1. The concept of sales funnel
A sales funnel (ou funnel of sale) is a sequence of steps strategics that guide a prospect since its first interaction with your brand up to the acte d'purchase, then the fidelisation. It is a representation structured of the customer journey, designed for maximize the conversions to each etape.
The tunnel takes the form of a 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 to 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'attractsr the attention of your target audience. A this etape, the prospects do not know still your brand and do not seek forcement a buy. Ils have a problem or a need and start a cherexpensive 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 seek a approfondir. Your 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 study 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 of a last element declencheur. The leviers BOFU include the offres d'essai free, the consultations customised, the garanties, the testimonials 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 its parcours
Avant of build quoi that this or, cartographiez the purchase journey of your client ideal. Quelles questions itself pose-t-il to each step ? Quelles are its 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 of a address email, but suffisamment specific for attractsr only 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 sale for the offers principale. Each page a a objective unique and a CTA clair.
Step 4 : automate the sequences email
The sequences d'emails automatisees are the wordeur of your tunnel. After 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'have not need of a 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 followed 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 optimization continue is this that fera the difference between a tunnel mediocre and a tunnel high-performing.
Identifier the fuites
Analyze the conversion rate between each step for identify or you waste the most of prospects. Si 60 % visitors remplissent your formulaire but only 5 % ouvrent your emails, the problem is between the capture and the engagement email. Focus your efforts of optimization on the steps a more strong potential d'amelioration.
Tester and iterer
Appliquez the principes of the A/B testing to 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 is not a mechanism of manipulation : it is a parcours that delivers of the value to each step and aideally your prospect a prendre a decision ecleare.