If your company is offering a product for sale, you will need a sales funnel. When it comes to online sales, these funnels tend to be complicated and require lots of time and effort to set up. Because of this, many people give up before they even have the chance to launch their first campaign.
There is a way to make things a lot simpler and easier. Enter the one page funnel, a solution that only requires one webpage and saves you a ton of time and effort.
Below, we will cover what a one page funnel is, the principles behind constructing one, and the best practices to follow when setting it up.
What is a One Page Funnel?
To start off, we have to properly define what a sales funnel is in the first place. Simply put, a sales funnel is a series of steps designed to lead a customer from first discovering your business to making a purchase.
An example of an offline sales funnel would be a clothing store. At the beginning of the funnel, a customer enters the store and is ‘just browsing’. But through the interaction with the sales personnel and various discounts and special offers, the customer is steadily guided towards a sale. If the sales funnel was especially well-designed, the customer will return for more purchases.
Sales funnels exist online as well. Your business webpage should be designed in a way that showcases the products and services you offer and incites the customer to buy what you’re offering.
Given what we mentioned above, it’s easy to assume that a webpage as a sales funnel would have to be a complex system, continually guiding the customer towards the sale. In reality, a single-page website is often enough to achieve this - it just required a bit of forethought.
That’s where the name comes from: a one page funnel, referring to a single page website designed to act as a complete customer experience, from beginning to sale.
What’s Important to Consider When Creating a One Page Funnel?
Like any other sales funnel, the one page sales funnel follows the tried and true AIDA approach.
This model leads the customer through a logical progression of steps:
- Awareness - This first step is all about catching your customer’s attention and making them aware of the product or service you’re offering. Generally speaking, the goal of your marketing campaign is to achieve this step and lead the customers to the entrance to your sales funnel.
- Interest - A customer in the interest stage will be aware of your product, but will also have other alternatives in mind. This is where customers usually do their research, comparing prices and features. At this point, you need to not only display the features of your product but also help the customers understand how your product can solve a problem they have.
- Desire - Once the customer has picked two or three product alternatives, including your own, they move to the desire stage. They are now ready to buy, and it’s your job to persuade them to buy what you are selling. To do this, you need to make the offer irresistible, by offering bonuses such as free shipping, discounts or gifts.
- Action - Finally the customer acts, pulling the trigger on your product. But your job isn’t over yet. Now you need to focus on customer retention, so you can have them coming back and turning that one purchase into many more.
Of course, there are many online sales funnels that use this model with great effect. However, they tend to consist of a number of steps spread over multiple webpages, checkout processes and the like. What makes the one page funnel stand out is the fact it can achieve the same goal while using a single webpage.
In order to do this, there is one crucial rule to remember - simplicity is key. Make sure you’ve honed your pitch and your message is crystal clear. If you have that part down, crafting a single page that leads the customers through all of the four stages above will be easy. What’s more, it will save you money, time and effort and make your store maintenance a breeze.
One Page Funnel Best Practices
Of course, all this sounds much easier in theory than it is in practice. To make sure your one page funnel leads to as many conversions as possible, we’ve compiled a list of 5 best practices:
Grab Your Audience’s Attention
This is where your marketing channels come in. Whether you are using print or digital ads, your first goal is to make sure as many people see your brand as possible.
Consider the fact that no matter how well you design your sales funnel, only a relatively small percentage of customers will ever make it to the end. That’s why it’s so important to get your audience interested as soon as they land on your sales page.
One of the best ways to do this is by making sure you have a striking and compelling headline ready to greet them. Some of the ways you can do this:
- Make sure that the headline makes a bold claim and promises results. This is your thesis statement; you will support it throughout the rest of the pitch. Also, make sure that the headline is designed in a way that is visually attention-grabbing.
- Never embellish, or even worse, lie in your headline. If the promise made in the headline isn’t supported by the rest of your copy, potential customers will leave your webpage in a heartbeat. Worse yet, if your copy supports your headline, but your product doesn’t, word of mouth will make sure customers avoid you like the plague.
