The Convert Funnel
The Convert Funnel
Once new leads have passed through your Attract funnel, they should naturally progress into your Convert funnel. The Convert phase of the customer lifecycle focuses on turning qualified leads into loyal customers. One way to do this is by sending new leads an entry-level offer, also known as a tripwire. A tripwire is an approachable, low-cost product you can promote and sell to new leads to “get your foot in the door.” Once people make that initial commitment, they’re much more likely to buy from you again.
To illustrate this, let’s follow your hypothetical lead, Monica, through the Convert phase of the customer lifecycle. Below is a side-by-side view of what each step of the process looks like in Ontraport and what Monica sees on her end.
What your leads see
When we last left her, your new lead Monica had filled out your landing page form, downloaded your free lead magnet, and received your bonus email, meaning she’d effectively passed through your Attract funnel. Now she’s landed in your Convert funnel to be offered a tripwire product.
What you see
Monica is added to your Convert funnel whereupon she skips over the “Added to Campaign” trigger and lands on a wait step. She’ll remain on this wait step for seven days, after which she’ll receive your first Convert funnel email.
What your leads see
A week has passed since Monica received your most recent bonus email (see Attract funnel). She’s quick to click on the new message now appearing in her inbox from you. The first in a series of five product offer emails, the Personal Gain email showcases your tripwire product and highlights how much the recipient stands to gain from buying it. Though curious, she does not take further action this time around.
What you see
Monica arrives at the first of five “Send an Email” elements in your Convert funnel upon which she receives the Personal Gain email. From here, she progresses onto a wait element where she will remain for up to seven days. If she purchases your product within those seven days, she’ll be added to your Fulfill funnel.
What your leads see
Another seven days pass and lo and behold, your second offer email appears in Monica’s inbox. Message two, the Fear of Missing Out (or FOMO) email, plays on what she will miss if she doesn’t buy the product. Unlike last time, Monica clicks the link to your product page in your email.
What you see
Not having purchased from you yet, Monica advances further down your Convert funnel to the second “Send an Email” element: the FOMO email.
What your leads see
After clicking through to your sales page, Monica suppresses the urge to buy at this time. She’s pensive, toying with filling out your order form. “Maybe later,” she thinks to herself as she closes out the browser tab.
Monica’s visit to your sales page triggers the “Landing Page is Visited” element on your map. She immediately advances to a subsequent wait element in addition to continuing down the same path on the map she started from.
What your leads see
Over the next couple of days, Monica goes about her business until she sees an ad on Facebook showcasing your product that she was reluctant to buy before. This little nudge puts you top of mind, serving as a reminder that you haven’t forgotten about her and that your product is still up for grabs.
What you see
As a contingency measure, you’ve created a trigger on your campaign map that adds anyone who visits your sales page without purchasing to a Facebook Custom Audience after a one-day grace period. Having met the criteria, Monica advances through the wait step and is added to a Facebook Custom Audience so she can be shown retargeting ads on Facebook and Instagram.
What your leads see
In a moment of reprieve from her busy day, Monica pulls out her smartphone and rummages through her inbox. Among the deluge of obligatory work emails and payment notifications is a beacon of joy: an email from you.
What you see
Monica arrives at the third “Send an Email” element on your Convert funnel map: the Logic email, which uses stats and facts to back up why your product will solve her problem.
What your leads see
Now that you’ve gradually addressed her objections to buying with your reassuring emails and Facebook ads, Monica decides the time is now to buy your entry-level product. She clicks through to the sales page and buys.
What you see
Monica’s purchase activates the “Product is Purchased” trigger element. Now that she’s a customer, her journey through the Convert funnel culminates as she advances to the “Add to Campaign” element.
What your leads see
Monica’s payment is processed successfully. She’s immediately dropped onto a page thanking her for her purchase and prompting her to check her inbox to redeem your tripwire product.
Had Monica decided not to buy your tripwire product after email three, she would have received two further emails regarding your entry-level offer — one to reiterate how the product will solve her pain points and another to press the issue you’ve promised to solve.
What you see
Behind the scenes, Monica has moved to the final step of your Convert campaign, the “Add to Campaign” step, whereafter she’s dropped into your Fulfill funnel. There, you’ll deliver her product, educate her on how to get the most out of it, and encourage her to take advantage of your free resources.
Next: The Fulfill Funnel