I'm not going to lie... the state of sales funnel copy is pretty sad.
That's why when I find someone doing it right, I can't help but get excited...
... and the guys over at Ecommerce Empire Builders know how to do it right.
This week, I will break down the Ecommerce Empire Builders sales funnel, starting with the landing page.
When you watch this video you'll learn actionable takeaways you can start using today to improve your funnel conversions.
Click the video below and let's get started...
Transcript
OK, this week, we're going to get back to doing a little funnel breakdown. It's been a while since we've done that.
I wanted to concentrate on one of the Ecommerce Empire Builders funnels.
I'm doing this funnel because it's an excellent example of some people doing it right.
There are many landing pages and home pages out there that struggle to connect with the customer and move customers through the phases needed for getting the sale.
When I saw this funnel, in particular, I wanted to break it down for you and show you some things that you can start doing immediately to improve your funnels.
So this is going to be part one.
We're just going to be talking about the landing page.
And to set this up, we need to address a couple of things.
The first is where the average person is in their buying journey when they hit this page.
Now, Ecommerce Empire Builders have a popular podcast and a top-rated YouTube channel.
The guys over there are constantly putting out training materials and giving away great content on YouTube and their podcast.
There's a good chance that many people who land on this page already know these guys.
And they are very a problem aware market.
They are people who know that they want something different than their daily job.
They don't want a job.
They want a business.
They want more income coming in.
So they're looking out there looking for a solution.
And they are already somewhat probably solution aware.
If they follow these guys, they're probably very aware of Click Funnels and that e-commerce type solution to the problem.
And even if they're not, they're still out there searching for some self-employment, some a home business, or something like that that they can do.
So we're going to keep that in mind when we look at the copy on their landing pages.
You're going to want to modify your landing page based on where your traffic comes from... and how aware your market is of their problems.
The first thing I want to note is the headline.
And when you do a headline, you want it to be very compelling.
You want it to promise a cure immediately to a pain point.
You've got about three seconds to capture your market's attention.
The person landing on that page needs to see something that pulls them in.
So the headline here, we design, build and grow e-commerce businesses.
As I said, these people probably already know that they're looking for something new in e-commerce.
They may not know what they may not know that answers Click Funnels, but they are looking for someone to help them on that journey.
I put down here that the subhead was an exciting choice.
And the reason I'm saying that is they're jumping right into their lead magnet, which is a webinar to teach people how to start an e-commerce business.
And they're giving away a fully built, built one hundred thousand dollar funnel.
And this works well because they're one of the primary businesses here is their e-commerce academy, where they take people by the hand and show them how to build profitable funnels.
They have a secondary business where they build all that stuff for you.
And we'll get to that in a second.
But that's what makes this subhead work.
So it's a two-pronged attack where you're setting up both products,
so you get this headline that addresses a pain point.
So that's how you want your headline to be.
And then a subhead that tells them what they're going to get,
how that how their pain point is going to be remedied by your product or service.
And then there's this hundred thousand dollar funnel template.
You give away a crazy amount of value.
It makes clicking this link just almost a no-brainer for the average person.
Something you would typically see on a home page or a landing page that maybe this site doesn't go into as much is a credibility statement. "Why should I listen to you?"
"Who are you?"
As I said, a lot of people landing here are aware of these guys.
That being said, this picture is excellent for building their credibility.
They don't have to say anything about themselves at all.
If you know anything about Clickfunnels, right here they are with Russell Brunson, and they've got one of the Comma Club Awards, which means they are just really doing well.
So, without doing a whole "about me" or "who we are" thing right here, they've solved that whole problem using their customer's awareness with a single image.
Next up, I recommend that if you've got any proof whatsoever, this is where it goes.
And they've done a great job with this.
Another thing, you know, they've they're using big-name people here. People that the market's going to know.
So put your highest level of credibility right here.
We've addressed why you should listen and put those proof elements, those credibility elements, down right there.
Now, let's keep moving down the page.
So in this funnel, the copy on this page has made my eyes slide from the headline to the subhead to the proof to their process.
And the great thing about these four areas right here is they're addressing what they do, what you're going to learn with them, or what they can do for you in a way that also addresses objections.
Simultaneously, these are almost bullet statements for copywriting. You're doing this mix of these strong statements about what the customer will get and what the benefit is to them right here.
These four things are probably the most significant pain points in this market.
Picking the niche
Knowing the right product to get.
Identifying evergreen customers.
Not wasting time building out sites that don't work or creating products that don't work.
They're identifying evergreen groups of customers.
They're crafting the perfect product offers.
