Step 1: Find the Choke Point
The first step is to find the choke point in your sales funnel. Every sales funnel has an area where prospects are getting stuck or are exiting before making a purchase. It might be on the very first page, the page to request a demo or to schedule a call, or some other page that may not even be on your radar.
To find the choke point, you must first create a flow chart that lists every single step in your sales funnel. This is real work, but trust me, it’s worth it. Until you can visually see all the steps, then you’ll struggle to optimize your conversion rates.
Next, you must measure the conversion rates from one step to the next to see how each step is performing. After going through this exercise the choke point will likely be obvious. It’s the step where you’re getting the biggest drop-off.
Congratulations, identifying the choke point is the hardest part, but it obviously doesn’t improve your conversion rates until you take action.
So let’s move quickly to step 2…
Step 2: Fix Incongruent Copy
One of the most common mistakes I see in sales funnels is having incongruent copy on the pages. For example, your sales page might mention free shipping, but then there’s no mention of free shipping anywhere else as you move down the sales funnel.
Or, your webpage design may change from green to black after clicking to another page. That might not sound like a big deal, but remember that all prospects online are extremely skeptical. If there’s any hint that your offer or company is not legit, then prospects will quickly leave to find another business.
So review every step in your sales funnel to ensure you’re presenting a consistent message with a consistent look and feel.
Then move on to step 3…
Step 3: Simplify Your Webpages
At this point, you should have a congruent message throughout the sales funnel, which is important, but it’s not enough.
Many webpages are simply too complicated for the average prospect visiting your website. Keep in mind that you probably use your website every single day and you know exactly where to click to get where you need to go.
However, most prospects are using your website for the first time!
That means you need to make your website extremely easy to use with a clean and simple layout, and intuitive, clearly labeled navigation.
In addition to simplifying your webpages, consider removing unnecessary pages in your sales funnel. There’s no easier way to fix a chokepoint than to simply remove that step in the funnel. 🙂