EP 61: The Real Reason Your Funnels Aren't Converting
Acquire- Lead Generation, Digital Marketing for Entrepreneurs
Deep Dive
What are the key metrics for funnel conversion rates according to Jenny Wright?
Jenny Wright highlights that her landing pages for summits convert between 50-80%, compared to the industry standard of 20-33%. Sales pages typically convert at 5-10%, but hers convert between 15-25%, sometimes higher. Webinar landing pages have achieved up to 90% conversion rates.
Why is alignment between funnel messaging and the offer critical for conversions?
If the funnel messaging does not align with the offer, potential customers will leave immediately. The messaging must feel like a natural extension of the brand and a logical next step for the customer. A clear value proposition is essential to ensure the audience understands the offer and how it solves their problem.
How has the design of landing pages evolved over the years?
Landing pages have evolved from simple, unattractive designs that converted well 12 years ago to more sophisticated, visually appealing pages. Today, audiences expect detailed, convincing, and well-designed pages that cater to their learning preferences and provide a seamless user experience.
What is the impact of passive language in calls-to-action (CTAs)?
Passive language in CTAs can significantly hurt conversions. It conveys a lack of confidence and fails to compel users to take action. Active, confident language like 'Yes, I need this!' or 'Give me access now!' is more effective in driving engagement and conversions.
What are common mistakes in funnel design that lead to low conversions?
Common mistakes include a lack of alignment between messaging and the offer, passive language in CTAs, and poor visual design that doesn't resonate with the target audience. Additionally, funnels often fail to make the audience feel seen, heard, and understood, which is crucial for engagement.
How can A/B testing improve funnel performance?
A/B testing allows for small, incremental changes to be tested, such as tweaking headlines or CTAs, to see what resonates best with the audience. This data-driven approach helps optimize funnels for higher conversions by identifying the most effective elements.
What role does visual design play in landing page conversions?
Visual design is critical for landing page conversions. Poor design, such as clashing colors, illegible fonts, or lack of visual hierarchy, can alienate users. A well-designed page that aligns with the product and audience expectations creates trust and encourages engagement.
Why is it important to view funnels as a journey rather than just a tool?
Funnels are a journey that guides users toward a specific goal. If users feel disconnected or confused at any point, they may 'leak' out of the funnel. A cohesive, well-structured funnel ensures users stay engaged and move seamlessly toward conversion.
What is the significance of a clear value proposition in funnel design?
A clear value proposition is the foundation of a high-converting funnel. It ensures the audience understands the offer and how it solves their problem. Without a compelling value proposition, users are unlikely to engage or convert.
How can small tweaks, like adding a video, improve funnel performance?
Small tweaks, such as adding a video that passionately explains the value of an offer, can significantly boost engagement and conversions. For example, a 2.5-minute video on a sponsor page increased interest and traffic, demonstrating the power of personalized, engaging content.
- Funnels aren't converting due to a disparity between funnel messaging and the actual offer.
- A clear value proposition is crucial for converting potential customers.
- The audience needs to understand the offer and how it solves their problem.
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