CG #43 - Breakdown: A simple two-page funnel for high ticket sales
It's not perfect, but it's live.
Yesterday I hit publish on my new funnel.
Last week, I mentioned I was building an application funnel.
I decided to modify it by replacing the application form with a calendar booking link instead.
I did this because I want to prioritize having more conversations right now, even if some of those are with less-qualified prospects.
In this issue, I give a full breakdown of how the funnel structured and how I built it so you can make one for yourself.
So, here's the blueprint if you want to build your own two-step funnel to get more discovery calls.
Client-Getting Strategy of the Week:
I built this funnel as a lead magnet that (hopefully) leads to prospective clients booking a free discovery call with me.
Who / What it Works For:
This funnel works for coaches, consultants, agencies and service providers who want to get prospects on a quick call to determine if they are qualified for a high-ticket program or service.
How it Works:
The flow for this funnel is an opt-in page to a confirmation page with a video and a booking calendar embedded.
Opting in also triggers an email sequence.
PAGE 1: OPT-IN
This page is simple.
I went through a few variations of the headline, subheadline and call-to-action.
This is what I settled on for now (though it may change often while I figure out what works):
I borrowed the layout and copy from a similar funnel by JK Molina:
In my funnel, the image is just an image.
In JK's, it's a short testimonial video.
If you have a testimonial video for this page it would likely be more effective.
One other difference is that I have the form fields on the opt-in page, whereas he has a button that opens a pop-up.
While there may be a difference in conversion rates between these two, the only way to know for sure is to do an A/B test.
When I did a test on exactly this setup (on page form vs pop-up) for a client, the on-page form won, but just barely.
But that was for a different offer and a different audience so no way to know if the same applies here.
The main reason I didn't do a pop-up was technical: I couldn't figure out an easy way to make the button open a pop-up in the page builder I used.
PAGE 2: VIDEO AND BOOKING FORM
This page combines the video I promised on the opt-in page with a calendar booking form to schedule a free call.
You could make this a three-page funnel and have a button below the video that they click to go to the booking page, but I decided to keep it on one page to reduce the clicks needed.
Another variation to consider is to embed an application form instead of a booking form.
This has the advantage of filtering out less-qualified prospects, but will mean far fewer booked calls.
So if you are at a stage where you are looking for more calls, I'd suggest going with the booking form.
When you get to where you are getting too many calls with unqualified prospects, then put in that application form as a filter.
Not everyone will book right away.
In fact, most probably won't.
Creating an automated email sequence gives you more chances to make sure the prospect watches the video and books a call.
Since I wanted to get my funnel live and start seeing how it performs, I only have one email scheduled at this time, but I will add to it over the next couple weeks.
- Carrd.co to build the landing page and confirmation page
- ConvertKit to send the automated email sequence
- Calendly for the booking form and to send automated reminder emails
- Vumu to film the video (it's like Loom, I use it because I got a lifetime deal to it a while back)
I wanted to use ConvertKit to create the landing page and confirmation page, but the pre-defined templates aren't very flexible.
I couldn't get the look and feel I wanted (minimalist, centered down the page).
I debated building the landing page in Webflow where I built my personal site and store the archives of this newsletter.
But decided against that because connecting Webflow forms to ConvertKit requires using Zapier and I'm already at the limit of how many Zaps I can have on my free Zapier account.
So Carrd made sense because:
- I already had a pro account that let me use a custom subdomain without paying more (Carrd is cheap at $19 per year).
- It's easy to build in and I could get the page to look exactly like I wanted.
- It has a native integration with ConvertKit so all I had to do was create a form in ConvertKit and then add my ConvertKit API and the form number from ConvertKit into the page in Carrd.
The booking form is embedded in the Carrd page by getting an HTML code from Calendly (using the Share > Add to Website > Inline Embed function).
This code is then pasted into an Embed element in Carrd.
TIME TO BUILD
It took me just under five hours to build the whole thing. Including filming the video and writing the welcome email.
(At least an hour of that five was spent trying half a dozen ConvertKit templates to see if I could get one to work.)
Keys to Success:
An Attention-Grabbing Hook
As with any landing page, if the hook's no good, nothing else matters because most people won't give it a second thought.
I've already edited the hook several times since first publishing it Thursday.
I like what it is now and think it's a good hook for my target audience, but only time will tell.
Deliver on the Promise
Whatever promise your opt-in page makes, you need to deliver on it or you'll lose credibility.
I believe my video delivers on my promise of showing two ways to double a small business's profits without spending more on marketing and advertising.
Again, it doesn't go into detail. It shows what to do, not how to do it.
They can learn more about the how by getting on a call with me.
If they are a good fit for my services, then I'll let them know the next steps for getting my help creating and implementing a plan for their business.
If they're not a good fit, I'll give them some guidance or suggestions on what to do next to grow their business.
Either way, they'll come away with direction that will make a difference in improving their bottom line.
If you want to see another version of this funnel, JK Molina's Tweets and Clients funnel is here.
Client Ascension has another one here you can funnel hack.
Something Else You Might Like
Why We Buy is a free newsletter that breaks down buyer psychology to help you understand well, why people buy.
A recent issue talked about how our brains prioritize avoiding loss and what you can do to tap into the power of Loss Aversion and avoid doing things trigger it.
Check out my new funnel here.
If you have suggestions for improving it or questions about how it works, let me know (email me at email@example.com).
And if you're interested in talking with me about how I can help you createa Profit Acceleration Plan for your business, go ahead and book a time on my calendar.