1. The concept of sales funnel
A sales funnel (ou funnel of vente) is a sequence d'etapes strategics that guide a prospect since sa first interaction with your brand up to the acte d'purchase, then the fidelisation. It is a representation structuree of the customer journey, designed for maximize the conversions a each etape.
The tunnel takes the form d'un entonnoir : a lot of people entrent en high (decouverte), and a pourcentage more restreint arrive en low (purchase). The objective is d'optimize each step for maximize the pourcentage of prospects that passent a the etape next. A amelioration of a few points of pourcentage a each step product a effet cumulatif considerable on your revenue.
2. The steps of the sales funnel
TOFU : Top of Funnel (Decouverte)
En high of the tunnel, your objective is d'attirer the attention of your target audience. A this etape, the prospects ne connaissent not still your brand and ne cherchent not forcement a acheter. Ils have a problem or a need and commencent a chercher solutions. The leviers TOFU include the content marketing (articles of blog, guides), the SEO, the social media and the advertising of brand awareness.
MOFU : Middle of Funnel (Consideration)
Au milieu of the tunnel, your prospects connaissent your brand and evaluatednt the options. Ils comparent, reflechissent and cherchent a approfondir. Votre role is of nourrir the relation and demontrer your expertise. The leviers MOFU include the lead magnets (ebooks, webinaires, tools frees), the sequences d'emails of nurturing, the etudes of cas and the demonstrations.
BOFU : Bottom of Funnel (Decision)
En low of the tunnel, your prospects are prets a passer a the action. Ils have need d'un last element declencheur. The leviers BOFU include the offres d'essai free, the consultations personalized, the garanties, the temoignages detaileds and the comparatifs with the competition.
Construire a sales funnel custom ?
Discuter of your project arrow_forward3. Construire your tunnel step par etape
Step 1 : Define your persona and son parcours
Avant of build quoi that this soit, cartographiez the purchase journey of your client ideal. Quelles questions itself pose-t-il a each step ? Quelles are ses objections ? Quels contents and interactions the feront avancer in the tunnel ? This cartographie is the foundation of your strategy.
Step 2 : Create the lead magnet
The lead magnet is the content free that you offrez en echange coordonnees of your prospect. Il must be suffisamment valueeux for justifier the partage d'une adresse email, but suffisamment specific for attirer uniquement prospects qualifieds. A guide pratique, a checklist, a template or a mini-tool are formats effectives.
Step 3 : Concevoir the landing pages
Each step of the tunnel requires a landing page dedicatede : a page of capture for the lead magnet, a page of remerciement, a page of vente for the offers principale. Each page a a objective unique and a CTA clair.
Step 4 : Automatiser the sequences email
The sequences d'emails automatisees are the wordeur of your tunnel. Apres the telechargement of the lead magnet, a serie of five a sept emails delivers of the value, construit the confiance and presents gradually your offre. Each email a a objective precise in the progression toward the conversion.
4. The tools for build your tunnel
You n'avez not need d'un tool unique for manage the together of the tunnel. Combinez tools specialized for each fonction.
- Landing pages : Webflow, Unbounce, Leadpages or pages dediees on your website.
- Email marketing : ActiveCampaign, Brevo, Mailchimp for the sequences automatisees.
- CRM : HubSpot, Pipedrive for the suivi leads and the pipeline commercial.
- Automation : Make or Zapier for connecter all these tools between eux.
- Analytics : Google Analytics and the tableaux of bord of your tools for measure each etape.
5. Optimize each step of the tunnel
A fois your tunnel en place, the optimisation continue is this that fera the difference between a tunnel mediocre and a tunnel performant.
Identifier the fuites
Analyze the conversion rate between each step for identify or you perdez the more of prospects. Si 60 % visitors remplissent your formulaire but only 5 % ouvrent your emails, the problem itself situe between the capture and the engagement email. Concentrez your efforts d'optimisation on the steps a more strong potential d'amelioration.
Tester and iterer
Appliquez the principes of the A/B testing a each element of your tunnel : titles landing pages, texts emails, offres proposees, timing sequences. Each amelioration, same minime, itself compose to the fil of the tunnel for produce a impact significatif on the result final.
A good sales funnel n'est not a mecanisme of manipulation : it is a parcours that delivers of the value a each step and aide your prospect a prendre a decision eclairee.