So they're going to help you not only pick the right product but present it to the customer in a way that resonates with them and makes them want to buy it.
They've got this proprietary system, which is always great.
If you've got anything in your business that you can make proprietary, make sure you do that, and you name it.
So they got this highly optimized design and sales funnel.
You're going to get a sales funnel.
It's going to make the customer's journey seamless and practically sell things for you.
They will show you how to drive traffic because a product with no traffic is worthless if you don't have people coming to buy it.
So they're targeting the niche.
They're doing unbeatable offers, subscription sales, funnels, and traffic and sales machines.
And notice, this is very common in copywriting.
They are future pacing the copy.
It allows people to start to visualize what their future is going to look like with your product.
It's selling based on emotion, even though they may not realize that as they read.
The next logical step in this flow is, "Hey, this sounds awesome. How do we get started?"
So we're starting to make the sell now.
And this is where we go to those two different offers.
This done-for-you service versus the self-study program, building up the credibility again, increasing conversion traffic.
We're going to do it for you.
"Business in a box."
It's terrific visual language.
It lets me know I'm going to be taken care of when I hear that.
And then they go on here to look at the pain points.
They're going to address these pain points here.
Advertising's a huge pain point, just knowing how to target, knowing how to write the ad.
And they are going to do that for me.
Email marketing.
You know, email marketing is probably one of the biggest moneymakers you could have in your business. But most people don't know how to do it.
They don't have time to do it.
You know, right now, 30 emails for a month or a sales launch or just things to keep in touch with your customers, to keep them loving you, buying into your brand, and keeping them coming back for more.
It's a special skill, and most business owners don't have time for that.
So this offer is excellent.
It takes the pain points and lets you know you're taking care of.
Over here, we get the self-study program taught by experts.
The proof statements above show the credibility in that.
I'm never even going to question it.
And then they're showing me that there are four different options here for me.
So that means, you know, if I'm budget limited or there are certain things I want, maybe one of these four programs will work for me.
So it's worth it to click, learn more and find out.
Now, are we going to add even more credibility and social proof.
They've got a list of everyone they've worked with, making 50000 a month, 10000 a month.
And there are two great things about this.
One, it shows, hey, we're out there doing it.
And two, it makes me have that FOMO feeling, that fear of missing out.
Look at all these people working with these guys and doing what I want to do.
And it's compelling.
One of the things that I would recommend to test on this site is, you know, maybe do a little bit more future pacing down here. Maybe add a testimonial or two. Someone saying, "Hey, this is what my life is like now after working with these guys."
And then I believe a brief statement on, what is the better alternative here?
You know, look at all these people that are killing it with us.
This is your chance.
And then another link to the webinar that way.
My only chance right now to hit that webinar is up here.
I'd like to see that down here as well.
Finally, all the social buttons, all the ways you can join them.
Maybe they didn't put their email in this time.
Maybe they didn't do the webinar, but perhaps you can get them into other parts of the ecosystem and, you know, continue their training and indoctrination to come back to the website.
The only other thing that I noticed that I would like to see improved here is this font.
This font is hard to read on a desktop, works great on mobile.
And a lot of your traffic nowadays is on mobile. This image is blown up 150 percent, making it easier to read.
But it was challenging to read on the site.
So what you can take away from this is your headline.
It needs to get their attention immediately.
You've got three seconds, and it needs to be about them.
What what is their pain point, and how you solve it?
And the subhead head is where you fine-tune that, how I'm going to help you solve a problem.
Another thing is making sure you have the social proof.
You know, if you're not as well known, have a little blurb about who you are and why I should trust you underneath this social this proof would be great.
Include bullets about your product.
Interview your customers, do what you need to do, and find the most significant pain points. Then tell them how you're going to fix it.
Future pace, so they can visualize what their life is going to be like with your product.
When you get into your offering here, you should have proved that you are an expert.
It should have already happened.
There should be nothing here that catches me and goes, "oh, I don't believe them anymore" by the time you get down to this point.
So make sure you've added what you need to up here to make me feel that way.
When I get down to this point, make sure your product addresses those pain points, talks about how they're going to solve it yet again.
It never hurts to have more social proof.
It can be testimonials, videos, anything that makes people see that there are people out there happy with your product or service.
Another good way to remind them of it or visualize a future is to remind them of where they are now and then future pace again.
Then, if you're on social media, give them a chance to go there as well. Because even if they don't sign up or by the first time around, this is a great place to do it anyway.
Hopefully, that will help you strengthen your landing pages.
And if you would like me to take a look at your landing pages, I'd be more than happy to do that. You can chat with me here.