Effective Website Sales Funnels – Managing Site Exits – Does Your Site Do it Well?
We all do it. Click around haphazardly…rarely finishing what we are reading or watching before getting distracted by one of those pretty flashing banners, a link in the text we are reading to related material or just a stray thought that has us popping up to the search bar in our browser. All of these will pop your potential customers right out of that carefully constructed sales funnel and back into the wild Clickfunnel. Even if you have created a very compelling sales message and created a highly engaging presentation there are a million things that may cross the mind of any given visitor that will take them off your site. What does your site do to minimize the effect this will have on your sales?
One of the deadliest things you can do to your sales funnel is to put banners linked to other pages all over the place, or any place at all for that matter. The reasoning people use for doing this is usually related to trying to capture some revenue even from visitors who lose interest in the sales message of the primary offering. The hope is that if their interest is falling off from the main message maybe they will see something they like in those banners and head off on some affiliate link, make the site owner some click-through cash or see something else the site owner offers and check that out. If you intend to use a given page as a sales funnel on your site do not do any of these things on that page. Have confidence in your sales message. Stay on track with your sales message with every last element on every page of your sales funnel. No exceptions. Ever. If you are trying to make money with affiliate programs, pay for click-through opportunities or other products or services you offer then give them their own sales funnels! All of those ways of making money can be very effective in the right context. Treat them with their own importance in their own sales funnels and leave this one to the primary offering it was built to sell.
The next area site owners go astray with is hyperlinks in their own sales message text. You may be using the growingly popular contextual links that pop up with ads, definitions or other related material based on the context of the page they are on. You may think an inline ad makes sense that is related to your topic but links outside your sales funnel. You may also just have links in your sales message to other areas of your sales funnel but break the intended flow. Again, do none of these things. The same comments apply as were made for banner ads. Some of these inline breaks seem like a good idea at the time as supplementary information or a jump ahead or back in the sales message hits you as a good idea. Sometimes it seems so right it is hard to resist. Resist. In my opinion it is never a good idea in a sales funnel. Do not jump off elsewhere or pop something up in front of the flow of the sales message. You will only distract the visitor and inhibit the buildup of intensity you are trying to achieve in your potential customer. This is hard enough to do without introducing distractions of your own making. Resist the temptation and give them what you think they need right in the flow of the main message. The only “interruption” I can think of that is worth doing is to put testimonials in the flow that are about the product or service this sales funnel is all about. This is not really an interruption. Well placed (and true) testimonials are indispensable ways to build intensity and trust. Even with these do not drag the visitor off to someplace else to read them or hear them or see them. Put them right into the sales flow itself at a point where the testimonial message makes sense and fits into the sales message itself. No matter what, stay in the main message. You are fighting enough distractions and itty bitty attention spans. Do not create more.
Distractions. Now that you have learned not to introduce ones of your own creation, what can you do about distractions your visitors create on their own. There is absolutely nothing you can do about their random thoughts and their immediate environment and the fact that some of that can and does trigger distractions. They may jump up to the search bar to look something up (another reason to try to make sure everything they need to know is in your message and that it is engaging at all points). Their search results will display in this window and erase your carefully constructed sales page forever from their memory as they get the results of their search displayed before them. They may remember another window they have open or a download they were doing when they ran across your ad out there in the wild and came here. You just cannot anticipate anything other than the fact that this will happen…and happen often. Since you know people are going to wander out of your sales funnel and that many of them are leaving due to distraction rather than any conscious decision to stop looking into your offering, you can help them stay. Make your site react to the events that lead to leaving your page whether that be closing the page, pulling the focus away from the page, entering something in the search bar…any event you can detect from your code that means they are leaving the flow of your sales message. There are several options in pop-ups, pop-unders, page overlays (which are simply changes to the active page that do not trigger most pop-up blockers) and similar pieces of code on your site. Whatever the chosen method, the goal is the same. Interrupt the distraction. Your interruption of their distraction can offer them a discount on whatever they were reading about if they purchase in the next 30 minutes (or whatever time is appropriate to the length of time it takes to traverse your sales funnel). It can ask them if they would like a phone call or a live chat session to discuss the offering with a live human. It can offer to enter them in a drawing and then the code can thank them for entering, enter them (yes…it does need to be a real drawing) and plop them right back into the main sales message wherever they left off. Use your imagination but try to hold their engagement right now. It will be difficult to impossible to get their attention back if they slip away mid message.