The sales funnel is basically the road from the first “date” with our promo until our offer. Promotional materials can vary depending on the type of traffic that we work with. In the case of display traffic - the first thing that the user will see is our banner. In the case of re-directs and pop-up sources of traffic - it’s not conscious (as opposed to clicking on the banner), and happens unexpectedly (opening a window on top of the current page or a redirect).
So why does a sales funnel play a key role in affiliate marketing? Well, because we can make a great banner, an excellent landing and we will have a good offer, but the result will be weak. This is due to the fact that the importance is not in every single element, but in their synergy.
Let’s look at the following example:
This is a great example of how any of the 3 elements have nothing to do with each other. This is honestly not good at all. Yet, a lot of people work like this. Why? It’s because they use the most aggressive landing page, which puts pressure on the thing that hurts more - the fear of losing all messages and data. Officially such banners are banned in offer networks and advertisers don’t like them. However these landings give profit and 80% of traffic passes through them, and well… no one wants to give up such a fat piece of pie. Therefore, offer network and advertisers pretend that they are against these, but quietly accept them. Ads continue working as long as they are allowed.
Nevertheless, it doesn’t matter whether you are going to use aggressive grey landings or will work in white, if you will understand what the sales funnel is, how to build it and why is it so important, then your results will grow in front of your eyes!
Let’s get back to the funnel.
Here is a step by step guide, what happens to the users from the very beginning to the end:
In case of how it "usually" works, the sales funnel looks like this:
- The user is on a website and sees our banner.
- He gets interested and clicks on it.
- After that, the user goes to the landing page, where the task is to keep the interest that arose after a click on the banner. The landing should not only keep the interest, it should increase it in order to wake up the motivation to buy.
- When all these points are implemented, the user clicks the button on the landing, and gets to the offer.
- On the offer, depending on the type of conversion flow, the user needs to make a number of simple actions (for example, enter a phone number, get the code, and enter it on the landing offer in the text box) then we will be credited a lead. The money will be taken from the user or subscription will be activated.
In the case of pop-up traffic, the funnel will look like this:
- A user visits any website, for example, a site with movies.
- They click on a section or a button to play the movie.
- Our landing page (or our offer if we don’t use a landing page) pops-up on top of the browser window.
- Our user needs to make some simple steps on our landing page/offer and we get a lead.
At first, people think that these 2 examples are not different from each other. But it’s not the case. The main difference is motivation. In the first case the user himself made a click on our ads, where we manage their attention. In the second, he comes to a landing page unconsciously, and often the user is set to any content that he will see with annoyance. He wanted to see a movie, and we are trying to sell him something. Think about the difference.
In each case, we need to build a different sales funnel. A role is played from what sites a click is made - re-direct, opening pop-up windows, etc. It's one thing if it's traffic, which mainly comes from the movie websites, and another thing, if the traffic is mainly from sites with adult content. This audience is very different, they have different interests in advertising, and you can interact with them in a variety of ways.
Today we talked about the sales funnel and the next post will be about the types of verticals! Stay tuned!