- Make the headline as specific as possible. Using vague phrases like ‘Achieve your dreams’ will make you sound like a million other websites offering the same thing. If you want to stand out, you need to be specific and to the point.
- If possible, use numbers and statistics to improve your claim. Percentages are especially useful at attracting attention and will lend more authority to your arguments.
- Make sure your headline includes both a solution to a problem and a counterpoint to any potential objections. One example of this would be ‘How to get (solution to a problem) without (specific objection)’.
Perfect Your Copy
The copy of your one page funnel lays out your entire sales pitch, so it’s important to make sure it’s as effective as possible.
The first thing to note is that you will get much better results if you frame your product as a solution to a problem, rather than just listing all its features. Sticking to the benefits your product or service offers is the core of writing an irresistible pitch. Notice how the copy for MacBook Air mentions the benefits first, before moving on to the features:
As we mentioned above, it’s best to keep the pitch simple and focused. There are two main questions that you need to answer: what your product is and what it does. By doing this, you will go over all the key benefits of the product in the shortest time possible.
Next, you will need to get rid of customers’ objections. In this context, objections refer to the inner dialogue every customer makes when deciding whether or not to make the purchase.
If we refer back to the interest phase of the AIDA model, we see that customers will research products that might fit their needs, comparing prices and features. This inner dialogue will focus on all the problems that might come up if they purchase your product, and it’s your job to ensure that there won’t be any.
You do this by further driving home the claim you made in the headline, offering counterpoints to any potential objections and attacking them directly. The more you can persuade the customers that your product can solve their problem without any stress, the closer you get to making the sale.
Finally, you need to provide proof, whether in the form of reviews or testimonials. Placing this section right after your sales pitch will make for streamlined reading experience and remove the need to add any extra pages to your website. Also, make sure you choose the reviews that highlight all the benefits you mentioned in the first half of your pitch.
Up the Guarantee
If you nailed the pitch and your audience has made it this far, they are almost ready to make a purchase. All they need is a little nudge in the right direction.
This is where the guarantee comes in. It counters the final objection, the fear that the product just might not work for that particular customer.
The human mind has evolved to avoid risk. The benefit of a great guarantee is that it effectively removes risk from the decision making process. By offering something like a money-back guarantee, you are taking the risk from the customer and placing it on yourself, which greatly increases the chances of making a sale.
If you aren’t afraid of the risk yourself, you can also try a money-back guarantee that even adds to the original price of the product. A ‘110% money back’ or ‘double the money back’ can net you extra customers if you take on some extra risk. In reality, very few customers will ever hold you to such a guarantee, but the increase in the conversion rate will be more than worth it.
Support Diverse Payment Options
Since you’re building a one page sales funnel, you will also need to integrate the shopping cart into the page itself. Ideally, this shopping cart will also let customers use a variety of payment options, such as payment cards, Stripe, PayPal, ApplePay and others.
This is especially important if your product is aimed at a diverse range of customers. The more payment options you can cover, the better the chances of making a sale.
Shopping cart solutions like LeadCart can be a great help with this element of your sales funnel. They make the process of setting up a cart quick and easy and remove the need for using complicated code to set up the option of different payment methods.
Make the Purchase as Painless as Possible
Tying all of the above together, the act of purchase itself should be as painless and stress-free for the customer as possible. The sales funnel should be designed in such a way that the customer can go over your main claims in the headline, find arguments that bolster your claim and remove their objections in the pitch, read the testimonials and the guarantee, and be able to make the purchase right then and there with a single click.
Make sure your on-page cart includes all the necessary info required to immediately complete an order. This will usually include the customer’s name, email, address, and phone number, as well as the choice of payment method and all the payment details required.
The Bottom Line
By now you are hopefully convinced that a one page sales funnel can be just as effective as a more complex one while saving you time, money and effort. All you need is a killer sales pitch, a willingness to go big on the guarantees, and a reliable toolset to tie it all together.
Remember, by making the sales experience as simple and easy as possible, you’ll be greatly increasing your conversion rates with minimal effort. And the best way to do this is by using a one page sales funnel.
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