InfusionSoft is one of the leading small business automation tools. It’s the one that I use every single day but… it can be very confusing. In the video below Nicola Cairncross, check out her blog here, asked me to go through how to create an automated sales funnel in InfusionSoft.
Check out the video to see exactly how you can create an automated sales funnel below..
Download The Video Transcript Here
There are going to be some marketers out there that will hate me for what I’m about to write because they’re charging good money for this information.
Imagine if you could take a $7 customer and turn them into a $27 customer and then a $67 customer and then a $47 per month customer.
What would that do to your revenue?
It would increase it by 1400% and add another $47 per month to it for every customer.
You do this simply by using an autoresponder and segmentation marketing targeting.
Segmentation marketing is the key in making the conversions, while the autoresponder allows you to automate the process.
Let’s assume that you have four products priced at $7, $27, $67 and $47 per month.
All of these products are related to the same market. The first thing you need to do is think about what your prospects needs are and how those needs will change on your first product.
The way I think of it is:
Using this approach you are both solving your prospects problems as they arise, over-delivering and turning them into a repeat customer all at the same time.
But don’t just sell to people. Provide them with support on what they’ve bought and take into account how long it may take them to implement what you’ve given them.
Here’s an example of how I would setup the funnel:
Sell $7 Product
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Help your customer achieve their goals
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Provide free content to backup your expertise on the subject. Write content that relates to upcoming product.
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Start An Educational Email Promo for $27 Product
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Help your customers achieve their goals.
Offer non-buyers a discount to get them to convert.
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Provide free content to backup your expertise on the subject. Write content that relates to upcoming product.
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Start An Educational Email Promo for $67 Product
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Help your customers achieve their goals.
Offer non-buyers (and non-trialists of previous product) a discount.
Offer non-buyer trialists of previous product a smaller discount.
Offer non-buyers of both products an email course to warm them up further before trying to sell these products to them again
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Provide free content to backup your expertise on the subject. Write content that relates to upcoming product.
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Start An Email Promo for $47 recurring Product
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Provide ongoing support to your customers to get them to achieve their goals
Offer non-buyers a discount on first month. Offer discount non-buyers a free trial.
There are three things that you must do if you want to convert your prospects into raving fans and repeat customers. They are:
And you can do these things while making a profit if you follow the process above. Take action and implement this process to start maximising your revenue.
If you’re still reading then you’re ahead of most internet marketers.
Why?
Because at first glance the title of this post doesn’t make any sense.
I mean, the lesson that we’re all taught in internet marketing is to get as much traffic to an offer as possible. After all, if you have a 2% conversion rate and send 1000 clicks then you’ll make 20 sales. If you can send 10000 clicks then you’ll make 200 sales.
Surely it’s a no-brainer. Isn’t it?
Well, in the next few minutes I’m going to challenge everything that you thought you knew about clicks and why you shouldn’t just be focusing on the number.
Before I jump into the details of how you can reduce your clicks and make more money, I should clarify that this is primarily for email marketing to your in-house mailing list. Other sources of traffic don’t necessarily work in the same way.
Alright… let’s jump into how we’re going to make you more money from less traffic.
And, you’re going to do that by being selective.
When you send a promotional email out, do you send it out to everyone on your list?
If you do then I want you to stop doing that. From right now.
Okay, you’re going to need to do it a few times more because you’ve always done it. But you’re going to do it in a much smarter way.
Here’s the thing. When a prospect joins your mailing list they’re joining because of a specific offer. Maybe it’s free software, a trial, a PDF guide showing how to do something. Whatever the optin offer, everyone will have joined your list for a different reason.
Which means one thing.
They’re all interested in something different.
Of course, there’s cross-over. I mean someone who joined your list to get information on optimising their email marketing campaign may also be interested in finding out how to send paid traffic to that campaign.
Or someone who joined your list for a free video guide on how to increase their sales page conversion rates may also be interested in how to send paid traffic to that campaign.
So it makes sense to send an email to everyone when there is a paid traffic product to promote. Right.
The thing is, they’re both going to be looking at the paid traffic product from a different viewpoint.
And if you want to maximise your sales then you need to write your email copy differently for each type of subscriber in order to make sure that it “speaks to them”.
Otherwise you’re going to be losing sales. Full stop.
The way to do this is through a process called segmentation. You want to segment your mailing list into a lot of small mailing lists.
Ideally you’ll be using a CRM system like InfusionSoft so that each contact that comes in is tagged. The benefit of this is that the person will only receive the email once. However, CRM software is pretty pricey compared to autoresponder services like Aweber and GetResponse.
If you use Aweber and GetResponse then you should have a separate list for each other that a prospect can join by. This allows you to segment the content you send to each list based on what you know they’re interested in.
You may, at the moment, just have one mailing list where you have put everybody who joins however the join. If so, don’t worry. We can use that as well but you need to start segmenting it up from now on.
If you have just one list then send an email out about a topic, not a product, asking who is interested in that product.
Let your readers know that you’ve got some awesome, highly valuable content you’re giving away for free about that topic and they should head over to your optin page to get it.
This optin page will put anybody who opts in onto a new mailing list specifically for that content.
Great, you now have a smaller list of people who can be considered hot leads for that topic. They just opted into a mailing list to get the information.
Your job of converting them from a lead to a sale is now much easier, because you know they are actively interested.
This segmented list is going to be hyper responsive. Of course you’ve got to provide them with some awesome free content. After all they did just optin to a new mailing list and if you provide them with some awesome free content then they’re going to want to get more content.
