As a long-time marketer and entrepreneur, it’s pretty common for me to critique places I shop and visit when I’m not working. It’s not something I do intentionally – it just happens!
When I first started learning marketing, nothing stood out to me as being done “wrong” or “inefficient.” I only knew that if I didn’t get waited on, for example, within a reasonable amount of time, something was wrong.
Now, that’s all changed.
Now, instead of looking at retail shops, I find myself analyzing websites, TV and radio commercials, billboards, along with online media like ads, posts, videos and sales funnels. It’s amazing what you can discover when you start analyzing things online that you see everyday.
For example, nowadays I look at nearly every ad that comes across my Facebook newsfeed to understand why I’m seeing it. Several times a week, I’ll also purchase a product from the ads, just to see how the funnel works. You can do this too and learn from it!
Next time you get an ad in your Facebook newsfeed, just click on the upper right hand button and choose “Why am I Seeing This Ad?” It will tell you why you were included in the demographics of that audience for that particular ad.
This morning, I saw an ad which said I was selected to see that ad (in other words, targeted) because I was in the age range 18-65 and spoke English. Hello!?? How many MILLIONS of people does that audience include? The product in the ad had absolutely nothing to do with me!
This type of data tells me that the person placing that Facebook ad is new , or doesn’t understand how to do targeting or select audiences, or worse yet, doesn’t care. Either way, it’s a tremendous waste in terms of ad money spent and time that could be saved by targeting the proper audience in the first place.
I also click on many online ads that come my way, mainly to follow the sales funnel and see what has been done with it. Most of the ads are good, but every once in awhile, I’ll see one that lacks one or two of the common MUST-HAVES that’s needed to be successful.
For example, on some ads, I’ve had to scroll and scroll (on my phone or tablet) to get to the bottom of the page. On some occasions, I’ve even stopped scrolling and given up, and I’m sure I’m not alone. That tells me the marketer should have included the CTA (call-to-action button) in multiple places throughout the page. To not do so, or to not have it be JUMP-IN-YOUR-FACE apparent, just lost him my business, at the very least. (We discuss how to do this inside the Million Dollar Marketer courses.)
Many times, when I make a purchase, it will take me to a Thank You page. Now, while a Thank You page is very nice, it’s not going to make you money just by saying thank you. A Thank You page is an ideal place for a marketer to place an “upsell,” which is loosely defined as another item the prospect, who is now your customer, might be interested in buying that goes along with the item they just purchased.
In today’s market, there is no sense in having a Thank You page that just ends with “thank you.” At the VERY LEAST, have a link that goes to your Facebook group or page, (but even THAT isn’t going to make you money from that click.) So what other options are there?
The best suggestion would be to come up with a secondary product, either something you’ve created or a product you’re selling for someone else, that complements the first product or solves the prospect’s original problem faster, easier, or more efficiently. For example, let’s say you just clicked on an ad to sign up for a free infographic showing you how to design Facebook ads. Then to MAXIMIZE that offer, on your Thank You page, you could offer something like a 37-item cheat sheet for just $7.00 called “Putting Together Your Facebook Ads.”
To take it one step even further, if the prospect decided to PURCHASE that 37-item cheat sheet, you could have THAT Thank You page offer a short training course for Facebook ads for just $197.00, for example. That’s a great upsell idea from the original cheat sheet idea. In other words, it’s the next logical choice.
You could also set it up so that if the prospect DECLINED to purchase that cheatsheet, he’d see yet ANOTHER offer for something that costs a little less, often called a downsell. In this case, it would be something that’s the next logical step between a cheat sheet and a full-blown course…. Something like a short training webinar, perhaps, or an hour-long training video, for just $97.00. In that case, THAT would be the next logical step.
HERE’S WHAT THE SALES FUNNEL SHOULD ULTIMATELY LOOK LIKE:
Another reason you don’t want to waste your Thank You page, is that your prospect has GIVEN you something of value in exchange for what you have in your offer. If your offer is FREE, the thing of value will be his EMAIL address (and his time in filling out your form.) If your offer costs a few dollars, the thing of value is his credit card number (and his time filling out your form.) Since you ALREADY have the prospect giving you something of value at the Thank You page, they’ve already passed the great hurdle we marketers call the “trust” factor. That is, they won’t give you their information if they don’t trust you, at least to some extent. So why not capitalize on that trust and make the next offer RIGHT AWAY on your Thank You page? Studies show THAT’s the best time to present your second offer – when they have just finished with the first offer. To not use that opportunity is a big waste.
This is the first part of our beginning training series in our TRAFFIC AND FUNNELS MASTERY program which covers sales funnels from beginning through advanced.
If you’d like to learn more about our Sales Funnel Program and how to make yours stand out, just visit our program page here.