I call the "buy box," which is where they actually are going to make the buying decision and click that "Add to cart" button. And underneath that is the stacked conversion support content, which is the content that supports the person in making the purchase decision. And we want to get all of these done well, so that when someone visits they can see the header easily, there's easy access to the carousel, the buy box is set up properly and we have content that supports in the overall decision making process.