But here’s the trick. Give enough free content that they want to finish your email sequence, but then tell them you’re going to take it to the next level if they buy the product you’re promoting.
The information you’ll give them then will not be released to anybody else and is going to jumpstart you.
What you’ve now down is:
Repeat this message a few times, before finally giving them the best bit you promised at the beginning. You give this to everyone whether they bought or not. I usually like to do a final sales message at the very end as well.
But for those people who purchased the product you were promoting, you give them the bonus that you had created for the product. The only thing is… you’ve never called it a bonus.
Bonuses may still work well for some people, but personally I’ve found that they’ve become less and less effective as a sales tool due to the quantity of poor bonuses on offer.
So if you provide high quality content that’s going to make a big difference when used with the product they’re purchasing but never say it’s a bonus. The conversion is going to be much higher.
In summary, we’ve reduced your mailing list to those people who are interested right now in the topic that the product you’re going to promote is based around. You’ve then provided them with awesome free content before telling them they can get something even better if they purchase the product you’re promoting.
You may send significantly less clicks, but your conversion rate is going to be skyhigh. Why?
Because you’re only sending people who have told you very recently that they’re interested in exactly what you’re selling.
Test it out. You won’t be disappointed.
Wouldn’t it be great if you could know with a 100% certainty if there was a market for your product before you even had it made?
Imagine, you’re having your morning coffee when you come up with the idea for what you’re sure is going to be the next top selling product. You phone around and get some quotes for how much it will cost to produce but…
…you’re now in a position where you have to buy stock.
That means you have to outlay money but you’re not sure if there’s really a market for it or if they’ll pay the price you need to be able to make a profit.
Traditionally you would now spend a lot of time and money doing market research and predicting the level of demand and the price point.
But not only does that take money, it’s also very slow and often wrong.
What you need is a crystal ball that’s going to tell you that information with a 100% certainty.
Well, with the advent of the internet that crystal ball is available if you know how to use it.
It’s otherwise called:
Paid Traffic
What I’m about to share with you can be used for both real products and digital products, but it’s going to be easier with real products due to a lot of paid traffic sources not being so keen on digital products.
I am going to describe a process using AdWords but any high quality paid traffic source will do.
It’s also worth noting that although everywhere says you can’t use AdWords with internet marketing products anymore in my experience that’s not strictly true.
Because… we do.
You will need an account in good standing and you need to be careful with how you promote and what your sales page looks like. But it’s certainly possible and, because nobody else is doing it, the traffic is plentiful 😉
Anyway, I’ve moved away from the main point.
How do we check with 100% certainty whether your product is going to make a profit.
First of all you make your sales page. If you are making a real world product then you should get a sample made up so you can take photographs of it.
Once you’ve made your sales page then you make a two stage order form. The first stage is entering the name and email address. The second would be the payment details but…
…the second part doesn’t exist.
Because at this stage we want to find out how many people will go through to the order form.
Instead after they optin to your mailing list you send them to a page which says there are currently no items left in stock and say that you will be in touch as soon as you have more stock.
Assume that 25% of the people who complete the optin will purchase your product (this is the average across all markets).
Now you only need to spend between $100 and $200 to get enough data to determine:
If your product isn’t going to make a profit, don’t despair. Maybe you can reduce your profit margin slightly or call the manufacturer and ask them if they can reduce the cost to the level you require for it to be profitable.
What using this process will do is tell you for just $200 whether your product is going to work before you’ve had to spend any money creating your product!
This means that you never need to make a product that doesn’t have a market or won’t be profitable for you again.
In summary:
Oh, and I forgot to mention… you’re also building a mailing list of people who are interested in your product at the same time!
There’s something new brewing in the world of copywriting and conversion. It’s a technique that’s going to massively increase conversions and you need to be considering using it.
It’s all to do with using surveys before sales pages.
Whaaaat?
Don’t worry, I’m going to explain.
There are two ingredients to making a profit online:
To make the most profit you want to optimise your sales copy for the traffic that is being sent. If you use multiple sources of traffic then you’ll probably find that to get the best conversion rate for each traffic source, they’ll need their own sales copy.
And that’s because different traffic source send different types of people. The best copywriting speaks directly to the visitor, addressing their needs.
So it stands to reason that to get the best conversion you should write different copy for different traffic sources so it’s more tailored to the reader.
But imagine if you could take that even further.
Imagine if you could tailor your sales copy to each individual person. That would be truly awesome!
Which is where we come back to surveys.
There is no faster way to find out information about someone than to use a survey.
So why don’t you send your traffic to a survey before the sales page. If you have multiple sales pages for different types of people then depending on the answers someone puts into the survey will depend on which sales page they’re sent to.
And of course they’ll be sent to the sales page that will speak to them the most. Which means…
…your conversion rates will rock!
It would look like this:
In this example there are four sales pages and after someone takes the survey they are re-directed to the sales page that’s going to be the most relevant to them.
This is a superb approach to use and if you take action and implement it then you’ll find that your conversion rates increase.
But there’s a new tool that’s going to be released shortly that improves this even further. It will dynamically alter your sales page based on the readers answers to the survey. That means that the sales page speaks directly to your visitor based on the exact answers they’ve provided you!
I’m 100% certain that this is going to increase our conversion rates massively. But, when I’ve got a copy I will write a new post about whether it works or not.
In the meantime, start using the survey sales page technique today and jump your conversion rates.