Define your goals

I know you want your customers to buy stuff.  However, that may not be possible without building a relationship with your customer first.  You might want your customers to sign up for a product demo, schedule a consultation, or sign up to receive your catalogue.  Yes, if your product is inexpensive, then having your customers buy it straight away should be your ultimate goal.  Whatever your goals are, make sure that every path leads to them.

Find the path of least resistance

I recommend working on one sales funnel at a time.  That way, you aren’t spread too thin.  Optimizing one sales funnel, at an hour a day, is going to take a few business days to do.  Not to mention, your head is going to be swarming with possibilities.

Start with the path of least resistance.  For instance, the goal of my website is to get my customers to call for a free marketing plan consultation.  There are several ways we can do this.

  1. We can ask our customers to download a white paper, read our ebook, or watch our webinar and then ask you to sign up for the consultation.
  2. We can ask you to subscribe to our blog, get acquainted with us by reading our news letter, then asking you to schedule a consultation.
  3. OR we can take people directly to a landing page that offers our free consultation.

The first “funnel” we are going to optimize is #3.  Not because we don’t want to build relationships, or because we want to take the easy way out, but because the “path of least resistance” more often than not is going to be the foundation for which you build all of your other sales funnels.

Establish a baseline

If this is the first time you are proactively trying to generate sales leads, the first iteration of your sales funnel is going to be bad.  Your landing page is going to be bad, your ads that drive your customers to your landing page are going to be bad.  That’s perfectly OK.  Don’t get discouraged.  That means that you can only get better from here!

Spend a few days gathering data and driving traffic to the landing page.

Some of the things that you want to measure:

  • The performance of the ads (whether on your site, or on another site) that are driving traffic to the landing page.
  • The conversion percentage on the landing page.

Keep things simple at first.  There are other factors to test that will be custom to your business, but these are the main two.

Test and Measure

You are always going to be looking to increase the effectiveness of your ads and the conversion percentage of the landing page.

Some of the things that you are going to look to test:

  • Placement of the ad on your website
  • Ad copy
  • Landing page copy
  • Landing page design
  • Color scheme
  • Headlines
  • The web form

Testing is a never ending game.  However, once you get your first sales funnel humming, you can then move on to the next one.

Did I miss anything?  I’d love your feedback.