A one page eCommerce sales funnel does what a traditional sales funnel does, but in a shorter period of time. A traditional funnel occurs over multiple pages and emails, slowly taking the prospective customer on a journey towards the checkout. But what if you want sales today? Here's where the single page funnel comes into play.
We'll walk you through creating your one page funnel, sharing what types of content is needed at each stage, design tips for your single page funnel and details about pre-framing your funnel before prospects arrive on your website.
First up, let's do a quick recap of what a sales funnel is, and the stages within it. A sales funnel is a four stage journey in which prospects move through to become paying customers. Prospects start at the top of the funnel, then drop off as they travel through, with a few sticking around to make a purchase. A conversion rate of 3-5% is considered good for a sales funnel, so the more people you can get to the top of the funnel, the better.
Both a traditional and a single page funnel have four stages:
Now a one page sales funnel is often referred to as a landing page, which is technically correct. However, a landing page doesn't need to contain a full sales funnel, and may just be the start of the journey.
A one page funnel is traditionally very lengthy, requiring the visitor to do a lot of page scrolling. It's also commonly used and as such, people are used to scrolling down to see what the offer is Don't be tempted to position purchasing details towards the top of the page though, as the best conversion rates are achieved when the visitor moves through all of the funnel stages. Here are the commonly used content types you will find on a single page funnel:
It's time to jump up and down and get your prospect's attention. 90% of visitors are going to read this and the following call to action, so it needs to be great. Your headline is a promise you must meet later down the funnel and tell the customer what benefit they will receive by taking action.
Hero Image or Video
This is found directly below or next to the headline. Here you'll highlight your product in a short video or eye catching image and provide your call to action. A video helps you to reduce your word count, and you could include the information from the rest of the funnel in it, but keep it short. You'll still need to include that info below too.
Time to get into more detail and describe exactly what benefits your product will provide for the customer. This includes how it will make their life better, the problem it solves and how this is achieved.
Share your reviews and testimonials about your product that other customers have given. This could include photos of the product in action too. It's all about building trust with your prospect here.
A final push to tell customers just how trustworthy your business and your product are. A product guarantee gives prospects the knowledge that they can get a refund or contact you if they have any questions. This is also where you reveal the price and have an FAQ area if appropriate.
It's time for your final call to action. On an eCommerce sales funnel page, you will want to keep them here, so make sure your checkout form is present, and only then does it take the customer through to the payment gateway.
Visitors usually arrive at a sales funnel through either paid advertising or a search engine. The most successful conversions are achieved when the customer isn't 'cold' when reaching your funnel. That's where pre-framing comes into play.
Pre-framing refers to the experiences the visitor has of your brand before reaching your page. This could be through social media posts, YouTube videos or being an email subscriber. Having already warmed up to your brand, they are more likely to view your offer favorably and have trust in your brand.
Examples of pre-framing techniques you could use include:
When using our customisable eCommerce platform for your website, you also have the ability to create one page sales funnels, lead magnet pages and subscription pages. Take a read of our articles Building a Successful Sales Funnel, Creating Christmas Lead Magnets, What Are Lead Magnets and Landing Page Optimisation for further details.
Posted: Friday 11 November 2022